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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 upon which vendor have the longest feature lists and everyone is communicating the same message? From our experience positioning over 300 B2B tech companies, Firebrick has unlocked the key …
 
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 …
 
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 th…
 
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 …
 
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 leadershi…
 
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: The #1 challenge of creating a new c…
 
After working with more than 400 B2B tech companies, Firebrick Partner Bob Wright has a strong point of view about positioning success. In this Q&A, Bob shares his experience on what it takes, including: The biggest mistake tech companies make: why do so many positioning initiatives fail? Why all successful positioning efforts begin with the CEO Wh…
 
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 biggest mistake people make when it comes to positioning How t…
 
What does it take to create a new market category? We asked David Hughes, founder and CEO of SD-WAN pioneer Silver Peak. David has taken Silver Peak from concept to market leadership and 75% YOY growth. In this Q&A, David shares his experience on: The role of positioning in fueling category leadership Why positioning is an important CEO/Founder str…
 
Jason Hoffman is one of B2B tech industry’s leading futurists and pioneers of today’s mobile edge and distributed cloud infrastructure technologies. Over his career as founder of Joyent, CTO for Digital Services at Ericsson and current CEO of MobileEdgX, he knows first-hand the power of positioning to support technology innovation. In this Q&A, lea…
 
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