How to Build a Better Value Proposition - Punch!

How to Build a Better Value Proposition

A great value proposition can make or break a business. Sounds dramatic but it’s true. Your value proposition should form the basis of all of your sales and marketing messaging. Your messaging is the first impression of your business that a prospect gets. Hence, your value proposition goes a long way to positioning your company in the mind of the prospect.

Value Proposition

The ideal value proposition should be short – no more than 75 words, should be written in clear concise language rather than sales jargon, and should tie together the following five elements:

  • It should solve your prospect’s challenges and be of interest to them
  • It should include a differentiator that’s truly defensible against your competitors
  • You should be able to back up your statements with statistics or evidence
  • It should be bespoke for type of ABM that you’re doing – either one-to-one, one-to-few or one-to-many
  • It should use ‘you phrasing’ to make it customer-centric, ‘you’ meaning the customer, as opposed to ‘we’

I’ll use Punch! as an example of how to create a value proposition combining all of the above into a neat, concise two paragraphs. This should give you an idea of how to go about building better value propositions for yourself.

A Value Proposition Should Solve Your Prospects Challenges

One of Punch!’s buyer personas is senior marketing individuals within the Tech sector, often CMO’s, or Marketing Directors.

We know from our research that one of the main challenges for our Marketing persona is that it’s more challenging than ever to stand out in a crowded tech market. Companies are all using the same channels to reach out to potential customers and it’s important to find new ways to break through the noise.

So our value proposition has to contain within it something that will address the above challenge and solve it for our prospects.


We now have a business challenge experienced by our target buyers, so we need to leverage one of our differentiators. This is essentially a unique selling point, but with the emphasis on unique. This needs to be a benefit that none of our competitors can offer.

The challenge is standing out from the crowd in a busy market. So to overcome that challenge, we need to reach out to our prospects in an innovative way. Something that will set us apart from the competition.

At Punch! we use one-to-one personalised video messaging to engage with potential buyers. This works perfectly for two reasons. Firstly, we’re the only ABM agency in the UK using one-to-one personalised video messaging on our client campaigns, which differentiates us from the competition.

And secondly, the one-to-one video strategy is unique among agencies. This solves our Marketing persona’s challenge of how to reach out to their target accounts in a way that will make them stand out from their competitors.

Backed by Stats

Thirdly, are there any stats to back up our two contentions – that it’s harder to stand out than ever before, and that one-to-one personalised video messaging is a way to help our clients do this?

Yes, absolutely.

We could reference the fact that there are 100,000 new tech firms that launch every year, which helps solidify the challenge of standing out.

We also know that embedding a one-to-one personalised video message within an email generates an 8x higher click through rate than a typical marketing email.

Works With Your ABM Tactics

Generally speaking there are three types of ABM – one-to-one, one-to-few, and one-to-many. And your value proposition should be aligned with the type of ABM you’re doing.

For one-to-one ABM, each account is treated as its own specific market. With that in mind, you should develop specific value propositions for each account.

When you’re doing one-to-few ABM, accounts are grouped by sector. So your value propositions should focus on challenges within those sectors.

In one-to-many ABM, you will be reaching out to potentially 100+ accounts across numerous sectors. That’s why you should build your value props around the similar challenges faced by your key stakeholders in different sectors.

With Punch! we focus our efforts on the tech sector, so our stat has been specifically selected to resonate with people working in tech.

The Value Proposition

So trying to pull all of those elements together into a value proposition, how about the following –

With 100,000 new tech firms being launched every year, it’s harder than ever to stand out from the crowd.

With Punch!’s one-to-one personalised video marketing strategy, you’ll be able to generate an 8x higher email click-through rate and engage your prospects in a way that will differentiate you from any of your competitors.

It’s concise, it addresses the challenge of our prospects, references a differentiator from our competitors, and backs up both of the previous two points with a relevant stat.

