5 Product Positioning Mistakes to Absolutely Avoid

Mind the Product

A product marketer acquaintance of mine – Mukul – recently asked for some advice on his product positioning. The very first thing I did was ask him about his process – what work had gone into his positioning decisions.

What is positioning and how do you claim a position in your market?

Messages that Matter

When colleagues or 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. The post What is positioning and how do you claim a position in your market?

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Five Steps to Positioning Your Product

Mind the Product

If building products is hard, positioning your product is harder. No matter what you build and sell, how you position your product dictates what you do. How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. How do you position your product? Sean Ellis’ survey to discover if you’ve hit product/market fit is a great way to understand your customers. Step 3: Determine the Market’s Maturity.

Obviously Awesome: Positioning Your Product – April Dunford on The Product Experience

Mind the Product

April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. In this episode, sponsored by Amplitude , listen to learn about: * What positioning is. * Knowing your market.

How to Package and Price Embedded Analytics

To get the position right, you’ll need to do some research into the main user classes that make up your customer mix. User Classes vs. Marketing Buying Personas While companies may buy your software product, it’s the end users who ultimately use the features.

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. Watch the Video Product positioning is one of those topics that Tom finds to be highly misunderstood in the marketplace. The post The Importance of Product Positioning appeared first on 280 Group Product Management.

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.

Powerful Product Positioning: Follow These Three Rules

Proficientz

Powerful product positioning usually boils down to the best story, which is not always the best product. Adhere to these three guidelines and marketing and selling value will be a lot easier. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success. The post Powerful Product Positioning: Follow These Three Rules appeared first on Proficientz.

Why Storytelling Skills For Product Management & Product Marketing Are Essential

Proficientz

Storytelling skills for product management and product marketing are essential because without them, the value context (why the market cares) of what you’re building, marketing and selling is completely masked. Take market requirements for example. CONTEXT! CONTEXT!

Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Proficientz

Here’s an example of product positioning at its finest. If you’re a car enthusiast, go read the marketing copy for your dream car. The product marketers do a masterful job of getting you to envision exactly how awesome you’d look and feel behind the wheel of that car. Apply the same concept to your products and solutions and watch what happens to your marketing and sales efforts. That’s the benefit of positioning solutions.

5 Early Indicators Your Embedded Analytics Will Fail

positive ROI,” writes Anne Moxie in a Nucleus Research. nearly impossible to monetize late-to-market capabilities. Updating your application’s dashboards and reporting features. may feel optional—until suddenly it’s not. Watch for these 5 signs.

Sales, Positioning and the Nobody Zone

Proficientz

” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away. A good product marketing team will educate sales people on macro level market trends of their target customers and the impact those trends typically have on an organization.

How To Position a Product

BrainMates

Product positioning is an important part of a product marketing strategy. Why does product positioning matter? Product Positioning is a core marketing tool that can help to convince potential buyers to select your product from the sea of other possibilities. Product positioning feeds into the development of marketing activities like the channels where it’s sold and the messaging you use to promote it. Product positioning should not be rushed.

Scaling and Positioning Sprout Social’s Product Marketing Team

Pragmatic Marketing

Patrick Cuttica , the public-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". Competitive/market intel.

Scaling and Positioning Sprout Social’s Product Marketing Team

Pragmatic Marketing

Patrick Cuttica , the privately-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". Competitive/market intel.

Positioning to Win: How to Harness a Product Superpower

Speaker: April Dunford, Executive Consultant, Speaker, and Author

Positioning forms the foundation of a product's go-to market strategy. Your marketing plans, your sales strategy, your customer segmentation, your product roadmap - each of these uses positioning as an input. Yet as important as positioning is, it is deeply misunderstood. In this session, April Dunford is going to arm you with the tools you need to master positioning.

Positioning for Product Managers

Sachin Rekhi

Positioning, while classically considered part of the marketing world, is absolutely essential for every product manager to understand. Positioning refers to the place that a brand occupies in the minds of customers and its perceived differentiation from its competitors. Positioning ultimately dictates the frame of reference that your customers leverage when evaluating your product. The traditional approach is to develop a positioning statement.

How Product Management & Product Marketing Lead From a Position of Strength

Proficientz

That brings us to the subject of influence among product management and product marketing teams. Those who possess more market knowledge wield far more influence than those who don’t. And that market knowledge is the key to leading from a position of strength. What if product management and product marketing were more knowledgeable on the market collectively than all other disciplines combined? Market Knowledge Defined.

June BOM: Positioning

Pragmatic Marketing

June’s Box of the Month is positioning. Throughout the month we’ll highlight articles, webinars, podcasts and blog posts that help you better describe your product by its ability to solve market problems. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona.

Is It Easier to Position Products You Haven’t Built Yet?

Proficientz

People in marketing, sales and even on our product teams could position products we hadn’t built yet and do it with remarkable clarity. We weren’t nearly as good positioning products we already had. If You’re Going to Position Products… I think the moral of the story is this, whether you have products or not. Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds. The post Is It Easier to Position Products You Haven’t Built Yet?

Iterate Your Way to a Top Analytics Product Experience

Speaker: Richard Cheng, Associate Product Manager, Mark43

Tune in to this webinar to hear how Mark43 Product Manager Richard Cheng went about researching, prototyping, and iterating to deliver analytics and business intelligence tools to police departments, emergency call centers, and other public safety agencies, bringing Mark43 users a positive and effective product experience. Haarthi Sadasivam, Technical Product Marketing Manager at Looker will join the conversation on best practices.

