AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
2min snip
The Marketing Expert: A Masterclass in Strategic Positioning | April Dunford
The Knowledge Project with Shane Parrish
Positioning and Messaging for B2B Products
Effective product positioning in B2B requires a strategic approach focused on several key components. First, identify competitive alternatives; understanding what customers would choose if the product didn't exist is crucial. Second, differentiate by showcasing unique capabilities that set the product apart from competitors, stressing the significance of these features for potential clients. It's essential to articulate the specific value these features deliver to businesses, highlighting the unique benefits that no other product offers. Additionally, understanding the target audience is vital; knowing who cares about the unique offerings ensures the product addresses a viable market. Messaging must encapsulate the product's value proposition clearly, emphasizing who it is designed for, its distinctiveness, and the benefits it provides. A common error among technology companies is overemphasizing features without adequately communicating their underlying benefits, leading to a disconnect between product capabilities and customer understanding.
00:00
Transcript
Episode notes
Get the Snipd
podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any
moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share
& Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode