The Importance of Product Positioning

280 Group

In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging.

Crafting a Useful Positioning Statement

Actuation Consulting

A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. FOR <target market> A concise definition of the market segment.

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Solutions Marketing vs. Product Marketing: One Big Difference

Proficientz – Product Management University

A lot of people think solutions marketing is just a fancy term for product marketing, especially since the term solution has been so overused. In a product marketing model, products are the star. In a solutions marketing model, the star is the buyer’s vision for success.

5 Obviously Awesome Takeaways from April Dunford’s New Positioning Book

Business of Software Conference

From page 1 of Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It , it was clear that the team at Business of Software needed to read April Dunford’s new book. 1 – Positioning is the difference between ‘So?’

Freelance Consulting and Product Management – Time to Join the gig Economy?

Mind the Product

Therein lies the opportunity for a product management consultant. Consulting on a part-time and freelance basis may be a viable option for you, depending on where you are in your career. marketing acumen to promote the nascent consulting business.

What is positioning and how can it improve marketing?

Messages that Matter

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? There is often a debate about what positioning is, and what it is not. Confusing matters further, there are two proper usages of “positioning:” How your company is situated relative to its competitors; [… If you’re not sure, you’re not alone.

PR Does Not Stand for “Press Release” – B2B Marketing Rules

280 Group

Bill Haines, Senior Principal Consultant and Trainer | 280 Group. Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy. He is author of the book: The 21 Rules of B2B Marketing , available on Amazon. Product Marketing

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Meet Your New Partner: The Sales Team – B2B Marketing Rules

280 Group

If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). To gain enthusiasm from sales for these sessions, keep the focus positive. Product Marketing

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Product/Market Fit is Failing Because of Your Company Structure

Mind the Product

Product experts have tried to tackle this issue but they gloss over the impact a company’s structure and leadership team have on product/market fit. For many consumer packaged goods (CPG) companies, product teams report to marketing, sales, finance, or strategy leads. Whereas, startups and SMBs (small to medium-sized businesses) frequently position their product teams in their own department. Who owns Product/Market fit – Marketing, Sales, or Business?

Customer Journey Map – B2B Marketing Rules

280 Group

As a result, many product and marketing managers get stuck before they even begin – trying to determine the exact, ‘right’ form that their Customer Journey Map should take. Senior Principal Consultant and Trainer.

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How To Organize Marketing In Messengers

The Product Coalition

We may long talk about all the benefits that messenger marketing brings in, but it is enough to look at the performance figures to understand its true effectiveness. Messenger marketing performance compared to emailing (based on 2019 survey findings).

Win the “Customer Value” Relay Race and Dominate Your Market

Proficientz – Product Management University

If you’re going to dominate your market, you have to make the customer organization measurably better at their business, from the top down. There are seven legs in the race for market leadership. Market & Product Strategists. Strategy roles exist for one reason: To align every part of your organization with the most lucrative markets and the business goals of customers in those markets. Marketing & Sales Enablement.

Be Expert On Market Problems

Under10 Playbook

In product management, our primary job is to be expert on market problems. That means we must spend time with customers and non-customers so we are in a position to notice problems. Product managers (and product marketing managers too) need to be experts on market problems.

Positioning For Growth: How To Make Complex Products Obviously Awesome | April Dunford, Ambient Strategy | BoS USA 2019

Business of Software Conference

In this BoS Talk April shows you how important positioning is to your product and how you can be doing yourself a great injustice just by positioning incorrectly. Positioning. So positioning is not the same thing as messaging. It’s not your vision in the market.

Spendesk’s Nicolas Marchais on evolving with your market

Inside Intercom

Creating a new product category also creates a plethora of challenges – from spotting the right market niche to convincing customers that yours is a service they need. Getting to 100 customers doesn’t demand a complex setup, but getting to 1,000 in a specific market requires evolution.

What To Do About Your Audience’s Real Roadmap Questions | Rich Mironov, Mironov Consulting | BoS USA 2018

Business of Software Conference

Rich Mironov, CEO/Founder, Mironov Consulting. Rich Mironov (CEO, Mironov Consulting) – What To Do About Your Audience’s Real Roadmap Questions from Business of Software Conference. And I spend much of my day almost every day with one foot in the engineering and product camp and one foot in the go to market, marketing and sales camp. Trying to explain to folks on the sales and marketing side why they didn’t get what they wanted right.

Using Different Types of Personas

Actuation Consulting

Persona development is driven by market research or Voice-of-the-Customer activities. website I consulting I training I toolkits I books I blog I twitter. The post Using Different Types of Personas appeared first on Actuation Consulting. It’s imperative that your company thoroughly investigates a product concept before you dive in full force. There are several ways to do this.

The Product Market Fit Engine | Rahul Vohra, CEO, Superhuman | BoS USA 2018

Business of Software Conference

This will change the way that a lot of people think about product market fit, BS metrics, understanding the needs of the people that really matter. Jared Spool’s excoriation of the use of NPS by marketing departments had struck a chord earlier in the week.

BADIR?—?The Antidote to Low ROI from Data Science Projects

Piyanka Jain

The first metric of project success is obviously that the project gets completed; the second is that the insights produced are actionable so that they cause a positive movement in one or more key metrics for the company. Actionable recommendations like: ‘Let’s market product X to Merchant Y to drive $20m in incremental revenue’ with supporting models and insights would inspire quick actions by stakeholders. badir machine-learning ai data-science consultingBADIR?—?The

Perfect Your Value Proposition – B2B Marketing Rules

280 Group

Most market failures don’t result from poor marketing tactics. They result from going to the market with a poor marketing message, i.e.: not Relevant , Differentiated , or Credible to the target market. They stem from your Positioning. Product Marketing

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Can Apple’s Product Managers Win Back The Movie Market?

