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所在平台: Udemy |
课程主页: https://www.udemy.com/course/b2b-marketing-messaging-with-value-proposition-design/
课程评论：没有评论
课程名称：B2B营销：产品定位与传递信息 课程概述：本课程旨在帮助您转变B2B产品营销理念，着重于如何设计有效的价值主张。您的B2B产品或服务的价值主张是仅仅集中在功能和规格上，还是过于关注与竞争产品的比较？或许，它没有清楚地描述产品或服务所能解决的客户痛点或满足的需求？通过深入理解价值主张设计框架，提升您在B2B营销中的传播效果、文案内容以及销售支持工具的影响力，从而有效展示产品或服务的价值。激励您的客户从固有状态中转变，选择您的解决方案而非竞争对手的产品。 本课程为基于实例学习的小投资，将帮助您运用三种不同类型的价值主张设计，增强B2B营销定位和信息传递的效果。与理论性课程不同，本课程快速学习实用的传播概念，以真实世界的例子为基础，让您能迅速上手。想象一下，通过更好地突出产品的价值主张，提升您的网站转化率和销售成功率，您将成为团队中的营销天才。 该课程是ValuZition B2B营销专业化系列的一部分，旨在通过客户亲密度和数据驱动的决策来转变营销策略。您将学习到实用的B2B营销概念，并获得提升公司收入增长、盈利能力、营销投资回报率和客户体验的工具。 系列课程综述及结果： 1. **以客户应用为主导**：学习在客户旅程的早期与其互动，以后期为您的产品创造影响力与偏好。 2. **基于价值主张设计的战略信息传递**：通过关注客户成果来区分您的产品与解决方案，提升B2B营销信息的影响力。 3. **客户细分策略与模型**：运用“待完成工作”框架，为您的细分模型添加战略深度。 4. **客户旅程与市场进入战略**：了解客户旅程的重要性，利用客户声音和数据分析发现客户旅程的洞见。 5. **定价管理以推动收入和利润增长**：将B2B定价策略从单纯的价格转变为价值，通过新的定价策略有效管理收入和利润。 通过学习真实案例和基于电子表格的分析工具，本课程让您快速学习并更快应用。
Transform your "Product" Marketing PDoes your B2B product or service value proposition focus on features or specs? Or is it too focused on comparisons with competitive products?Does it describe the benefits (jobs-to-be-done or pain points addressed) of your product or service? Or does it address higher order customer outcomes like social, emotional, economical, efficiency, or risk mitigation needs?You need a robust value proposition design framework to help you craft the value delivered by your products or services to your customers. Increase the impact of your B2B Marketing messaging, copy, content, and sales enablement tools by showcasing the value proposition of your product or service in an impactful manner. Trigger your customers to move from status-quo and prefer your solutions over your competitors'. This small investment in example-based learning will help you deploy 3 different types of value proposition design to improve the impact of your B2B marketing positioning and messaging. Compare to theory-based courses that can cost hundreds of dollars and can take months to complete. Quickly learn practical and useful messaging concepts, based on real-world examples, to help you get started quickly. Imagine improving your web conversion rate and sales win rate by better highlighting the value proposition of your offerings. Wouldn't that make you the marketing genius in your team?This course is a part of the ValuZition B2B Marketing Specialization to transform your marketing strategy with customer intimacy and data-driven decision making. Learn practical and useful B2B marketing concepts, based on real-world examples, from an accomplished marketing leader. Get tools that can improve your company's revenue growth, profitability, marketing ROI, and CX. Below is a summary of the courses in the Specialization and their outcomes. 1. Leading with Customer Applications: Learn how to engage with customers earlier in their journey to generate influence and preference for your products later in their journey. Trigger your customers to move from status-quo and prefer your solutions over your competitors' by focusing on their jobs-to-be-done and pain points.2. Strategic Messaging Using Value Proposition Design: Differentiate your products and solutions by focusing on customer outcomes. Increase the impact of your B2B Marketing messaging, copy, content, and sales enablement tools.3. Customer Segmentation Strategies and Models: Deploy the "Jobs-to-be-done" framework to add strategic depth to your segmentation model. Uncover opportunities for revenue growth, go-to-market optimization, product development, and pricing optimization by discovering and targeting attractive customer segments.4. Customer Journey and Go-to-market Strategy: Learn why customer journeys are important, how voice of the customer and data analytics can be great tools to discover customer journey insights, and why it's critical to have your go-to-market strategy is informed by customer journey inputs.5. Pricing Management to Drive Revenue and Margin Growth: Transform your B2B Pricing Strategy from Price to Value. Explore new Pricing Strategies and learn how to effectively use Pricing as a Revenue and Margin Management tool. Learn fast, apply faster from real-world examples and spreadsheet-based analysis tools.
