B2B Marketing Foundations: Positioning

Course details

Messaging is the fuel of your marketing efforts. Good messaging positions your brand for success. It distinguishes your offerings from the competition and helps customers understand your unique value. In this course, author, marketing consultant, and expert Ken Rutsky shows how to create powerful and effective messaging and positioning for B2B products and services. First, learn what targeting is and how it drives value. Then explore the difference between benefits and business value and find out how to craft effective benefits and positioning statements. The messaging Ken helps you create will communicate value more effectively, win customers, and grow your bottom line. Last but not least, Ken provides tips for engaging the rest of your team in your efforts and implementing your messages in the market.

Learning objectives
Targeting
Category choice
Building key messages
Supporting key messages
Creating a positioning statement
Implementing your message

Concepts

0. Introduction

01 - Welcome
02 - Messaging - Why it matters
03 - What customers buy and what they don't

1. Value Messaging Overview

04 - The key elements of B2B positioning
05 - Targeting - Why, what, and how
06 - Identifying the big problem
07 - Category
08 - Differentiation and unique value

2. Building Candidate Value Statement - Benefits

09 - Three steps to unique value
10 - Key feature and capability inventory
11 - The five types of B2B business benefits
12 - Getting beyond generic benefits
13 - Creating a benefits statement
14 - Crafting your messaging

3. Putting It All Together

15 - Why benefits are just the start
16 - Supporting your key messages
17 - Building your positioning statement
18 - Implementing your message

Conclusion

19 - Why it matters
20 - Beyond value to your magical story
21 - Summary story