In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B software companies do it well, thus failing to set themselves apart from their competitors. There are many reasons for this void, and this column will help fill one big one by describing the business process of creating effective, compelling message strategies for your products or services.
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compellingly describes your unique ability to satisfy your customers'' problems and needs. A solid message strategy, the foundation for all your marketing, consists of the positioning statement and three, carefully chosen, support points. All four address key target market problems by stating a benefit, such as, why the target buyer should care about your product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication. Follow the recipe,