How long should you stick with your positioning? When should you change it?

Once you have found the ideal positioning for your company or offering, you should stick with it for an extended period – at least 18 months and the longer the better – several years; perhaps forever. That’s because consistency and repetition are the keys to claiming a position in your market and giving it staying power. read more

Can the transformational talk please stop!

I don’t think B2B technology marketers have any idea what a true transformation is. Transformation means to change from one form to another. Caitlyn Jenner is a good example of a transformation. With Caitlyn in mind, how many businesses turn into something totally different? One in one hundred, maybe. And how many B2B software companies are truly changing the way their customers do business? None. read more

Connect with buyers by telling them a good story

I make a living helping B2B software companies position effectively, but I recently sent an e-mail to a prospect telling him to hire a good writer rather than me. While the prospect’s position wasn’t very compelling, the writing was terrible. The prospect needed a quick fix, not a several month positioning project. I felt a good writer would give the prospect time to do positioning right. read more

B2B tech marketers don’t spend enough time on positioning

It comes as no surprise to me that B2B software and technology marketers don’t spend enough time on the positioning process. I’ve got three positioning projects going on right now, and two of them have been on hold at one point or another due to more pressing priorities. I’m concerned that these delays will force my clients to rush through the positioning process they are learning and not devote enough time to it. read more

Management should approve your positioning strategies

One way to insure that members of the management team use your positioning strategies is to seek their formal approval for each one. Members of the management team communicate regularly with important market influencers, including financial analysts, industry analysts and media, all of whom need to hear the same coherent message – a concise, compelling reason for why they should invest, recommend or write about your company, its products and services. read more

Don’t let egos sink your positioning strategy

This is a sensitive subject. It involves taking an unflinching look at the inner you, and committing yourself to a quest for the truth. No, I’m not talking about the latest fad in philosophy or munching magic mushrooms. My subject is developing your product’s positioning strategy – and the potential negative impact preconceived notions, biases and egos can have on it. read more

What is your B2B technology product and what does it do? Make it obvious.

Lack of differentiation is a common problem in B2B technology marketing. A little less common but more problematic is a failure to make it clear on the home page what a company’s product is and what it does. I can’t tell you how many web sites I’ve visited recently that make it almost impossible to figure out the company’s product category (what is it?) and what it does. read more