Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

Proficientz – Product Management University

Differentiation and innovation are your two best options! Differentiation. Differentiation boils down to unique positioning in your sales and marketing efforts with your products and company reputation serving up the proof points. Use that theme as the umbrella message in all of your marketing and sales communications. Innovation and differentiation often go hand-in-hand.

What we shipped: 5 new features to help build a differentiated customer experience

Inside Intercom

At Intercom we think a lot about what it means to deliver a differentiated customer experience. Another key piece in delivering a differentiated customer experience is the Inbox. Level AA, because business messaging should reach everyone, regardless of how they interact with the web.

Get Out Of The Echo Chamber: How To Use Jobs To Be Done To Perfect Your Product’s Messaging | Claire Suellentrop, Userlist.io | BoS USA 2018

Business of Software Conference

Claire Suellentrop (Founder/CMO, Userlist.io) – Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product’s Messaging from Business of Software Conference. And as I worked on the deck and made it more relevant to the BoS community I realized this isn’t going to be about positioning it’s going to be about messaging which is a little bit different but they’re both they’re very related. So messaging is how you fuel up for your race right.

Powerful Product Positioning: Follow These Three Rules

Proficientz – Product Management University

Build messages around real-world customer scenarios with emphasis on WHAT buyers are trying to accomplish in those scenarios and WHY each is important to their success. Use Themes to Differentiate.

When 2 Become 1: The Roles of Product Manager and Product Owner

bpma ProductHub

By Jennifer Gridley – As we approach Valentine’s Day, some may be enjoying The Spice Girls’ 1996 hit for its romantic message. Understands customers, the problems the product solves, why the product is winning or losing, competitive differentiation, etc.

Five Steps to Positioning Your Product

Mind the Product

The maturity of your market plays a huge role in determining your product’s messaging. Differentiation becomes all the more important when products and services are indistinguishable — this is a process that begins with a story. How do you differentiate a soap’s messaging?

How to Avoid Market Feedback Traps

Mind the Product

These customers tend to be experts, and while their feedback and response to messaging can be valuable, they typically are a smaller segment of the market, not the mainstream buyer. This type of bias can lead to overly complicated products or messaging that is overly nuanced.

Strategic Product Marketing: One Small Move, Three Big Benefits

Proficientz – Product Management University

The prefect complement is a product marketing function that’s structured to create and communicate value messages that engage decision-makers and influencers in meaningful dialogues. Message, market and sell accordingly and the average number of products per sales order should go up!

3 Proven Ways To Help Your Sales Team Beat Quota

The Secret PM Handbook

We (the product managers) are the experts in our product: We know who it’s for, we know why it’s better, we know its differentiators, we know the stories of pain our prospects are suffering, and the glories of the successes of our customers. Co-opting product management into sales.

Product Revenue and Profitability Goals – Are They Counterproductive?

Proficientz – Product Management University

Marketing and sales messages will be stronger and differentiate more effectively because they’re communicated in context of more strategic business drivers versus product value propositions that rarely address anything beyond the tactical needs of users. Are product revenue and profitability goals a good metric or are they counterproductive? If the target markets for each product are mutually exclusive, product revenue and profitability goals don’t present any issues in B2B.

How we’re building a marketing engine to move upmarket

Inside Intercom

But as they pick up steam, offering more products to multiple target markets, it’s easy for the message to get a little fuzzy. Imagine trying to maintain a unified message and overall brand vision across those time zones and organizations – it’s a big challenge for any marketer.

Is Your Positioning Competitive?

Under10 Playbook

Since all toothpastes address both, the positioning exercise is really about delivering a unique message to buyers. So why would you choose one over the other based on their messaging? ” Hmmm, still not clear differentiation in my opinion.

