How Product Positioning works in a B2b Startups?

Updated on
July 2, 2024

Crafting a compelling value proposition is like building a bridge that connects what your customers need with what your product offers. Start by deeply understanding your customer’s perspectives—their goals, challenges, and current solutions. Highlight how your product's unique features and capabilities directly address these pain points, and clearly communicate the tangible benefits. Use relatable stories and examples to make your message resonate, and continually refine based on feedback. Differentiate by focusing on first-order benefits and build credibility through case studies and testimonials. Tailor your value propositions for each stage of product adoption, from innovators to the early majority, to align with their specific motivations. Positioning a brand solely on AI can make it indistinguishable from others. Instead, the focus should be on the specific value AI adds, such as how it solves particular "Jobs to Be Done" and stands out from competitors.

Finally, sharpen your brand’s narrative with an anti-value proposition that clarifies who your product is not for, ensuring clarity, market differentiation, and internal alignment. By bridging the gap between customer needs and your product's solutions, you create a strong, compelling message that drives engagement and adoption.

Product positioning in b2b business

Product positioning evolves with market maturity through three key stages: immature, emerging, and mature. Initially, educate potential customers about the activity your product supports, like Miro promoting remote collaboration. As the market grows, position your product as the best tool for that activity, much like Asana did with project management. In a mature market, differentiate your product from similar offerings by highlighting unique features and benefits, similar to how a new CRM would position itself against Salesforce. Effective positioning involves clear communication, leveraging market education, and aligning messaging with customer needs and market maturity. This integrated approach ensures your value proposition resonates and drives success.

Positioning for Early Stage Startup vs. Growth Stage Startup

The distinctions between early-stage and growth-stage positioning are critical for understanding how to approach marketing, product development, team dynamics, brand building, and execution. Here are the key differences:

Market Difference

- Early Stage (ES): 

  - Focus on exploring multiple market segments.

  - The goal is to conquer one of these segments.

- Growth Stage (GS):

  - Achieved product-market fit with one or more segments.

  - Emphasis on deepening market penetration.

Product Difference

- Early Stage (ES): 

  - Product is often a half-built, partially-functioning Minimum Viable Product (MVP).

- Growth Stage (GS):

  - One or more fully developed products are in the market.

  - These products are loved by customers.

Team Difference

- Early Stage (ES): 

  - Decisions are made by a tight-knit group of original founders.

- Growth Stage (GS):

  - Decisions involve multiple VP-level stakeholders.

  - Potential for differing opinions among stakeholders.

Brand Difference

- Early Stage (ES): 

  - Low market recognition; few have heard of the brand.

- Growth Stage (GS):

  - Brand recognition exists, ideally with some level of clout.

Execution Difference

- Early Stage (ES): 

  - Focus on exploring various growth strategies.

- Growth Stage (GS):

  - Focus on exploiting and scaling working growth strategies.

Understanding these distinctions helps in tailoring strategies that are appropriate for the company's stage of development. For early-stage companies, the emphasis should be on market exploration, product validation, cohesive team decision-making, brand awareness building, and experimenting with growth strategies. For growth-stage companies, the focus shifts to market penetration, product enhancement, managing diverse opinions within a larger leadership team, leveraging brand recognition, and scaling proven growth strategies.

Understanding the Four Cs of Competitive Advantage

Nailing your positioning in the B2B market requires a deep and honest evaluation of why your company truly wins. Here’s a guide to understanding the four Cs of competitive advantage and how to leverage them for effective positioning:

The Four Cs:

  1. Capability
  2. Credibility
  3. Convenience
  4. Cost


Why You Think You Win:

  • Product Features: You may believe that your product's features and technical capabilities are the primary reasons for your success.
  • Performance: The perceived superior performance of your product compared to competitors.

What to Consider:

  • User Benefits: How do these capabilities translate into real benefits for your users?
  • Unique Features: Identify the unique features that truly differentiate your product in a crowded market.


Why You Really Win:

  • Trust and Reliability: Customers often choose a product based on the trust and reliability they associate with the brand.
  • Reputation: A strong reputation built through consistent quality and positive customer experiences.

What to Consider:

  • Testimonials and Case Studies: Use customer testimonials and case studies to build credibility.
  • Awards and Recognitions: Highlight any industry awards or recognitions to reinforce trustworthiness.


Why You Really Win:

  • Ease of Use: The user experience, from the ease of navigation to the simplicity of the setup process, can be a significant differentiator.
  • Customer Support: Excellent customer support that simplifies the buying and onboarding process.

What to Consider:

  • User Experience: Focus on improving the user experience to make your product more convenient.
  • Support Systems: Develop robust support systems that can address customer issues promptly and effectively.


Why You Really Win:

  • Perceived Value: Customers often look at the overall value they get for the price they pay, not just the price itself.
  • Pricing Model: Flexible pricing models that cater to different customer needs can be a major advantage.

What to Consider:

  • Cost vs. Value: Ensure that the value provided justifies the cost. Highlight cost savings and ROI in your messaging.
  • Competitive Pricing: Evaluate your pricing strategy to ensure it aligns with market expectations and provides competitive advantages.

Steps to Refine Your Positioning

  1. Start with Capabilities:
    • List the key features and capabilities of your product.
    • Translate these into user benefits that address specific pain points.
  2. Build Credibility:
    • Gather and showcase testimonials, case studies, and any industry recognitions.
    • Focus on building a narrative of reliability and trust.
  3. Enhance Convenience:
    • Evaluate and improve the user experience.
    • Ensure your customer support is robust and responsive.
  4. Evaluate Cost:
    • Align your pricing strategy with the value delivered.
    • Highlight the cost-effectiveness and ROI in your communications.

By honestly evaluating and understanding the real reasons behind your competitive advantage, you can create a positioning strategy that resonates with your target audience. This involves looking beyond just the product capabilities to include credibility, convenience, and cost. Such a comprehensive approach will help you differentiate your brand and win more deals in the competitive B2B market.

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