“Nothing else will work if your positioning is wrong”.

“Positioning amplifies everything that you do”

I love it when B2B marketers talk about strategic positioning in this way because it’s absolutely true.

If you are not saying the right things to the people who matter, they won’t pay attention.

PositioningBy “right things”, it is messaging that quickly tells B2B prospects and customers what you do and why it matters to them.

What’s in it for them? How does your product change their lives? What experiences does it deliver?

Surprisingly, positioning doesn’t get nearly as much love as it deserves. I would argue that many B2B companies adopt the Ron Popeil (Ronco) approach to positioning: set it and forget it. They create it once, congratulate themselves for a job well done, and move on to other tasks.

Unfortunately, their positioning works for awhile. In time, it becomes stale and no longer resonates. But since most companies aren’t testing their positioning on a regular basis, they completely unaware that it’s not working.

Why does brand positioning need to evolve?

It’s a simple answer: the competitive landscape changes, consumers’ tastes, needs, and options change, your product changes, and the list goes on.

These days, repositioning should be a priority for every company. At the very least, every company needs to take a serious look at their positioning.

COVID has changed people’s priorities, needs, and the ability to make purchases. Positioning that worked well a few months could now be misaligned.

If your positioning, for example, is focused on how your B2B product is amazingly wonderful, it’s probably doing more harm than. Instead, positioning has to be customer-centric and be clear about the value that it delivers. In short, customers don’t care about you or your product. They only care about what you can do for them.

Here’s an overview on how to refresh your messaging, as well as tips to make it happen:

Get different stakeholders involved to make sure different perspectives. Get employees (marketing, sales, customer success, customer service), customers, investors, and partners involved.

Embrace new ideas and approaches. It’s a challenge when positioning is done internally but do your best to avoid entrenched views and biases.

Be customer-centric. Positioning is focused on your customers’ pain, needs, and goals. It is not focused on your product. In some ways, your product is irrelevant.

As you go through the process, reduce the number of cooks in the kitchen. This makes it easier and faster to push positioning forward.

Test your positioning to see if it resonates. Show it to customers for their feedback. Try it out on prospects to see it sparks questions and actions.

Pollinate your new positioning in all places that engage your key stakeholders. Make sure all the touchpoints (e.g. Website, sales collateral, social media) are aligned.

Interested in learning more about how to update your brand positioning and B2B marketing? Let’s talk. Book a free 30-minute consultation.


Mark Evans is the principal with ME Consulting. Learn more about how I help B2B companies drive customer engagement and leads through powerful positioning, strategic plans, and tactical oversight. Subscribe to my weekly newsletter, featuring curated content about marketing and sales.