Positioning & Messaging for B2B SaaS

Your pipeline problem might be a positioning problem

Unmuted is the B2B SaaS marketing agency that nails your positioning and messaging before moving on to GTM motions.

Book a positioning teardown

B2B SaaS companies we did positioning for

See our work

We’ve done positioning & messaging work for B2B SaaS companies in different growth stages.

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Why you might have a positioning problem

Distribution tactics don’t matter if your buyer still can’t explain why they should choose you over anyone else.

Problem

Your messaging no longer matches your product

Outcome

You’ve shipped two years of roadmap since the last rewrite. The website still sells the 2023 version, and sales quietly stopped using it.

Problem

You don’t know where to add your new AI features

Outcome

Someone on the board wants “AI-powered” in the hero. You suspect you sound like everyone else and undercuts what you’re actually better at.

Problem

Every deal turns into an education call

Outcome

If sales has to explain the category before they can sell the product, that cost shows up in cycle length, win rate and CAC.

Problem

You don’t think you fit in any category

Outcome

Every honest category sounds commoditized, so you reject them all and end up with no word at all.

Problem

You can’t choose between the buyer and the user

Outcome

You’re going after multiple segments and don’t know who to address. Trying to speak to both means speaking to neither.

Problem

You treat brand & product positioning as 1 job

Outcome

You turned to branding agencies thinking they’ll fix your positioning, but all you got was a slide deck with more jargon.

“Clear positioning makes decision-making easier, so your GTM investments go towards the right initiatives more often.”

Max van den Ingh

Founder, Unmuted

Hire us for product positioning work

We’ve been best known for The Growth Program, where we go in full execution mode. Now, we’d like to introduce a positioning and messaging service that’s been praised by marketing leaders at B2B SaaS companies. Here’s what that looks like.

Positioning — Positioning — Positioning

WHAT YOU'LL GET

Turn your positioning into words your team can use

Positioning is about choices, and most companies quietly avoid making them. We help you pick your product category and identify differentiation opportunities, adding the messaging framework that comes out of this.

The competitive alternative map, including the DIY and non-software ones

One differentiation route chosen, with the trade-offs on record

A messaging framework your sales team will actually use

Decide where your story actually needs AI

Adding “AI-powered” in your hero is a positioning decision. It can support your story, sit beside it, or replace it. Each of those routes comes with different costs and trade-offs.

Three routes: AI as a proof point, secondary feature, or the hero narrative

Clear recommendations on how to work AI into your product positioning

One route chosen, with the benefits, costs, and trade-offs on record

Make positioning consistent across all channels

A six-year-old interview where you described yourself as a small app is still being quoted back to your buyers in AI search. Most positioning agencies will fix the homepage alone, while other assets still tell outdated stories.

Drift scan across site, help center and third-party listings

Search footprint migrated off the old category

Help in launching your new positioning as if you were launching a new product

How it works

Four weeks, start to finish

Week 1 - Research

We do the pre-work before we take your time: search demand data, talk to 2-3 of your customers, research won and lost deals, the competitive alternative map, and how AI search describes you today.

Week 2 - Workshop 1

We settle who you’re for and what shelf you’re on, using the evidence rather than the loudest voice in the room. Trade-offs go on record.

Week 3 - Workshop 2

Four routes to differentiation weighed against your evidence, one chosen, and the messaging hierarchy written on top of it.

Week 4 - Rewrite & drift scan

We rewrite your homepage using your new story and run a drift scan to check on which channels your messaging needs updating. We hand over a concrete plan.

What it’s like working with us

This whole high ACV marketing game isn’t easy. It’s hard to generate leads from newsfeeds. Whenever we find proof of our impact, we celebrate together. Here’s what that looks like 👇

Get in touch

#unmuted-wins-channel

When our clients win, we win

Messages

Files

Users

Marja Silvertant

14:12

The new dashboards and pipeline workflow are looking GREAT, @Thibaut Weller. This will provide a level of insight that we’ve been missing in the past, and will help us make tactical decisions as the year progresses.

Inês Pinto