Win with Data-Driven Positioning
Define and Differentiate Your Winning Category
Imagine your entire team going to market with a category and differentiation that you’re confident motivates your market.
Imagine telling your board, leadership and sales team that your positioning has been tested to win with customers and prospects.
All this is possible with our data-driven process, proven to align your leadership team, set you apart from competitors, and zoom in on the story that streamlines sales.
What Do Our Clients Have in Common?
They’re Positioning Leaders.
Is it Time for You to Reposition?
Learn the 7 common signs we’ve seen over the past 25 years, what works and why.
Data-Driven Positioning is Your Foundation for Growth
$56B market cap
$2B+ valuation
$5.6B valuation
$4.2B valuation
$134B valuation
$1.6B valuation
Data-Driven Wins
“ZOOM was a great sparring partner in defining the category and ensuring it resonated with the market in a very objective way.” —Natasha Sandoval, SVP Marketing
“I love the data-driven process. You know at the end, you’ll get to the best positioning for you. I would recommend ZOOM to any CMO out there.” —Denise Persson, CMO
“ZOOM really pushed us to think much bigger and bolder than we could’ve done internally on our own. We’re confident where we landed.” —TJ Waldorf, CMO
What We’re Thinking
FAQ
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Common triggers are a leadership change, a funding round or IPO, an acquisition, a major shift in the market like AI, or realizing your leadership team isn’t aligned on how to describe the company.
Another sign is that you’re not defining the conversation in your market. Maybe a competitor is and you’re responding to them. Or everyone in your market sounds the same and no one has emerged with a clear point of view.
Sometimes it’s simply: the company has changed, but the positioning hasn’t kept up.
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B2B doesn’t have to mean boring. In fact, when most companies in a category sound the same, there’s a bigger opportunity to stand out. We take a consumer approach to B2B positioning: uncover what people really care about, find the idea that creates an emotional as well as rational connection, and use research to prove it resonates. The result is positioning that doesn’t just explain what you do. It gives people reason to choose you.
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Positioning defines what you want to be known for: the market category you want to lead and what makes you different. Branding brings that positioning to life through your visual identity, personality and the emotional connection you create with customers. Positioning should come first. It gives your brand something meaningful and differentiated to express.
Positioning answers “what do we stand for?” and branding answers “How should we look and feel?”
Positioning should be said with a straight face while branding can be expressed with a wink.
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The hardest part of positioning isn’t coming up with ideas. It’s getting leadership aligned behind one idea, then driving the consistency and actions that make it credible in the market.
Look for an agency with three things: a process that actively engages leadership, a data-driven approach grounded in the prospects who will drive your growth, and a track record of helping companies define and lead categories.