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Why Positioning Matters When Creating Insights

Many companies offer similar products, but customers make their purchasing choices based on a company's unique offering or focus. Positioning in marketing is about honing in on a specific niche or audience rather than trying to appeal to everyone. An effective positioning strategy is essential for a successful brand and marketing approach.

When Wrench ingests your contact data, it generates recommendations on how to approach persona segments and individuals. But as you create insights, or models, on the Wrench platform, you’ll see how contacts score against specific positioning statements. For example, if you have a new product that you want to start promoting, you can create an insight under “Product Description and Adoption Segmentation.” That allows you to see which personas and individuals score high (60 and above), in the middle (59-40), and low (39 and below). Then you can plan your product launch by focusing on segments and individuals more likely to purchase right away, versus those that will need additional nurturing.

Below are tips to keep in mind as you create insights in the Wrench platform.

Take the time to create a strong description

Whether you’re aiming to generate an insight for your company/brand, a new product, or a person, it’s a best practice to create a description that captures the value proposition. In other words, write or paste a description that articulates the unique benefit you offer. If you have three products and you create descriptions that sound similar, you may generate similar scores across all of them, making it harder to analyze which product appeals more to one audience over another.

Use slang or jargon

It’s a good idea to include acronyms and specialty words that are unique to a specific company, product, and person. Slang, jargon, and vocabulary that is specific to an industry or technology can help with differentiating products from one another to give you more accurate lead scores and personas.