Get your positioning and messaging working together.
A 2 hour workshop for B2B SaaS teams who need everyone aligned on one story. Founder, marketing, sales. All speaking the same language. The full framework: how positioning becomes messaging becomes the words on the page and in the inbox.
Tuesday, May 20 · Limited seats
Your founder does a sales call. Specific. Opinionated. Full of buyer language. Close rate is strong.
Then that prospect goes to your homepage. Or gets your nurture sequence. And it says "streamline workflows" and "drive better outcomes" and "the platform that scales with you."
They can't tell you from the three competitors they demoed yesterday.
That gap between how your best salesperson talks and how your website and emails read is the single biggest pipeline leak in B2B SaaS. Not product. Not pricing. The messaging translation.
Three layers. One framework. Every word traced to a source.
Most B2B SaaS teams confuse these three things. They're related but they're not the same. And they break in a specific order.
Positioning
Strategic. Who you are, who it's for, why you win. The question: "Why should this buyer pick us over every alternative?"
- The three tests your positioning has to pass
- What to mine from sales calls at the positioning level
- How to choose a positioning angle only you can own
- Real examples of positioning angles across B2B SaaS
Messaging
Architectural. How positioning translates across assets. The question: "What does each touchpoint say, to whom, and in what order?"
- How to audit every messaging touchpoint by revenue impact
- Which mined language goes to which asset and why
- The connection architecture that makes assets feel like one conversation
- Why most teams should fix emails before the homepage
Copywriting
Executional. The actual words on the page and in the inbox. The question: "How do we say it in the buyer's language so it converts?"
- The five part copywriting formula built from mined language
- Full homepage before/after walkthrough with annotations
- Full email sequence before/after walkthrough
- How features and value meet in the copy (the mechanism)
Mine. Map. Message.
The execution framework that runs through all three layers. The same process I use on every client engagement. You get the full thing.
Mine
Learn everything about the customer. Pull the value, the benefits, the language from sales calls, reviews, and communities. Find the positioning angle that's yours alone. This is the research most teams skip entirely.
Map
Build the strategy across assets. Which emails carry which messages. How the landing page connects to the outbound. How the mined value gets distributed so every touchpoint feels like one conversation.
Message
Write the actual emails and pages. The messaging framework that delivers value and features together. Every line traces back to mined language. Nothing guessed. Nothing templated.
Frameworks, worksheets, and the full process. Not theory.
- ✓ You're a B2B SaaS company (Seed through Series E)
- ✓ Your sales team pitches better than your website reads
- ✓ Your emails and landing pages are live but not converting
- ✓ You've rewritten copy before and it didn't move the needle
- ✓ You want a framework you can apply this week, not theory
- × You're pre revenue and still figuring out who the buyer is
- × You want someone to write your copy for you (that's a different engagement)
- × You're looking for a positioning workshop (April Dunford does that better)
- × You're not selling software to businesses
Ben Watkins. Messaging strategy for B2B tech companies.
I build email programs and landing pages for B2B SaaS companies across fintech, dev tools, cybersecurity, healthcare tech, HR tech, and vertical SaaS. Every engagement starts with the same process you'll learn in this workshop. The methodology travels across verticals because the source is always the same: what your buyers actually say.
"His campaign drove multiple first meetings, a lunch and learn, and pipeline activity. 10/10 would recommend."
"Ben has changed the game for our demand gen emails. Higher clicks, opens, and deals."
"He was a patient and clear guide at a critical inflection point in our commercial growth. The team loved working with him."
"Every piece had a clear strategy behind it. Your writing always felt fresh and creative, never cookie cutter."
Limited seats · Calendar invite sent automatically after payment
Before you register.
Is this a positioning workshop?
No. This covers positioning as the foundation layer, but the workshop is about all three: Positioning, Messaging, and Copywriting. How they connect, where they break, and the execution framework for turning positioning into emails and landing pages that convert. If you want a pure positioning workshop, April Dunford's your person.
Will there be live teardowns of my homepage?
No live teardowns. This is a framework workshop with prepared real world examples walked through step by step. You'll see full before/after walkthroughs with annotations. You apply the framework to your own business using the worksheets afterward.
I'm early stage. Is this too advanced?
If you have paying customers and sales conversations happening, you're ready. The framework scales down to Seed and up to Series E. If you're pre revenue, the mining phase won't have enough raw material yet.
Will there be a recording?
Yes. Full recording plus all worksheets sent within 24 hours of the session.
Is this a pitch for your services?
You get the full framework with nothing held back. The last 5 minutes cover what working together looks like for anyone who wants the process done for them. That's it. The other 115 minutes are pure content.
Tuesday, May 20 · 2 hours · Limited seats