M2. Defining + Communicating Your Unique Selling Proposition

2018-02-14 2:00 pm - 4:00 pm
ATDC Community Room (Room 2525)
Address: 75 5th St NW, Atlanta, GA 30308, USA

WHY: Your unique selling proposition (USP) differentiates your solution from the competition. This HANDS-ON Session helps you determine what makes your solution unique (hint: it’s not always about the price or the features.) and how to communicate it. Companies that market using the approach covered in this workshop enjoy a 73% lead to sales pipeline conversion rate.  

WHAT: Participants in this 120-min HANDS-ON workshop will bring 1) a competitors’ grid, and 2) a buyer persona(s) created using responses from Customer Discovery Interviews (pre-customer startups) and/or customer feedback (feedback from existing beta customers, paying customers, etc.) to draft key messages and develop their company’s unique proposition that sets them apart from rival companies.   

Workshop Takeaways: 

  • Your company’s messaging architecture
  • Learn the factors that contribute to a company’s unique selling proposition and positioning  

Prerequisites: 
Educate Members MUST have completed Customer Discovery Labs, and must bring 1 buyer persona and notes about competitors to the workshop.
ATDC Accelerate and Signature companies must bring 1 buyer persona and notes about competitors to the workshop. 

Attendee Type: Open to Educate Members, ATDC Accelerate and ATDC Signature companies 

Limited to participants from 15 companies.

Instructor Bio

Jacqui Chew, CMO -in-residenceAs ATDC’s CMO-in-residence, Jacqui Chew provides marketing strategy counsel to ATDC Accelerate and Signature companies. She is an award-winning digital strategist and principal at iFusion, a go-to-market collective. Jacqui’s experience spans well-known brands and high-growth startups including Mark Cuban-backed Cycloramic, eBay, IBM, Stainmaster, PeopleSoft (now Oracle), and Venture Atlanta. As the senior marketing executive at Silverpop, a marketing automation pioneer, she oversaw its debut and supported the Series B round venture capital raise of $30 million. Jacqui is an avid TEDTalk fans and organizes the acclaimed TEDxPeachtree conference in Atlanta. 

Registration links

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