Jenna Alburger

Buyers face a mountain of choices, and many fear making the wrong one. Strategic positioning gives clarity to buyers, helping them see a product’s value and feel more confident about moving forward

Customer fit measures how well a company’s offering aligns with a customer’s needs. When this alignment clicks, customers see value immediately, buy faster, and stick around longer. 

Churn isn’t just a problem—it’s feedback. And when you treat it as a clue instead of a catastrophe, you can start making changes that keep customers around longer.

Your homepage is like the front door to your business. Whether you’re a scrappy startup or a global giant, it’s where first impressions are made, and visitors decide if they’ll stay or bounce.

The competition is heating up in the B2B space; markets are saturated, ads space is more expensive, and breaking through the noise has become more difficult. This means that effective B2B product messaging has never been more important. 

If you’ve nailed your positioning, you’re in an enviable spot. Here are some ways to protect your competitive edge.

Because positioning and GTM strategy are intertwined, it's a bit like the 'chicken or the egg' scenario. TL;DR: Develop them together iteratively, adapting both based on market feedback.

A GTM (go-to-market) motion is the specific approach a company uses to bring its product to market, attract customers, and generate revenue. Let's review the top 6 GTM motions.

By focusing on niche markets and becoming 'flexible specialists,' startups can avoid becoming unstable generalists, providing tailored solutions that big companies can’t match.

Your value proposition communicates the overall benefits your business offers, while your positioning statement pinpoints why your specific product is the best solution for your customers.

According to a Harvard Business Review study, 40% to 60% of B2B deals end in "no decision". Turns out, buyers are far more afraid of messing up than they are of missing out.

Niche-down early on to build a strong foundation, create a better product, and attract similar customers. Expand to adjacent markets strategically. (Beachhead strategy).

B2B positioning involves defining how a product or service stands out in the minds of target customers. It involves finding a competitive advantage and distilling it down to a simple, yet impactful, idea.

B2B positioning mistakes to avoid: 1) not focusing on best-fit customers 2) using default market categories 3) broad segmentation 4) ignoring true alternatives, and 5) over-complicating ICPs.

Airbnb’s "Pick Your Bedtime" ad is a great example of positioning made visbile. It puts the pain points of hotels front and center, and highlights why you would choose Airbnb instead.