What’s your competitive differentiator?
Don’t just wing it: discover why you matter to your customer and understand how your value aligns with the human need for self-actualization.
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The Overview #7
This week: educating prospects on competitors, activation, and an enterprise pricing joke
Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
The Overview #6
This week: buying car = buying SaaS, positioning AND messaging, delivering value for a niche
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers out. Here’s why you should be “the thing for someone”.
The Overview #5
This week: Slack’s positioning challenge, product marketing alignment, and a meme tweet
Your biggest competitor is not who you think it is
You probably have a good idea on how to win against your top competitor. But what alternative solutions are you competing against at the top of the funnel?
The Overview #4
This week: Overcoming the status quo and emotional barriers to change, and why you should hire PMMs. ? Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting tweets and articles from around the internet, plus highlights from my personal swipe file. This is the fourth edition – the…
Unconventional wisdom in positioning narratives
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize the conversation.
The Overview #3
This week, looking at product feature adoption problems, how to avoid becoming a commodity, the power of focus, and five categories of true thought leadership content. Hi, This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting tweets and articles from around the internet, plus highlights from my personal swipe file….