You made a big bet with your new positioning, how do you make sure it hits the mark when rolling it out?
How does a company retake its rightful position in the market?
Over the past 20 years, Firebrick has been at ground-zero in the formation of multiple B2B tech categories...
After working with more than 400 B2B tech companies, Firebrick Partner...
Think positioning is just a marketing exercise? Think again. Heidi Melin, Chief Marketing Officer...
What does it take to create a new market category? We asked David Hughes, founder and CEO...
Jason Hoffman is one of B2B tech industry's leading futurists and pioneers of today's...
Is Positioning the new CEO lever? And how is it best done? We asked Pete Daffern, a veteran tech exec...
CEO Bill Connor was brought into SonicWall to turn around the 28-year-old cybersecurity company...
Chris Keene, CEO of Gigster is interviewed by Firebrick founder, Bob Wright and Positioning Strategist, Bob Macdonald.
We get this question all the time: Do I need to create a new category? It turns out that this is THE central challenge...
We hate to break it to you but the old way of doing B2B marketing doesn’t work. It’s time to put a fork in it.
In today’s noisy, crowded B2B market, Positioning moves to the forefront as a key strategic lever...
Today’s crowded, noisy B2B tech market means companies often get mired in the trenches of feature/function wars...
Like it or not, in today’s B2B market landscape the best product rarely wins.
View or download the booklet: Differentiate or Die: Five Keys to Disruptive Positioning
You’ve made the investment to develop a differentiated positioning strategy and a powerful, compelling story that rises above the noise and separates you from the pack.
You’ve hired a top notch team. Shouldn’t you rely on your in-house team to do your positioning?
What has to be in place for positioning and messaging to be successful? What are the requirements? Who should be involved?
Is your company pitch boring your audience? There is a better way.
Is your company pitch 36 slides of techno jargon? Are executive buyers turned off by your geek speak?
Is your positioning winning or losing? How do.you know? What are the metrics for success?
B2B Positioning: Whose job is it anyway? Who in your B2B tech company is responsible for positioning?
What is the difference between branding and positioning? If I am a B2B tech company, do I need both?
Listen to the first in our podcast series about the keys to creating powerful B2B tech positioning stories.
Often we get calls from B2B tech companies looking for a brand strategy.
To cut through the brand-positioning confusion, we have developed a brand and positioning framework.
Sales thinks your marketing presentations are nice, but they don’t use them.
We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing
Today more than ever, tech companies are moving a mile-a-minute and marketing executives are looking for quick ways to make a big splash...
After working with almost 300 clients over the past several years, the difference between the winners and losers has become clear
“Different” doesn’t sell. How to set the stage and enable an articulated value proposition that no competitor can match.
In the course of working with over 200 technology companies during the past couple of decades, I have observed a lot of failed strategies.
You’d be surprised how often clients describe their market as “SMB” (small and medium businesses).
A new data-driven approach to finding the highest propensity-to-buy customers.
In our last post, we talked about the challenges B2B tech companies face in identifying the right sales cycles
B2B technology companies, meet your new best customer. The CMO. That’s not a typo, it’s a documented trend.
What we learned from more than 90 IT executives at some of the world’s largest companies.
A change in strategy changes everything. It cannot be undertaken lightly.
Wouldn’t it be nice, we thought, if someone put together a list of questions – to give you a clear picture of your buyer..
What do top technology companies have in common? They tell powerful stories.
B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront...