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Positioning Strategies
Learn how product marketers can identify meaningful differentiation, build stronger positioning strategies, connect brand and product positioning, and stand out in competitive markets.
Have a product marketing story to share? Learn how to contribute here.
How to Find What Makes Your Product Different
Positioning can feel overwhelming. Talya Heller, founder of Down to a T, joins Louise Liu to share her framework for finding product differentiation. She walks through the steps to identify distinct capabilities, build a clear ICP, and go beyond features to stand out in the market. Talya also shares tips on aligning teams around your differentiators and creating a competitive matrix that enables better messaging and sales execution.
Read nowPositioning Done Right: Are You Marketing Your Competitor’s Product?
Your messaging and positioning may include generic category-level benefits and your specific product differentiators. The right dose between these two ingredients depends on your market and your company’s position in that market.
In this article, Crispin Read, founder of Product Marketing Hive, shares his thoughts on differentiation strategy based on the market positions. He points out one of the common pitfalls in product positioning—accidentally marketing your competitor instead of your own product, and details an effective approach to positioning strategy.
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