Strategic marketing is decisive for growth — or stagnation.

Many technology and science-driven companies work under high pressure — but marketing often lacks the foundation that creates an impact:

1. Positions that are too broad or too vague. Or both.
2. Messages that correctly describe the product but do not focus on its benefits.
3. Target customer segments do not match the unique selling point.
4. Psychological factors are ignored - “The facts speak for themselves.”
5. Old priorities are being moved on and are not being questioned.

The consequences are invisible but enormous:

• weak lead quality
• low conversion
• high sales efforts (“uphill battle”)
• Resources that flow into campaigns, trade fairs and content but barely have an impact
• marketing that is busy — rather than effective

April Dunford describes it precisely:

“A clear positioning clearly shows the value of your product to the customers who value your product the most. ”

_{(Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It)}

This is exactly where USP Consulting comes in.