In ultra-competitive markets, companies need to stand out from the crowd if they want to attract prospects and customers. A key element is brand positioning which lets the, be clear about what they do and why they do matters and, as importantly, how their product or service is different, better, or unique. In this presentation, Mark Evans will provide insight into the power of brand positioning and how to inject it into your digital marketing, sales, product, development, and more. Key Takeaways: Clear and differentiated brand positioning drives more leads and sales by establishing your company product as the best option.In competitive markets, you need to stand out from the crowd. Otherwise, you blend in.Brand positioning development requires a deep dive into your customers, competitors, and offering.

1. Embracing the Power of
Brand Positioning in a
Cutthroat World
MASTER
CLASS
Mark Evans
PRINCIPAL
MARKETING SPARK
TORONTO, ON ~ MAY 18 - 19, 2023
DIGIMARCONCANADA.CA | #DigiMarConCanada

2. Brand positioning that
makes an impact

3. word stories

5. Organize your favorite things

7. It’s how people meet.

8. word story
What’s Your

9. I help B2B SaaS
companies become the
obvious choice for their
best customers.
......propelled by
positioning, messaging,
and content-driven
growth plans.

10. Our Goal
Develop a solid
positioning
statement that
can be deployed
right away

11. What is brand positioning?

12. It is a high-level
exercise that sets
your business
apart and makes it
the option for
your best
customers.

13. It helps people understand
why you matter (to them)
It shapes how prospects
and customers see your
brand and products.
It’s important because.....

14. Positioning underpins
everything: marketing, sales,
product development, HR,
customer success, and raising
capital
My spikey point of view

15. How many of you
have developed
positioning or
recently updated it

16. Anyone play pickleball?

18. Laura Gainor,
Pickleball
marketing
expert

19. “We wanted to grow the game
and reposition it to make it not
just something that was
perceived as an old-person
sport, but something that
appealed to everyone.”

24. A DIY framework to
develop brand
positioning that
makes an impact

25. Who needs be at the table?
Marketing: leads the process and
provides storytelling and channel best
practices
Sales: know the questions that prospects
ask and the competitive options
Product: understands the features most
used by customers
Customer success: insight into what
sales tell prospects AND what a product
actually does
CEO: bring big picture and strategic
insight and vision

26. The Spotlight on You
The Spotlight on You

27. Who are you?
What you do.
The problems you solve.
Who you serve.

28. What makes you
unique?

31. Positioning highlights
small (and big) differences

34. The People Who Matter

35. “Most B2B companies
have a positioning
problem. It’s rooted in a
lack of customer
understanding.
Their marketing is based
on assumptions and what
they think customers
want versus what they
actually want.”
Diego Oquendo
Founder, Vulkan
Marketing

36. Talk to your customers
They’ll tell you:
● Their problems and
pains
● Goals and
aspirations
● How they do their
jobs
● How they make
purchase decisions
● The features
important to them

37. Who else is out there?
Competitive
Alternatives

38. Every market has companies that walk,
talk, and look the same as you.

39. Direct Indirect

40. Take a strategic approach

41. Own a benefit
(safety)
Customer’s
personality (the will
to succeed)
Price (everyday low
prices)
Business approach
(speed)
Personality
(quirky, fun,
irreverent)
Customer
service
(Friendly, funny,
welcoming)

44. Boil down the ocean
INSIGHT

45. Craft and draft

46. Value Proposition
A clear statement of why a
customer would choose your
product or service.

47. Value Proposition
A grocery chain that
makes shopping fun
with affordable, high-
quality private label
products and
personalized
customer service.

48. Value Proposition
A grocer that makes
shopping fun with
best-in-class private
label products and
great customer
service.
What do you do?
What are the
benefits?
How do you do it?

49. What’s your value
proposition?

50. word story
What’s Your

51. An app to meet people using
their interests and location.

52. So, what do you think?
* Obligatory bad stock photo.

53. Mini-Positioning Case Study

54. Prioritize Execution,
Scale SEO Growth.

55. Leadership team
CEO
COO
VP, Client Success
VP, Sales
VP, Product Marketing
Director, Customer Success
Director, Marketing
Five Customers
Competitive Audit
of Five Companies

56. Speed

57. In enterprise SEO, speed wins.
We empower the world’s leading
brands to make impactful decisions
that drive better results faster.

59. Positioning ---> Messaging

60. Create a Story Deck

61. Weave into your Website
● Home
● Products/Solutions
● About

62. Reimagine your sales decks

63. Improve Product Roadmaps

64. Create Content That Resonates

65. More focused advertising

66. Brand messaging
is fluid, dynamic
and evolves

71. DIY Positioning

72. Questions?

74. Let’s Connect
mark@markevans.ca
www.marketingspark.co
416-669-7028
linkedin.com/in/markev/
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