Positioning Must Resonate with the Target Audience

Evaluating product positioning in B2B is critical yet challenging, as the marketer may not be the buyer. It's essential to focus on whether the product resonates with its intended audience, rather than adhering to general comprehension tests. Sales interactions reveal key insights: if customers display confusion during pitches or misidentify the competition, this indicates weak positioning. Additionally, if prospects recognize the product but question its value against existing alternatives, it signifies a lack of clarity in value proposition. Successful positioning hinges on articulating a distinct and valuable offering that resonates with specialized buyers.

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