Knowledge Base

Market positioning used to be something you figured out once and moved on from. That's no longer the case. Businesses now exist in an environment where content volume has exploded and noise drowns out undifferentiated brands, market positioning is the foundation of every effective marketing strategy.

A fractional CMO (fractional Chief Marketing Officer) is a senior-level marketing executive who works with your business on a part-time or contract basis. This cost-effective solution gives startups and mid-sized businesses access to top-tier marketing expertise without the full-time commitment of a permanent hire, typically at 30-50% of a full-time CMO cost.

Most thought leadership fails because it confuses visibility with authority. Posting content on LinkedIn three times a week doesn't make you a thought leader. It just makes you noisy.

A few weeks ago, I hosted a round table at TGS Con called “Expand or Fail: Lessons from over 10 market expansions.” The conversation was more intense than I expected, honestly.

Emma Stratton's journey into B2B tech messaging began with a deep-rooted passion for writing. Starting her career as a journalist and travel writer, she eventually transitioned into consumer branding, crafting copy for European consumer goods. Her pivotal moment came when she moved to the United States and began working with B2B tech clients.

The key to successful positioning lies not in following a rigid template, but in methodically working through each element while maintaining cross-functional alignment. As Dunford emphasizes, "What we need is something to use as a process that we can come in and do this in a repeatable way. It isn't going to be exactly the same every time, but at least it gives me something to work with."