Only 14% of the unique benefits we tested achieve both relevance and consistent delivery.
By Whitney Satin
Building loyalty with your customer experience is simple: identify a benefit your company provides that differs from that provided by the competition and deliver. Sounds easy enough. So why do B2B marketers get this right only 14% of the time?
Let’s assume we’re beyond the “innovative reliable partner” language and have identified a benefit that our company can claim is 100% unique. The next questions to ask become: 1) do customers care about the unique benefit? and 2) do we actually deliver on the promise of the benefit? Read More »
