WHY:Â 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.Â Â
WHAT:Â Participants in this 120-minÂ HANDS-ONÂ workshopÂ will bring 1) a competitors’ grid, and 2) a buyer persona(s) createdÂ 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.Â Â
- Your company’s messaging architecture
- Learn the factors that contribute to a company’s unique selling proposition and positioning Â
Educate Members MUSTÂ have completed Customer Discovery Labs, and must bring 1 buyer persona and notes about competitors to the workshop.
ATDC Accelerate and Signature companiesÂ must bring 1 buyer persona and notes about competitors to the workshop.Â
Attendee Type: Open to Educate Members, ATDC Accelerate and ATDC Signature companiesÂ
Limited to participants from 15 companies.
As ATDCâs 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. Jacquiâs experience spans well-known brands and high-growth startups including Mark Cuban-backed Cycloramic,Â 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 fansÂ and organizes the acclaimed TEDxPeachtree conference in Atlanta.Â