Positioning and Messaging for B2B Startups

SharpStance is a B2B positioning and messaging consultancy. We help tech companies clearly define and communicate what makes them the best choice for their ideal customers.

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The Problem

Confusing positioning means:

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Higher marketing costs

Longer sales cycles

Misled product development

Attracting the wrong customers

Higher customer churn

Internal friction and inefficiencies

What we’ll achieve together

With better positioning, you’ll be able to:

Attract better customers

Strong positioning clearly communicates your unique value, making it easier for the right customers to find and choose you.

Reduce customer churn

Customers who ‘get’ your product from the beginning are less likely to leave (and less costly to serve).

Align your team

Clear positioning aligns your sales, marketing, and product teams with a unified message.

Scale confidently

Solid messaging and positioning frameworks help ensure communications are consistent and effective across all channels.

Client tEstimonial

"Jenna helped us nail our product positioning and built a clear messaging strategy for our new launch. Now it’s easier to explain our value to customers, and we've seen an improvement in both sales and marketing activity. I highly recommend working with her, it has proved invaluable to our business."

Richard Roy

Chief Commercial Officer @ Minisoft

How we'll do it

Let's get down to process.

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Stage 1

Project Kickoff

Build Your Team: Gather stakeholders from sales, marketing, product, and customer success.
Add Context: Discuss the company’s growth story, drivers of success, challenges, and customer base.
Agree on Goals: Align on expectations and deliverables.

Stage 2

Positioning Workshops

Positioning Session 1:
We'll work through:
- Best-Fit Customers
- Real Competitors
- Points of Differentiation
Positioning Session 2:
We'll map out:
- Value Themes
- Ideal Customer Profiles
- Market Category

Stage 3

Messaging Development

Homepage Messaging: We'll take the strategic positioning and translate it into a homepage wireframe.
Sales Pitch Update: Then, we'll update your sales pitch so your team can hit the ground running.

The tangible outputs

After working with SharpStance, you'll receive:

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Positioning Framework

Messaging Guidelines

Homepage Wireframe

Updated Sales Pitch

A little bit about me

Hi, I'm Jenna!

During my career consulting for growth-stage startups, I noticed a pattern: These companies, fresh with funding and full of ambition, were eager to scale and grow. But they often skipped a crucial step: clearly defining their messaging and positioning strategy.

The results of this were... not great! Marketing teams poured budgets into campaigns that lacked clear messaging. Product teams built features based on feedback from bad-fit customers. Sales teams delivered pitches that didn’t quite hit home.

The result? Frustration, inefficiency, and missed opportunities.

This was clearly a problem that needed solving. And I was up for the challenge! Now, I help startups craft precise messaging and positioning so they can hit the ground running in the right direction.

Tips & Insights

New to positioning? Start here:

B2B Positioning: Key Benefits and Strategies

B2B positioning involves defining how a product or service stands out in the minds of target customers. It involves finding a competitive advantage and distilling it down to a simple, yet impactful, idea.

Positioning Case Study: Airbnb's 2024 Campaign

Airbnb’s "Pick Your Bedtime" ad is a great example of positioning made visbile. It puts the pain points of hotels front and center, and highlights why you would choose Airbnb instead.