572: Brand Positioning: 5 Things You Need to Know w/ Marie Francis

ABOUT THIS EPISODE

In this episode we talk to Marie Francis, Sr. Director of Product Marketing at Skedulo.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a pondcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media, dotcom, youere, listening to the be Tabe growthshow podcast dedicated to helping be to be executive, achieve explosive growth,whether you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm James Carburry and I'm Jonathan Green.Let's get into the show, welcome back to the beautyby growthshow. We are here today with Marie Frances Sheis, the senior director ofproduct marketing at Scheduleo, Marie how you doing today, thank you for Usiam really excited to to chat with you today Marie we're going to be talkingabout brand positioning, but before we...

...jump into that I'd love for you toexplain to our listeners just alite about Schedulo and what Unir team wroteto over there. Absolutely SESKETO is an intelligent, mobile workforcemanagement and complex sedeling solution. So we have a Weben, noble APthat are botmated to sillsports and service. Now potforms and we do is helpeterprises intelligently schedule, discotch and track jobs in the fieldwith real time, visibilting communication, so that your mooperation is not only more efficient. That is actually delivering thecustomer experience and Custimal journey that ISO critical to yourgrandfather. I love it, and so so Marie is weere.Talking offline, we're trying to you know sorting through what we wanted totalk about n and brand positioning with something that t was very top of mindfor you. Why do you think brand positioning is something that thatneeds to be talked about amongst B, to be mercuters more because it's socritical,...

...especially now. You know we see I workin technology and the marketplace is getting increasingly crowded and thereare a lot of really good solutions out there and there's a lot morecompetition in the Beau of be pace even within our own categories, and sohaving that grand differentiation, you know buyers are getting smarter andthey know what they're looking for. They know what they're looking forreally well. So a lot of products have a loved overlapping functuality andunless you're making a sale, that's on like the Nich usecase, that yourtechnology or your product or whatever it is, does slowly better than yourcompetitors. A lot of what you're competing on is brand and how your bersunderstand you, and so whether it comes down to like their choice of whether ornot they like you and like whether they feel that you understand that what Iseen so much I'v run one loss for FO companies before, and I try to spend alot O of time talking to people not...

...just about how talking to customers notjust about how they use products but about how they decidewhat they want and a lot of it comes down to. I felt you understood me: Ifelt you guys were going to deliver. I felt that you vice understood thechallenge and Thata really comes back to it to brand and how Ou lovepresenting ouself to people. That makes perfect sense. We were talking aboutsome some more specific things that that we wanted to touch on here. MaryYouad mentioned that you are not the audience for your brand positioning.Your target Byer is: Is this a mistake that you see a lot of folks making I doand before I actually worked in technology? I was in the public sectorfor years I was a communication structor, I'm in the house and a deptprersecetary in the Senate so like this is not a challenge that is specific toanyone, industry or group of people, because we we make decisions in our ownoffils with our cods. You know the bast majority of the time, and that meansthat we're hearing things from our own...

...point of view and we're building on ourown kind of tiny little piece, but none of those people are who you're tryingto sell to or who you're trying to convince it something, and so,especially when things are like early thinking about like start up in earlystage, businesses thereis almost like this mythology around, like you know,we were in a garage and or you were you K W. I was talking by friends and Yo'relike wouldn. It be a great idea if and like that's great for like inspiration, butthat is not your Grand Positioni, because you need external, likeinputten inspiration to really understand what people are looking for,because your cor idea might not change, but the way you explain it to someoneMi Changeand, and that is as important as what that core idea is, because ifpeople don't understand, you they're you're never going to be able to sellsomething, much less like expanded, fo ten, the market, a o, and so that thatsidways into this next point that we're...

...going to be talking about. How do yougo about doing that? How do you go about creating that that brandpositioning statement, where ore, the position that your brand is going totake? And you say that it really comes down to going and talking to the peoplethat you're selling to you know if, if you're not in a sales role and aorganization you're not talking to you- know prospects as as a porn of yourkind of regular day to day? How can marketers go and engage those types ofconversations? I think there are really two ways at first: You can, withoutever leading your desk to start doing research like start reading, what whatyour competitors are doing. Of course you know you don't want to assume thatthey know something that you don't, but at the same time like it's a if they're doing well like it is a safeassumption that they've been talking to their customers, so hopefully they'rehelping reflect something that are going on better thantesol and also, Ithink it's always a great idea to you know what is what are my buyers?Reading E, even just like theoretically,...

