Positioning

Live presentation #9

March 6, 2024

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Div Manickam

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Div Manickam

Mentor | Explorer | Director, Product Marketing at Celigo

Your bio can go here

“Positioning is defining how you are the best at something that a market cares a lot about.”

- April Dunford

For [target buyers], [your offering] is a [market category] which provides [main benefits], unlike [primary competitor] which provides [competitors’ benefits].

1. The power of market context
2. People don’t care about your features
3. Your positioning work is for internal use
4. Positioning should be tailored

• What physical features does our product have that our competitors’ doesn’t?�
• Is our product easier to use? �
• Is our product quicker to use?�
• Is our product more customizable?�
• Is our product more economically-friendly?�
• Is our product more luxurious?�
• Do we have exclusive supply partnerships?�
• Can our product integrate with more apps than our competitors’?

• Does it effectively differentiate your product?�
• Is it believable, unique and memorable?�
• Does it speak directly to your customers?�
• Is it easy to understand?�
• Will it stand up against your competitors?�
• Can you honestly own it?

Breakout

In the next 15 mins..

Share 2 good and bad positioning/messaging examples. And explain why.

• Appoint a group lead�
• Group lead will share key insights/questions with full class�
• 2 mins (total!) per group

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Comfort Break - 5 min

Messaging & positioning

Messaging and Positioning

Messaging & positioning

Buyer Persona

Decision Maker

Influencer

�Customer pain point

Intent

Expertise

�Value Proposition

Competition

Differentiator

Buyer Persona

Decision Maker - CIO, CTO

Influencer - IT Manager

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Customer pain point

Intent - Disparate technology stack

Expertise - Legacy and emerging technology

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Value Proposition

Competition - Enterprise

Differentiator - Unified platform

Example - B2B SaaS Platform

Value proposition

Theme

[...]

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Key Message [WHAT]

[...]

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Customer Value [WHY]

[...]

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Benefits [HOW]

[...]

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Theme

Connect Everywhere. Engage Anywhere.

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Key Message [WHAT]

Modernize connectivity across applications & data

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Customer Value [WHY]

Accelerate connectivity with unified platform

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Benefits [HOW]

Be agile and collaborate across stakeholders

Value proposition

For Decision Maker

[...]

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For Influencer

[...]

-- Example --

Decision Maker - CTO, CIO

Complex IT landscape with emerging technologies and applications

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Buyer Journey

Awareness

Consideration

Decision

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-- Example --

Awareness - A digital foundation for pervasive and trusted connectivity

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Value proposition

1

2

3

Main theme

Key reform drivers

Key top message

Budget Owners: x

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Value Proposition

How company helps

1

-

-

Who to sell to

-

-

Influencers/Practitioners: x

1

-

Key Benefits

-

2

-

-

3

-

-

2

-

3

-

Positioning

Decision

Makers

Text

Practitioners/

Influencers

Text

Proof Points

Messaging

DESIGN

DISCOVER

IMPLEMENT

SUPPORT

RETIRE

OPTIMIZE

April 2021 -- Infrastructure Services Marketing and Portfolio Management, SSG – Div Manickam

May 2021

TruScale

Infrastructure Services

divmanickam

Wrap up & final Q&A

Templates & Frameworks

• Messaging and Positioning framework - Div Manickam
• Customer differentiation for messaging and positioning
• Mastering the art and science of Product Marketing

What did you think?

Any key takeaways or moments that stood out for you?

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