#B2BSummit Day One from Orlando – Five Marketing Truths from Flint McGlaughlin


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Dr. Flint McGlaughlin, Managing Director and CEO of MECLABS, opened the B2B Summit yesterday with an hour and a half of rapid fire marketing “truths.” Here are the top five:

  1. Brand is the aggregated experience of the value proposition

  2. The value proposition must have these components:

  1. Appeal – I want it
  2. Exclusivity – I can’t get the exact product or service elsewhere (the “only”  factor)
  3. Clarity – I understand it/you (clarity trumps persuasion)
  4. Credibility – I believe in it/you (specific, quantifiable, verifiable).
  • Landing pages have a 7-second, 4 inch rule. The visitor needs to understand (any confusion results in the visitor backing out):

    1. Where am I?
    2. What can I do here?
    3. Why should I do it?
  • A headline is a pick-up line (Flint’s example: relationships start with a conversation—you don’t walk up to a woman you have never met and offer her a ring and a kiss on the lips – that is what marketers do with their communication every day)

  • Great value propositions replace claims with conclusions—and substantially reduce selling time

  • The sun is shining and I am off to another packed day—Day Two of MarketingSherpa’s 2012 B2B Summit summary tomorrow!

    Dr. Flint McGlaughlin and Dan McDade

    Republished with author's permission from original post.

    Dan McDade
    Dan McDade founded PointClear in 1997 with the mission to be the first and best company providing prospect development services to business-to-business companies with complex sales processes. He has been instrumental in developing the innovative strategies that drive revenue for PointClear clients nationwide.


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