MicroConf On Air MicroConf Tactics: How to Perfectly Position Your B2B Brand in 34 Minutes
Dec 3, 2025
In this discussion, Anthony Pierri, the founder of Fletch PPM and a positioning specialist, unveils the secrets to effective B2B homepage messaging. He emphasizes that poor positioning, not vague copy, is often the problem for confusing websites. By addressing who the product is for and why it stands out, Anthony illustrates how to improve customer trust and conversions. He also shares examples of successful repositioning strategies used by brands like Loom and Twitch, highlighting the importance of workflow segmentation for successful marketing.
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Positioning Is Three Questions
- Positioning answers who a product is for, what it is, and why it's better.
- The goal is to own a slot in customers' minds so they think of you during moments of need.
Put Positioning On The Homepage
- Before rewriting your homepage, explicitly answer: who is your product for, what is it, and why is it better.
- Put that positioning on the homepage so stakeholders align and customers see it.
Segment By Workflow Not Firmographics
- The most important ICP ingredient is the workflow the software augments or replaces.
- Firmographics matter less than whether the customer actually performs that workflow.