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?
Agora VP of Product Marketing | Formerly NetSpring, Heap, Couchbase, OpenText, IBM • 5y
There are many stakeholders when it comes to competitive intelligence and aligning messaging and product strategy with competitive differentiation. I have found an effect...
1877 Views
I believe competitive research should always be part of the process when you develop your core messaging, but it’s important to not get too hung up on your competitors, y...
690 Views
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Atlassian Product Marketing Leader • 4y
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 y...
1506 Views
Ironclad VP of Product Marketing • 4y
Competitive differentiation should make up the pillars of your messaging and value proposition. The reason being is that most markets are crowded and customers can choose...
559 Views
Webflow Chief Marketing Officer • 3y
I have a few lenses that I look through for competitive differentiation: 1. The Positioning Canvas -- I mentioned this in an earlier question, but it's worth repeating t...
1165 Views
Jellyfish VP of Product Marketing • 2y
Competitive differentiation is, first of all, a positioning exercise that means finding ways to influence the customer's perception of your company and product versus exi...
2699 Views
Airtable Director, Compete & Partner Marketing • 3y
Our competitive differentiation is central to our overall company/product positioning. They're almost the same thing. We have a high-level view of our position in the mar...
1749 Views
Salesforce CMO - Next Gen Platform • 3y
With messaging, the one thing that I always push my team to think about is what’s unique to Shopify that no one else can own. Can someone slap their brand on top and say ...
886 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
Great question! I'll start with saying Klue has a phenomenal blog post on this topic I'd encourage you to read. But to your question, most will try to differentiate off ...
539 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
The answer here is in the question. My approach to differentiation starts with understanding why the product or service you're responsible is uniquely suited to a specifi...
515 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 3y
Competitive positioning is a key component of defining core messaging. If we sit down and come up with copy on how to best describe our offerings, a key step is to compar...
387 Views
Instruqt VP of Marketing | Formerly Mural, Twitter, Anheuser-Busch InBev • 3y
The most important aspect of competitive differentiation is that it's authentic and resonates with the customer and/or user. From a core messaging standpoint, you first...
474 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 2y
I believe in a simple exercise: what are you good at. this is the category you want to operate in. Its table stakes. if you want to be in the electric car business and y...
466 Views
Related Questions
What are some common mistakes that companies make when trying to differentiate their products from competitors?How do you talk around gaps that your competitors fill, but your solution doesn't?What is your process for creating a sound competitive position? What tools do you use?Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice? How do you separate out your competitive positioning for two different plans of your product, while keeping a unified view, if the plans serve different customer segments?How do you fight a price war with positioning/messaging? Can you even?