The Best of Both Worlds: Vertical Marketing and Horizontal Products

Proficientz – Product Management University

Take that same concept into the B2B world and you have vertical market messaging for products and services that have value across many industries. When messaging is highly relevant to the business goals and challenges of each vertical market, the products are perceived as more unique and therefore more valuable to the customer. The “improve HCAPS” message will win 80% of the time as long as the product capabilities offer strong enough proof points to the value statement.

Tips for Rewriting a Digital Product

Roman Pichler

For revenue-generating products, you should also investigate if the product is still effectively differentiated: Do users have a compelling reason to choose it over competitors’ offerings? See the Rewriting Effort as an Opportunity to Innovate.

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Three Reasons to Shift From Horizontal Products to Industry Solutions

Proficientz – Product Management University

Making the shift from horizontal products to industry solutions boils down to differentiation…not just the marketing and messaging variety but adding product capabilities specific to key industry segments that deliver exponentially more value than generic one-size-fits-all products or services. For example, many cloud computing providers espouse IT cost savings and data security benefits while attempting to differentiate on technical superiority and service levels.

Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Proficientz – Product Management University

Your products and services do so many great things and you feel compelled to cram all ten pounds of greatness into a five-pound value story where the real message gets lost. 1. “It’s Impossible to Differentiate Every Product.”.

Product Presentations & Demos: How Credibility Boosts Your Win Rate

Proficientz – Product Management University

Follow three simple guidelines to differentiate with credibility and boost your win rates. Don’t expect your buyers to walk away with that one differentiating value theme if you don’t hit them right between the eyes with a very simple message. Product presentations and demos can be the determining factor in winning or losing a sale. In many cases, it comes down to the credibility of the presenter more than the capabilities of the product.

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How customer support can keep up with customer expectations

Inside Intercom

Tristan received an automated transaction message: his credit card was just used at a convenience store 20 mins away! Forward thinking companies are starting to make service a part of their product, with messaging at the core. The rise of messaging.

Perfect Your Value Proposition – B2B Marketing Rules

280 Group

They result from going to the market with a poor marketing message, i.e.: not Relevant , Differentiated , or Credible to the target market. Value Proposition and Messaging go hand-in-glove and are how you communicate your reason to buy to customers. The Core Messaging Deck.

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Why Feature FOMO Stalls Product Innovation

Mind the Product

Whether it’s to stay competitive, differentiated, or solve for what they believe are their customers’ needs, some companies get locked into a cycle of feature FOMO – fear of missing out – that ends up stalling product innovation. Back to our messaging app example.

Sales, Positioning and the Nobody Zone

Proficientz – Product Management University

This stage is where your company messaging and solution positioning can fully engage buyers or push them away. If your sales people are requesting new product literature for each account, it may be an indication of messaging that’s too product focused versus buyer focused.

Four Tech Trends Helping Employees and HR Teams Manage Benefits Offerings


Send consistent messages in a variety of channels, which could mean text messages, emails, voicemails, or mobile app notifications. Find the right message formats. Customize messages to the right audiences and provide valuable analytics.

Solution Selling vs. Aspirational Selling: Is It a Mirror Image of Product Management?

Proficientz – Product Management University

Is it time for a more interesting and unique flavor of selling – or is it time for a more tantalizing flavor of product management to differentiate the way you sell? Just not good enough to differentiate, especially if everyone else is doing the same thing. Your marketing messages and sales process are a direct reflection of how you do product management – identify tactical problems and deliver product solutions with tactical benefits.

The T-Shaped Product Manager

Roman Pichler

Regularly read trade journals, product reviews, and user forum messages to see what’s happing in your industry and how people respond to your product. This helps you understand if your product is properly differentiated. Balancing Specific and Generic Skills.

Improve Your Results with Clear Value Propositions

Product Management Lessons from the Trenches

it is a message or tagline that is consistent with the value proposition. A value proposition (aka, a value prop) is a plainly-written building block that informs the marketing messages, pricing strategies, partnership priorities, development roadmap, etc.