Use the above method to work on your own value propositions to develop a value prop that really works. If you’re having trouble knowing what differentiates you from your competitors, check out our blog on how to find your differentiators.

unique selling points


One-to-one, one-to-few, one-to-many, programmatic, lite…it’s understandable why account-based marketing can seem daunting at first! But regardless of the ABM terminology being used, the basic principles are the same. Putting more resources into fewer target accounts who are more likely to convert, and provide a greater ROI. Which kind of ABM approach you should adopt depends on a number of factors. In this blog you’ll find out what the 3 types of ABM are, and which is right for your business.

the three types of ABM

So you’ve decided that adopting an ABM strategy is right for your business and that’s definitely a wise choice.


It’s understandable that you might have some concerns, running an ABM programme requires a shift of mind-set. It takes sizeable marketing ‘balls’ to shift resources from more typical marketing strategies to account-based marketing.


But that’s exactly what organisations are doing – the number of companies with an advanced ABM programme doubled from 2017 to 2018. And why?


Simple – because in a recent study, 97% of marketers reported a higher ROI from ABM than other marketing campaigns. Any successful ABM campaign is one that balances these three measures –


  • The likelihood of a given target account buying
  • The resources required to acquire them as a customer
  • The potential ROI to your business if they convert

The differences between the 3 types of ABM are driven by a need to align these factors, so let’s look at exactly what each approach involves and what factors should inform your ABM strategy.

One-to-one ABM

The original and probably best known of the 3 types of ABM, and the approach you’re most likely already familiar with.

One-to-one ABM is a strategic approach that treats your most valuable target accounts as their own individual markets. This means engaging with each of them in a specific and bespoke way.


A typical one-to-one campaign would involve targeting 5-10 key target accounts, the ones whose business would make your year or even change the direction of your company.

The resources required to engage with each account in a one-to-one ABM campaign are significant. With that in mind, it’s vital that you have deep insight into how likely the target account is to buy. Intent data is a great way to choose your target accounts based on whether they’re starting a buying journey.


By focusing on 10 accounts that you know are likely to buy, you can allocate more resources to engaging with each, knowing that they are more likely to convert and provide you with a great ROI.

You should consider one-to-one ABM as your strategy of choice if –


  • You can research the accounts in detail and gather detailed insights on how likely they are to buy
  • Your products and solutions are high-value and high-consideration
  • You’re selling into a mature or even saturated market
  • Your opportunity to close rate is high
  • You have clear and genuine points of differentiation from your competitors
  • Each account has a large number of key stakeholders from whom you need buy-in
  • You have the resources available to create content bespoke to each account
  • You have the available people resources to engage and nurture each target account

One-to-few ABM

One-to-few ABM, or ABM Lite as it’s also known, is a way of using the one-to-one ABM principles and applying them at scale to a greater number of target accounts.

For example, you might be dedicating 40 days per month to your top 5 accounts in a one-to-one strategy.


If you then wanted to reach out to your top 30 accounts, you most likely wouldn’t be able to scale up the same approach unless you have 240 days worth of resources available to do this. So what’s the answer?


Your best strategy would be to focus on small groups of target accounts, rather than individual accounts. These groups can then be treated as their own individual markets, in the same way as individual accounts were with one-to-one ABM.


The most common way to organise accounts into groups of 5-10 is by sub-sector. If you’re targeting the retail sector, your sub-sectors might be fashion, groceries, DIY and homeware.

You can then build specific content that will resonate with that sub-sector, identifying trends and solving their challenges.

Consider one-to-few ABM as your strategy of choice if –


  • You have a small addressable market of target accounts
  • You’re selling high-value, high consideration solutions or products
  • You have to get buy-in from 3-4 key stakeholders at each account
  • You’re able to gather insights into the challenges facing each target sector
  • You have the resources available to create sector specific content
  • You have the available people resources to engage and nurture each target account
  • Your product or solution has clear points of differentiation from its competition

One-to-many ABM

One-to-many ABM takes the ABM approach and scales it so the principles can be applied to a larger number of target accounts.


How many? That’s up to you, as there are no hard and fast rules as to where one-to-few ends and where one-to-many begins.


Similarly, you might be wondering where to draw the line between one-to-many ABM and just ‘marketing’? Well you’re not alone, there’s not a clear agreement even among leading practitioners of ABM.


