Class Central is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

LinkedIn Learning

B2B Marketing Foundations: Positioning

via LinkedIn Learning

Write review
University of the People Ad

Earn Your CS Degree, Tuition-Free, 100% Online!

Learn More → OpenLearning Ad

Master AI and Machine Learning: From Neural Networks to Applications

Learn More →

Overview

Google, IBM & Meta Certificates – 40% Off
One Coursera Plus subscription covers most Professional Certificates on Coursera.
Unlock All Certificates
Learn the core marketing skill of messaging and positioning. Differentiate your products and services from the competition and helps customers understand your unique value.

Syllabus

Introduction
  • Welcome
  • Messaging: Why it matters
  • What customers buy and what they don't
1. Value Messaging Overview
  • The key elements of B2B positioning
  • Targeting: Why, what, and how
  • Identifying the big problem
  • Category
  • Differentiation and unique value
2. Building Candidate Value Statement: Benefits
  • Three steps to unique value
  • Key feature and capability inventory
  • The five types of B2B business benefits
  • Getting beyond generic benefits
  • Creating a benefits statement
  • Crafting your messaging
3. Putting It All Together
  • Why benefits are just the start
  • Supporting your key messages
  • Building your positioning statement
  • Implementing your message
Conclusion
  • Why it matters
  • Beyond value to your magical story
  • Summary story

Taught by

Ken Rutsky

Reviews

4.7 rating at LinkedIn Learning based on 336 ratings

Start your review of B2B Marketing Foundations: Positioning

Never Stop Learning.

Get personalized course recommendations, track subjects and courses with reminders, and more.

Sign up for free
Someone learning on their laptop while sitting on the floor.