Jenna Alburger

Product positioning mistakes happen in a predictable order. The six I see most in B2B, and the test you can run on your own customer data this week.

Positioning is not creative writing. It’s not brand voice. It’s not a fundraising narrative. And it’s definitely not a license to exaggerate.

Clear positioning wins deals. Learn why vagueness kills enterprise sales and how to build trust with honest, specific messaging.

This price increase email template will help you be direct, transparent, and empathetic. Preserve trust and keep customers informed—not frustrated.

Achieving product-market fit requires clear positioning, focused customer insights, and evolving strategies to move from early traction to category leadership.

TAM, SAM, and SOM explained for startups, with a simple way to size the market you can actually win and why a huge total addressable market hurts you.

Fractional PMMs build messaging, GTM strategies, and launch plans for startups or scale-ups lacking full PMM teams or needing flexible expertise.

A strong brand gives your product credibility before the pitch even starts. And great product marketing reinforces the promises your brand makes.

Buyers face a mountain of choices, and many fear making the wrong one. Strategic positioning gives clarity to buyers, helping them see a product’s value and feel more confident about moving forward

What customer fit means, the 5 customer fit metrics that show who your good-fit customers are, and how to spot high-revenue accounts that cost you.

Churn isn’t just a problem—it’s feedback. And when you treat it as a clue instead of a catastrophe, you can start making changes that keep customers around longer.

Your homepage is like the front door to your business. Whether you’re a scrappy startup or a global giant, it’s where first impressions are made, and visitors decide if they’ll stay or bounce.

The competition is heating up in the B2B space; markets are saturated, ads space is more expensive, and breaking through the noise has become more difficult. This means that effective B2B product messaging has never been more important. 

If you’ve nailed your positioning, you’re in an enviable spot. Here are some ways to protect your competitive edge.

Because positioning and GTM strategy are intertwined, it's a bit like the 'chicken or the egg' scenario. TL;DR: Develop them together iteratively, adapting both based on market feedback.

A GTM (go-to-market) motion is the specific approach a company uses to bring its product to market, attract customers, and generate revenue. Let's review the top 6 GTM motions.

Startups fail when they go head to head with big companies. Here's how a flexible specialist positioning strategy wins pragmatist buyers and crosses the chasm.

Your value proposition communicates the overall benefits your business offers, while your positioning statement pinpoints why your specific product is the best solution for your customers.

According to a Harvard Business Review study, 40% to 60% of B2B deals end in "no decision". Turns out, buyers are far more afraid of messing up than they are of missing out.

Why startups need to niche down, how to pick a niche market you can win, what Amazon, Tesla, and Airbnb did first, and the signs it's time to broaden.

B2B positioning involves defining how a product or service stands out in the minds of target customers. It involves finding a competitive advantage and distilling it down to a simple, yet impactful, idea.

What customer fit means, the 5 customer fit metrics that show who your good-fit customers are, and how to spot the high-revenue accounts that quietly cost you.

Airbnb’s "Pick Your Bedtime" ad is a great example of positioning made visbile. It puts the pain points of hotels front and center, and highlights why you would choose Airbnb instead.