From the course: B2B Marketing Foundations: Positioning
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Building your positioning statement
From the course: B2B Marketing Foundations: Positioning
Building your positioning statement
- We started this course overviewing the basic positioning statement and its five elements. They are target customer, problem to be solved, product category, unique value delivered, and differentiated features. Now we showed an example of a completed positioning statement that takes the form of this. For target customers who need to problem to be solved, product X is a category Y. Unlike competitors such as ABC and XYZ, product X delivers these unique value statements by providing these differentiated features. If you've followed through this course you've actually already done all of this work. Now what's simply left is to write it down in one place. Let's take a quick recap of each of these elements now. Target customer. We can only tell our story once, so having a great definition of our target helps us hone in on value. Remember to include not just a new, but more specific titles and responsibilities, firmographics and geographies. Problem to solve. Once we have a well defined…
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