Brand Positioning & Messaging for B2B & SaaS
4.7
(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.
Brand Positioning & Messaging for B2B & SaaS
4.7
(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.
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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?
01
You're a marketer or an entrepreneur who wants to create better customer stories that make you the obvious choice for your best customers.
02
You understand that successful companies are clearly different, better, or unique. It's not enough to have a good product.
03
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.
Brand Positioning & Messaging for B2B & SaaS
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Brand Positioning & Messaging for B2B & SaaS
What people are saying
Richard McClurg
Alyssa Milot
Adam Buettner
Jeremy Shere
Meet your instructor
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:
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
01
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.
02
State of the union
What's your current positioning? Step back and examine your current positioning and why it needs to change.
03
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?
04
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?
05
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?
06
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.
07
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
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