Best Practice Report

The Messaging Nautilus®: Buyer’s Journey — Value Proposition

June 30th, 2022
With contributors:
Kaitlyn Coalson , Drew Zalucky


A value proposition describes the business value a buyer can actualize through a provider’s offering or capabilities. An offering may require multiple value propositions to address multiple buyer dimensions (e.g., market segment, company, buying center, persona). Product, solution, segment, and business unit marketers are primarily responsible for developing value propositions for their portfolios. In this report, we describe the five components of a B2B value proposition and provide a template for assembling them into a statement that attracts buyers to the offering.

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