Marketing and positioning for founder led companies

Clear positioning makes selling easier and lowers cost to acquire customers. At this size you need focus, proof, and a simple plan you can run every week. The answers below are short and practical. Follow the links for deeper guides when you need them.

Questions and short answers

How do we define an ideal customer profile that sales can use

Describe one buyer, one problem, and one must win use case. Add three firmographic filters and three disqualifiers. Share it on one page that fits in a rep’s hand.
Define your ideal customer

How do we stand out when competitors look similar

Pick one promise you can prove. Tie it to a result that buyers value and that your team can deliver every time. Show the proof in numbers and case notes.
Differentiate in a crowded market

What should our value proposition say

State who it is for, the problem, your promise, and the proof. Use plain words. Test it in five real sales calls and change it based on what buyers repeat back.
Write a clear value proposition

How do we build a simple messaging framework

Create a headline, three support points, and the proof for each. Map messages to the stages of the buying journey. Share one approved deck and one one pager.
Build your messaging framework

When should we refresh the brand versus a full rebrand

Refresh when the story is right but the look is dated. Rebrand when the market, offer, or buyers have changed. Decide with a short test of logo, colours, and voice.
Refresh or rebrand

Which channels usually work first for B2B at this size

Referral, outbound to a tight list, events with buyers present, and partner co marketing often work early. Add paid only when you can measure return with confidence.
Pick first channels

How do we build a content engine that drives inbound leads

Pick three core topics that match your offers. Publish one helpful piece each week and repurpose it into a newsletter and two social posts. Tie content to clear calls to action.
Build the content engine

What belongs on the home page for a 5 to 50 million company

A clear promise above the fold, three proof points, two key offers, short case notes with numbers, and one primary call to action. Keep it fast and simple on mobile.
Design the right home page

How do we measure marketing return with a long buying cycle

Track sourced pipeline, influenced pipeline, win rate by channel, and time to close. Use first touch and last touch for a simple view. Review with sales every month.
Measure return on marketing

What is a simple plan for search

List ten questions your buyers ask and write pages that answer each one. Keep titles clear and link related pages. Earn links with useful tools and case studies.
Search plan for founders

How do we use reviews and case studies to build trust

Ask for a review after a clear win. Write short case notes with the problem, action, and result. Use numbers that matter to buyers. Place them near calls to action.
Use reviews and case studies

What is a smart event strategy

Attend events where buyers meet to do business. Set a target list, book meetings in advance, and follow up within two days. Speak only when the talk can create pipeline.
Plan effective events

How do we run account based marketing without heavy tools

Create a list of fifty target accounts with sales. Build a one page plan per account with a problem you can solve and a reason to act now. Track touches and meetings.
Run simple ABM

How do partnerships fit into marketing

Find partners who sell to the same buyer and solve a related problem. Trade introductions and run a joint offer with a clear split. Review results every quarter.
Build partner marketing

How should we handle PR

Tie PR to real news like a major customer win, a product release, or a useful study. Pitch a clear story and a data point. Use PR to support sales, not as a vanity goal.
Use PR the right way

What website analytics should I watch each week

Watch unique visitors, top landing pages, conversion on calls to action, and form fill to meeting rate. Look for pages that pull in buyers and improve those first.
Watch the right analytics

How do we name and package offers so they are easy to buy

Use simple names and clear tiers. Show what is included, the expected result, and the starting price. Remove friction with a short statement of work template.
Name and package offers

How do we keep brand use consistent across the team

Create one brand kit that includes logo files, colours, fonts, and do and do not examples. Share templates for decks and one pagers. Keep it in one easy place.
Create practical brand guidelines

Marketing and positioning for founder led companies

Questions and short answers

Related links

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