Mostly ineffective positioning on display from midmarket accounting/ERP vendors

Even the most obvious position is effective when it is executed consistently and repetitively in all marketing communications. It should be the theme for everything you do in marketing. Yet a compelling position stated once or twice on your website doesn’t move the needle in your effort to claim a position. read more

Three financial reporting vendors fail to prove their transformational claim in latest positioning evaluation

The claim you make in your positioning statement needs to be substantiated otherwise it is a meaningless claim. Of course a claim that has no basis in fact is impossible to prove, as evidenced by three vendors who sell financial reporting and consolidations software, a market Gartner now calls “Cloud Financial Corporate Performance Management Solutions.” read more

Positioning mistakes common in back office software market for insurance carriers

If you’re looking for examples of the most common positioning mistakes in B2B software marketing, check out the eleven vendors who offer claims, billing and policy administration software for the insurance industry. Only two companies – EIS Group and Guidewire – are doing positioning right with asterisks. I’ll explain later in this competitive positioning assessment. read more

3Cs research is the key to successful positioning

Positioning shouldn’t be left to chance. But unless you do your research – I call it the 3Cs of successful positioning – your message to the market has almost no chance of hitting the mark. In this blog, originally written for MarketingProfs’ daily newsletter, I explain why you need to know the 3Cs – your customer, channel and competition – as well as you know your B2B product, service, solution or company. read more

CPM/BPM vendors struggle to position effectively

Whether you call it Corporate Performance Management (CPM) or Business Performance Management (BPM), some of the vendors in this enterprise software market are struggling to position their products effectively. This is my annual review of how CPM/BPM vendors are positioned in the market for budgeting, planning, forecasting and financial reporting. In the last year, two of the market leaders – IBM and SAP – have finally positioned their product offering. A year ago, both had such muddled product messages that they had no position at all. read more

Xerox gets positioning right

The marketing folks at Xerox clearly understand the importance of consistency and repetition in positioning effectively. By positioning, I mean the mental space that you can “own” with an idea that has compelling meaning to the recipient. It’s in this mental space where an important benefit and the customer’s most important need meet, and hopefully stick. read more

Transformation overused in B2B positioning

Future ImageIt’s been almost 25 years since Bill Gates proclaimed that “Windows 3.0 will transform the way you use a PC.” At the time it was an interesting, relatively unique positioning concept, and it succeeded because it was true, first and foremost, but also it had been tested, and Microsoft knew it would work. It addressed the pain associated with MS/DOS; it was unique, and it was repeated over and over throughout the world during the life of 3.0. read more

Selecting a target buyer one key to successful positioning

I was involved in a positioning project where I almost got axed for advocating that we needed to pick one target buyer; I thought it should be the CIO. But the client insisted that every deal is different with different buyers, and it was even suggested that we needed to message to the end user, not to mention the CEO, COO, CFO, line of business manager, and the list went on. It was no way to start a project because no matter the buying situation, one of the keys to successful positioning is to make the tough choice, and decide who usually is the most influential person in the buying process. read more