It’s no overstatement to suggest that a unique selling proposition (USP) is the very soul of any marketing strategy. The notion dates back to the 1940s when advertisers started to explore the ways in which their marketing propositions influenced customers to buy from one company over another.
No matter what you sell, there’s a reason a customer with many options chooses your brand— and a fully-realized USP is integral to that decision. In case this term is unfamiliar, unique selling proposition refers to “the factor or consideration presented by a seller as the reason one product or service is different from and better than that of the competition” (source).
Think of the brands you repeatedly buy from — your go-to pizza restaurant, your favorite clothing store — and we bet you can think of their unique selling proposition. And, defining your unique selling point is equally paramount in the B2B world.
In today’s blog post, we highlight B2B brands who check all the boxes of a great USP. These companies have won over customers by showcasing their value through succinct, clear, and effective messaging. We hope they inspire you to do the same!
1. CrazyEgg – “Make Your Website Better. Instantly”
CrazyEgg is a website optimization tool that helps users track exactly how people interact with their websites. The platform uses heat maps to uncover detailed visitor behaviors like scroll depth, cursor movements, popular user paths, what pages users end up at right before bouncing, etc.
But, the intricacy of tracking these indicators might appear confusing to site owners who lack extensive technical expertise. That’s why CrazyEgg came up with an elegantly simple tagline: “Make your website better. Instantly.” After all, that’s the goal of everyone who is qualified to use this tool. They want nothing more than to fix what isn’t working with their current website. CrazyEgg’s unique selling proposition promises to deliver exactly that, without getting bogged down in the technical details.
2 Fractured Frame Photography – “Portraits BURSTING With Personality”
Kasey Grim, the owner/photographer of Fractured Frame Photography, started her business with a singular purpose. She wanted to differentiate herself from those corporate photographers specializing in bland headshots, and instead offer company portraits with personality.
In other words, she wanted to help businesses improve their branding, not just provide them with high-quality photos. That was the inspiration for her “Portraits BURSTING with personality” USP. She stands out by taking portraits that showcase personality and identity as much as professionalism, and her website enables businesses to quickly understand what sets her apart from other photographers.
3. Freshworks – “Your Sales Force Needs a Better CRM”
Pay close attention and you’ll notice a subtle art to the tagline from Freshworks pictured above. Notice how their selling proposition isn’t simply “Your sales team needs a good CRM.” Freshsales markets to businesses whose growth rates outpace their current CRM platforms. More sales leads means more resources that department must allocate, which can hinder efficiency.
Freshsales’ USP says they have the CRM tool that can handle massive growth by automatically capturing sales leads in one place, using AI for lead scoring, managing email accounts, and being able to personalize emails via unique templates. In short, they offer a “better CRM” than the competition.
4. Glue Machinery Corporation – “Glue Diligence”
Let’s be honest, it’s more than a little difficult to get folks excited about industrial strength adhesives. But that’s just what Baltimore-based Glue Machinery Corporation, an industrial machinery and adhesive company, have done with their Glue Diligence tagline. But this is much more than wordplay—it’s come to signify the ethos of the company and fully embodies their USP.
The entire selling proposition of Glue Machinery revolves around free consultations to determine the right products for their customers at the lowest price. Hence “glue diligence.” But don’t make the mistake of thinking this is nothing more than a quaint tagline—it’s branded messaging that has helped Glue Machinery land some of the biggest clients around, including Coca Cola, Toyota, and Johnson and Johnson.
Again, there is power in simple messaging.
5. GoShare – “Your Friend With a Truck”
The moving company GoShare adds a personal touch to their marketing, framing a business service as a favor from a friend. After all, it’s part of our culture to call on friends with trucks whenever we have to move into a new apartment or haul large items from one place to another. This is a message that resonates with everyone, from individuals to companies.
In fact, GoShare has enjoyed runaway success in the B2B market. Hardware stores and other businesses can simply hire GoShare’s services quickly through their mobile app. They don’t have to worry about reallocating their own employees and resources to make deliveries or undertake big moving jobs.
6. Slack – “Where Work Happens”
For a collaboration tool like Slack, “where work happens” is a simple and catchy slogan.. But to peruse their website, you find that this mantra branches out to all areas of their services. Slack positions itself as more than just a messaging platform. Rather, they provide an all-encompassing hub that is integral to day-to-day workflows.
An extension of this USP can be found on Slack’s website: “Integrate with the services you already use.” Slack makes it clear that their app boasts more integrations than the competition, making it easy to adopt this solution into the programs that employees use every day.
Slack bases their entire USP around a single idea: simplicity. And they were able to ride this powerful value proposition to a $3.8 billion dollar valuation and ultimately become one of the most popular business productivity apps around.
7. Unbounce – “Convert More”
Unbounce, the popular landing page creator, has honed their USP down to a science. Sure, there are many similar companies out there that offer DIY landing page development. But Unbounce was the first to make landing page design without coders or developers a central thesis of their value proposition.
On top of ease of use, Unbounce extends this guarantee — “Convert More…” — to all facets of their services. For example, they also offer A/B testing to customers without the need for IT support. They ensure fast turnaround and full integration with WordPress and Google Analytics. Finally, they draw a direct line from ease of use to the ultimate selling point: those who opt for Unbounce lead generation landing pages will get more conversions than those who opt to go with the competition.
Final Thoughts on Unique Selling Propositions
Consider what your average consumer remembers about their favorite brands. Sure, most of the time it’s the name, or the quality of individual products. But they also remember branded messages and the unique selling propositions that encouraged them to buy from the brand in the first place. Therefore a strong message is just as powerful in the mind of your target audience as the name of a company or business—perhaps more so.
Learn more about ZoomInfo by contacting our sales team today. We’re more than just a B2B contact database. We have the tools you need to simplify and increase the effectiveness of your go-to-market strategy.
Scott Miraglia is the CEO of Elevation Marketing. He is a balanced risk-taker with nearly three decades of experience starting and growing advertising and marketing agencies. His business acumen is matched with a drive to build creative teams that thrive in open, collaborative work environments. Scott seeks out the best creative individuals, not only to provide quality service to clients, but to also help shape the future direction of Elevation Marketing. He remains dedicated to helping his talented teams develop unique and effective integrated marketing programs that help employees realize their full potential while serving up impressive business wins for clients.