In our most recent episode of Demand Gen Studio, we had the privilege of sitting down with Jon Itkin, Principal at In the Kitchen, his consulting agency for positioning, messaging, and branding for growth-stage B2B tech companies.
We discussed the importance of positioning and messaging in demand generation. Jon shared his background in copywriting and strategy, and how he became embedded in product marketing organizations. He explains that positioning is not just about product capabilities, but also about factors like price, convenience, and trust.
We also touched on the challenges of positioning and messaging, and the symptoms companies see to identify if they are struggling with positioning or messaging. You won't want to miss this one!
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Jon's Career Path
Jon Itkin’s career journey is a testament to his passion for simplifying complex ideas and crafting powerful messaging. Starting as a copywriter with a knack for turning dense concepts into elegant, accessible communication, he quickly gravitated toward B2B marketing.
Through agency work with major tech clients like Google and Salesforce, Jon honed his expertise in product marketing and strategy, eventually leading him to in-house roles at startups. This path fueled his vision for a consulting business centered on positioning and messaging, culminating in the creation of In the Kitchen.
His consultancy specializes in helping growth-stage B2B companies redefine their positioning, develop compelling messaging, and refresh their brand to break through plateaus and invigorate the market.
The Role of the CEO in Championing the Company's Message
The role of a CEO in championing a company’s messaging is pivotal. According to Jon, the CEO must take ultimate ownership of the message, working alongside the CMO to shape, refine, and champion it both internally and externally.
CEOs wield the largest megaphone within the organization, and their personal brand often serves as a powerful distribution channel in B2B markets. From podcasts to conferences, every public appearance is an opportunity to consistently reinforce a clear, compelling message that positions the company and its products effectively.
"If you're in charge, you own the message. Period. Whether you like it or not, whether you recognize it or not."
A disciplined messaging strategy not only unites employees and draws in investors but also sets the company up for success in the market.
A CEO deeply invested in crafting the company’s narrative is more likely to deliver it with authenticity and conviction, driving alignment and impact across all audiences.
Beyond Product Capabilities: Price, Convenience, and Trust
Jon underscores the importance of looking beyond product capabilities when developing a company's positioning and branding. He argues that a fixation on product features as the sole driver of market success is a limiting bias.
Buyers often prioritize other factors—such as price, convenience, trust, and reputation—over the "best" product. Positioning, therefore, is about more than capabilities; it’s about crafting a narrative that aligns with what buyers value, whether that’s affordability, ease of purchase, or brand reliability.
Effective positioning requires honesty about a company’s true competitive advantages—whether that’s being cost-effective, trusted, or easy to adopt. Marketers can leverage these insights to develop impactful messaging and campaigns.
For example, embracing affordability as a key advantage can lead to bold advertising campaigns that emphasize cost savings without compromising quality. Ultimately, holistic positioning strengthens a company's market presence, making it more resilient and compelling across buyer segments.
Understanding Buying Triggers for Effective Marketing
Understanding buyer triggers is essential for effective marketing and demand generation, as these events prompt potential customers to move from awareness to action.
By understanding these triggers, marketers can connect foundational positioning work with demand generation, ensuring that campaigns align with what prompts buyers to enter the market. This insight allows for targeted messaging that speaks to buyers' motivations, addressing their specific pain points at the right time.
While sales teams provide valuable insights from buyer interactions, marketers must engage directly with buyers to capture broader, more nuanced motivations. By focusing on triggers, campaigns can target buyers at the right moment with messaging that resonates authentically, driving meaningful engagement and conversions.
Taking a Holistic Approach to Marketing
A holistic approach to marketing and AI involves integrating human insights with AI capabilities to enhance strategies and gain a deeper understanding of buyer behavior.
Jon advocates for direct customer interactions, allowing marketers to deconstruct the buyer's journey through open-ended inquiries. By concentrating on the decision-making process of buyers—rather than merely identifying products or competitors—marketers can discover key triggers, motivations, and language that lead to more effective demand generation.
AI tools, such as ChatGPT, can support this process by examining data from these customer interactions to pinpoint recurring themes and generate creative content ideas.
Jon recommends viewing AI as a tool to complement human insights, ensuring that technology refines rather than replaces the marketer’s thought process based on unique, firsthand data. This approach guarantees a more personalized, data-driven strategy for campaigns, where AI assists in decision-making, but human expertise remains vital in interpreting and applying the insights.
Challenges of Positioning and Messaging
Positioning and messaging pose significant challenges for many companies, particularly startups and those with limited market experience.
One common issue is the belief that a company has no competition, which often stems from a shallow understanding of the market or the problem they are solving. This mindset can lead to a failure to recognize alternative solutions, which in turn hinders effective positioning.
On the other hand, some companies resist committing to a clear positioning strategy out of fear that it will limit their market opportunities.
The key to overcoming these challenges is adopting a broader perspective, acknowledging competitive alternatives, and framing them clearly. A strong positioning strategy helps define how a company wins against its competitors, while messaging needs to align with that positioning to effectively communicate the value.
Crafting Messages that Highlight Unique Value
Crafting messages that highlight unique value involves understanding the specific unique value proposition of the company and who the best fit buyer is within the target segment.
Jon emphasizes that there isn’t a one-size-fits-all approach to messaging; instead, it should be tailored to the unique context of the company, its differentiated value, and the needs of the buyer. Effective messaging typically starts with a clear positioning strategy that identifies the best fit buyer and unique value.
Whether focusing on pain points or pleasure statements, the messaging should align with the buying triggers of the target audience and communicate the value that only this company can deliver. This allows for creative, authentic messaging that is memorable and impactful.
We hope you found Jon's marketing journey enlightening and gained valuable insights from his expertise! For further engaging discussions with B2B thought leaders, explore our other podcast episodes at Demand Gen Studio. See you next time!
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