B2B Marketing Foundations: Positioning

Learn the core marketing skill of messaging and positioning. Differentiate your products and services from the competition and helps customers understand your unique value.

Introduction

• Welcome
• Messaging: Why it matters
• What customers buy and what they don't

1. Value Messaging Overview

• The key elements of B2B positioning
• Targeting: Why, what, and how
• Identifying the big problem
• Category
• Differentiation and unique value

2. Building Candidate Value Statement: Benefits

• Three steps to unique value
• Key feature and capability inventory
• The five types of B2B business benefits
• Getting beyond generic benefits
• Creating a benefits statement
• Crafting your messaging

3. Putting It All Together

• Why benefits are just the start
• Supporting your key messages
• Building your positioning statement
• Implementing your message

Conclusion

• Why it matters
• Beyond value to your magical story
• Summary story