Once you have found the ideal positioning for your company or offering, you should stick with it for an extended period – at least 18 months and the longer the better – several years; perhaps forever. That’s because consistency and repetition are the keys to claiming a position in your market and giving it staying power.
Based on the results from the survey I’m conducting, B2B software and technology marketers desperately need a realistic way to self-assess their positioning effectiveness. That’s because 69% of respondents (137) think they are doing a good job of positioning, but the evidence suggests many are kidding themselves.
The evidence gathered from the survey I’m conducting indicates that B2B marketing professionals are struggling to position effectively. But that’s not the way they see it. Of the 136 respondents so far, 12 percent say their positioning is “very effective” and 56 percent say it is “effective.”
Seventy percent of the respondents to the survey I am conducting say positioning is the most important aspect of marketing, yet only seven out of 132 respondents learned how to do positioning in college. It makes me wonder whether college marketing departments are in touch with the real world.
There are three reasons many B2B software and technology companies fail to claim a position in their market: