Daniel Burstein

B2B Marketing: Value proposition discussion with Dr. Flint McGlaughlin

October 10th, 2011

Here’s one of the things I love about working with Dr. Flint McGlaughlin, Managing Director and CMO, MECLABS – he routinely looks at the most vexing marketing challenges and creates an entirely new paradigm; a new lens through which to approach these challenges.

Take the marketing funnel for example. Flint says that the traditional view of the sales and marketing funnel is, essentially, upside down. Literally.

In fact, you should take the traditional funnel and flip it. Prospects aren’t just falling into this wide net, waiting for someone to sell to them. Rather, you must keep pushing them up through the funnel, against the constant tug of gravity, which slows down and often stops your sales process. The force that pushes them up through that funnel and overcomes all the forces that can easily stop that sales is a powerful value proposition.

Flint spoke extensively about value proposition at MarketingSherpa B2B Summit 2011 in Boston, and I grabbed him just after the Summit ended to ask a few questions about value prop for B2B marketers:

Amanda F. Batista, the Managing Editor of DemandGen Report, sent along these questions to help her audience gain a deeper understanding of value propositions. So on this video, you can see Flint’s response to:

  • Every organization is challenged with making their value propositions clear – what are some of the initial steps to developing a strategy for this?
  • Given today’s increasingly savvy and empowered buyer, how critical is the role of content marketing in a clear value proposition?
  • What buyer behavior attributes or preferences must marketers keep in mind when developing a value proposition?
  • Can you speak to any examples of B2B organizations that have successfully mapped their value proposition to the buyer’s journey?

If you missed Flint discussing value proposition at our East Coast swing, you still be able to see him at the West Coast stop of B2B Summit 2011, in San Francisco, October 24-25.

Related Resources

Marketing Optimization: Measuring the potential force of your value proposition

B2B Summit 2011 Boston Recap: 5 takeaways on B2B social media, lead generation, building a customer-centric approach, and more

6 Steps to Defining Your Value Proposition

MarketingSherpa B2B Summit 2011 – San Francisco, October 24 and 25

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

Categories: Marketing Insights Tags: , , , , , , , ,

  1. October 10th, 2011 at 05:12 | #1

    Great interview, Daniel!

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