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.
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.
You need a strong foundation to effectively market your B2B software or technology product. That foundation is your message strategy. Everything you do in marketing should be built upon it.
I don’t think B2B technology marketers have any idea what a true transformation is. Transformation means to change from one form to another. Caitlyn Jenner is a good example of a transformation. With Caitlyn in mind, how many businesses turn into something totally different? One in one hundred, maybe. And how many B2B software companies are truly changing the way their customers do business? None.
I make a living helping B2B software companies position effectively, but I recently sent an e-mail to a prospect telling him to hire a good writer rather than me. While the prospect’s position wasn’t very compelling, the writing was terrible. The prospect needed a quick fix, not a several month positioning project. I felt a good writer would give the prospect time to do positioning right.
I often tell my B2B clients that they need to prove any claim they make. That’s partially because I’m a journalist by trade, and believe it or not, journalists don’t last long if they write stories that lack the facts.
Why is it that consistency and repetition are so critical in your effort to claim a position in your market?
Lack of consensus about the marketing message is one of the most common problems I’ve experienced in my B2B software career. The best way to overcome this problem is to adopt a positioning process that seeks input and feedback throughout the organization, and includes executive management approval of your positioning strategies.
Why do B2B technology and software marketers use buzzwords when they are of questionable value and contribute to “me too” messaging? I am conducting a survey about how companies do positioning, and the answers to this question shed light on why the use of buzzwords is so prevalent: