Defining value propositions

scenario

I joined SalesIntel as Senior Product Marketing Manager to launch a new data enrichment product that de-duplicates, updates, and appends contact data records for CRM and Marketing Automation platforms.

challenge

During early development, I recognized that each team member described the product inconsistently. The extent of its capabilities and limitations were unclear. The market was heavily commoditized with dozens of competing vendors.

objective

My goal was to establish a clear, concise positioning statement that distinguished SalesIntel's Data Enrichment product. I would craft messaging, gain consensus from cross-functional leaders, and conduct A/B tests to select the highest-converting messaging.

solution

• After reviewing competitive solutions, I noticed few could de-duplicate, update, and append records with human-verified contact information. I leveraged my framework to draft multiple positioning statements and value propositions.
• I surveyed leaders of cross-functional teams to gain consensus, then conducted A/B tests by incorporating variations of the copy into landing pages, digital ads, and account-based marketing campaigns — comparing impressions, click-through rates, and lead conversion.

impact

These efforts contributed to a successful launch for SalesIntel Enrichment. Within 3 months, the new tool attracted 8 customers with contract values 53% higher than average. I accelerated the process of proposing and validating messaging by a factor of 4 — from 3 months to 3 weeks.