How to Create a Strong B2B Value Proposition — Free Template

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. Define the mix of products and services that serves this segment's needs. “A feature is what your product does. A benefit is what the customer gains from it.” Work out how your value proposition provides differentiation – what alternatives exist and why yours is superior for this specific segment.

   In Feature-to-benefit translation

2. ‍What is a B2B value proposition? “A B2B value proposition is a clear statement of the outcomes a business customer can expect from using your product, service, or solution.” What is the difference between a value proposition and a tagline?

   In Outcome-based value propositions

3. #3. The proof “The evidence can be a specific customer result, a named client, a quantified outcome, a demonstration, or a testimonial.” When we built MuchSkills – the AI-powered skills intelligence platform I co-founded with Noel Braganza at Up Strategy Lab – we faced exactly this challenge. Skills intelligence is not an obvious category. Buyers needed to understand not just what the product did, but what they would get from it. We built the positioning from the customer profile outward: the gains that actually mattered were about organisational visibility – knowing what skills existed in the business before a crisis forced the question.

   In Proof and social proof

4. “They're describing their product from the inside – and their buyers can't see themselves in it.” I have spent the better part of two decades helping B2B companies fix this. The problem almost never lies in the product. It lies in how the product is described – specifically, in the fact that most companies describe what they do rather than what their customer gets. The gap between those two things is where most B2B sales are lost.

   In Value proposition

5. It is not a slogan “A value proposition exists to be believed.” It is not a glowing description of your company

   In Value proposition

6. Most B2B companies don't have a value proposition problem. They have a perspective problem. They're describing their product from the inside – and their buyers can't see themselves in it. “It lies in how the product is described – specifically, in the fact that most companies describe what they do rather than what their customer gets.” This guide covers everything you need to build a strong B2B value proposition: what it is, what it is not, the tools I use in practice, how to run the process with your team, and how to test whether what you have built is actually working.

   In Value proposition