How to evolve product launches as you grow

Inside Intercom

Following a significant project to better define our target customer segments, we now have clear, differentiated goals for each of those segments – as well as a deeper understanding of each segment’s needs and behaviors – to align our marketing strategy and activities around.

How To Position a Product


Product positioning feeds into the development of marketing activities like the channels where it’s sold and the messaging you use to promote it. Will ( deliver a differentiating or unique benefit to the target market ). Updated December, 2019.

“What-if” Scenarios: The Key to Making Good Products Great

Proficientz – Product Management University

The great Marketing Solution recognizes a single customer with multiple vehicles and makes it easy for a car dealership to market to those customers with relevant messages and offers that demonstrate their appreciation for that loyalty. While the good solutions can do almost everything the great solutions do, the incremental what-if scenarios in the great solutions become a clear point of differentiation that most car dealers would prefer.

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How Product Marketing and Product Management Should Collaborate in Today’s Tech World


Enables sales teams with foundational positioning and business value messaging. Along those same lines, if external messaging is not specific or tailored towards a target audience, the message will not be able to cut through the noise. Create product positioning that helps the product stand out in the market, differentiate from competitors, and allow for internal alignment. Build a framework to support consistent messaging across all marketing channels.

4 Tips to Help Product Managers Manage Their Time Effectively

Mind the Product

Differentiating between tasks like this can help you make better decisions because you tackle the two sides very differently. Who doesn’t struggle to manage their time effectively, at least occasionally?

How to Use Micro-Interactions to Improve Website Experience


Customers can be directed to the service line or submit a message with a screenshot via the widget. By the year 2020, customer experience will overtake price and product as the key brand differentiator, stated Walker Info.

Mobile Product Design & Development Guide

iTexico Design

One way to stack the deck in your favor is to understand the importance of UX in differentiating a good app from a bad app. Routinely purge anything in the app that isn’t necessary to get across the message. Mobile Product Design & Development Guide.

Do It For the Portfolio Instead of Every Product: Five B2B Product Management Best Practices

Proficientz – Product Management University

The goal is to make sure sales dialogues lead with a strong vision and a differentiating value story that’s supported by all products. The Portfolio vs. Every Product!

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3 Steps to Creating an Attractive Value Proposition

UX Studio

Waze can differentiate itself without direct comparison by simply emphasizing its distinctive feature: real-time help from other drivers. Show the product, the hero shot or an image reinforcing your main message. This perfectly tests whether customers clearly get your message.

How working as a Product Marketer can help you become a better Product Manager


I would also propose that companies should never differentiate between Product Managers and Product Marketers while hiring and they should encourage transition into one role from another. This is a guest post from Ab hinaw Kumar.

The Four Key Hurdles to Successful Product Launches

Pragmatic Marketing

And while poor concepts and badly designed products may account for some of these failures, oftentimes the failure is fueled by weak product launches that lack the ability to resonate with target audiences and establish a strong differentiation.

The Four Key Hurdles to Successful Product Launches

Pragmatic Marketing

And while poor concepts and badly designed products may account for some of these failures, oftentimes the failure is fueled by weak product launches that lack the ability to resonate with target audiences and establish a strong differentiation.

A behind-the-scenes look at building Product Tours

Inside Intercom

To differentiate yourself in a crowded market, ease of use is only part of the equation. Multi-step pointer messages in a Product Tour. Is this just a new simple message type, or are we going to do something much more sophisticated? Phil: So, we’ve talked about differentiators.

Found in translation: How multilingual support helps you scale customer experiences

Inside Intercom

There is a lot of opportunity to differentiate yourself with multilingual support; 35% of end users would even be willing to switch products to one that offers support in their native tongue! Customers then see a message in their native language.

A Product Managers’ take on the Nielsen Norman UX Conference 2019

The Product Coalition

We also looked at long term business impact vs short term business impact to see if our quick wins and differentiating solutions rang true. Our customers do not differentiate between channels, and now neither will we.”

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