In today’s B2B landscape, attention is the new currency. Whether you’re a startup trying to break into a crowded space or a legacy brand looking to modernize, clear positioning is what separates scalable companies from forgettable ones.
Unfortunately, most B2B companies either skip this step entirely or settle for vague messaging that sounds like everyone else. “Innovative solutions.” “Customer-centric.” “Driving results.”
None of that tells a buyer why they should pick you.
Positioning is not just your tagline. It’s the strategic foundation of how you answer:
Nail those answers and your sales team closes faster, your marketing gets more efficient, and your brand earns authority in the market.
Start by asking: Who do we win with consistently? Look at:
Hint: your best customer is not necessarily your biggest one.
This isn’t about features. It’s about pain. What problem keeps your buyer up at night? What’s the cost of inaction?
Use your customer’s language, not your own. Read reviews, talk to sales, and audit call transcripts. You’ll find gold.
Once you know who you’re for and what you’re solving, define what makes your offer different and better.
Ask:
A generic SaaS company might say:
“We offer powerful automation for growing businesses.”
A well-positioned version:
“We help mid-market finance teams eliminate 80% of their manual reporting tasks in 30 days—without changing their ERP.”
Specific. Clear. Urgent. That’s the power of real positioning.
If your message could be used by any of your competitors, it isn’t positioning—it’s noise.
At White City Consulting Group, we help B2B brands clarify their positioning so every dollar spent on marketing works harder.
Let’s make your brand impossible to ignore.