Marina Ben-Zvi

AMA: Blueshift Former Sr. Director, Product Marketing, Marina Ben-Zvi on Competitive Positioning

December 14 @ 10:00am PST

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Top Questions
How do you systematically organize & update your competitive intel when there's so much new information that can flow in every day?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
What are your top 3 methods for conducting effective competitive research?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
How do you stay on top of competitors when it's a crowded market and things are changing every day?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
What messaging and persona framework do you use? And how much of competitive positioning do you cover in Messaging?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more
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
Sr. Director, Product Marketing at productboard
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...more
How do you think about pricing and packaging as it relates to competitive positioning?
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
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...more