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Jenna Alburger

Positioning and Messaging Consultant

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SharpStance

I help growth-stage B2B startups refine their positioning and messaging so they can scale better.

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Jenna

's Blog Posts

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Positioning Testlify to Win in a Crowded HR Tech Market

Testlify nailed positioning by focusing on a clear pain point, differentiating from competitors, testing messaging, and aligning teams around the UVP.
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Price Increase Email Template + 7 Rules for Success

This price increase email template will help you be direct, transparent, and empathetic. Preserve trust and keep customers informed—not frustrated.
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The No-Fluff Guide to Finding Product-Market Fit (PMF)

Achieving product-market fit requires clear positioning, focused customer insights, and evolving strategies to move from early traction to category leadership.
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TAM, SAM, SOM: Why Startups Get it Wrong, and How to Get it Right

Startups fail by chasing TAM. Focus on a niche SOM to dominate, solve real problems, and scale strategically with proven success.
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When to Hire a Fractional PMM and Tips for Success

Fractional PMMs build messaging, GTM strategies, and launch plans for startups or scale-ups lacking full PMM teams or needing flexible expertise.
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Brand vs. Product Marketing: 6 Key Differences

A strong brand gives your product credibility before the pitch even starts. And great product marketing reinforces the promises your brand makes.
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How Strategic Positioning Drives Buyer Enblement

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
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How to Measure Customer Fit: A Practical Approach

Customer fit measures how well a company’s offering aligns with a customer’s needs. When this alignment clicks, customers see value immediately, buy faster, and stick around longer. 
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A Growth Hacker's Guide to Reducing Customer Churn

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.
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SaaS Homepage Messaging: Best Practices + 10-Point Checklist

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.
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The Complete Guide to B2B Product Messaging

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. 
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​​5 Strategies to Amplify Your Positioning When It's Already Strong

If you’ve nailed your positioning, you’re in an enviable spot. Here are some ways to protect your competitive edge.
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GTM Strategy and Positioning: Which Comes First?

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.
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Go-to-Market (GTM) Motions, Tactics, and Examples

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.
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Why Startups Win by Being Flexible Specialists

By focusing on niche markets and becoming 'flexible specialists,' startups can avoid becoming unstable generalists, providing tailored solutions that big companies can’t match.
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Value Propositions vs. Positioning Statements: Key Differences

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.
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Why More than 40% of B2B Deals End in “No Decision”

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.
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The Essential Guide to Why, When, and How to Niche Down

Niche-down early on to build a strong foundation, create a better product, and attract similar customers. Expand to adjacent markets strategically. (Beachhead strategy).
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B2B Positioning: Key Benefits and Strategies

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.
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Top 5 Positioning Mistakes (and How to Avoid Them)

B2B positioning mistakes to avoid: 1) not focusing on best-fit customers 2) using default market categories 3) broad segmentation 4) ignoring true alternatives, and 5) over-complicating ICPs.
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Positioning Case Study: Airbnb's 2024 Campaign

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.

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