Does the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?”
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Should you change positioning and messaging because of the COVID-19 pandemic?
Have you been thinking about changing your position because of the COVID-19 pandemic? Much has been written about the need to adjust your marketing to take into the account the crisis.
B2B tech marketing full of transformational claims
Is your B2B software product or technology really and truly transformational? Do you make good use “transformation” or “digital transformation” in your marketing copy? Do you think use of either of them helps your marketing effectiveness?
How to differentiate when you aren’t different
In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy. Just identify the benefit of a really important piece of unique functionality and you had a potential positioning statement.
Answer four questions to determine if it’s time to change your position
If there is a valid reason to change your position, this is the best time to do it while there is a lull in the action. Your target audience is thinking about vacation, not buying software. You’re probably juggling less balls in the air and have a little time to think about positioning.
