Positioning is one of the more misunderstood concepts in business-to-business (B2B) technology marketing. Confusing matters further, there are two proper usages of the “positioning:”

1. How your company is situated relative to its competitors;
2. How your products and services are situated in the minds of customers and target audiences.

We help our clients with No. 2. Messages that Matter defines positioning as a mental space in your target audience’s mind that you can “own” with an idea that has compelling meaning to the recipient. It’s in this mental space where the product’s most important benefit and the customer’s most important need meet, and hopefully stick.

A positioning strategy includes a five- to eight-page rationale document that presents the research that supports your message strategy. To effectively position, you need to thoroughly research the Three C’s – customers, competitors and channel. This understanding of the 3C’s is essential to create a message strategy that is unique, important and believable.

Your message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about your product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication. Follow the recipe and you get a good dish…. Ah story!

Your positioning statement becomes the central idea or theme for all your marketing activities. A positioning statement is a short, declarative sentence that states just one benefit, and addresses your target market’s No. 1 problem. It can be a conceptual statement and not necessarily copy.

What is the goal when you initiate a positioning process?
An effective positioning strategy helps your target buyers associate a benefit with your solution, product or company that makes them want to buy. With some effort, time and money, you can claim a position by consistently executing your message strategy in all your marketing communications. Unfortunately, technology companies have had a particularly hard time establishing solid positioning.

A positioning strategy makes it easier to deliver the same message across all marketing communications including websites, brochures, advertisements and presentations to investors, industry analysts and prospects. Repetition is one of the most important factors in claiming a position and giving it staying power. Remember, you’ll get tired of your message strategy long before your target audience is tired of it – and sometimes even before all your audiences have heard your positioning for the first time. Give it a chance to work.

Let’s Get Started
Contact Lawson Abinanti. It’s your first step toward better positioning, one that clearly differentiates you from your competitors, and creates awareness and demand. Lawson can be reached at (425) 985-0125 or . Also, we offer workshops on-site or via the web; check out our latest blog post.