Gartner Blog Network

Tag: 'positioning' Blog Posts

from the Gartner Blog Network

The Rule of Three in Marketing

by Jake Sorofman  |  August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He'd stand...

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Establish Your Market Context with a Strong ViewPoint

by Hank Barnes  |  August 9, 2016

When you write and talk about a topic a lot, you often find like minded people.   Through the work I've done around positioning, messaging, and storytelling, I've had several...

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Digital Marketing and the Convergence of Everything

by Jake Sorofman  |  July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories,...

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Simple Tests to Assess and Improve Your Messaging

by Hank Barnes  |  July 12, 2016

As our research shows, messaging continues to be a challenge for many tech providers.    The reasons for this are varied, but some of the biggest issues are the breadth...

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Digital Marketing and the Tyranny of Words

by Jake Sorofman  |  July 7, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly...

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Positioning Platform Businesses

by Hank Barnes  |  May 17, 2016

The key to effective messaging is a strong positioning foundation.    As those that follow me know, I'm a strong proponent of the positioning model put forth by Geoffrey Moore...

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The Impact of a Failure to Differentiate

by Hank Barnes  |  February 2, 2016

We recently processed the results of an update to our differentiation research from a few years back.  We've published research on that for Gartner clients (Tech Go-to-Market: Differentiation Challenges Continue...

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Positioning, Persona Overload, and the Consensus Buy

by Hank Barnes  |  September 15, 2015

Last week, I shared some information from the new book, The Challenger Customer from CEB, and how their story reflects what I believe has been a key driver of SaaS adoption--the...

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Where to Start - Positioning and a Story

by Hank Barnes  |  August 25, 2015

I often speak to clients looking for help addressing the sales and marketing challenges they are facing.   They all understand there is no secret weapon--no single thing--that  will make...

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Frame Your Competition Early In Buying Process For More Success Later

by Hank Barnes  |  March 10, 2015

One of the most important aspects of positioning, and differentiation, is identifying the competitive alternative.  I've blogged about this in the past, but wanted to share a different perspective today....

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