AMA: Blueshift Former Sr. Director, Product Marketing, Marina Ben-Zvi on Competitive Positioning
December 14 @ 10:00AM PST
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Blueshift Former Sr. Director, Product Marketing, Marina Ben-Zvi on Competitive Positioning
Top Questions
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
Similar to an earlier question: (1) define and tier your competitors, (2) determine the competitive assets you need, (3) set your cadence, (4) invest in a Competitive Intelligence platform, and (5) block off an hour or so weekly to review competitive updates. For competitive intelligence to be f......Read More
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
Love this question, because if sales doesn’t use your competitive intel then what’s the point of investing time at the expense of your other competing priorities. A few things I recommend: * Work with your sales leaders and sales enablement (if you have sales enablement) to determine the bes......Read More
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
There are a lot of great frameworks out there and they all have common elements. I recommend reviewing a few and customizing to what’s relevant and actionable for your company. I like to include: * our differentiated POV * positioning statement (internal-facing) * tag-line * brand personalit......Read More
1434 Views
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
Positioning (which by definition is competitive positioning since it carves out a place in the market where you are the clear winner) is your strategy. It defines who you're for and how you'll win. As a result, not only pricing and packaging but your marketing strategy, product roadmap, partners......Read More
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What's your approach to competitive differentiation?
How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?
Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
Competitive differentiation is what forms your positioning and what you build your messaging around. With how crowded every market category is now its essential to nail your differentiation and then communicate it through your messaging and the rest of the go-to-market. Enabling sales effectivel......Read More
498 Views
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
To determine the competitive position in which you’re a clear winner and have unique strengths, try the following: * SWOT analysis * Competitive map plotted against two axis of the main attributes/values that matter to your CUSTOMERS, not your company * Customer/Company/Competitor values v......Read More
876 Views
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
I’ve found the top 3 sources of competitive research to be: * Peer review sites. G2 and other review sites are the best source of information because it comes straight from the users. Even though most reviews will be positive, pay close attention to the low star reviews and what custom......Read More
2533 Views
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Marina Ben-Zvi
Atlassian Principal Product Marketing Manager • December 14
This is a great question because without a framework for competitive intel you’ll get overwhelmed and lost in the noise. Here’s a few tips to get started: 1. Define and tier your competitors. Every industry is saturated and you can’t track every competitor or alternative that your sales tea......Read More
856 Views
5 requests
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