Create Differentiated Messaging for Thought Leadership and Sales Enablement (Margie Agin)
Автор: Dennis Shiao
Загружено: 2026-01-27
Просмотров: 9
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Presenter: Margie Agin, Founder and Chief Strategist, Centerboard Marketing.
Learn how to develop clear, differentiated messaging that becomes the source of thought leadership, campaign, and sales enablement content.
Margie introduces a framework to ground content creation in a rich understanding of customers’ pains, jobs-to-be-done, and desired outcomes.
The framework allows you to pressure test your assumptions and confirm if you’re communicating the value of your product or service in a way that resonates with customers.
Once completed, it acts as a shared guide to improve consistency and speeds content creation by avoiding endless review cycles and rework.
Margie details how marketers can leverage this framework to align stakeholders in a systematic way, uncover proof points and success stories, and proactively identify any gaps or mismatches that can derail success.
00:00 Introduction
04:43 What Is A Value Proposition?
13:54 The Value Proposition Canvas
30:01 Connecting The Dots in The Canvas
40:33 Turning (Canvas) Responses Into Content
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