A value proposition is a clear statement of the specific benefit your product or service delivers, to whom, and why you’re better placed to deliver it than anyone else. Done well, it becomes the commercial spine of your brand: the thing your positioning, messaging, and sales conversations all grow from. Done badly, it becomes a…
SaaS churn is the rate at which customers cancel their subscriptions over a given period, and it is one of the most reliable indicators of whether a business is actually delivering value or just selling it. A high churn rate does not simply signal a bad product. It usually signals a misalignment between what was…
Wendy’s dynamic pricing experiment became one of the most misread marketing stories of 2024. What the company actually proposed was surge pricing on digital menu boards, not a demand-based model that punished customers at peak hours. But the public heard “you’ll pay more for a burger at lunchtime,” and the backlash was swift, loud, and…
Propensity marketing is the practice of using behavioural, demographic, and transactional data to identify which customers or prospects are most likely to take a specific action, and then concentrating your marketing effort on those people. Instead of broadcasting to a broad audience and hoping the right people respond, you build a model that scores individuals…
Brand and product are not the same thing, and conflating them is one of the most expensive strategic errors a business can make. Your product is what you sell. Your brand is why someone chooses to buy it from you rather than a competitor selling something nearly identical. The distinction sounds simple. In practice, most…
An effective customer value proposition meets three criteria: it must be relevant to the customer’s actual problem, meaningfully different from what competitors offer, and credible enough that the customer believes you can deliver it. Miss any one of these and the proposition collapses, regardless of how well-crafted the language is. Most value propositions fail not…
Perceived value in marketing is the worth a customer assigns to a product or service based on their beliefs, expectations, and experience, not its actual cost or functional specification. It is the gap between what something is and what someone believes it to be, and that gap is where most of the real commercial leverage…
Value pricing strategy means setting prices based on what customers believe your product is worth, rather than what it costs to produce or what competitors charge. It is the most commercially sound approach to pricing for most businesses, and also the one most teams get wrong because it requires genuine understanding of customer perception, not…
ABM ROI is harder to measure than most vendors will admit, and easier to fake than most marketers will acknowledge. Account-based marketing programmes can look impressive on a dashboard while delivering almost nothing of commercial value, and the gap between reported performance and actual pipeline contribution is often wider than anyone wants to discuss openly….
Cialdini’s six principles of persuasion, first published in Influence in 1984, describe the psychological triggers that make people more likely to say yes: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. They remain among the most practically useful frameworks in marketing, not because they are magic, but because they map accurately to how…
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