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Thought Leadership & Enablement
May 18, 2023

How to Incorporate Value-Based Marketing into Your Campaigns

Explore how value-based marketing can take your business to the next level by reading our comprehensive guide.

Jenna Galletti
Content Marketing Specialist

Let’s be honest: running effective and successful marketing in a recession is not a walk in the park. The competition is fierce, customers are more insightful than ever before, and budgets are often limited.

There is, however, one specific strategy that can help steer your marketing efforts in the right direction: value-based marketing.

Not to be confused with values-based marketing (we will soon explain what this means, too), value-based marketing is rapidly coming to the fore as the best way to attract customers, retain their loyalty, and boost profits.

Are you curious to find out more about this marketing approach and how to use it to scale your business? Then, our guide right here is exactly what you need.

What is Value-Based Marketing?

Before we jump into the meat of the article, it’s important to clarify what value-based marketing is—and what it is not.

Also known as customer-centric marketing, value-based marketing is a new approach to marketing that prioritizes offering unique, genuine, and exceptional value to the end customer.

It achieves this by—you guessed it—putting the customer at the center of the entire process, understanding their needs, and fulfilling their desires. Ultimately, if carried out correctly, this type of marketing can truly enable companies to skyrocket both customer retention and revenues.

To know more about your customers' needs, you can conduct call center analytics and get insights from it. This is the process of collecting and analyzing call center data to improve customer experience, agent performance, customer service, and operational efficiency. 

Earlier, we mentioned that value-based marketing differs from values-based marketing. The latter, in fact, focuses on tapping into customers’ moral values, beliefs, and interests to promote a brand.

Think about, for example, brand activism that sparks conversations and real action in fields such as climate change, social justice, inclusivity and diversity, and more.

While this type of marketing is also becoming increasingly more prominent across companies, big and small, as part of an integrated marketing strategy, it’s different from the value-based marketing we are discussing today.


Free to use image sourced from Pexels

The Benefits of a Value-Based Approach in Marketing

So, what can companies achieve through a value-based approach in marketing? Let’s find out some of the most impressive and widely reported benefits.

It Strengthens Customer Loyalty

A well-thought-out value-based marketing strategy can build—and strengthen—customer loyalty. Why? It’s simple.

Through this type of marketing, brands can craft genuine, personalized, and valuable connections with their customers, and provide them with what they want, need, and expect.

The result? Happy customers. And happy customers are customers who keep coming back for more—and spreading the word about how excellent a particular brand is.

It Boosts Advocacy

If you thought customer loyalty was the pinnacle of a brand-customer relationship, you might need to think again.

Take a happy customer, engage them with more value, encourage them to share their positive experiences with your brand, and hey presto—you have a brand advocate.

Brand advocacy is a fundamental aspect of both brand reputation and profit margins. And with a value-based marketing strategy, you can accomplish that.

To this effect, focus on crafting marketing content highlighting your expertise, authority, and customer-centric approach, such as case studies, customer references, and rewards programs. The amazing results will speak for themselves.


Image sourced from

It Helps with Customer Retention

As we briefly mentioned earlier, a value-based marketing strategy allows companies to boost customer retention—but why and how does this happen in practice?

Well, consider this. If a customer feels that you know them well and genuinely want to provide them with what they want or need, they will be more drawn to choose you instead of one of your competitors.

But you need, of course, to show them that you have their best interests at heart. You can do this in a few rather simple ways.

For example, you could create personalized product recommendation quizzes, fun polls, and surveys, or even launch a playful challenge on social media.

The name of the game—quite literally—is engagement, though remember that your ultimate goal is to always offer real value, not just a few laughs.

It Fosters Solid, Sustainable, and Future-Ready Business Growth

Are you looking to expand and thrive in an increasingly unreliable, uncertain, and complex marketplace? Wondering how to scale your business? Then, you should know that standard marketing tactics will no longer be sufficient.

Enter value-based marketing. Not only will this marketing approach hugely support your customer-facing efforts, but it will enable your business to keep growing sustainably in the future.

One of the main reasons why this is true is the financial investment needed to run value-based marketing campaigns.

Because value-based marketing is primarily focused on keeping your existing customers happy and satisfied, instead of blindly reaching for more and more new opportunities, your marketing spend will be much lower than traditional marketing.

As you surely know, in fact, the tactics involved with winning new customers are generally much more expensive compared to those needed to nurture and look after your existing customer base, which is why value-based marketing makes a lot more financial sense.


Free to use image sourced from Pexels

Value-Based Marketing: How to Incorporate It into Your Campaigns

Now that you know what value-based marketing is and why it benefits businesses, let’s take a look at how you can integrate it into your overall marketing campaigns.

Take Your Customers Behind the Scenes

Knowing your customers is one of the most crucial aspects of running a successful business. When you know your customers, their pain points, and their wishes, you have invaluable insights into how you can fulfill their needs over and over again.

The bottom line? They will be more likely to stick around for the long haul. One of the best—and most entertaining—ways to fuel all this is by taking your customers on a journey behind the scenes of your brand.

Regardless of what you sell—whether it’s physical products or services, there are many ways you can give your customers a sneak peek into what goes on at your company and what enables you to craft the products or services they love.

To achieve this, you can use a combination of marketing assets that include:

Remember, though, your top priority is always to provide the most value through each asset you produce and share.

Leverage Storytelling to Generate Emotions

It’s no surprise that storytelling and marketing go so well together. Telling a relatable, authentic, and captivating story has the potential to entice your audience to check out your brand and, ultimately, buy your products or services.

Screenshot from Patagonia

The main reason behind this is that storytelling fulfills our human need for connection, emotion, and social relationships.

Therefore, focus on crafting a solid narrative around why a specific product or service is so valuable to your customers, and remember to include snippets that feature the stories of some of your happy, real-life customers.

All this will help you connect more deeply and authentically with your audience, which in turn will allow your value to shine through in a much clearer and more detailed way.

As a result, you’ll find that more and more people become interested in your brand and buying from you instead of a competitor.

One of the best bits about storytelling? It works wonders across the most varied industries, whether you sell clothing apparel, a call forward service, or food products tools.

Offer a Top-Notch Digital Experience

Interactive content is another vital part of your value-based marketing strategy. This is because this content type is incredibly personalized and attractive, and it helps keep your audience’s attention for longer.

Whether you opt for a product recommendation quiz, clickable Instagram stories, live chats, or anything else, you’ll want your interactive content to generate a positive, memorable digital experience that leads to tangible action.

If you decide to share some of your interactive content on a specialized website, remember to register a domain name as soon as possible, as this is one of the main yardsticks for professionalism and reliability.

Get Your Salespeople on Board

What we have discussed so far is extremely important, but it would also be totally useless if you didn’t also rope in your sales team.

Marketing and sales have a very strong connection, making it imperative to get your salespeople on board whenever you launch a new value-based marketing campaign.

Try to empower your salespeople with the tools, resources, and knowledge they need to truly illustrate the value of your products or services when it’s time to close a sale.

To achieve this, you’ll want to organize regular value-marketing training sessions as well as share data, findings, and objectives with your sales department.

Free to use image sourced from Pexels

Value-Based Marketing: Take Your Marketing to the Next Level

Adopting a customer-centric culture strengthens customer loyalty, builds brand advocacy, and supercharges profit margins.

Businesses can achieve this by implementing a value-based marketing strategy. By emphasizing the genuine, real value of your product or services to your customers, you can take your business to the next level.

Will you embrace the value-based marketing revolution? Get started today by talking with one of our experts. Let us know in the comments!

Jenna Galletti
Content Marketing Specialist

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