Brand Positioning & Messaging for B2B & SaaS


(5 ratings)


4 Weeks


Cohort-based Course

Learn how to develop brand positioning that reduces sales cycles, boosts conversion rates, and drives higher leads and sales.

Course overview

Better brand positioning is just better business. Period.

Brand positioning is more than a marketing exercise.

It underpins everything that your company does: sales, product development, customer success and raising capital.

In ultra-competitive markets, you need brand positioning that makes your brand and products the obvious choice.

Using frameworks and worksheets, you'll workshop positioning for your company in a collaborative and engaging group setting.

Who's this course for?


You're a marketer or an entrepreneur who wants to create better customer stories that make you the obvious choice for your best customers.


You understand that successful companies are clearly different, better, or unique. It's not enough to have a good product.


People who recognize that a solid positioning foundation sets the stage for success across the organization, not just marketing.

What you'll get from this course

A proven DIY framework to develop powerful positioning

In working with 100+ B2B companies, I developed a framework focusing on your product/service, customers, and competitors and provide guidance on how to test and pollinate your positioning.

Strategic assets that align everyone within the business.

Equipped with insight and tools, you will be able to create value propositions, and brand positioning statements, conduct a competitive audit, and develop a story deck, ensuring consistency in communicating your customer story.

How to improve your marketing, sales, product development and HR activities.

Powerful positioning underpins everything, not just marketing. It provides structure and guidance and makes it easy for everyone to understand who matters to your organization.

Insight on how to assess how your positioning performs and its ROI.

Positioning is an ever-changing, dynamic concept that undergoes constant evolution. With new expertise, you can determine its effectiveness and quantify its success.

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What people are saying

        Mark is a great facilitator, guiding participants through what they need to think about when positioning their brand while providing exercises with templates/worksheets. Great discussion and feedback from the group. 
Richard McClurg

Richard McClurg

CEO, McClurg Marketing
        Mark's program is incredibly insightful. It forces business owners to ask some of the hard questions to get to the heart of our ideal prospects' needs, the value we bring and how to merge the two together for highly effective positioning.
Alyssa Milot

Alyssa Milot

CEO, The Zen Strategy
        Mark's positioning course was a great jumping-off point for honing in on positioning and competitive strategy. Each session was a mix of lectures and intimate group discussion/collaboration, which helped solidify positioning concepts. Mark knows his stuff and did a great job coaching me as I worked through his positioning exercises.
Adam Buettner

Adam Buettner

Marketing Manager, Webstacks
        The course was excellent. Mark is a knowledgeable and engaging instructor who is very good at offering guidance without telling you what to do. He also did a great job of fostering a collegial atmosphere where people felt comfortable speaking up and engaging in group discussions. You will come away with a much better.
Jeremy Shere

Jeremy Shere

CEO, Connversa

Meet your instructor

Mark Evans

Mark Evans

Principal, Marketing Spark

This course is led by Mark Evans, a B2B SaaS fractional CMO, author, and podcaster.

Mark has worked with 100+ B2B companies and developed a framework focusing on your product/service, customers, and competitors.

He will guide you through creating positioning that makes an impact.

He delivers positioning, messaging and content-driven growth plans that help companies become the obvious choice for the best customers.

Before starting his consulting business in 2008, Mark was an award-winning technology journalist and worked for several venture-backed companies.

Check out my LinkedIn profile to learn more about my career and read posts on various marketing topics.

Check out:

  • My Website
  • Book (second edition just published)
  • Podcast featuring conversations with B2B entrepreneurs and marketers.

Course Schedule

  • Tuesdays

    October 24 to November 16

    Weekly sessions with two sessions (Tuesday, and Thursday) on the week of November 13.

  • Weekly projects

    1 hour per week

    You'll do mini-projects between classes to turn ideas into action and tangible assets.

Course syllabus


Understanding the value, importance and role of positioning

What is positioning, and why does it matter? Insight into how positioning underpins a company’s marketing, sales, HR and product operations. 


State of the union

What's your current positioning? Step back and examine your current positioning and why it needs to change.


The people that matter to you (aka customers)

Who’s the target audience? What are their problems and dreams? What product are they currently using?


If not you, what are the competitive options?

Who else is battling for the customers that you want? What's their brand positioning, and why do they attract and engage prospects and close sales?


The focus on you (and your product)

The focus on you is straightforward: what product or service do you offer? What's the value of your product, and how does it stand out?


Creating positioning and messaging assets

Use research on your customers, competitors and your product to create a brand positioning statement, value propositions, strategic narratives, and a story deck.


Pollinating your positioning everywhere

Learn how to leverage your new brand positioning and ensure it appears everywhere so you have a consistent and ubiquitous narrative.

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on worksheets and projects.

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
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Brand Positioning & Messaging for B2B & SaaS


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