Slide 5.1

Video 11 Online B2B Value Propositions

IBMS Semester 6a Fall 2015

Mr. George Szanto

Topics Covered

• OVP for Product Management vs Product Promotion

• Recap of Online Value Proposition (OVP) Definition

• How does OVP fit into the over all process of creating a strategic eMarketing plan

• Factors to consider when developing a strategic eMarketing OVP

• Examples of varous B2B OVP

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Learning Goals

• Define a 1 – 3 online value propositions for your assigned strategy case

• Use these value propositions combined with personas to derive content strategy and tactics

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Differing OVP – depends upon task at hand - 3 scenarios

• # 1 Use Internet for external data collection for product management

• # 2 Use Internet for developing distribution channels and networks

• # 3 Use Internet for direct selling – product promotion

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# 1 Upstream: product definition; road mapping; lifecycle management; market research; # 3 Downstream: product

launch; promotion; buyer journeys; social conversation; communities; distribution

# 2 Upstream: find, develop distribution channels;

OVP Definition & Recap for 3 Scenarios

• # 1: Exploits crowdsourcing; speed; convenience; cost savings; partners; etc. to create value for the supplier company

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Definition - OVP Scenario 2

• # 2 Exploits crowdsourcing; cost saving; convenience; process; to extend supplier’s distribution network

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Definition OVP Scenario 3

• # 3 Exploits unique advantage(s) online reinforcing core brand, clearly summarizing what a customer can get from you online that they can not get elsewhere (including offline, or from competitors)

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How Does OVP Fit Into the Overall Picture

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Factors to Consider in Your OVP

• Which scenario are you addressing 1, 2, 3? • Customer persona needs• Competitive offerings• Company strengths and resources available• Online business model• Immediacy, interactivity• Can it be reinforced throughout your various

digital assets (content, websites)?

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6Cs & 8Ps To Help Define B2B OVPs7 Cs 8 Ps

Content – relevant, @ right time

Product – real vs. virtual

Customization – matched to personas

People – community; live interaction (Chat); online training

Community – social network, crowd sourcing

Physical evidence: awards, testimonials

Convenience - 24/7; immediacy;

Place – (multiple) digital channels; off-line vs online

Cost Reduction Price – different or same online vs offline?

Choice – wider online? Process – buying, install, rollout

Competition Partners & Price

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Examples - Online Product Definition

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Examples - Online People

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Examples Online Value Adding Processes

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Examples Online Value Adding Processes

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Examples Online Physical Evidence

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Examples Online Customization

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Examples MS Customized Enterprise Finance Content

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Examples Online Convenience

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Examples Online Differentiated Competition

End of Video - Thank you

• During this week’s workshop, please be ready to present your case’s OVP or to debate those presented by classmates!