Get your positioning and messaging working together.
Three live sessions where you learn the full framework: how positioning becomes messaging becomes the words on the page and in the inbox. Run it 1:1 or bring your whole team. Everyone leaves speaking the same language.
See formats & bookYour 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 tech. Not product. Not pricing. The messaging translation.
Three layers. One framework. Every word traced to a source.
Most B2B tech 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.
Pick the format that fits where you are.
Same framework. Same process. The difference is who's in the room and how deep we go on your specific business.
For the leader
You're the founder, CMO, or head of marketing. You need to diagnose what's broken in your messaging and understand how to fix it. Three sessions, just us. I walk you through the full framework applied to your business, one layer at a time.
For the whole room
Founder, marketing, sales, product marketing. Everyone in the room. The framework is the same, but the format, depth, and number of sessions are built around your team. Every engagement is different. Let's talk through what yours needs.
Team size, session count, whether we apply the framework live to your business or teach it for your team to run independently. We figure that out on a call.
- ✓ You're a B2B tech company with paying customers
- ✓ 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 number
- ✓ 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 pure positioning workshop (April Dunford does that)
- × You're not selling software to businesses
Ben Watkins. Positioning and messaging strategy for B2B tech companies.
I build positioning, messaging, and the assets that carry them for B2B tech 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 intensive. 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."
Before you book.
Is this a positioning workshop?
No. This covers positioning as the foundation layer, but the intensive 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.
What's the difference between 1:1 and team?
The 1:1 is for a single leader who wants to diagnose and fix their company's messaging. The team intensive is the same framework, run with your full team in the room so everyone leaves aligned on one story. Same process, different depth.
I'm early stage. Is this too advanced?
If you have paying customers and sales conversations happening, you're ready. The framework scales from Seed 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.
3 sessions · Live on Zoom · 1:1 or team