Tips & Insights

Position yourself for success.

Check out our blog for actionable insights and tips to refine your positioning strategy. Here, you'll learn how to craft compelling messages, resonate with your audience, and stand out in the market.

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Enterprise switching costs: the 9x effect and the switching cost ladder

Enterprise buyers stay with software they dislike. The 9x effect explains why, and the switching cost ladder shows how the bar moves with what you ask.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

September 3, 2026
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10
min read
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6 product positioning mistakes that cost you deals

Product positioning mistakes happen in a predictable order. The six I see most in B2B, and the test you can run on your own customer data this week.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

September 1, 2026
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9
min read
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Roadmap vs. Reality: The problem with future-state positioning

Positioning is not creative writing. It’s not brand voice. It’s not a fundraising narrative. And it’s definitely not a license to exaggerate.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

February 17, 2026
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5
min read
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Why enterprise deals stall when your positioning is vague

Clear positioning wins deals. Learn why vagueness kills enterprise sales and how to build trust with honest, specific messaging.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

July 2, 2025
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4
min read
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Positioning Testlify to Win in a Crowded HR Tech Market

Testlify nailed positioning by focusing on a clear pain point, differentiating from competitors, testing messaging, and aligning teams around the UVP.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

February 26, 2025
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min read
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Price Increase Email Template + 7 Rules for Success

This price increase email template will help you be direct, transparent, and empathetic. Preserve trust and keep customers informed—not frustrated.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

February 18, 2025
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3
min read
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The No-Fluff Guide to Finding Product-Market Fit (PMF)

Achieving product-market fit requires clear positioning, focused customer insights, and evolving strategies to move from early traction to category leadership.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

January 24, 2025
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7
min read
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TAM, SAM, SOM: Why Startups Get it Wrong, and How to Get it Right

Startups fail by chasing TAM. Focus on a niche SOM to dominate, solve real problems, and scale strategically with proven success.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

January 23, 2025
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4
min read
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When to Hire a Fractional PMM and Tips for Success

Fractional PMMs build messaging, GTM strategies, and launch plans for startups or scale-ups lacking full PMM teams or needing flexible expertise.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

January 21, 2025
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4
min read
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Brand vs. Product Marketing: 6 Key Differences

A strong brand gives your product credibility before the pitch even starts. And great product marketing reinforces the promises your brand makes.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

December 17, 2024
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4
min read
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How Strategic Positioning Drives Buyer Enblement

Buyers face a mountain of choices, and many fear making the wrong one. Strategic positioning gives clarity to buyers, helping them see a product’s value and feel more confident about moving forward
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

December 1, 2024
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4
min read
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How to Measure Customer Fit: A Practical Approach

Customer fit measures how well a company’s offering aligns with a customer’s needs. When this alignment clicks, customers see value immediately, buy faster, and stick around longer. 
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

December 1, 2024
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6
min read
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A Growth Hacker's Guide to Reducing Customer Churn

Churn isn’t just a problem—it’s feedback. And when you treat it as a clue instead of a catastrophe, you can start making changes that keep customers around longer.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

November 25, 2024
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7
min read
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SaaS Homepage Messaging: Best Practices + 10-Point Checklist

Your homepage is like the front door to your business. Whether you’re a scrappy startup or a global giant, it’s where first impressions are made, and visitors decide if they’ll stay or bounce.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

November 19, 2024
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5
min read
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The Complete Guide to B2B Product Messaging

The competition is heating up in the B2B space; markets are saturated, ads space is more expensive, and breaking through the noise has become more difficult. This means that effective B2B product messaging has never been more important. 
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

November 8, 2024
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7
min read
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​​5 Strategies to Amplify Your Positioning When It's Already Strong

If you’ve nailed your positioning, you’re in an enviable spot. Here are some ways to protect your competitive edge.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

October 30, 2024
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5
min read
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GTM Strategy and Positioning: Which Comes First?

Because positioning and GTM strategy are intertwined, it's a bit like the 'chicken or the egg' scenario. TL;DR: Develop them together iteratively, adapting both based on market feedback.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

October 21, 2024
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4
min read
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Go-to-Market (GTM) Motions, Tactics, and Examples

A GTM (go-to-market) motion is the specific approach a company uses to bring its product to market, attract customers, and generate revenue. Let's review the top 6 GTM motions.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

October 12, 2024
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7
min read
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Why Startups Win by Being Flexible Specialists

By focusing on niche markets and becoming 'flexible specialists,' startups can avoid becoming unstable generalists, providing tailored solutions that big companies can’t match.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

October 10, 2024
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3
min read
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Value Propositions vs. Positioning Statements: Key Differences

Your value proposition communicates the overall benefits your business offers, while your positioning statement pinpoints why your specific product is the best solution for your customers.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

October 4, 2024
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3
min read
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Why More than 40% of B2B Deals End in “No Decision”

According to a Harvard Business Review study, 40% to 60% of B2B deals end in "no decision". Turns out, buyers are far more afraid of messing up than they are of missing out.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

September 25, 2024
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5
min read
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The Essential Guide to Why, When, and How to Niche Down

Niche-down early on to build a strong foundation, create a better product, and attract similar customers. Expand to adjacent markets strategically. (Beachhead strategy).
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

August 5, 2024
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5
min read
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B2B Positioning: Key Benefits and Strategies

B2B positioning involves defining how a product or service stands out in the minds of target customers. It involves finding a competitive advantage and distilling it down to a simple, yet impactful, idea.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

February 1, 2024
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8
min read
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Positioning Case Study: Airbnb's 2024 Campaign

Airbnb’s "Pick Your Bedtime" ad is a great example of positioning made visbile. It puts the pain points of hotels front and center, and highlights why you would choose Airbnb instead.
Jenna Alburger, Positioning and Messaging Consultant

Jenna Alburger

February 1, 2024
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5
min read