Does Positioning Still Create Momentum in B2B marketing

How much momentum can positioning and messaging still create for a B2B marketing team? Joergen Aaboe and I think it through out loud, because the honest answer isn't yes or no. We get into why positioning used to work when the category itself had momentum, why everyone copies you now, why it's become more of a blocker than a builder, the one way it can still create momentum, which is going so bold your competitors wouldn't dare take it, and the irony where leadership expects positioning to create momentum and it ends up pulling marketing away from the work that actually would. The market used to be the momentum. Now marketing has to create it. Marketing Momentum is a weekly conversation in the Winning Moves series about what actually creates momentum in B2B marketing, and what only feels like it does. Live every Friday at 1pm Central. Join us live on Fridays: https://www.elevatedemand.com/marketi... Get the Winning Moves newsletter: https://www.elevatedemand.com/winning... Chapters 0:00 You can't A/B test your way to momentum 0:48 How much momentum does positioning still create? 1:25 When the category was the momentum 2:56 Everyone copies you now 6:09 A prerequisite, not the difference maker 7:32 Out of the red, not into the green 8:53 Positioning is a momentum blocker 10:42 The one way it still creates momentum 12:22 Most positioning is played on defense 14:39 Why positioning still matters 16:21 It's bigger than marketing 19:54 The offsite that gave us nothing 21:42 Just be truly different 22:35 The traps that keep you stuck 25:15 The irony 27:46 What pulls you away from momentum Jay Baron, Elevate Demand: https://elevatedemand.com Joergen Aaboe, Marketing Offense: https://marketingoffense.com #B2BMarketing #Positioning #MarketingMomentum