Shifting Positioning - Why B2B Tech is Different

aprildunford.substack.com

28 Mar 2024 · Marketing

5 min read → 30 sec

B2B tech products often need planned positioning shifts as they mature, unlike established consumer products that usually keep the same positioning. That changes how teams separate vision from current messaging, talk to investors, and review positioning.

Successful B2B tech products shift positioning several times as they mature

B2C products launch new brands for new markets instead

Established B2C products rarely reposition. They launch new products for new markets instead.

Juicy Fruit kept its core positioning since the 1890s, while Wrigley launched Doublemint, Hubba Bubba, and Extra separately.

B2B tech products shift positioning multiple times as the product matures.

One retail startup planned shifts from assisted shopping, to in-store mobility, to an omnichannel retail platform.

B2B positioning must sell the product as it exists now, not the longer-term vision.

Customer positioning and investor positioning should differ for B2B products.

B2B teams need a repeatable process to review and adjust positioning over time.

A practical cadence is a positioning check-in every six months, plus emergency reviews after major market changes.