Ken Rutsky – B2B Marketing Foundations: Positioning

• Targeting
• Category choice
• Building key messages
• Supporting key messages
• Creating a positioning statement
• Implementing your message

Contents:

• Introduction
• 1. Value Messenging Overview
• 2. Building Canditate Value Statement Benefits
• 3. Putting it Alltogether
• Conclusion

Author:

Ken Rutsky helps B2B offerings break through, achieve, and grow market leadership in new and existing markets.

Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet’s first affiliate marketing program, Netscape Now, at Netscape from 1995-99. He has been CMO at several startups and has run network security marketing at McAfee and is the author of Launching to Leading, a definitive guide to breaking through and leading your market.

In the decade of his consulting practice, Ken’s clients—including FireEye, Nimsoft, and others—have generated over $6 billion of shareholder value through IPOs and acquisitions, while several others have reached private equity valuations of $1+ billion. His clients not only lead, they improve key sales and marketing metrics like leads to revenue and opportunities to close.