Differentiate or Die: Secrets of Silicon Valley

What is the most effective positioning strategy for winning in a commodity market? How do you compete when pricing wars are common, the buying criteria is based on feature checklists, and every vendor sounds the same?

From our experience positioning over 300 B2B tech companies, Firebrick has unlocked the secrets to successful positioning in a commodity market. Bob Wright and Bob Macdonald share their insights and a proven strategy for separating from the pack, including how to:

Also available in this series,The World’s Best B2B Tech Presentations, Three Keys for Successful Positioning, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.

The post Differentiate or Die: Compete to Win in a Commodity B2B Tech Market appeared first on Firebrick Consulting.

Good positioning has deep transformative impact.

That’s what we heard from Michael Nevins, CMO of Smart Adserver, a Paris-based ad tech company.

In this Q&A, Mike shares how Smart’s recent positioning initiative delivered a compelling narrative for entering the US market. Unexpectedly, the new positioning also drove extremely valuable side effects that are changing the way the company operates – beyond marketing and sales, to operations, R&D, and every employee around the world.

The post Michael Nevins: Landing the US Market, a European perspective appeared first on Firebrick Consulting.

How do you create B2B tech presentations that your sales team actually uses and that inspire customers to say ‘yes’?

Over the last decade, Firebrick has developed transformational Positioning stories for more than 400 B2B tech clients. Masterful storytellers, Bob Wright and Bob Macdonald share their insights, truths and experience on how to make the world’s best presentations, including:

Also available in this series, Three Keys for Successful Positioning, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.

The post Differentiate or Die: The World’s Best B2B Tech Presentation appeared first on Firebrick Consulting.

You made a big bet with your new positioning, how do you make sure it hits the mark when rolling it out?

Katey Mokelke knows what it takes to successfully navigate the “last mile” of a strategic positioning initiative. Based on her leadership of more than 50 engagements in the past seven years as a Firebrick positioning consultant, Katey discusses the keys to activating a new positioning for maximum impact, including:

The post Katey Mokelke: Hitting the bullseye with Positioning appeared first on Firebrick Consulting.

How does a company retake its rightful position in the market?

In this pre-COVID conversation, Laura Dunbar, SVP of Marketing at GHX – the leading digital trading network for the healthcare industry – shares her experience taking on a new SVPM post, and the strategic role Positioning played in transforming the company to retake a category leadership position while changing the perception of the marketing organization. In this Q&A Laura shares:

The post Laura Dunbar: Positioning to recapture market leadership appeared first on Firebrick Consulting.

Creating a category is not for the faint of heart.

Over the past 20 years, Firebrick has been at ground-zero of the formation of multiple B2B tech categories: CRM/MA, SaaS, Big Data, CX, DevOps, Edge and more. Positioning veterans Bob Wright and Bob Macdonald share their insights on category creation, including:

Also available in this series, 3 Keys to run successful positioning, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.

The post Differentiate or Die: Category creation? appeared first on Firebrick Consulting.

Also available in this series, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.

The post Differentiate or Die: 3 Keys to Run Successful Positioning appeared first on Firebrick Consulting.

Think positioning is just a marketing exercise? Think again.

Heidi Melin, Chief Marketing Officer at Workfront – and one of the tech industry’s best CMOs – has deep experience and a stellar track record positioning companies for success. In this Q&A, Heidi shares her perspective on:

The post Heidi Melin: The Power of Positioning, Why hire an outside agency appeared first on Firebrick Consulting.

The post David Hughes: The Power of Positioning, a CEO Perspective appeared first on Firebrick Consulting.

The post Jason Hoffman: The Power of Positioning, a CEO Perspective appeared first on Firebrick Consulting.