Become great at positioning & company storytelling
Learn how to be an effective Marketing professional by understanding how to tell your brand story in a way that drives business growth.
Course length: 37min
VP, Product Marketing @ HackerOne
Some of the companies that train their teams at CXL:
Your brand positioning is the secret superpower that, if done correctly, can change the way the world thinks about a problem, a technology, or even an entire market. Effective positioning distinguishes your offerings from the competition and helps customers understand your unique value.
In this course, author, product marketing leader, April Rassa shows how to create powerful and effective messaging and positioning for B2B products and services.
After taking this course you’ll…
- understand the key components used in crafting a compelling brand story.
- walk away with a clear understanding of value proposition, messaging, and positioning and how to use them in your marketing strategy.
- develop a positioning statement that your company can use to inform branding, marketing campaigns, sales strategy, product decisions, and customer-success strategy
This course is essential for you if…
- As a Marketing professional you are responsible for developing your company’s narrative and positioning, how do you start?
- You’re a salesperson and you want to make it easier for your target customers to understand the strengths of your offering so you can generate more leads.
- You’re the founder, CEO or executive at a startup that needs to articulate why your product is unique and important to shorten sales cycles and grow revenue.
This course is NOT for you if…
- You are looking look for how to write Marketing copy for campaigns or promotional materials.
- You are looking to get guidance on how to write copy for presentations.
- You are looking to get tips on storytelling techniques.
Skills you will master
April is the Head of Product Marketing at HackerOne. She’s responsible for all aspects of go-to-market efforts, including market segmentation, messaging and positioning, competitive differentiation, content creation, field enablement, and analyst relations.
She’s an advisor to many SaaS, consumer, and enterprise companies and led four startups (Progressly, WePay, Peakstream, and FineGround Networks) to successful exits to Box, JP Morgan Chase, Google, and Cisco, respectively. Her specialties include product marketing, business strategy, pricing, and business development (investments and partnerships).
Your course curriculum
Positioning and company storytelling
1 Stories Convey Meaning
2 How to craft a compelling brand story
3 Positioning vs. Messaging vs. Value Proposition
4 Understand the elements of your positioning strategy
5 Your Differentiation Strategy
6 How to craft effective messaging
7 Translate your positioning into a sales play
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Learn Company Storytelling: FAQ
Who is this course for?
This course is essential for you if…
- As a Marketing professional you are responsible for developing your company’s narrative and positioning, how do you start?
- You’re a salesperson and you want to make it easier for your target customers to understand the strengths of your offering so you can generate more leads.
- You’re the founder, CEO or executive at a startup that needs to articulate why your product is unique and important to shorten sales cycles and grow revenue.
Some careers that will especially benefit from this course are content marketer, brand marketer, copywriter, product marketer, and growth marketer.
What will you learn?
After taking this course, you will:
- understand the key components used in crafting a compelling brand story.
- walk away with a clear understanding of value proposition, messaging, and positioning and how to use them in your marketing strategy.
- develop a positioning statement that your company can use to inform branding, marketing campaigns, sales strategy, product decisions, and customer-success strategy
What does the course include?
Our Company Storytelling training includes 8 lessons, 4 downloadable resources, 37min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the Company Storytelling Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 37min long.