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Ken Rutsky – B2B Marketing Foundations: Positioning
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B2B Marketing Foundations: Positioning
By: Ken Rutsky
Duration: 1h 4m
Released: April 30, 2018
Description:
Messaging is the fuel of your marketing efforts. Good messaging positions your brand for success. It distinguishes your offerings from the competition and helps customers understand your unique value. In this course, author, marketing consultant, and expert Ken Rutsky shows how to create powerful and effective messaging and positioning for B2B products and services. First, learn what targeting is and how it drives value. Then explore the difference between benefits and business value and find out how to craft effective benefits and positioning statements. The messaging Ken helps you create will communicate value more effectively, win customers, and grow your bottom line. Last but not least, Ken provides tips for engaging the rest of your team in your efforts and implementing your messages in the market.
Topics include:
- Targeting
- Category choice
- Building key messages
- Supporting key messages
- Creating a positioning statement
- Implementing your message
Contents:
- Introduction
- 1. Value Messenging Overview
- 2. Building Canditate Value Statement Benefits
- 3. Putting it Alltogether
- Conclusion
Author:
Ken Rutsky helps B2B offerings break through, achieve, and grow market leadership in new and existing markets.
Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet’s first affiliate marketing program, Netscape Now, at Netscape from 1995-99. He has been CMO at several startups and has run network security marketing at McAfee and is the author of Launching to Leading, a definitive guide to breaking through and leading your market.
In the decade of his consulting practice, Ken’s clients—including FireEye, Nimsoft, and others—have generated over $6 billion of shareholder value through IPOs and acquisitions, while several others have reached private equity valuations of $1+ billion. His clients not only lead, they improve key sales and marketing metrics like leads to revenue and opportunities to close.
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Step 1: Your Target Market
SECTION A: Why people buy your product / service:
People buy to solve problems and get what they want.
Questions in your target market’s mind:
• Can I trust you? Do you really have my best interests in mind or are you just here to make a sale?
• What is this, what’s in it for me, and can you prove it?
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