Published: 03 April 2024
Only 25% of B2B buyers recall experiencing any valuable digital interactions with a supplier. CMOs should create high-value content that contextualizes solution value based on buyers’ business needs and validates their decisions throughout the buying journey, leading to high-quality deals.
Brand and/or product positioning statements help anchor high-level value proposition messaging, but they often do not align with how buyers evaluate solution value throughout their buying journey.
Marketing content can benefit B2B buyers in two different yet complementary ways: value framing and value affirmation. Value framing and value affirmation each increase the likelihood that buyers will complete a high-quality deal: an ambitious or premium purchase that lives up to buyer expectations.
Three levels of customer value — catalytic, personal and functional — rest within the broader categories of value framing and affirmation and drive commercially productive behaviors (e.g., paying a
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