Driving Results Through Value-Based Marketing
A Half-Day Executive Seminar for Marketing & Business Leaders
Learn how to build, market and sell your true strategic value The pace of change in technology is accelerating – which means today's innovations are tomorrow's commodities. It is increasingly challenging to establish and maintain differentiation of your products or services. Meanwhile, globalization is rapidly expanding the competitive threat targeting your customer base, further squeezing your profit margins. As a business and marketing leader, it's imperative to understand how to build, market and sell your true strategic value to today's customers. This requires fundamental change in your organization, as well as to your marketing strategies and tactics.
Driving Results Through Value-Based Marketing is a half-day seminar featuring strategic marketing thought leaders and experts, and is designed to help you:
- Learn proven, repeatable product management and marketing processes to help ensure you’re building the right products or services for the right markets.
- Understand how to better align your organization to the market and sell your true strategic value to customers.
- Gain insights from a real-world case study from a major technology company that was able to thwart commoditization and significantly boost its corporate valuation through proven techniques for marketing and selling strategic value.
- Understand how to implement marketing campaigns and initiatives that better align with today’s changing customer sales and decision cycles.
How to Build and Market Products Customers Buy
Presented by Rich Nutinsky, Product Management Expert & Pragmatic Marketing Instructor
Why are some products instant successes while others go down in flames? Is it luck? Magic? Were they just created or marketed by smarter people? The answer to all these questions is “no.” The good news is that there are proven, repeatable product management and marketing processes that technology companies can follow to help ensure they’re building the right products for the right markets.
A Case Study: How to Increase Corporate Valuation by Selling Strategic Value
Dave Burrows, Co-Founder & Chief Product Officer, Pazien and
Bill Cohn, Director of Product Management, Vantiv Inc., E-Commerce Business Unit
In this real life case study, we will share how a leading technology company recognized that their core business was becoming commoditized and price levels would soon be compressed. To ensure continued growth, they began a process of shifting their focus from their core technology to selling value-added services. While value selling may be the holy grail for technology companies, this company realized it was easier said than done; change can be scary and internal roadblocks needed to be overcome.
Three Mistakes that Prevent Companies from Providing Superior Value
Presented by Neil Baron, Principal, Baron Strategic Partners
We often make assumptions about selling and providing value. Often, these assumptions are not based on facts or reality. We believe we understand the true value of our value proposition – but it may not always be what we think. In addition, we assume that revenue shortfall is the fault of our sales team – but that may not actually be the case. The fact is, the curse of knowledge can be deadly to your products and services.
The Customer Mindshare Strategy for Effective Marketing Campaigns
Presented by Rod Griffith, President & Co-Founder, MarketReach, Inc.
In today’s web-connected marketplace, decision makers are able to access information and insights much more quickly and with much more depth than in the past. They gain far greater knowledge about you and your products or services before they even want to meet or talk with your company or sales people. This has considerably altered how and when your prospective new customers wish to engage with you. Yet most companies are still using traditional "pulse" style marketing campaigns that rely far too much on the luck of timing to generate customer awareness, resulting in lead leakage (and lost business opportunities).