Given what buyers can learn about your company and products without ever speaking directly to you, B2B positioning is more important than ever. The problem is that many companies look around them at their competition and model themselves after the company they want to emulate. But that's "me too" stuff that doesn't differentiate your company.
Rebel Brown [my great friend and colleague] has written a terrific E-Book about positioning that will help you begin to spin your own story in ways that are uniquely yours. She says,
"Anyone who says there's a one-size-fits-all approach to strategy and positioning simply doesn't get it. Great positioning is as unique as each situation. Strategic positioning is as much an art as it is a science. And each and every situation offers a blank canvas."
In It's Not About You Anymore
Rebel shares her positioning matrix to be used as a foundation. She
discusses how you can evaluate your market, company and solutions in
order to create a clear, relevant message for each one. And then she
shows you how they can all work together to differentiate your company
from any other.
When Rebel and I work together, her ability to
create a compelling positioning platform sets me up perfectly to
develop e-marketing strategies and nurturing programs that do what
they're supposed to — generate demand and sales-ready buyers.
Why?
Because everything works together in a consistent way based on the
insights and nuances she's helped the company uncover and then woven
into their go-to-market approach. She also ensures that the positioning
platform is an organic foundation with plenty of room for flexibility
as your markets evolve in real time.
Go download the E-Book and see for yourselves. Your company may look very different to you after you read it.
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