Differentiate or Die: Compete to Win in a Commodity B2B Tech Market


What is the most effective positioning strategy for winning in a commodity market? How do you compete when pricing wars are common, the buying criteria is based on feature checklists, and every vendor sounds the same?

From our experience positioning over 300 B2B tech companies, Firebrick has unlocked the secrets to successful positioning in a commodity market. Bob Wright and Bob Macdonald share their insights and a proven strategy for separating from the pack, including how to:

  • Win the hearts of executive buyers
  • Shape new buying criteria in your favor
  • Redefine the category to set you up for new growth

Also available in this series,The World’s Best B2B Tech Presentations, Three Keys for Successful Positioning, Not for the faint of heart, Symptoms you have a positioning problemPositioning vs. Branding: Clearing up the confusionB2B Positioning, CEO or CMO agenda?Is your positioning winning or losing?Stop the geek speakSetting the foundation for successful positioningB2B Positioning with and agency or in-houseWhen positioning expires, and The best product rarely wins.