4-steps to position your product as a must-have
The 4-step framework that turns confused prospects into eager buyers
Here's what's happening to your deals:
❌ Your prospects read your emails... and delete them
❌ Demo calls end with "we'll think about it"
❌ Perfect-fit customers choose competitors
❌ Your sales team struggles to explain your value
Sound familiar?
The problem isn't your product. It's your positioning.
87% of B2B buyers research solutions before any vendor contact. They're comparing you to competitors in those first 3 seconds of reading your message.
If your positioning sounds like everyone else's, you've already lost.
The solution: Buyer-specific positioning
Instead of one generic message for everyone, you create targeted positioning for each buyer type.
Different buyers care about different things:
- CEOs care about revenue impact
- CTOs care about technical implementation
- CFOs care about ROI and risk
When you speak to what they specifically care about, using language they actually use, they pay attention.
What you get: The complete framework
The 4-step positioning matrix system (24-page guide)
Step 1: Map your buyer universe
- 3-dimensional buyer mapping
- Role templates and examples
- Industry-specific considerations
Step 2: Build your pain-point database
- How to collect real customer language
- Pain documentation templates
- Primary vs secondary pain identification
Step 3: Create your value proposition matrix
- Proven value proposition formula
- Buyer-specific examples for CEOs, CTOs, Sales Reps
- Proof point frameworks
Step 4: Deploy your positioning
- Channel-specific deployment guide
- Sales conversation frameworks
- Marketing content guidelines
Ready-to-use templates
Email templates:
- CEO/CFO template (ROI-focused)
- CTO/IT template (technical outcomes)
- Sales Rep template (user benefits)
Sales tools:
- Discovery question scripts by buyer type
- Buyer mapping worksheets
- Metrics tracking templates
Implementation guide
4-week timeline:
- Week 1: Research & buyer interviews
- Week 2: Matrix development
- Week 3: Message creation
- Week 4: Testing & optimization
Plus:
- Success metrics to track
- 6 common mistakes to avoid
- 3 detailed case studies
Why this works when other approaches don't
Most positioning advice is generic.
"Write better subject lines" or "focus on benefits" doesn't help when you don't know which benefits matter to which buyers.
This system is specific.
You'll know exactly what to say to a scaling SaaS CTO vs an enterprise CFO vs a startup founder.
It's based on buyer psychology, not copywriting tricks.
When people feel understood, they lean in. When they feel like you're talking to everyone, they tune out.
Who this is for
✅ B2B tech companies with confusing positioning
✅ Sales teams getting low response rates
✅ Founders who struggle to explain their value
✅ Marketing teams creating generic content
✅ Companies losing deals to "simpler" competitors
Not for:
❌ B2C companies
❌ People looking for quick copywriting hacks
Get started today
Your competitors are already personalizing their approach.
While you're sending the same email to CEOs and CTOs, they're speaking directly to each buyer's specific pain points.
The gap is widening every day.
Stop losing deals to confusing positioning.
Get The Positioning Matrix System™ and start creating buyer-specific messages that actually convert.
About Marina Kogan 🌊
I help founders find the exact words that make prospects buy.
After working with 500+ B2B tech founders, I've seen what positioning works and what doesn't. This system combines everything I've learned into one actionable framework.
This is the same system I use with clients. Now you can implement it yourself.