Value Proposition

A value proposition (VP) is a key message from a vendor to potential buyers. It explains in a simple way what customers will obtain if they purchase a certain product or service. The VP isn’t a mere description of a commodity. Nor is it a slogan. 

In B2B, the value proposition is the description of how a company helps its clients solve their business problems.

Let’s take a look at value propositions on CIENCE main page:

We have one general VP – B2B Lead Generation. That’s what we do for our clients. 

We also have a value proposition to each Buyer Persona we’ve outlined for our business. We created special web pages for each of them. Check out some of the key phrases that we use:

Business owners – “stand-in, augment or replace in-house team,” “grow your business,” “deploy SDR Team in less than two weeks”

And more:

Sales leaders – “predictable pipeline”, “qualified appointments”, “relentless prospecting of your must-win clients”

And more:

Marketing leaders – “transform your lead generation efforts,” “addition to your marketing mix,” “an immediate path to market.”

And more:

Tips on creating a value proposition:

1. Brevity and focus

Scaling sales isn’t the only goal that CIENCE helps to attain. We’re also great at making your pipeline more predictable. We can fill it with high-quality leads and convert them into appointments. We excel at both writing emails and making cold calls. Our SDRs will go the extra mile (and won’t stop there) to set an appointment for our clients. Our reporting is unparalleled. And the ROI of our campaigns is beyond expectation.

This is a very short list of the values that each customer of CIENCE obtains. However, this list is just too long to be a value proposition. So, the rule is:

One challenge = one solution.

2. Comprehensiveness

Few of the values listed above can actually become a full-fledged value proposition. They only reflect separate aspects of the services we provide. You need to create a short yet comprehensive description of your solution.

Here’s another example:

Clutch knows how painful it is to make a buying decision in B2B. They’re also aware of how decision-makers are afraid of hiring a company that fails to perform well.

Their solution to this problem is simple. They provide credible data so that you can hire only “firms that deliver.”

The value proposition in prospecting

The value proposition is part of any prospecting campaign. Copywriters use it when composing an email or a phone script.

In the past, the content they produced mostly focused on listing the best qualities of the company. Here’s an example:

“Hi, Joe,

It’s Matt from ABC company. Our software is a leader in the market. 

We offer features like filters, reporting, data access control. We’ve got plenty of other feature functionality that our users love.

Do you have 15 minutes so that I can show our platform to you?” 

And so on and so forth. We call it a “Me! message.” Although such content has acquired much criticism over the past decade, decision-makers continue to receive emails entirely focused on the senders on a regular basis.

There’s a very different approach and it works much better. Copywriters build the message around a certain problem of a prospect and hint on how their company solves it.

Here’s a better example of an effective value proposition:


You probably know that response time is a huge driver of customer satisfaction when it comes to your support tickets.

Your team’s average response time is down to 48 hours according to our test. But what if you could get it down to same-day (24 hours or less)?

We helped [competitor X] cut their response times in half. Are you interested in a 15-minute demo of how our platform could do the same for you?

The tie-in to the prospect’s business goals makes the value proposition far more relevant and thus effective. Since a value proposition is a promise of value to be delivered, it’s always better when wrapped in the language of the person to whom the value will be applicable.