How to do Positioning with Anthony Pierri
Positioning in B2B is both an art and a science, a crucial yet challenging component of marketing that can make or break a company's competitive edge.
We sat down with Anthony Pierri from Fletch PMM to delve into the intricacies of positioning and give you all the juicy details.
Here’s what we took away from the discussion:
What is positioning?
Why is it time to reposition?
Five steps to position effectively
Check out the full conversation here
What is Positioning?
Positioning is about defining your product in the minds of your target customers. It involves clearly communicating what your product does, who it’s for, and why it’s better than the alternatives.
Put simply, when someone asks you at a party what your company does, the way you answer that question is sort of how you're positioning the product.
To build a robust positioning strategy, Anthony emphasized three critical elements.
First, companies must clearly identify their target customer—the specific market segment they are addressing. Knowing your audience is foundational because it dictates how you communicate your value.
Second, it’s vital to understand what customers might use if they didn’t choose your product. This competitive alternative frames the context in which your product exists.
Finally, highlighting how your product stands out from the competition—your product differentiation—completes the positioning triangle. This differentiation is what makes your product not just any option, but the best option.
For more on all-things positioning check out this conversation with positioning expert April Dunford.
Positioning as a Tool for Word of Mouth
Beyond providing a competitive edge, effective positioning facilitates word of mouth. This is because you make it easier for customers to understand and recommend your product by narrowing your focus.
Anthony shared an example from his own company, Fletch PMM:
When people are saying I need to rewrite my homepage or I need to figure out my positioning on my homepage… they're going to think of us first because we've positioned on it.
This focused approach not only makes the company’s services easier to recall but also positions them as experts in a particular niche, increasing their credibility and appeal.
When is it time to reposition?
Your positioning should never be static.
As markets and products evolve, so must your positioning. If it’s not keeping up—or wasn’t strong enough to begin with—it’s time to consider a repositioning strategy.
Anthony gives us five indicators that it may be time to start this process:
Lack of Understanding: Customers don’t understand what your product does.
Weak Differentiation: Customers understand what you do but don’t see why they should choose you over competitors.
Segment Confusion: You’re targeting multiple segments and aren’t sure which to prioritize.
Market Education: You need to educate the market on a new way of doing things.
Product Suite Complexity: You have multiple products and struggle to explain how they fit together.
Anthony explains that when these issues arise, it can be a sign that your current positioning might not be serving you well- so it's time for a refresh.
How to do positioning
Once you’ve determined it's time to reposition, Anthony recommends a methodical approach.
Step 1. Choose a reference point
Starting with choosing a reference point to anchor your product.
This involves deciding whether to position your product within an existing product category or based on a specific use case.
Category-based positioning
If you opt for category-based positioning, align your product with a known category and differentiate it. Figma, for example, positioned itself as “the collaborative interface design tool,” setting itself apart from other design tools with its collaborative features.
Use case-based positioning
If you choose use case-based positioning, focus on a specific workflow or problem your product solves. Loom, for instance, positioned itself around the use case of updating your team, with the tagline “Skip the meeting, send a Loom.”
This choice sets the foundation for how your product will be perceived by your target audience.
Product-Specific Positioning (for companies with multiple products)
In our opinion, every product gets its own positioning and there might be multiple positionings per product.
For companies with multiple products, it's critical to ensure that each product has its own distinct positioning, with a clear and unique value proposition. This helps prevent confusion and ensures that each product can stand on its own in the marketplace.
It is important that these individual positions should collectively reinforce the brand’s overall identity.
Anthony uses Apple as an example, where each product (like the iPhone or iPad) has its own distinct positioning, but all contribute to the overall Apple brand.
The goal is to avoid overlap or mixed messaging that could dilute the effectiveness of your positioning efforts.
Step 2. Find your best champion
Next, identify your champion within the target market, and build your positioning with this person in mind. This is the person or department who both experiences the pain your product is addressing and is most likely to advocate for your product.
There are multiple people involved in the B2B buying journey but not all them are your “champion”.
As Anthony explains the champion has to be someone with enough impact in the decision-making process, while still being close enough to the issue to feel its impact directly.
The champion is often not the end user - it's going to be someone who has some sway but is still close enough to the problem that they're like we need to solve this.
The champion is crucial because they are the ones who will advocate for your product's adoption - guiding it through the internal decision-making process in a way that resonates with the rest of the company.
Step 3: Highlight Your Differentiation
Next, you need to clearly articulate how your product stands out from the competition. Explain how your product is different and better than the alternatives. This involves mapping out your competitive edge and showcasing your unique value proposition.
Whether it's a feature, a specific approach, or a unique technology, your differentiation should be front and center in your messaging and overall positioning strategy.
For more on positioning to stand out check out this conversation with Robin Daniels on rebranding success.
Step 4. Craft Effective Messaging
Don’t underestimate how big of a competitive advantage clarity is.
Now its time to put your positioning into practice. With your reference point and champion identified, the next step is to develop clear, compelling messaging that communicates your product's value. A common mistake companies make is using vague, aspirational language that fails to convey what they actually do.
Instead, focus on being clear and direct.
According to Anthony, clarity trumps creativity when it comes to positioning. A case study from Cognism, showed a shift to a straightforward message boosted their conversion rate by 40%.
By being explicit about what you offer, you help your potential customers understand exactly why they should choose your product over others.
Step 5: Evaluate and Iterate
Finally, positioning isn’t a one-and-done task.
In early stages, you might need to tweak your positioning every quarter, it’s not about getting it perfect from the start but about continuously refining it based on feedback and results
For this, Anthony advises looking at long-term metrics and feedback from sales teams to gauge the effectiveness of your positioning strategy.
Be sure to involve the entire company in the positioning process. For instance, if marketing does something, the sales team needs to be executing on that position as well.
The sales team is also crucial for measuring the impact of new positioning. Are they losing all the deals, or are they finding it easier to close?
Transition Between Market Segments
As your company grows, you might find the need to transition between different market segments, such as moving from small businesses to mid-sized companies, and eventually to enterprises. This can be an indicator for repositioning, as mentioned earlier.
Anthony recommends mapping out a positioning roadmap for these transitions. Start with your current segment (e.g., SMBs), then gradually expand to larger segments like mid-sized companies before tackling the enterprise market.
This phased approach helps to avoid alienating your existing customers and ensures that your product and positioning are strong enough to meet the demands of larger clients.
Final Thoughts
Effective positioning is essential for B2B marketing success., follow Anthony’s steps:
Choose a reference point
Find your best champion
Highlight your differentiation
Craft effective messaging
Evaluate and iterate
By implementing these strategies, B2B companies can effectively position themselves in the market, ensuring their target audience understands and values their offerings.
About the Speaker
Anthony Pierri, co-founder of Fletch PMM, is a seasoned product marketing expert. Having worked with over 200 venture-backed startups, Anthony is an advocate for agile methodologies and a proponent of data-driven decision-making. He holds a strong belief in the power of innovative solutions to transform business practices and drive growth. Through his leadership, Fletch PMM has become a trusted partner for companies looking to elevate their project management capabilities.
