Why your positioning matters - Mark Evans

Today's guest is Mark Evans - a fractional CMO who helps B2B companies improve their marketing.

By listening to this episode you will learn about positioning in the market. What it is and why every company should do a positioning exercise. Mark shares how it influences your business, your employees, and your clients. He explains why most businesses do it once and then forget about it for a long time.

We learn that positioning doesn’t have to be something big like Nike’s “Just do it”, it can be simple as long as it matters to your customers. Mark tells us how to do a positioning exercise and how often we should check if our message resonates. He also explains what you can do to appeal to different types of customers when your solution can be applied in various verticals.

Timestamps:

(00:49) - What should every B2B Leader know about positioning? - video

(02:20) - How to do a positiong exercies

(08:20) - Does it have to be fancy and broad? Or is a simple strategy enough?

(10:55) - blue ocean and talking to customers

(12:40) - A story about a polish company that didn't adapt and what Mark finds when doing positioning exercises

(16:05) - Are customers more likely to share feedback with a consultant than a business owner

(20:07) - How do you identify if your customers care about their positioning?

(22:10) - umbrella positioning and why positioning is an internal exercise

(26:00) - What's the biggest takeaway from our conversation?

(27:40) - How often should you do the positioning exercises?

(29:20) - Where you can find Mark and what he does

Mark on LinkedIn - https://www.linkedin.com/in/markev/

Mark’s website - https://www.marketingspark.co/