Why positioning (not: more content) is the B2B growth lever you’re missing
Why most B2B tech companies burn money on marketing and how to stop
Most B2B companies don’t fail at execution.
They fall out of alignment.
They pour energy (and budget) into brand refreshes, SEO, LinkedIn content, and clever copy only to end up with:
Sales saying, “These leads are useless.”
Prospects asking, “So… what exactly do you do?”
Boards wondering, “What are the metrics? Why are we paying for zero-ROI?”
Sound familiar?
It’s not your tactics.
It’s not your team.
It’s not even your funnel.
It’s your positioning. Or more precisely: the lack of embodied positioning.
Wait. Isn’t positioning just a fancy word for messaging?
Not quite. Messaging is what you say. Positioning is what people feel before you’ve even opened your mouth.
It’s the lens through which your brand is perceived, prioritised and picked.
If that lens is clouded, everything else will be too: your content, your copy, your sales conversations. Even your hiring…
Truth bomb:
If your marketing is not grounded in how your audience sees you, no one in your market will feel clear on why you matter.
(This is why great marketing is based on perceptions)
Most founders assume the role of marketing is to convince.
But when you’re not anchored in your own worth, your audience won’t do the emotional labour of figuring it out for you.
And no, more content won’t help. It simply turns the fog up.
(Fog can be extremely loud!)
Let’s be clear: Positioning is not persuasion.
It’s perception.
Most founders believe marketing is about convincing people of their value.
But the truth is: if you’re not clear on what you see (your market, your customers, your value, your purpose) no one else will get it.
Positioning is the game of aligning with how your audience perceives the (and their) world. And being so logically and clearly a player that makes that world a better place, that you’re invited into it.
The hidden cost of skipping positioning
Here’s what most scale-ups burn through in the first 6–12 months:
💸 10K on marketing hires that don’t bring in new leads
💸 15K on ads that don’t convert
💸 30K on lead gen that leads nowhere
💸 Countless hours on sales training that doesn’t compound
Not because the execution was poor. But because it was built on assumption, not alignment.
It’s like building a remote patch of land in Spain for going 100% off-grid before testing if the water isn’t polluted, if the ground is fertile or thinking through how much land you need.
You might get lucky.
But more often, you’ll have setbacks. And they’re expensive to repair.
So… what does real positioning look like?
This is the exact sequence I walk every client through. And it shifts everything from the inside out.
1. Perception
What do you believe about your market, your customer, your edge?
→ This is your internal compass. If it's misaligned, everything downstream will be too.
2. Competition
What are you really up against? What or whom do you replace?
→ Not always a rival. Could be inertia or a “we’re figuring it out internally”
3. Audience
What actually matters to your most resonant buyers?
→ Go beyond demographics. Think long-term goals, obstacles, jobs-to-be-done and desires.
4. Product
How does your solution integrate into their life or system?
→ Your solution resolves issues deeper than your competition.
5. Messaging
How do we express this in language?
→ There’s a pattern in words your audience uses. You should use their words.
6. Copy
Only now do we write. And now… the words truly work.
→ Translate everything from above into copy that moves people towards action.
Look, i made you a visual ;)
The shift is real
Brands that walk this path don’t just sound better, they lead with a different energy. Some examples of our customers:
90+ qualified inbound leads without any ad spend
A sales deck everyone actually uses
Enterprise deals signed without sounding salesy
From “What do we say?” to “Why didn’t we do this sooner?”
40x more visibility and resonance in their space
Standing ovations in the boardroom (yes, really).
This isn’t fluff. It’s focused presence.
Curious where your positioning might be leaking energy?
Here are three gentle but powerful ways to find out:
Take the False Clarity Check → Find your blind spots in under 3 minutes
Download the Truth-Based Positioning Sheet → Sharpen your positioning with your team
📞 Book a Clarity Call → In 20 minutes, I’ll show you where your story is breaking down: [link]
Because your next wave of growth won’t come from more content. It’ll come from deeper clarity. The kind that aligns your team, attracts the right clients and turns your content into a catalyst.