Most B2B brands don’t pay attention to positioning, there are always more important things to do. They would rather invest in product development or sales or even lead generation. Now, we are not saying these are not important, but this is what we truly believe:“Even a world-class product has no chances of success without proper positioning.”
Let us explain with an example: A few years ago, Sonu Nigam, a leading Indian singer in his prime chose to conduct a social experiment. By disguising himself in torn clothes & prosthetics, he sat outside heavily crowded locations in a tier-1city & sang his best songs for 3 hours.
Apart from one passer-by who paid him a measly sum of INR 12, he was empty-handed and barely paid attention to. But when he sings the same songs to packed-out venues, the tickets start from atleast INR 1000 per person. Here is the full video for those who want.
So what was different here?
The difference is context- which is provided by positioning. Singing in an auditorium where people know him, his achievements, what makes him special & have specific memories of his songs makes the experience & the related cost worth it.
The same principle applies to b2b marketing, particularly for tech products. Founders often place marketing in the last phase of their to-do lists. But however brilliant the product may be, if the customer does not have the right context to identify with- they will never get how you are better & different from others from your market. Especially when your product is innovative and difficult to understand for non-technical users, it is your messaging that will get them to sign on the dotted line.
This is why Brand Positioning & Messaging needs to be the top item of your strategy and the foundation for everything else that follows. Would you like to know more about knowing how
