B2B Marketing: Product Positioning and Messaging

B2B Marketing: Product Positioning and Messaging

Transform your "Product" Marketing P

Does your B2B product or service value proposition focus on features or specs? Or is it too focused on comparisons with competitive products?

Does it describe the benefits (jobs-to-be-done or pain points addressed) of your product or service? Or does it address higher order customer outcomes like social, emotional, economical, efficiency, or risk mitigation needs?

You need a robust value proposition design framework to help you craft the value delivered by your products or services to your customers. Increase the impact of your B2B Marketing messaging, copy, content, and sales enablement tools by showcasing the value proposition of your product or service in an impactful manner. Trigger your customers to move from status-quo and prefer your solutions over your competitors'.

This small investment in example-based learning will help you deploy 3 different types of value proposition design to improve the impact of your B2B marketing positioning and messaging. Compare to theory-based courses that can cost hundreds of dollars and can take months to complete. Quickly learn practical and useful messaging concepts, based on real-world examples, to help you get started quickly. Imagine improving your web conversion rate and sales win rate by better highlighting the value proposition of your offerings. Wouldn't that make you the marketing genius in your team?

This course is a part of the ValuZition B2B Marketing Specialization to transform your marketing strategy with customer intimacy and data-driven decision making. Learn practical and useful B2B marketing concepts, based on real-world examples, from an accomplished marketing leader. Get tools that can improve your company's revenue growth, profitability, marketing ROI, and CX. Below is a summary of the courses in the Specialization and their outcomes.

1. Leading with Customer Applications: Learn how to engage with customers earlier in their journey to generate influence and preference for your products later in their journey. Trigger your customers to move from status-quo and prefer your solutions over your competitors' by focusing on their jobs-to-be-done and pain points.

2. Strategic Messaging Using Value Proposition Design: Differentiate your products and solutions by focusing on customer outcomes. Increase the impact of your B2B Marketing messaging, copy, content, and sales enablement tools.

3. Customer Segmentation Strategies and Models: Deploy the "Jobs-to-be-done" framework to add strategic depth to your segmentation model. Uncover opportunities for revenue growth, go-to-market optimization, product development, and pricing optimization by discovering and targeting attractive customer segments.

4. Customer Journey and Go-to-market Strategy: Learn why customer journeys are important, how voice of the customer and data analytics can be great tools to discover customer journey insights, and why it's critical to have your go-to-market strategy is informed by customer journey inputs.

5. Pricing Management to Drive Revenue and Margin Growth: Transform your B2B Pricing Strategy from Price to Value. Explore new Pricing Strategies and learn how to effectively use Pricing as a Revenue and Margin Management tool. Learn fast, apply faster from real-world examples and spreadsheet-based analysis tools.

Differentiate your products and solutions with value proposition design frameworks that focus on customer outcomes.

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What you will learn

• Customer Benefit Value Proposition: Move from product feature-based messaging to customer benefits and higher-order outcome based messaging.
• Competitive Comparison Value Proposition: Differentiate your products by focusing on their solution strengths while highlighting competitive weaknesses.
• Customer Application Value Proposition: Move customers from status quo and trigger their product need by focusing on customer jobs-to-be-done and pain.

Rating: 3.8

Level: Beginner Level

Duration: 1.5 hours

Instructor: Jay Shah