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.

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. *

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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.

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? The tone and the angle you use to position your product will depend on the market and the buyer’s state of mind you’ve surmised from steps 3 and 4.

How to Package and Price Embedded Analytics

struggle to integrate analytics into their products, business models, and pricing strategies in a way that meets a range of user. To get the position right, you’ll need to do some research into the main user classes that make up your customer mix.

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. Four Essentials for a Useful Positioning Statement. Other Forms for Your Positioning Statement.

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.

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 most classic literature on positioning comes from Jack Trout's book, Differentiate or Die.

Tips for Effective Product Strategy Reviews

Roman Pichler

Hold Regular Product Strategy Reviews. A product strategy , like any other plan, is subject to change. How changeable your strategy is, depends on your product’s life cycle stage. As long as your product hasn’t reached product-market fit, the strategy is usually volatile.

Product Positioning Strategy In Economic Volatility: Lessons From The Obviously Awesome April Dunford

Gainsight

April Dunford sat in the back of a marketing class at Northwestern University in Chicago, where her professor gave an example of a product positioning statement. She realized that the strategy for marketing the product changed, as did their field of competition. .

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.

Establishing an Effective Product Strategy Process

Roman Pichler

Why a Product Strategy Process Matters. An effective product strategy process should ensure that a valid product strategy and an actionable product roadmap are always available—that a shared and valid approach to achieving product success is available at anytime, as the picture below illustrates. In the picture above, the product strategy describes how a visionary, inspirational goal is attained. As helpful as it is to create a product strategy, it is not enough.

The Heart of Your Product Strategy: Selecting to Win

The Product Coalition

How to differentiate and build a competitive advantage that you can sustain and defend over time Photo by Pavel Danilyuk from Pexels Creating your product strategy is hard work. In it, I describe in lenght, with tools and examples, all the steps to create a successful product strategy.

Good Strategy, Bad Strategy

Product Bookshelf

Good Strategy Bad Strategy: The Difference and Why It Matters by Richard Rumelt. The big idea: Strategy is not goal-setting, vision creation, or agreeing on principles and aspirations. With a good strategy, you can overcome the critical issues your product faces.

Enhancing Soundcloud’s Discovery Experience and Positioning through Content Categorization

The Product Coalition

Of course, this is just an idea, but I think Soundcloud should work on those kinds of initiatives to reaffirm their position and what they stand for: revealing artists through their community. product-management product-design soundcloud audio-streaming strategy

Product Management: Guide to Thriving as a Product Manager

As more organizations move from project to product thinking, Product Managers are occupying increasingly crucial roles. Download this guide to learn tips and strategies that will help you grow into a strong Product Manager and thrive in the position.

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

On this week’s episode, host Bob Caporale, President of the product management and product strategy training company Sequent Learning Networks , answers the following question: Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The post Dear Strategy: 049 Positioning Yourself in a Red Ocean appeared first on Dear Strategy Podcast.

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.". He also positions the team to be product experts. "In

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.". He also positions the team to be product experts. "In

Positioning Jujitsu | April Dunford | BoS Conf Online Europe 2020

Business of Software Conference

She is a globally recognized expert in Positioning and Market strategy. In this talk you will learn how to: use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that. take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them.

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “red ocean” actually comes from a very popular strategy book called Blue Ocean Strategy , written by W. The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind.

A positioning process that builds consensus

Messages that Matter

One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. PositioningYou can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end. The best way to converge on the […].

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

Proficientz

And that market knowledge is the key to leading from a position of strength. Customer industry dynamics and how they shape the strategies and priorities of your target customers from the top down. Beyond product comparisons, it’s also big-picture things like competitor market strategies, portfolio footprint, etc. The post How Product Management & Product Marketing Lead From a Position of Strength appeared first on Proficientz.

Decoded: Notion’s Growth Strategies

NextBigWhat

If you’re a SaaS founder, you need to study Notion The growth strategies used become a $2B startup and reach 1M users after a single seed round A thread 1) Notion was founded in 2012 by Ivan Zhao. 2) Strategy 1: Product Led The core of Notion’s growth is driven by it’s amazing product.

