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LinkedIn Learning

B2B Marketing Foundations: Positioning

via LinkedIn Learning

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Overview

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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 328 ratings

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