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#201 April Dunford: The Marketing Expert
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.
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