At yesterday’s session in Seongnam BioProTech’s training room, I opened with a question.
The question was: "Do you know which stage your customers are at before you craft your message?"
One of the most common mistakes in B2B marketing is delivering the same message to every customer.
A customer who has just discovered your company, one comparing you against competitors, and one on the verge of approval need completely different information.
The core of the day was how to design Value Evidence and Value Propositions for each stage of the customer’s decision process.
At the awareness stage, you need an insightful message: "This is exactly your problem."
At the consideration stage, you need to give clear evidence for "why this approach is the best solution."
At the decision stage, you need to show concrete evidence for "why should we choose your company over the others."
There was one more important point here.
In a B2B environment, there is more than one decision-maker.
For practitioners, technical specs and ease of use matter; for team leads, the concerns are the impact of adoption and the operational burden.
For executives, strategic value and ROI are what matter; for the purchasing team, total cost of ownership and supply stability drive the decision.
The conclusion of this session: even for the same product, you need multiple value propositions prepared from different perspectives.
