Podcast · 53 min

How to Master B2B Positioning with Anthony Pierri (Fletch PMM)

Dave Gerhardt with Anthony Pierri · Exit Five Free Intermediate

Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the product, not just the outcome. Good antidote to abstract category language.

Open on exitfive.com ↗

It answers 6 questions

  1. How do I write the one line that says what category we are in?
  2. How do I test whether a category name lands before we commit the whole website to it?
  3. What do I actually change when we reposition? Website, deck, pricing, all of it?
  4. How do the best teams pick the category name, and what separates a name that sticks?
  5. How do I turn a point of view into content that actually helps sales close deals?
  6. Our content gets likes but no pipeline. What do I change?

Read with it

  1. Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning... MKT1 Newsletter Newsletter · 20 min read The MKT1 Guide to Positioning Emily Kramer
  2. Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a... Grow & Tell Podcast · 55 min Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter Alex Kracov with Peep Laja
  3. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet
  4. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford
  5. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford
  6. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky
eChai Partner Brands The partnership →