Positioning and message strategy consulting for all size B2B software companies with extensive startup experience.
Messages that Matter (MtM) helps B2B software companies of all sizes position for marketing success. Co-founder Lawson Abinanti has taught MtM’s approach to positioning and message strategy development to more than 1,000 marketing and product marketing professionals throughout the world.
Lawson has more than 30 years experience in B2B software working with companies from startups to market leaders. Currently he is working with an Israeli startup (AI marketing planning), and has worked with six other startups in the last three years.
Lawson’s goal is to transfer knowledge so clients become self-sufficient. He provides positioning guidance through on-line and on-site workshops, and has written a book that takes you through positioning, step-by-step.
Since positioning is the foundation for everything you do in marketing, getting it right from the start is the key to long-term marketing success. Lawson believes that a unique position that addresses an important customer problem is the key to effective positioning, and once established, it should have a long life assuming it is executed properly.