...like? Is there a trade publication? Isthere a blaw like if you are selling legal technology, for example like andif you're not reading the above the lablaw like? What are you doing? You know there's a couple kind of goodlike known quantities that are not like mainstream news, but R um go toresources s you can be reading those, but th. Really the most important thingto do is just like go talk to people like I'm always like ITKINDOF alwayslike restores my fa humanity a little bit like how much people are willing toto help you like when I um. This is wasn't a busic example, but lwhen I even first moved to San Francisco, I was kitting up people onlinen who I did not know just I a Kay you're doing something reallyinteresting. Well, you have a fifteen minute conversation with you, andpeople really are like if yo people for help they're really happy to give it,because people really like feeling like their point of new matters and then theother thing that is so important about. This, too, is, unless you areouttalking te people you're not going to understand the language that theythat they use like like word choice is...

...so importantl. I love foreign languageand so Li e, I tend to think of things as a translation like that' such aframework that works for my mind, because I like thinking about the waylanguage of Ivences, the way O counti and I have found tha time began likewhen you use the same words that people are using to despibe their problems ordescibe their lives or despibe their business, and they hear that coming outof Wolnow. It's like that's where the magic happens, that's where the clickis and theyre understanding that you understand that so nothing! Well,nothing can substitute for those conversations like you can compareyourself better for them by just doing some reading and like taking the timeand then you know actually ask people like don't be afraid or like to blindcontact people ever people are really happy to think that their opinion aftit Yo. I totally agree in kind of transitioning to to another thing thatyou guys talked about that that you...

...were talking about earlier offlineMarie, you said people make choices between options, expand on that Yeh. Soeveryevery single thing we do is it's just a fundamental part of humandecision making to not get like too tupereesopical about it. But Um likeevery single thing we do is involves a choice, and even if that choice is to do nothing,that's still a choice that people are making so from a Mor, like kind ofacademic perspective. That's one of the reasons why a conjoint analysis is likethe ideal Um testing method for like product development, so condroinanalysis. If you're not familiar, is where let's say you'R want to develop anew type of smartphone. You would want Ta d, go to a marketplace and say: Doyou want your smotcone to be blue or red, and, like that's going to be theonly thing that youre to you like test a bunch of bikes, you want blue red orHay. If you like, blue better, would you rather have blue or orange anyoustill like to be better woutd? You...

...rather have blue or green, and sobecause everything was always a choice. Nobody taine decisions like in a vacuum,and so I try to think like I try to remember like okay, like what's myAnamini conjoint analysis here. If I describe if I despribe our brand asbeing aou schedule is example, you know the Intelligent Mobil wor forcemanagement solution. What am I intrinsically choosing like not todescy that, as in mandateverything's always a choice? So you have toremember that like and it it kindof gets back to the lake. It's not aboutyou! It's about your target buyer and, if Youe thinking their choices, that'sgon to help. You remember like that. It's not about you 'cause. What whathappens and what's so easy to do is like we come up with these likebeautifully worded h statements that we're so excited about, because it'sit's exactly what we're trying to say, but that doesn't mean that it's likewhat people are going to hear. It's just one of the things. That's sointeresting to me about the like, bland...

...positioning and overall there's such ahuge cap between how frequently these people, like think that were beingunderstood and how much we actually are understood. And so, if you rememberlike someone is making a choice between my product and someone else's an myoffering and my brand and someone elses it's going to help you like betterdetermine what is that thing I to say to make sure that I am being understoodto the person who I hear about Dona One thing that you know: 'cause we're inthe process rightnow mere of trying to reposition. You know what we sell andwho we sell it to, and the thing that I'm that I'm struggling with is there's the braindpositioning statement.That explains what we do and then there's I've. I'vefound it difficult to explain. You know what we do and the pain that it solvesor like maybe maybe explaining what we do in a way that it really presses intothe pain that someone experiences. What...

