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29min chapter
#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Mastering Product Positioning in B2B Markets
This chapter focuses on the essential elements of product positioning for B2B websites, underlining the importance of clear messaging that communicates unique product benefits to the target audience. It explores the role of cross-functional collaboration in establishing effective positioning and illustrates how storytelling can enhance understanding of complex products. The discussion also addresses the influence of independent analysts on buying decisions, emphasizing the need for companies to engage with them for improved market positioning.
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