If there’s one lesson I’ve learned from helping tech scaleups stand out, it’s this: Positioning isn’t just about what you say — it’s about how your audience perceives you. And if that perception isn’t clear, compelling, and differentiated, you’re losing deals before you even get a chance to compete.
In my episode of Wisdom From Wizards featuring Maria Sharobaeva from JetBrains, we discuss how positioning shifts between B2B and B2C marketing. Her insights are invaluable for any tech scaleup looking to refine its positioning and accelerate growth.
Maria has navigated both B2B and B2C marketing, and she pointed out a critical difference: B2B positioning needs to balance corporate professionalism with partner alignment, while B2C positioning must be engaging, approachable, and emotionally compelling.
For B2B companies, the positioning challenge often lies in working with partners, resellers, and distributors. You’re not just convincing end customers; you’re also ensuring that your partners understand and amplify your value. Messaging needs to be professional, precise, and aligned with both your brand and your partners’ sales strategies.
On the other hand, B2C marketing thrives on clarity and emotional resonance. While the tone might be more playful and direct, the challenge lies in maintaining credibility while making an instant connection with potential customers. A confusing or overly technical message can cause friction in the buying process.
Many tech scaleups struggle with positioning because they fall into one of these traps:
🚀 They focus too much on features instead of the bigger story. Customers don’t buy features; they buy solutions to their problems.
🎯 Their messaging is inconsistent. If sales, marketing, and leadership aren’t aligned on positioning, customers receive mixed signals.
🛠️ They blend in with competitors. A vague or undifferentiated message makes it harder for potential customers to see why they should choose you over the competition.
Whether you’re selling B2B or B2C, your positioning should answer three key questions:
If you want to own your space in the market, take these steps:
✅ Audit your messaging across channels. Is your website, sales deck, and marketing material telling the same story?
✅ Test your positioning with customers. If a potential buyer can’t explain your value proposition in one sentence, it’s not clear enough.
✅ Differentiate boldly. Don’t be afraid to take a stance. Being ‘just another option’ is a death sentence for scaleups.
Positioning isn’t just a marketing exercise — it’s the foundation of your company’s success. And getting it right can mean the difference between scaling effectively or fading into the noise.
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