The Art of Developing Your Launch Strategy

Actuation Consulting

No matter how awesome your product, without a well-conceived launch strategy, it will likely sputter off the launch pad. What Is a Launch Strategy? Your product launch strategy delineates the approach you plan to take in getting your product to market. You can start ruminating over what to include in your launch strategy as early as the conception phase. Ultimately, your strategy needs to cover all assumptions about sales and marketing for the product launch.

What Is A SaaS Product Growth Strategy? [Examples Included]

Userpilot

Is a SaaS product growth strategy essential to a modern business’s survival? What SaaS product growth strategies can you implement to get there? That's exactly what we'll cover in this article: what is a SaaS product growth strategy and what are the main growth strategy types.

User Engagement, Customer Goals and a Sustainable Growth Strategy

Proficientz

Developing a Sustainable Growth Strategy: What Got You Here Won’t Get You There! The post User Engagement, Customer Goals and a Sustainable Growth Strategy appeared first on Proficientz - Advanced Product Management Training & Certification for B2B. Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine August 2017 is now available.

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?’

Rediscover the Forgotten art of Product Strategy

Mind the Product

A strong product strategy is often neglected because of the absence of any strategic thinking in product teams. What can product managers do to make sure they give their product strategy the attention it warrants? Tanya shares her ideas for nurturing a strong product strategy from this year’s #mtpcon London Product Leadership Forum. Because product strategy – the foundation of any exceptional product work – is too often neglected. Agile is not a strategy.

How Product Marketing Roadmaps Drive Sales | Shifting Market, Shifting Strategy | Agile: We’ve Come Full Circle

Proficientz

Shifting Markets, Shifting Product Strategy: Three Considerations. The post How Product Marketing Roadmaps Drive Sales | Shifting Market, Shifting Strategy | Agile: We’ve Come Full Circle appeared first on Proficientz. Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales.

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

Business of Software Conference

April Dunford, Founder, Ambient Strategy. 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.

Strategies to take your customer support global

Intercom

If your business is expanding internationally, you’ll reach a point in your growth when you’ll need to implement a global support strategy. Global support teams can positively influence customer retention, especially if they provide service in their customers’ native language.

TEI 320: Visual strategies to better position your product ideas – with Amy Balliett

Product Innovation Educators

Learn more about Killer Visual Strategies. How product managers can use visual storytelling to make their ideas stand out. As we move into 2021, the name of this podcast is changing to better reflect our objective here—product managers become product masters.

Building a Successful Market Penetration Strategy in Three Steps

The Product Coalition

Market penetration strategies can be defined as an effort of increasing market share for current products or services of the firm by marketing activities. In fact, market penetration has never been an affordable strategy that might burn the company budget in a short time.

Dear Strategy 125: Same Product, Different Brands

Dear Strategy

On this episode of Dear Strategy, we analyze the practice of offering the same basic product across several different brands – especially when some of those brands are positioned as premium and some are – well – not!

B2B Product Manager April 2021

Proficientz

This month we show a little love to those in senior product management roles with a focus on strategy, title inflation, and newbies to the VP role. If Your Product Strategy Doesn’t P**s Somebody Off, It’s Probably Not Very Good! B2B Product Manager April 2021 Issue.

B2B 130

The Five Crucial Steps to Fine-Tuning Your Positioning Statement

Innovatemap

What is your positioning strategy? According to April Dunford , the most common mistake in positioning is not doing it at all. When a product goes to market, the founder usually has a positioning theory. This is why positioning is so vital. April has narrowed the positioning process down to five key steps. They all tie into each other and skipping a step, or doing them out of order, can mean ineffective positioning for your product.

B2B Product Manager March 2021

Proficientz

The performance of product management and the ripple effect (positive and negative) on engineering, marketing, sales and customer success is front and center this month. Product Positioning vs. Market Positioning: The Key Difference.

B2B 130

6 Customer Engagement Marketing (CEM) Strategies for SaaS

Userpilot

Is your customer engagement marketing strategy bringing in expected results? If executed well, a consumer engagement marketing strategy not only increases your revenue but also maximizes the customer lifetime value. 6 customer engagement marketing strategies for SaaS.

Trailblazing Women in Product Management: Denise Hemke, VP, Analytics Product Management and Strategy at Workday

280 Group

I learned it was the perfect mix of customer interactions, strategy, and engineering. So, I threw my name into the hat for a position on the product team and the rest is history. This is a positive trend, and I’d love to see more of it.