“Brand positioning is much more than a marketing exercise…it underpins the entire organization.”

Mark Evans is the principal with Marketing Spark, which offers fractional CMO and strategic advisory services to B2B SaaS companies. Mark's areas of expertise include brand positioning, messaging, and content-driven growth plans. Mark has a podcast and recently published the second edition of his DIY marketing book, “Marketing Spark.”

Questions and topics we covered included:

• Defining what brand positioning is for B2B SaaS companies
• Who’s supposed to own brand positioning?
• How to effectively execute brand positioning
• Who should own brand governance within a company?
• How to use internal marketing to aid in brand governance
• Why addressing switching costs is the biggest challenge SaaS companies face when promoting their products
• Why the commoditization of content should be a concern for all marketing teams
• How to create useful buyer personas?

And more!

Mark’s B2B Positioning Guide (PDF): https://www.kennysoto.com/Mark-Evans-Guide-PODM-Ep-127 

Say hi to Mark via LinkedIn: https://www.linkedin.com/in/markev/

Say hello to me via LinkedIn: https://www.linkedin.com/in/kennysoto/

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