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This discussion explains why you need a thorough understanding of the 3Cs - your channel, your customer and your competition - to effectively position your B2B technology product. It's called the "3Cs of successful positioning," and like positioning is the foundation for successful marketing, your 3Cs research is the foundation for a positioning strategy that sets you apart from the competition.
Lawson Abinanti explains why your knowledge of the 3Cs is a critical success factor in developing a positioning strategy that is unique, important and believable.
About the Speaker:
Lawson Abinanti is co-founder of Messages that Matter, a consulting firm that helps B2B software and technology companies create positioning and message strategies that build awareness and demand. Messages that Matter provides training, coaching and consulting that helps clients develop message strategies that differentiate company, products and services from those of the competition. We have taught hundreds of marketers and product marketers a business process for positioning we have evolved since the firm was founded in 2001. Lawson is a professional journalist with 25 years of executive management experience in the software industry. He has been responsible for marketing or product marketing at several B2B software companies including Navision, Applix, TM1 Software, Timeline and Prime Factors. He can be reached at email@example.com.
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Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact AIPMM at firstname.lastname@example.org.
The AIPMM is the trusted authority in product management. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.
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