B2B Positioning: How to Stay Specific As You Scale
Your positioning context sets off a really powerful set of assumptions about who your product competes with, what features your product should have, who the product is intended for, and even things like what the product should cost.
April Dunford • A quickstart guide to positioning
Positioning.
Most marketers describe it interchangeably with a 'niche' or 'value prop,' which makes them look like they’ve never opened a marketing book.
So what is it (and isn't)
First things first: forget everything you thought you knew about positioning.
It's not just a marketing tactic or a catchy slogan.
It's the very DNA of your busin... See more
keep in mind that most of your target customers have never heard of you or your rival startups—they simply want to know how your product compares to what they use today. Customer-facing positioning must be centered on a customer frame of reference.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
By choosing to position within a specific market, you’re giving your prospects clues about what products they should compare you with, your key features, your price and your benefits.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
The components are:
Competitive alternatives Differentiated “features” or “capabilities” Value for customers Target customer segmentation Market category