PMM Hive has reduced messaging and positioning to its essence. And it’s free. What are you waiting for?Mark Davis, VP Product Marketing | RUCKUS, at CommScope
Positioning for Advantage
In this PMM Hive Essentials – Positioning for Advantage course, you will learn about positioning, one of the most critical aspects of product marketing, including how to develop a positioning statement with supporting messages and proof points.
Positioning for Advantage is a framework for messaging and positioning that is well-suited to B2B technology companies that are challengers in a competitive market. The framework emphasizes competitive differentiation as the anchor to product positioning. It is a proven framework that has been used by many of the world’s most successful technology companies.
Positioning for Advantage is not a vague, academic framework that will leave you wondering, “what do I do now?”. Working product marketers developed and evolved the structure over the years and across many companies. The completed framework is your product marketing output. It will ensure consistency and accelerate the delivery of your downstream artifacts, including brochures, web content, and presentations.
This is an awesome training for all customer-facing professionals who want to learn how to position products and get the right messaging skills. I have really learnt a lot from this training and I recommend it to everyone.Chinedu Chilekezi, Sales Manager at Softcom Limited
This course will equip you with the knowledge and skill necessary to see practical benefits in the workspace immediately. We also offer the PMM Hive Essentials Positioning for Advantage Playbook for reference after you take the training as well as a template you can use to capture your own messaging and positioning.
The course is blended, combining around 90 minutes of online training with regular live sessions for questions and discussion as well as a dedicated channel in the PMM Hive slack workspace.
Fantastic training, short and jammed packed with actionable information that can be applied immediately.Camil Lafreniere, Senior PM at Newforma
Skills You Will Gain
What You Will Learn
- Develop a positioning statement
- Understand categories, advantages, features and benefits
- Know when educational and differentiating messages are appropriate
- Create an advantage-based message tree in your workspace
Meet Your Instructor
This course is taught by Crispin Read. He is the founder of Product Marketing Hive (PMM Hive) and CEO of Product Marketing Edge.
Crispin founded PMM Hive to promote free sharing of product marketing knowledge and the recognition of product marketing.
Product Marketing Edge helps select technology companies build and advance their product marketing capability through consulting, mentoring and training.