SERVICES
Positioning & Messaging
Stand out in competitive markets with positioning and messaging services that clearly define your value, differentiate your product, and help B2B SaaS companies connect with the right customers and drive growth.
We’ve been helping high-growth tech companies since 2016
Why Positioning and Messaging Matters
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Get Shortlisted Earlier in the Buying Process
Most B2B buyers form strong preferences before engaging with vendors. Clear positioning ensures your product is understood and considered early, so you make the shortlist before competitors do.
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Increase Pipeline Quality and Efficiency
When your messaging is unclear, you attract the wrong audience. Strong positioning and messaging help you target high-fit customers, improving lead quality, conversion rates, and overall marketing efficiency.
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Reduce Sales Friction and Objections
Confusing or generic messaging creates hesitation in the buying process. Clear, differentiated messaging helps buyers quickly understand your value, reducing objections and accelerating sales cycles.
Bottom line: Positioning and messaging helps you get noticed earlier, attract better customers, and close deals faster.
Positioning and Messaging Offerings
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Unique Positioning Development
Define a clear, differentiated position in the market that highlights your unique value and sets you apart from competitors.
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Messaging Framework and Guide
Develop a structured messaging guide with value propositions, key messages, and proof points to ensure consistency across marketing, sales, and product.
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Vision and Mission Development
Clarify your company’s vision and mission to create a strong strategic foundation that guides positioning, messaging, and long-term growth.
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Value Proposition Development
Craft compelling value propositions that clearly communicate what you do, who it’s for, and why it matters to your target audience.
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Website and Product Messaging
Refine website and product messaging to improve clarity, engagement, and conversion across key customer touchpoints.
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Sales Messaging and Narrative
Equip your sales team with clear, differentiated messaging and narratives to communicate value, handle objections, and win more deals.
How TrueNorth Launched and Differentiated a New Product with Positioning, Messaging, and Web Strategy
Develop messaging and positioning to differentiate a new product offering to a new customer segment. Build a new website to showcase the new product, improve the user experience, and incorporate updated messaging.
Approach
During the first month of the engagement, the Olivine team was focused on deeply understanding TrueNorth’s product, their customers, and their unique position in the trucking industry. After conducting three strategic workshops, we were able to nail down TrueNorth's customer personas, and key value propositions for their new product. We added a fourth workshop to align on new naming conventions for their product offerings. Using this foundation, we were able to create a new website designed to deliver a better customer experience and facilitate faster lead flow.
Deliverables
The Olivine Product Marketing and Design teams helped TrueNorth launch a new website. We delivered a new homepage and two new product pages, comprehensive messaging and positioning guide.
Afterward, we focused further down the funnel to improve the sales process by updating the content and flow of their email and SMS communication.
We also produced marketing and sales collateral such as a Personas and Jobs To Be Done deck.
“The Olivine team came in and immediately filled in important strategic gaps. The workshops allowed our team to brainstorm ideas together and get on the same page regarding strategy and execution. With the foundational work done so thoroughly, we were able to get through the website project much faster. In the end, the new website looks great, includes compelling and differentiated messaging, and has a much smoother experience.”
JIN STEDGE
Founder and CEO of TrueNorth
Frequently Asked Questions
Still have questions?
Explore our FAQ or connect with our team to get answers tailored to your market, competitors, and growth goals. We’re happy to help you think through your next steps.
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Positioning defines how your product is perceived in the market relative to competitors, while messaging is how you communicate that value to your target audience. Together, they ensure your product stands out and resonates with buyers.
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Positioning and messaging are critical because they determine how clearly and effectively your product’s value is communicated. Strong positioning helps you stand out, while strong messaging drives engagement and conversion.
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A value proposition is a clear statement that explains the benefits of your product, who it’s for, and why it’s better than alternatives. It is a core component of positioning and messaging.
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Positioning and messaging are developed through customer research, competitive analysis, and market insights. This ensures messaging is based on real buyer needs and differentiated from competitors.
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B2B SaaS companies, startups, and growth-stage businesses benefit from positioning and messaging, especially when launching products, entering new markets, or struggling with differentiation.
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Clear positioning improves marketing performance by making messaging more compelling and improves sales performance by helping teams communicate value and handle objections effectively.
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Companies should revisit positioning and messaging when launching new products, entering new markets, facing increased competition, or experiencing slow growth due to unclear differentiation.
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We start each new product marketing engagement with a positioning and messaging strategy related to the product launch, brand, or re-positioning effort that is underway. We facilitate discovery and strategy through a series of product marketing workshops. This ensures that cross-functional teams are aligned and goals are clearly defined.
From there, our expert product marketing consultants will support your in-house team on efforts such as product positioning, product launches, sales enablement collateral, product landing pages, and pricing.
Learn more about how we work.