Many business-to-business (B2B) software companies don't have a formal positioning process, and it's costing them time, money, and much more—a marketing message that misses the mark. This article explores the benefits of implementing a business process for positioning.
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spend the time? Most B2B software companies already spend a ton of time reviewing, editing, and debating copy every time they create a new marketing piece. I call that positioning on the fly—attempting to learn to fly while the plane is in a nosedive. With so many opinions, beliefs, and favorite benefits inserted into the ad copy, brochure copy, etc., the message invariably gets watered down, and becomes inconsistent. There''s no central theme or idea, nothing that locks in on the prospect''s problem.