B2B Positioning, Segmentation & Messaging Consultancy
We hack probability and increase your odds for success through powerful, strategic positioning and messaging.
Does your messaging and product positioning get your target audience enthusiastic enough to learn more about your product and eventually recognize its significance? Strengthening messaging and refining your value proposition is a holistic approach that ties product marketing efforts together to achieve long-term business relationships, maintain brand interest and boost sales traction.
CHASM’S SEGMENTATION, TARGETING, AND POSITIONING PLAN INCLUDE:
Strategic Positioning
At its simplest, product positioning is the process of setting your product apart from your competitors to build preference for you among your target audience. Authentic brand positioning is your business’ lifeblood that helps you articulate your values, your personality, and what makes you unique. In other words, it’s what people say about you when you’re not in the room. At Chasm, we provide market research and industry best practices and frameworks for strategic segmentation targeting and positioning of your product. We perform competitor analysis, internal research, in which we assess the technology capabilities, existing customers, as well as a win/loss analysis and external research. Through targeting models, we help you define your target customers and identify the target segment with a positioning statement.
Strategic Messaging
It’s no longer enough to have the best technology. You have to be the best at genuinely communicating its value and making it meaningful to your audience. Getting the right messaging takes your company to the next level, especially if you’re launching a new product, growing your brand, expanding into new verticals or markets, raising new investments, or building consistency within your company. Chasm’s business market research services and accelerated approach understand your customers and how they talk about your product’s value to craft messaging that resonates.
Messaging Content Or Strategic Messaging and Marketing Communications
We help your company to translate the strategic messaging to tell a consistent story across different channels and establish a unique place that supports your growth goals. In our Positioning, Segmentation & Enhanced Messaging service, we review your current messaging content and create your content for sales presentations, case studies, and website product pages. All best on leading industry best practices.
Why Partner with Chasm for Your Product Positioning, Market Research, and Segmentation
To help you find the right message, bridge the gap between your product and your buyer tech persona, and tell bigger stories about your technology, Chasm assists you with business market research services and authentic messaging and positioning strategy that does just that.
What is Product Positioning and Market Research
One of the biggest challenges, especially when bringing new technology to the market, is that prospects have no idea that a solution like yours exists. And so you need to educate the people, help them understand, connect with their problem and show them how you can solve it. Through segmentation targeting and positioning, companies can identify the true benefits of their product, differentiate themselves from the competition in a clear, defensible, and monetarily productive way, and give their product an identity maintained across all communication channels.
Our 4 Steps Process for Product Positioning, Segmentation, and Enhanced Messaging
Internal Questionnaire, Analysis, and Desk Research (ICP, competitors, buyer tech persona, market research solutions)
Customer Interviews (Positioning validation and buyer persona research
Strategic Messaging Framework
Messaging/Content delivery: sales presentations, case study, and website
What our client says
Tripled revenue through lasered focussed go-to-market strategy
CHASM helped us to identify the right growth and Go-to-Market strategy based on the Market research, intelligence and customer interviews they provided. We now have a clear strategic blueprint for the organisation that enables sales, marketing and product to work together which has dramatically increased our execution power and growth. In addition it helped us to secure an important investor for the organisation
Founder and CEO at KEROSS
Increased customer acquisition by meeting the ideal customers
The Majority of our business came through existing relationships or referrals and we were struggling to find the right customer for us at scale. With the help of Chasm we have now identified the ideal customer for us, what truly drives them and the best way to engage with them Our messaging, website, case studies and sales are all aligned now to reach our target customers in the most effective way increasing our customer acquisition by more than 60%
CEO at Levarne
100% revenue growth through Chasm’s Customer-Centric approach
Chasm guided us to be more customer-centric. This created the direction to improve the messaging and to align all product, marketing, and sales efforts. Additionally, this led to introducing a customer success function. This has helped us to grow our customer base grow within our existing customers. I would have never imagined that Chasm's Customer-Centric approach would have such an impact on ourselves and our customers.
CEO and founder at Acacus
Chasm is our strategic growth partner
Thanks to Chasm we do not only have better conversations with our prospective customers, we also see a positive impact on our discussions with investors or even the press. Chasm is a strategic partner because they know what is required in which stage of my growth journey. They help me to both set and execute my priorities.
CEO and founder at Prognica Las
Improved customer engagement and sales conversion
Chasm has helped us to understand the importance of a strong positioning and made this tangible by providing guidance how to enhance our messaging to the customers in the form of presentations. As a result we have now improved our customer engagement by having them involved from the first to the last minute of the meeting, which leads to having the right people involved into the sales cycle.
VP of Sales at HUCO
FAQs
Always remember that your messaging and product positioning should not only be aligned with each other but also appeal to your target prospect. Your messaging and product positioning should embody the target prospect’s persona as well as appeal to their pain points to resonate with them and drive sales.
You can improve your value proposition by ensuring a perfect match with your customer’s buyer persona using market-based insights. Once you have done that you need to deploy relevant messaging platforms that your customer has a presence on, in order to increase and improve sales productivity and retention.
Niche messaging content can be identified based on not only how powerfully it is driven by content and customer-based market research but also how well it melts into the customer buyer persona and the customer. So much so at times that it arouses the customer’s psychological needs and drives a customer relationship with the organization.
The strategic messaging framework is a blueprint that lays the foundation of how an organization should practice value-based communication with all its stakeholders including but not limited to its customers, employees, suppliers, distributors, etc. Its focus lies on communicating with relevant stakeholders with the mutually beneficial value proposition at the center.
Positioning and segmentation can help your technology product grow because it will help you further bifurcate a huge market in segments that are not only profitable for you in the shorter run but are also a match with your organization in terms of product-market fit. This translates as a long-term relationship with your target customers that should help your organization grow while delivering value to the segment.
A growth playbook for emerging technology companies
The key to structured growth and market success is having a clear focus on the target segment where you are best positioned to win. A guide is a useful tool to structure this process.
Curious how Chasm is helping technology companies?
And how the insights and active approach of Chasm has helped CEO, Founders and C-Level executives to thrive.