Untangling Customer Value Propositions: Our First Webinar

Last week we hosted our very first webinar, Untangling Customer Value Propositions (CVPs). A big thank you to everyone who joined us live. We had some excellent discussion, thought-provoking questions, and a lot of energy around a subject that is so important for B2B brands right now.

If you missed it, we’ve pulled out a short two-minute clip that gives a flavour of the session. In it, we explore why CVPs matter in today’s increasingly complex B2B landscape and how they can bring much-needed clarity to your brand and marketing activity.

Here are some of the highlights from the session:

• Why well-defined CVPs are the foundation of strong, consistent B2B brands
• The crucial role of Ideal Customer Profiles (ICPs) in shaping effective CVPs
• How combining data, customer research, and internal knowledge leads to sharper customer insights
• Practical ways to turn complex brand challenges into clear, motivating narratives that resonate with both leadership and customersDo your internal teams have a shared understanding of your brand’s purpose?

Using Customer Value Propositions to Navigate Complexity

One of the main themes that came through strongly is that B2B marketing is becoming more complex, not less. Customers expect clarity and confidence, differentiation is harder to achieve, and brand messages are often scattered across too many channels. CVPs act as the anchor that pulls everything together. When they are well defined, they not only guide marketing campaigns but also strengthen leadership alignment and help organisations make smarter investment decisions.

Another important takeaway was the link between ICPs and CVPs. We showed how effective CVPs can only be written when you truly understand who your best-fit customers are, what challenges they face, and how your business can uniquely solve them. This connection between the “who” and the “why” is where brands can really stand out.

This was just the start of the conversation, and we will be building on these themes in future sessions.

If you would like to watch the full webinar recording, you can book a quick slot with us and we’ll share the complete version with you.