Defending "best" and "better": Prove your product’s differentiation
Posted: Mon Jan 06, 2025 7:12 am
How do you create tangible, concrete, and quantifiable ways to describe your product’s differentiated capabilities? It’s a question I’ve been focused on for the last 25 years as a product marketer – and one that can turn potential customers into loyal advocates.
My name is Scott Jones, and I’m currently the SVP of Marketing at Agentsync. At my core, I’m a PMM. I’ve launched hundreds of solutions, worked with incredible companies, and worn many hats – from founder and developer to pre-sales engineer and product manager. But what excites me most is the process: understanding the entire journey, from solution design through to marketing and sales.
Over the years, I’ve seen one metric rise above all others: win rate. It’s the ultimate measure of great product marketing – and, for that matter, great go-to-market strategy. If you’ve got well-positioned, well-messaged solutions, supported by strong demand marketing and a well-equipped sales team, you’re going to see results.
So today, I’m going to give you the tools to differentiate your product, increase your win rate by 10% quarter over quarter, and, ultimately, become a better product marketer.
Let’s get into it.
What drives change in B2B buyers?
To win the hearts and minds of future customers, you need belarus telegram number to understand why they would make a change in the first place – because change is hard. Psychologically speaking, we’re wired to resist it. Whether it’s survival instincts or confirmation bias, sticking with the status quo often feels safer.
But here’s the thing: without a compelling reason to change, nothing happens. And when nothing happens, opportunities stall, decisions get delayed, and deals end with the bane of my existence – no decision.
As product marketers, it’s our job to overcome that resistance. We do it by showing how our solution isn’t just different, but better. Tangible, quantifiable differentiation gives customers the confidence to leave the status quo behind and move forward with you. And in a B2B environment, the decision to change always comes down to financial outcomes or business drivers.
I've identified four key reasons why a B2B organization would make a change:
More for less: Better outcomes with less investment.
These organizations want to boost both their top line and bottom line. In other words, they want their cake and to eat it too. This is where most customers start.
More for the same: Better outcomes with the same investment.
They’re looking to achieve more without increasing time, effort, or resources. It’s all about increasing productivity or throughput, primarily driving top-line growth.
More for more: Better outcomes with more investment.
You typically see this only in organizations that are expanding into new markets and are willing to spend more to make more. These are golden opportunities – if you find them, go after them!
My name is Scott Jones, and I’m currently the SVP of Marketing at Agentsync. At my core, I’m a PMM. I’ve launched hundreds of solutions, worked with incredible companies, and worn many hats – from founder and developer to pre-sales engineer and product manager. But what excites me most is the process: understanding the entire journey, from solution design through to marketing and sales.
Over the years, I’ve seen one metric rise above all others: win rate. It’s the ultimate measure of great product marketing – and, for that matter, great go-to-market strategy. If you’ve got well-positioned, well-messaged solutions, supported by strong demand marketing and a well-equipped sales team, you’re going to see results.
So today, I’m going to give you the tools to differentiate your product, increase your win rate by 10% quarter over quarter, and, ultimately, become a better product marketer.
Let’s get into it.
What drives change in B2B buyers?
To win the hearts and minds of future customers, you need belarus telegram number to understand why they would make a change in the first place – because change is hard. Psychologically speaking, we’re wired to resist it. Whether it’s survival instincts or confirmation bias, sticking with the status quo often feels safer.
But here’s the thing: without a compelling reason to change, nothing happens. And when nothing happens, opportunities stall, decisions get delayed, and deals end with the bane of my existence – no decision.
As product marketers, it’s our job to overcome that resistance. We do it by showing how our solution isn’t just different, but better. Tangible, quantifiable differentiation gives customers the confidence to leave the status quo behind and move forward with you. And in a B2B environment, the decision to change always comes down to financial outcomes or business drivers.
I've identified four key reasons why a B2B organization would make a change:
More for less: Better outcomes with less investment.
These organizations want to boost both their top line and bottom line. In other words, they want their cake and to eat it too. This is where most customers start.
More for the same: Better outcomes with the same investment.
They’re looking to achieve more without increasing time, effort, or resources. It’s all about increasing productivity or throughput, primarily driving top-line growth.
More for more: Better outcomes with more investment.
You typically see this only in organizations that are expanding into new markets and are willing to spend more to make more. These are golden opportunities – if you find them, go after them!