...are your thoughts on incorporating thebuyer's pain into that positioning statement? Oh, it's vital. I mean thewhole point is that you're solving ta pain, Ragt 'cause, if you're notsolving a problem, you're, not offering thot? U, and even if that, you know,let's say you're talking on an entertainment product, then thepaintment you're solving is being bored or being insufficiently entertained. Soeven for Ike, Lunxury Poec, you know things that are that don't onder like astrong need, but still involv a pain, Yo've gotto oprat into that, becauseit's also what you are differentiating against right, because there is alwaysthe option of doing nothing for yr Byer. It's always the optis option of notpurchasing anything and that's almost a Pak of miseresistant, so you've got TA.You got to call that out and mix o pain is so tangible, O, that's fantastic.This Thi last one we're in to talk about is Thocitea of being bold, n being different in your positioning.Talk to us about what this has looked like a newr experience. You know eveneroping in you know, schedule O here...

...like ate. Have you guys done to be boldin the way that you guys positioned yourself? Well, even just recently, wehave been we've come out really strong on the point of view that people arefundamentally misunderstanding what mobile work force management isand what fields ormismanagement is. Our point of view is that mobile work isanything that involves not working at the office. Even you know a ermoneoffice, a Olmat of Adetion, a Mobil work on Noorthe, but because fieldservice management has been is a more established category. I guess you couldsay, there's people think of that. As like the bigger thing, it's actually avery specific usecase and there's great product out there that work beautifullyfor the specific usepase of my company either owns or has sold a large capitalasset, and we need to install it maintenance I or otherwise service it.BUTTHAT's, actually, not the usecase...

...for the vast majority of nobile work,but because field service is purceemed as being bigger and then like peoplesay, oh so, mobalwar forcis, like a type of field service hand. Actuallyit's really. He ther way at Raund, and so, even though you know we're talkingabout a lot of the same things like I want to go back to the the notion oflike language and using your pyers language. Um, our buyers talk abouttheir field employees, even though, if you know I'm going to get academicabout it like, I wouldn't call me kild service technicians, but that's whatthey call Hem copet Te etablished language. So, of course, we're Goin totalk to them about their field service technicians and then help themunderstand why you know, even though you're calling this person a fieldsertice technician, what they're doing is is not anser this and that's not theuse case that you're talking about. But I'm going to do it in your language andI'm going to bring in this bigger idea of as Your Business Gros and and yourusecases o change, because your primary business model is around mobile work,you're, going to need something that...

...does more than the use tase that connects yea to yourErp and helps you manage the asset. You need to manage your human resources andit's R to mobile war forse, so that's kind of how how we approach it and that is really goldly different thanthan what else is going on the market place even is quite contrary to the wayannasts Spran things and we've been really excusid about it and say: Heylike Gus, are talking about his backwards like field service is ausecase of Mobile Wa. Not he a way Atat an OV thinks for sure. In no example,Marie this has been fantastic. If there's somebody listening, they wantto stay connected with you, or they want to learn more about schedule, Ol.What's the best way for them to go about doing both of those things,you're Weacom to Noet M FRANCIS TAT schedule, com and check our website atscheduleo com that Ska Ed Ulo and always happy to tell you more about thegreat work or doing Herei. I feel like I kind of stumbled across a prize herelike we have such a like. This is like...

...a great company which is likeinterviewing a bunch of Ou ustoer glasses, like what's your favoritething about schedule, O an almost universly there like the pupe ere, ANAosthe product works and the people are amazing and I was like I couldn't havescripped that so m yeah, always happye or Awsoer will. Thank you so much for yourtime. This has been incredible so really for Sut, a o o m same. Iappreciate you Hadin me. If you'RE ABE TO BE MARKETER, we wantto feature you on sites like Hoffington, post, social media, Examir and chiefmarker. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites, then over to sweetfish media, dotcom, backlash,questions and sign up today. Thank you so much for listening until next time.

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