A Brand Strategy & Design Agency
B2B tech positioning for differentiation & leadership.
In B2B tech, features converge fast. The companies that win compete from a clear positioning. We help B2B tech leaders sharpen defensible differentiation and build the proof behind it. For 16 years, the top VCs and PE firms have trusted us to get their portfolio companies ready to lead the category.
Why B2B tech positioning matters.
Positioning works when buyers understand it, trust it, and can repeat it. Strong positioning creates the clarity teams need to sell without over-explaining. B2B tech positioning helps you:
Differentiate in the market
Earn a place buyers recognize and remember
Shorten the path to yes
Reduce confusion that leads to no decision
Hold pricing power
Make value clear, with proof buyers trust
Build category leadership
Give the market language it starts repeating
What you get.
Our B2B tech positioning engagements deliver a system leaders can actually use—clear enough to guide decisions and strong enough to scale. Depending on your needs, deliverables may include:
How it works.
Our work is guided by Emotional Acceleration—positioning only works when buyers trust it. We build the proof that makes differentiation real.
Understand where buyers hesitate and why deals stall
Define differentiation and proof that earns trust
Turn positioning into brand expression that holds company-wide
Pressure test and refine as the market shifts
Proof in action.
The real source of differentiation in B2B tech positioning
Why category leaders separate product proof from brand belief—and how that distinction drives clearer differentiation, stronger pricing power, and long-term leadership.
Positioning an AI pioneer for its enterprise era
As the market shifted from why AI to why you, we refined positioning and strategy, then refreshed the brand to stand apart in a category crowded with sameness.
Launching out of stealth with credibility built in
We helped Material launch out of stealth with a brand designed to earn trust fast, including renaming, brand strategy, identity, and a new website. Backed by iconic investors and venture capital groups, Material launched with an impressive customer list, setting a new standard for how security companies break into the market.
FAQs.
Why does positioning matter in B2B tech?
Because buyers need a clear reason to choose you beyond features. Positioning shapes how they compare you and what they remember. Brand is what makes that stance believable through proof, consistency, and experience.
What do we walk away with?
A clear stance, a message hierarchy, proof points and objections support, plus language your team can use across web and sales.
How long does positioning take?
Most engagements run 4–8 weeks, depending on scope, leadership access, and sales input.
Ready to sharpen differentiation and build category leadership that lasts?
