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...

Michael Nevins: Landing the US Market, a European perspective

Good positioning has deep transformative impact.

Differentiate or Die: The World’s Best B2B Tech Presentation

How do you create B2B tech presentations that your sales team actually uses...

Katey Mokelke: Hitting the bullseye with Positioning

You made a big bet with your new positioning, how do you make sure it hits the mark when rolling it out?

Laura Dunbar: Positioning to recapture market leadership

How does a company retake its rightful position in the market?

Differentiate or Die: Category creation?

Over the past 20 years, Firebrick has been at ground-zero in the formation of multiple B2B tech categories...

Differentiate or Die: 3 Keys to Run Successful Positioning

After working with more than 400 B2B tech companies, Firebrick Partner...

Heidi Melin: The Power of Positioning, Why hire an outside agency

Think positioning is just a marketing exercise? Think again. Heidi Melin, Chief Marketing Officer...

David Hughes: The Power of Positioning, a CEO Perspective

What does it take to create a new market category? We asked David Hughes, founder and CEO...

Jason Hoffman: The Power of Positioning, a CEO Perspective

Jason Hoffman is one of B2B tech industry's leading futurists and pioneers of today's...

Pete Daffern: The Power of Positioning, a CEO Perspective

Is Positioning the new CEO lever? And how is it best done? We asked Pete Daffern, a veteran tech exec...

Bill Conner: The Power of Positioning, a CEO Perspective

CEO Bill Connor was brought into SonicWall to turn around the 28-year-old cybersecurity company...

Chris Keene: The Power of Positioning, a CEO Perspective

Chris Keene, CEO of Gigster is interviewed by Firebrick founder, Bob Wright and Positioning Strategist, Bob Macdonald.

Differentiate or Die: Not for the Faint of Heart

We get this question all the time: Do I need to create a new category? It turns out that this is THE central challenge...

Differentiate or Die: The Irrelevance of Marketing

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.

Differentiate or Die: Positioning: In-house or Outside Agency?

In today’s noisy, crowded B2B market, Positioning moves to the forefront as a key strategic lever...

Differentiate or Die: The Art of the Reframe

Today’s crowded, noisy B2B tech market means companies often get mired in the trenches of feature/function wars...

Differentiate or Die: The Best Product Rarely Wins

Like it or not, in today’s B2B market landscape the best product rarely wins.

Differentiate or Die: 5 Keys to Disruptive Positioning

View or download the booklet: Differentiate or Die: Five Keys to Disruptive Positioning

Differentiate or Die: When positioning expires

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.

Differentiate or Die: B2B Positioning with an Agency or In-House?

You’ve hired a top notch team. Shouldn’t you rely on your in-house team to do your positioning?

Differentiate or Die: Setting the foundation for successful positioning

What has to be in place for positioning and messaging to be successful? What are the requirements? Who should be involved?

Differentiate or Die Video: Tech Positioning for a New Era

Is your company pitch boring your audience? There is a better way.

Differentiate or Die: Stop the Geek Speak

Is your company pitch 36 slides of techno jargon? Are executive buyers turned off by your geek speak?

Differentiate or Die: Is your positioning winning or losing?

Is your positioning winning or losing? How know? What are the metrics for success?

Differentiate or Die: B2B Positioning, CEO or CMO agenda?

B2B Positioning: Whose job is it anyway? Who in your B2B tech company is responsible for positioning?

Differentiate or Die: Positioning vs. Branding, clearing up the confusion

What is the difference between branding and positioning? If I am a B2B tech company, do I need both?

Differentiate or Die: Symptoms you have a positioning problem

Listen to the first in our podcast series about the keys to creating powerful B2B tech positioning stories.

Positioning, Branding, or both? Let’s clear up the confusion.

Often we get calls from B2B tech companies looking for a brand strategy.

Branding and positioning work together: a new framework

To cut through the brand-positioning confusion, we have developed a brand and positioning framework.

Why sales doesn’t use your presentation

Sales thinks your marketing presentations are nice, but they don’t use them.

Infographic: Sales doesn’t use your presentations

We recently conducted a survey of 50 technology industry sales leaders to find out if they use the presentation materials they get from marketing

Firebrick Positioning Scorecard

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...

The difference between winners and losers

After working with almost 300 clients over the past several years, the difference between the winners and losers has become clear

In B2B, Different Doesn’t Sell

“Different” doesn’t sell. How to set the stage and enable an articulated value proposition that no competitor can match.

7 deadly sins: what can we learn from failed revenue strategies?

In the course of working with over 200 technology companies during the past couple of decades, I have observed a lot of failed strategies.

SMB is not a market

You’d be surprised how often clients describe their market as “SMB” (small and medium businesses).

How will you make your number this year? (Part 1)

A new data-driven approach to finding the highest propensity-to-buy customers.

How will you make your number this year? (Part 2)

In our last post, we talked about the challenges B2B tech companies face in identifying the right sales cycles

Who’s writing checks for tech? The CMO.

B2B technology companies, meet your new best customer. The CMO. That’s not a typo, it’s a documented trend.

Firebrick’s Global Cloud Study, Part 1:

What we learned from more than 90 IT executives at some of the world’s largest companies.

8 Symptoms: you know you have a positioning problem when…

A change in strategy changes everything. It cannot be undertaken lightly.

How to build your buyer persona: the checklist

Wouldn’t it be nice, we thought, if someone put together a list of questions – to give you a clear picture of your buyer..

Get your story straight

What do top technology companies have in common? They tell powerful stories.

Business models become the new disruptor

B2B has become “B2Any” – and the advent of cloud and SaaS solutions has moved subscription business models with Go-to-Market to the forefront...