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2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
Todd Lebo
Senior Director of Content, MECLABS Todd.Lebo@meclabs.com @ToddLebo
Austin McCraw
Senior Editorial Analyst, MECLABS Austin.McCraw@meclabs.com
Cisco Confidential
An Experiment
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Experiment: Background
Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306
Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary research question: Which page will obtain the most form submissions? Approach: A/B multi-factorial split test that focused on increasing overall communication of the value proposition.
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Experiment: Control
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Experiment: Treatment
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Experiment: Side-by-side
Control Treatment
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Experiment: Results
The optimized version increased captured emails by 201.3%
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Experiment: Results
451%
Essentially, we applied a slightly modified version of the treatment across other landing pages and PPC campaigns, to see significant gains.
302%
257%
28%
603%
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Perceived Value
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POINT 1: We must have a clear understanding of the role of the Value Proposition.
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Key Principles
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EXAMPLE: GE (B2B)
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Audience Question
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Key Principles
Value Proposition Question: If am your ideal prospect, why should I buy from you rather than your competitors?
1. You are fundamentally answering a first-person question posed in the mind of your customers. 2. A value proposition focuses on a specific customer segment. This requires you to consider who you are not going to serve and the associated tradeoffs. 3. A value proposition has a specific action in mind. It is seeking to answer why for a specific what. 4. A value proposition must differentiate you from your competitors. In at least one way, you must have an only factor.
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POINT 2:
We need to understand the relationship between the core and the derivative value propositions.
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PRODUCT
PRODUCT-LEVEL
#1 #1
PRODUCT
PRODUCT
PRODUCT
#2
#2
PROSPECT-LEVEL
PRODUCT PRODUCT
#3
#3
PRODUCT
#4
#4
Question: Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?
Prospect B
PRODUCT PRODUCT
#1
#4
1
PRODUCT
#2
PRODUCT
#3
2 3
Conversion steps associated with a specific product
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1.
Key Principles
Underneath a value proposition is an even more fundamental question.
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Fundamental Question: If I am [a particular prospect] why should I [take this action] rather than [this/these other action(s)]?
Central Value Proposition: If I am your ideal prospect why should I buy from you rather than (buy from) any of your competitors ?
[take this action] [this other action]
[a particular prospect]
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1. 2.
Key Principles
Underneath a value proposition is an even more fundamental question. Understanding this fundamental question gives us the flexibility to modify and create more specific Derivative Value Propositions at three essential levels:
A. Prospect level B. Product level C. Process level
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Prospect Level: If I am a CTO, why should I buy from you rather than any of your competitors?
[this other action]
Product Level: If I am a CTO, why should buy this collaboration solution rather than any other collaboration solution?
[this other action]
[a particular prospect]
[a particular prospect]
Process Level: If I am a CTO, why should I click this webinar invite rather than any other webinar invite?
[this other action]
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PRODUCT-LEVEL
#1 #1
PRODUCT
PRODUCT
PRODUCT
#2
#2
PROSPECT-LEVEL
PRODUCT PRODUCT
#3
#3
PRODUCT
#4
#4
Question: Why should [PROSPECT A] click this PPC ad rather than any other PPC ad?
Prospect B
PRODUCT PRODUCT
#1
#4
1
PRODUCT
#2
PRODUCT
#3
2 3
Conversion steps associated with a specific product
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POINT 3: We need to understand how to intensify the force of the value proposition.
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Select the highlighter tool and place a mark in the box next to what you think should be changed in this value proposition
Tell me what is different about GE turbines Tell me why GE is the best company to purchase from Its fine the way that it is. I wouldnt change anything
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Key Principles
The force of a value proposition can be measured by four essential elements of the offer:
Appeal How much do I desire this offer? Exclusivity Where else can I get this offer? Credibility Can I trust your claims? Clarity What are you actually offering?
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4Exclusivity 1
Credibility
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Value Proposition: GE works by powering leading companies with advanced stream and gas turbine technology.
Appeal
1 Clarity 2 0 0 Exclusivity
Credibility
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Value Proposition: We're recognized as one of the leading worldwide providers of IP-based communications services to businesses. We also have the nation's fastest mobile broadband network and the largest international coverage of any U.S. wireless carrier, offering the most phones that work in the most countries; the largest Wi-Fi network in the United States based on branded and operated hotspots.
CLARITY 5 Appeal
Clarity4
4Exclusivity
Credibility
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Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306
Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary research question: Which page will obtain the most form submissions? Approach: A/B multi-factorial split test that focused on increasing overall communication of the value proposition.
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Experiment: Control
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Experiment: Control
After review and testing, the researchers at MECLABS identified the following value proposition for this offer. Value Proposition: Because we have the most comprehensive1 and accurate2 lead database.
1. Includes access to over 210 million U.S. consumers, 16 million U.S. businesses, and 14 million executives. 2. We have a team of 600 researchers that verify the data daily and make over 21 million verification calls a year, 80,000 calls a day.
Lets see how this intensified value proposition was translated to the webpage
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Value Proposition: Because we have the most comprehensive1 and accurate2 lead database.
1. Includes access to over 210 million U.S. consumers, 16 million U.S. businesses, and 14 million executives. We have a team of 600 researchers that verify the data daily and make over 26 million verification calls a year.
2.
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Experiment: Results
201% increase in total leads
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Summary
POINT 1: We must have a holistic understanding of the role of the Value Proposition. POINT 2: We need to understand the relationship between the core and the derivative value propositions. POINT 3: We need to understand how to intensify the force of the value proposition
5 Appeal
1 2 3 4 5
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Upcoming Accelerate! Sessions: July 11th How to Optimize Your Marketing Tactics with a Strong Value Proposition Get Started Crafting an Effective Value Proposition: Download the Value Prop Worksheet from MarketingExperiments Earn up to 20,000 points for attending Accelerate! Sessions: Register for Cisco Rewards Stay Connected to Cisco Accelerate! Accelerate! Space
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Thank You!