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Coming from 5 years working in B2B…
1) Talk to your core customers. Understand the users they serve and the criteria they use when they go to RFP or internal committee.
2) Make sure sales training is there, as B2B products don’t sell themselves, even with Marketing. Make sure sales has input on your key talking points.
3) Know the industry and how customers expect solutions like you used to be positioned (it’s not D2C, so they’re thinking from an enterprise standpoint what is your brand, what is the service you can deliver, and in what ways can they trust you). Then break the mold, or figure out how you’re going to change the message.
You’re welcome! Feel free to dm with other Qs