B2B Positioning and Messaging


Every Solution Set is packed with insights, examples, and actionable strategies to help grow your B2B IT, Financial Services, or Professional Services firms. Each Solution Set contains a combination of Playbooks and Point Solutions that provides you with ready-to-go tools to solve issues relevant to firms like yours.

To find out what is included in each Solution Set, you can go to each product by clicking on the More Detail button below the product description.





Value Proposition Framework

Developing Client Personas

7 Ps of Marketing


This playbook provides the framework to create a Value Proposition for your firm. A value proposition is a business or marketing statement that a company uses to summarize why a consumer should use a service. This statement convinces a potential consumer that one particular service will add more value or better solve a problem than other similar offerings.

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This playbook provides the framework to create composite representations of your ideal prospect within your preferred target segments. The persona helps you to:

  • Helps establish clear descriptions of team members’ roles and responsibilities.

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This playbook provides the framework to understand how to carry out market segmentation, targeting and positioning for your Professional Services firm. Market segmentation helps your B2B Professional Services firm to scale your business because you are not trying to be all things to all people – it makes you focus on the essential aspects of your business.

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Brand Archetype

Competitive Assessment


This playbook provides the framework to identify the right brand archetype for your firm. Brand archetype reflects the personality of the brand and develops a connection/relationship with buyers.

Companies use this brand archetype to target customers who will benefit most from using the company’s services. The playbook contains 12 archetype of common brand personalities.

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This playbook provides the framework to assess your key competitors. Understanding your competitive environment is the key to informing the strategy of your B2B professional service firm. This playbook will help you determine the strengths and weaknesses of the competitors within your market, inform strategies that will provide you with a distinct advantage,  and provide insights into the barriers that can be developed in order to prevent competition from entering your market.

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