Lawson Abinanti

Lawson Abinanti is co-founder of Messages that Matter, a positioning and message strategy consulting company that works with B2B software companies exclusively.

How to differentiate when you aren’t different

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Messaging & Positioning

How to differentiate when you aren’t different

In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy....

What is positioning and how do you claim a position in your market?

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Product positioning

What is positioning and how do you claim a position in your market?

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone. In this article we'll look at the two proper usages of positioning....

Product Marketing Alliance was founded in February 2019 with a mission of uniting product marketers across the globe. And it did just that.

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