Many Business Intelligence (BI) software marketers would be well served to read “Positioning: The Battle for Your Mind.” Most are doing exactly what Ries and Trout identified as a problem way back in 1981 when the book was first published:
If you’re looking for examples of the most common positioning mistakes in B2B software marketing, check out the eleven vendors who offer claims, billing and policy administration software for the insurance industry. Only two companies – EIS Group and Guidewire – are doing positioning right with asterisks. I’ll explain later in this competitive positioning assessment.
In less than a year, eight vendors in the Business Intelligence (BI) market have changed their position, and only Qlik and Panorama took steps in the right direction. Everyone else including SAP, IBM, MicroStrategy, Microsoft and SAS back peddled in their effort to claim a position in the BI market.
Positioning shouldn’t be left to chance. But unless you do your research – I call it the 3Cs of successful positioning – your message to the market has almost no chance of hitting the mark. In this blog, originally written for MarketingProfs’ daily newsletter, I explain why you need to know the 3Cs – your customer, channel and competition – as well as you know your B2B product, service, solution or company.
The best way to claim a position in your market is to stick with it for an extended period of time. The longer you stick with the same position, the more likely you are to claim it. But, many tech companies today, are regularly changing their positioning and messaging.