In the world of B2B, where purchase decisions are complex, cycles are long, and stakeholders are many, positioning is not just a marketing exercise, it’s a strategic imperative. Yet, in market research, positioning often gets overshadowed by product features, pricing models, or brand awareness metrics. It’s time to bring it back to the forefront.
What Does Positioning Really Mean?
Positioning is the art of defining how a brand, product, or service is perceived in the minds of its target audience – relative to competitors. In B2B, this means understanding not just what your clients say they want, but how they think, feel, and decide.
It’s about answering questions like:
- What space do we occupy in the market?
- What do customers associate with our brand?
- How differentiated are we from competitors?
- What emotional and rational triggers drive preference?
Why Positioning Matters More in B2B
Unlike B2C, B2B decisions are rarely impulsive. They’re driven by:
- Risk mitigation: Buyers want to avoid making the wrong choice.
- Stakeholder alignment: Multiple decision-makers must agree.
- Long-term value: It’s not just about the first sale – it’s about the relationship.
A strong positioning strategy helps navigate these complexities by:
- Creating clarity in crowded markets.
- Building trust through consistent messaging.
- Aligning internal teams around a shared value proposition.
How Market Research Fuels Better Positioning
Market research is the engine behind effective positioning. Here’s how:
-
Segmentation & Persona Development
Understanding different buyer types – by industry, role, pain points, and motivations – helps tailor positioning to resonate deeply.
-
Perception Mapping
Tools like brand health trackers and perceptual maps reveal how your brand is viewed versus competitors. Are you seen as innovative? Reliable? Expensive?
-
Campaign Testing
Before launching a new campaign or product, test messaging with real decision-makers. What language sticks? What benefits matter most?
-
Journey Mapping
Positioning should evolve across the buyer journey. Early-stage messaging might focus on thought leadership, while later stages emphasize ROI and implementation ease.
Common Things To Avoid
- Over-positioning: Trying to be everything to everyone dilutes your message.
- Under-positioning: Failing to differentiate leads to commoditization.
- Inconsistent positioning: Mixed messages across channels confuse buyers.
Final Thought: Positioning Is a Living Strategy
In B2B, markets shift, competitors evolve, and customer expectations change. Positioning isn’t a one-and-done exercise, it’s a living strategy that must be revisited regularly. Market research is your compass, helping you stay aligned with what matters most to your audience.
To discuss how our tailored insights programs can help solve your specific business challenges, get in touch and one of the team will be happy to help.