Summary
Personalized messaging and digital execution require a strong value proposition. A persona-based value proposition captures buyers’ attention and entices them to seek engagement. Portfolio marketers must create versions of the value proposition that emphasize key components and align with different marketing tactics. The organization increases its odds of engaging various personas by adapting the value proposition to a variety of tactics suited to different persona preferences. In this report, we describe how portfolio marketers can create variations of the value proposition for use in marketing tactics.
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