
B2B Marketing with Dave Gerhardt
#119: Strategy | B2B Positioning, Understanding How People Buy and Building Wynter (with Peep Laja)
Feb 22, 2024
Peep Laja discusses B2B positioning strategy, messaging impact on conversion rates, customer feedback for marketing, specialization in marketing, brand building before product launch, conversion optimization, technical product messaging, and utilizing customer feedback for messaging strategies.
53:06
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Quick takeaways
- Effective B2B positioning requires separate messaging for products with different values and finding an umbrella positioning for the company.
- Utilize April Dunford's book for valuable insights on product positioning strategies.
Deep dives
Positioning and Messaging for B2B Companies with Different Products
For a company with two products that have completely different sets of values, it's important to do positioning and messaging separately for each product while finding an umbrella positioning for the company. Consider building separate brands if the target markets and use cases are significantly different, ensuring clarity and relevance in the messaging.
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