Who Should Own Product Positioning?

Pragmatic Marketing

Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. Lately I’ve been thinking and talking about a new binary model for role definition: Product leaders (that is, product managers and product marketing managers) own problems; development and marketing teams own solutions. So how does this model impact product positioning ?

Product Manager vs Product Marketing Manager

280 Group

Managing the Interrelated Roles and Responsibilities of Product Managers and Product Marketing Managers. Product Management and Product Marketing Management are complementary roles. It’s often said that a Product Manager has a more inbound focus, while a Product Marketing Manager has a more outbound focus. The Product Marketing Manager is responsible for successfully getting the product off the shelf. Is the market expert. Conducts customer and market research.

The Ultimate Guide to Positioning

Pragmatic Marketing

Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position.

Can ruthless positioning be bloody?

Messages that Matter

The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. That sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Messaging Positioning positioning effectively positioning ruthlesslyKerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […].

How AI Can Radically Change Your Business

AI is quickly becoming mainstream, thanks to its value-driving capabilities. Yet, even with such widespread attention, it still is one of the most misunderstood technologies out there. Here's how to make the most out of it and bring a positive change to your company.

How to Create Business Requirements That Improve Marketing & Sales

Proficientz

Here’s how to create business requirements that boost your marketing and sales proficiency. First, remember that the reasons you build new products and features are the same exact reasons the market buys them. Context is the key to creating business requirements that not only give design and development teams clear value targets, but can also be repurposed as knowledge transfer vehicles for marketing and sales.

How to Build a Killer Product Microsite

Mind the Product

Today your customers are reluctant to buy, so what can product marketing folks do to help? Product Marketing buyer personas content marketing customer personas Digital Marketing Marketing microsite Positioning product positioning

Product Positioning Tip 2 of 7: Creating Headlines That Hook

Proficientz

But coming up with simple attention-grabbing phrases that engage prospective customers might be one of the toughest parts of product marketing, especially for technical products. Sign up for The Art & Science of Positioning Solutions. The post Product Positioning Tip 2 of 7: Creating Headlines That Hook appeared first on Proficientz. Web pages, literature, booth signage, presentations, email campaigns and the list goes on.

6 Product Positioning Strategies Misconceptions in a SaaS Business (and What You Can Do About Them)

Userpilot

When I started my first business 6 years ago (which has miraculously survived until this day) I didn’t even have a clue what “market or product positioning or product positioning strategies” were. Fast-forward 6 years and I have worked on marketing strategy with several startups and small businesses, mostly SaaS businesses, and I have seen them make the same mistakes that had almost folded my business when I was a rookie 23 year-old.

Enhancing Soundcloud’s Discovery Experience and Positioning through Content Categorization

The Product Coalition

Introducing events As an electronic music promoter , we mainly use Facebook to market our events because that’s where most people are.

No consistency and repetition. No position!

Messages that Matter

What happens when you aren’t using your position enough? By using it enough I mean consistently executing your position as the theme for all marketing communications. And repeating your position as much as possible in every marketing communication, and especially throughout your website. Many B2B software and technology marketers seem unaware of the critical role […]. Positioning

Market-Driven Products vs. Market-Driven Product Companies

Proficientz

If you have market driven products then don’t you have a market driven company? There are three key differences between market driven products and a market driven product company. Market-driven products, if taken literally, could result in multiple product silos with competing goals and contention over resource allocation. Here are three key differences between market-driven products and market-driven product companies. Market Perspective.

How to Create Business Requirements That Improve Product Marketing & Sales Proficiency

Proficientz

Here’s how to create business requirements that help product marketing and sales do a better job of positioning and selling value. First, remember that the reasons you build new products and features are the same exact reasons the market buys them. It not only gives design and development teams clear and quantifiable value targets, it also makes your value story easier to communicate to the market.

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.

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. The book is April’s thesis on Product Positioning: why you need to think about it, the 5 components of effective positioning, and a 10-step positioning process. 1 – Positioning is the difference between ‘So?’

How to align sales and marketing through positioning

Messages that Matter

Is there a disconnect between your marketing team and sales? Do sales team members love your presentations or do they complain about them? What about the leads you create? Do they jump all over them? I have been asking sales consultants for the last month whether they have ever worked with a B2B software company […

Should you change positioning and messaging because of the COVID-19 pandemic?

Messages that Matter

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. PositioningBe more empathetic, some suggest. Others say you need to change your message because what buyers are concerned about has changed. I say don’t […].

Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven

Proficientz

We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. The Most Basic Rule of Marketing is so Easy to Forget. Market-Driven Products vs. Market-Driven Product Companies. How Market Segmentation Helps You Quantify New Product Ideas. The post Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven appeared first on Proficientz.

The Phenomenal Product Manager: Product Marketing versus Product Management

280 Group

We’ll be using the term Product Manager to refer to both Product Managers and Product Marketers. All of the skills in this book can be applied to both positions, but it is important to understand how we view them, as some skills will be more important depending on how the roles are defined. Outbound (Product Marketing) makes sure that once these products are ready, they get launched and marketed effectively to the target customer base. Product Marketing.