If they can’t say why you, they won’t buy you.
Positioning decides who you win, how fast, and at what price. A senior product marketer works it out, puts it on every page and deck, and runs the ads that turn it into sales meetings.
- Read 40 sales calls. Top 3 objections, rankeddone
- A competitor changed pricing. Battlecard updateddone
- Drafted the homepage on the new positioningdone
- Lead with speed, or with control?your call
- Sales one-pager and emails, ready to reviewdone
Most software companies don’t lose to a better product. They lose to a clearer one.
Buyers compare you in a spreadsheet
If who it’s for and why it’s different isn’t clear in one sentence, you’re one row of ten, and the cheapest one wins.
Sales tells a different story than the site
Every rep makes up their own pitch, the deck is two quarters old, and marketing and sales describe the product differently.
The market keeps moving
Competitors change pricing, ship features and copy your words. Positioning written once is stale by spring.
One clear position. Then ads that carry it.
Positioning
Who it’s for, what it replaces, why you’re different and why now. Built from customer interviews, wins and losses, and your sales calls. Not a workshop of opinions.
Messaging
One document every team uses: the one-liner, the main points, the proof, and the words to use and avoid.
Competitors
A battlecard for each competitor, updated when they change pricing, ship something or rewrite their site.
Launches
How big each launch is, the plan, the announcement, what sales needs, and what actually landed.
Sales content
Decks, one-pagers, case studies, emails and talk tracks that say what the site says.
Your site
Homepage and product pages rewritten on the new positioning, and tested.
Search ads
Searches that mean someone is buying, including your competitors’ names. Ads that match the search, and wasted searches cut weekly.
LinkedIn and Meta
Target accounts, job titles and lookalikes, with offers worth clicking: demos, trials, reports, calculators. Not always “Book a demo.”
Tracking to pipeline
Your CRM tells the ad platforms which leads became real deals, so they find more of those. We judge ads on meetings and revenue, not clicks.
What shows up, and when.
Month one
- Positioning document
- Messaging document
- Competitor battlecards
- Homepage rewrite
Every month
- Launch plans and copy
- Sales content when you need it
- What we’re hearing on calls
- Battlecards kept current
Every quarter
- A check against the market
- What we tested and what won
- A plan for next quarter
- A review with your leadership
B2B ads people actually read.
Clear claims, a specific offer, and the same story your sales team tells.
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Run by a senior product marketer.
Senior B2B product marketer. Runs positioning, messaging, launches and sales content for software companies.
Good questions.
We already have positioning. Why redo it?
Maybe you don’t need to. We test what you have against your sales calls and your competitors first, and only change what isn’t working.
How much of our time does it take?
A kickoff, access to calls and docs, and a few interviews. After that, a short weekly check-in with whoever owns marketing.
We tried LinkedIn. It was expensive.
It usually is when it’s chasing clicks. We start small with a sharp audience, a good offer and CRM tracking, and decide on what it brings in.
Do you replace our product marketer?
We can be your product marketing team. Or we can give the one you have a senior partner and the software to go faster.
Let’s talk about why you.
Thirty minutes with a senior product marketer. Bring your homepage and your toughest competitor.