The Accidental Product Manager

Apple’s share of the movie market has been falling lately Image Credit: So just in case you didn’t realize it, Apple makes a lot of money from both renting and selling movies. Why Apple Is Losing Market Share In Video Rentals And Sales.

25 Digital Marketing Tools for Digital Agencies in 2019


It doesn’t matter if you are a solopreneur digital marketer, a freelancer or work in a huge digital marketing agency. Digital marketing tools are a way to gain a competitive edge. This is a marketing platform which offers true automation. Unbounce {Growth Marketing}.

How 3 product marketing managers execute product releases


While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Each product marketing leader walks us through a typical product launch. Title: Principal Product Marketing Manager.

April Dunford: ‘Obviously Awesome’ UK Book Launch Tour

Business of Software Conference

April is a globally recognized expert in Positioning and Market strategy. You’ll also learn a simple positioning methodology that will make your products stand out and shine and show you a set of examples of companies that used positioning to unlock explosive growth.

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The Art of Developing Your Launch Strategy

Actuation Consulting

Your product launch strategy delineates the approach you plan to take in getting your product to market. Ultimately, your strategy needs to cover all assumptions about sales and marketing for the product launch. Marketing Collateral – What support materials will be needed? 4 – You must prioritize go-to-market activities to focus on the most important. 7 – Align your plan with your company’s marketing and distributions strengths.

Problem Scenarios as a Device

Actuation Consulting

These also should encompass how the persona would proceed using current solutions and products available in the market. website I consulting I training I toolkits I books I blog I twitter. The post Problem Scenarios as a Device appeared first on Actuation Consulting. Last week we looked at Personas as a means of product concept investigation. This method focuses on the people who may use the products being considered for development.

TEI 079: Cross the chasm using the target market model – with Chasm Institute’s Michael Eckhardt - The Everyday Innovator – Resources for Product Managers and Innovators

Product Innovation Educators

The third edition was released last year, with updated examples of how companies successfully increased the market for their new products. He is a Managing Director & Senior Workshop Leader at Chasm Institute, a consultancy to tech companies. Target Market Model.

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Bar Code Scanner Product Managers Find A Way To Grow Their Market

The Accidental Product Manager

Caption: Bar code scanners have been around for a while, how do you grow your market? Bar code scanner product managers find themselves in this position as the importance of product distribution warehouses continues to increase.

Developing Product Management Confidence

bpma ProductHub

It’s the expectation of a positive outcome”. But how do you develop the confidence required to lead a team of stakeholders to a positive outcome? Such a trait is crucial to Product Management roles if you want sales, marketing and engineering to trust and follow your direction.

Product Managers Ponder How To Market An Unwanted Product

The Accidental Product Manager

Clearly there is a need here and this is why product managers at Procter & Gamble (P&G) decided to enter into the adult diaper market. The adult diaper market is currently owned by Kimberly-Clark who makes the Depends brand of adult diapers. How To Market An Unwanted Product.

Fix My Churn’s Val Geisler on how to supercharge your email onboarding

Inside Intercom

? ?. On this week’s show, we catch up with email marketing strategist, Val Geisler, as she walks us through some practical emailing tips, her process for onboarding, and why she likens career progression to a spiral staircase. I say marketing team but, really, I was the first marketing hire.

Books 74

Why Product Managers Should Learn to Code

Mind the Product

I’ve had all sorts of job titles; digital marketer, growth hacker, creative technologist, UXer, startup product person, product strategist, product owner, lean coach and consultant. At present I’m freelancing, working in product, UX and marketing roles.

Product Love Podcast: April Dunford, Speaker and Author


This week on Product Love, I sat down with April Dunford, a positioning consultant, keynote speaker, and the author of “Obviously Awesome.” April has spent 25 years successfully running marketing and product teams for startups.

My Stories Are Too Short…

Mironov Consulting

I take the position that categorical imperatives are always wrong. I’m deeply skeptical of best practices and consultant/trainer-provided frameworks and one-starting-point-fits-all.

Who’s who: Understanding your business with customer segmentation

Inside Intercom

Once you have these segments, you can build the right product, set the right distribution and positioning, and match the right sales motion to each customer, while also refining your segments over time. Informing our approach to the market.

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Pursuing the Right Product Ideas or Features

Actuation Consulting

Some commonly used criteria are: Is the market attractive? Is it a good time to enter the market? What’s the market’s potential value? For example for Market Attractiveness high would equal market growth of greater than 5% along with a market size of over 2M potential customers. This is a common occurrence that can often lead to a positive: your valuable resources not being wasted on lackluster ideas.

Product Success in 2020 – You Asked, We Answered

280 Group

How a new product concept (‘pretotype’) might address a market need? For validating market needs and new concepts, you may want to focus more on the latter group. For the latter group, what are the primary target user persona or market segment of interest?

Why IT Teams Benefit from a Product Management Viewpoint

280 Group

Rationalize applications across internal markets: divisions, business units, and geographies. Market Analysis. A detailed segmentation map will reveal the nature of your internal market as defined by their needs, not functions. Positioning. Launch, Marketing and Promotion.

3 Ways to Leverage Your Strongest Product Management Skills

280 Group

Hopefully in your career, you come from a field of expertise where you deeply understand that market space. Most marketing teams would welcome an offer from team members to write blog posts for the company– especially if you have expertise in your field!

People & Company’s Bailey Richardson on how to find your people

Inside Intercom

Now she’s one of the principals at People & Company, a coaching organization (not a consultancy, she’s quick to point out) that helps organizations harness the power of community. How do we make our relationships and groups more welcoming, more benevolent, more positive?” Marketin

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