It depends on the lifetime value of those accounts to your business, the greater the value, the fewer you should go for.


The average number of accounts for a one-to many campaign according to the ITSMA sits at around 100. However you may choose to go for more than this and dedicate fewer resources to each, or use an approach closer to the one-to-few model, and dedicate more resources to engaging with each account.

You should consider one-to-many ABM as a strategy if –


  • You want to increase brand awareness whilst also creating engagement at key accounts
  • Your solution is new to market, or the market need educating on its potential
  • There is one or a couple of key stakeholders at each target account
  • You have the available people resources to engage and nurture each target account
  • Your pipeline to close rate is low and could be improved
  • You don’t have access to information on which accounts are starting a buying journey
  • You need some accounts to convert more quickly in order to see ROI sooner


In these times of uncertainty, making the most out of your marketing budget is more important than ever. In Account-Based Marketing you reduce the number of accounts you target significantly and then increase the amount of resources you spend on them. This makes the actual account selection process very important because you can’t afford for an account that receives significant resource to just fall by the wayside. So with that in mind, here a five tips for best practice account selection.

Have you thought about targeting different industries?

People are getting scared and more cautious about taking meetings and calls. So, who is engaging?


Some industries are booming at the moment such as:


  • Video conferencing technology
  • Project management tools
  • E-learning
  • Ecommerce
  • Gaming

With an influx in demand, they might just be looking for your solution. But for industries heavily effected, you need to rethink your GTM strategy to be as humane as possible; if your solution is something that would be deemed essential to these businesses – keep helping. If it’s more of a luxury, consider targeting different industries where an influx of demand means they might be on the lookout for your solution.

Sales and Marketing, Name a Better Duo

We always talk about the importance of sales and marketing alignment, but it comes into play with regards to account selection as well. A common mistake is allowing one department to select all of the target accounts for a campaign.


If the sales team are solely responsible then you run the risk of them giving you all of the ‘problem’ accounts that they have yet to achieve any traction with. As Jamie Hardin, Senior Marketing Manager of ON24 explains “ABM should be viewed as augmenting the current strategy, not a ‘Hail Mary’ initiative on an inactive account.” Similarly, it would be foolish for marketing to be solely responsible without using the information that sales already have on the accounts that they’ve been engaging with.

This could be information on which accounts are reaching a contract renewal date, previous positive conversations with the clients, or even contacts that could have used your services in a previous role at another company.

By combining the information marketing has alongside insights from sales, your account selection can lay the foundation for a successful campaign.

Are you intent on this?

Utilising intent data is the best way to select accounts. This helps you understand which companies are in a buying window based on the websites they’re visiting and the content they’re consuming. However, platforms such as Bombora and Nexus aren’t at everyone’s disposal, which is why a combination of the above tactics gives the next best chance of selecting accounts that are most likely to convert.


Account selection is perhaps the biggest factor in the success of an Account-Based Marketing campaign. Good accounts, that fit your ICP and are showing intent are bound to be successful, whereas accounts that aren’t selected on insight and reasoning are likely to fail. There’s never a sure fire way to pick accounts that are destined to convert, but by following these tips you’ll have a solid foundation for your ABM programme.

Do it early!

One of the most consistent mistakes we come across with account selection is doing it too late in the ABM journey. After first defining your ideal customer profile or ICP (link to other blog) and selecting your sector, you should be looking to choose your accounts. Prioritising selection early on in the process will give you ample time to gather insight into them, allowing you to really personalise your message that will resonate with the target DMU.

Make Sure They Fit Your ICP

Using an ICP to frame your account selection ensures that your target accounts are most likely to be a good fit for your business. It also ensures that you don’t fall for those ‘dream’ accounts that you may have put on the list because you want the logo on your website, or you’ve always dreamed of working with. If they aren’t right for the programme, you shouldn’t be targeting them. It’s not about if you want them, as much as it’s about if they want you.

So, you’re thinking about adopting Account-Based Marketing…

Fantastic! But there are three different types of ABM; one-to-many, one-to-few, and one-to-one. So, which one is right for you? Luckily, we have a handy little calculator that will tell you exactly that.