From the course: B2B Marketing Foundations: Positioning
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Summary story
- Thanks for coming on this journey with me to learn how to build powerful, differentiated, and market winning business to business messaging. Our journey has taken us from buyer to problem, from features to benefit, from benefits to unique value, and finally, from value to story. In that spirit, I'd love to finish with the story from my time as vice president of marketing at Secure Computing, a business to business security company that has long since been purchased and integrated into McAfee. At Secure, we had a product called Web Watcher. Web Watcher was a computing appliance that managed the security of employees when they accessed the internet. The business was about 50 million in revenues, but the growth had slowed, and we were facing several other business challenges, including competitive pressure, as well as changes in the way people used the internet. The internet was going through a major change. From the original world wide web, which was basically a place to read things…
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