B2B Technology Leaders
Create a differentiated market message and position with a 90-minute messaging sprint
Differentiation is the foundation of effective marketing and sales. It helps you:
Stand out from your competitors,
Identify customers that care most about what you offer,
Attract more best-fit (ICP) customers,
Go to market with confidence and close more deals.
Failing to differentiate hurts your entire business
You and your competitors sound the same
Prospects don’t see any meaningful difference in the products you and your competitors offer.
You sell in a destructive battle of features or price
Without a clear understanding of why you’re great, you resort to selling based on an easily replicated set of features or price. Your long-term strategy and revenue suffer.
Your team is confused and frustrated
Without a clear articulation of what makes your firm better in the eyes of your target customers, your team suffers. Marketing, sales, and product each tell a different story and frustration reigns. No one agrees on what works.
We help you define and articulate your unique differentiators, so you can:
Align as a company on what makes you unique and valuable
Build confidence in your messaging and go-to-market strategy
Clearly communicate your value
Tell a compelling story to close more business
Avoid selling in a battle of price or features
Our High-Velocity Process:
1. Competitive Analysis
We go deep (and quick) on your competitors’ messaging and identify gaps, weakness, and opportunity for you.
2. 90-Minute Differentiation Workshop
This is where you come in. We lead your team through a structured 90-minute workshop that uncovers what makes you uniquely valuable in the eyes of your target customers. It’s a collaborative, cross-functional, and foundational exercise to help your team build better campaigns, sales sequences, and even product roadmaps.
3. Positioning and Value Messaging
Our team works to define your positioning and messaging pillars. We highlight the value you uniquely provide customers so your marketing and sales teams can move forward with confidence and effectiveness.
4. Testing, collateral, and beyond
The process above gives every one of our clients a new perspective on their product and market. But the best next steps depend on your team, market, product, goals, and more. You can take our work and run. Or we can help you figure out what’s next — whether that’s testing new messaging or upgrading your collateral.
“This is the best marketing session I’ve participated in at this — or any other — company. Thanks!”
“The output Ryan got out of an hour and a half was super impressive. With his guidance we’re thinking about our product, messaging, and segmentation in a whole new way.”
“We’ve been struggling with our messaging for five years. Ryan figured it out over a long weekend.”
Build a rock-solid foundation
What do I actually get?
A structured 90-minute messaging workshop with 2-6 members of your team that’s designed to surface insights, resolve disagreements, and make decisions
A well-articulated framework that highlights your differentiators, first- and second-tier messaging pillars, and the value your customers get from each
A positioning document that includes value-prop and target segments along with a rationale for pursuing each
Competitive overview and opportunity analysis
Ultimately, you get a rock-solid foundation from which you can build campaigns, talk tracks, sales decks, product roadmaps, marketing websites, landing pages, ICP profiles, market segments, and more.
We can help you with any of the above or we can facilitate your workshop, apply our experience and expertise, and provide the documents above and let you loose with a great new market position and messaging to support it.
Anything else?
The intangibles are very important. You’ll get:
Alignment across teams so you can pursue your goals with a consistent, strategic message tailored to an attractive segment
Confidence that you’re giving prospects a unique point of view and the best version of your story
The speed necessary to move forward quickly. Our process is robust and is designed to develop new messaging pillars in just a few days (with just a 90-minute commitment from you) and with the insight you and your team already have. We analyze your competitor messaging, but you know your product and buyer better than we do, so our process is designed to uncover your unique insights.
Ready to get started?
Our ideal clients are B2B tech firms that operate in competitive markets and have an idea of who they serve well. We can help others, but that’s our sweetspot. Book a 30-minute informational call today to see if we’re a good match.