How to Position Your B2B Product | Anthony Pierri

Anthony Pierri, co-founder of Fletch, a positioning firm for B2B software companies, shares the three positioning strategies he sees across the startups he works with. In this Scale Marketing Council, Anthony explains why people won't care about a product they can't identify, how category choice shapes your positioning, and how to apply the decision to your homepage. He closes with live homepage teardowns. WHAT YOU'LL LEARN Why the first job of positioning is making your product easy to understand How positioning works: choosing a category, then saying why you're better than the alternative The three strategies: position in a mature category, in an immature category, or create a new one How to use the "job to be done" to anchor your category Why the homepage is the best first place to apply a positioning decision What good (and fixable) positioning looks like in live homepage teardowns CHAPTERS 0:00 Opening exercise: what is this product? 1:57 The problem: B2B software no one can tell apart 2:35 Do enterprise buyers really only care about outcomes? 3:17 The goal: make B2B as easy to understand as socks 3:50 Two-week positioning sprints 4:31 What positioning is (and isn't) 5:28 Why category matters: the iPhone example 8:13 Category size, growth, and awareness 10:06 The tech adoption curve: mature vs. immature categories 10:54 Strategy 1: Position in a mature category 12:32 Examples: DuckDuckGo and Figma 14:36 Mature categories: benefits and risks 15:20 Strategy 2: Position in an immature category 17:09 Examples: DocuSign and Calendly 18:37 Immature categories: benefits and risks 20:06 Strategy 3: Create a new category 21:10 What is a "job to be done"? 22:20 Example: WorkOS 23:51 Category creation: benefits and risks 25:25 Audience poll: which strategy are you using? 26:44 Common mismatches between strategy and messaging 28:16 Q&A: how much effort does each strategy take? 31:20 Where to start once you pick a strategy: the homepage 33:58 Images before words on your homepage 36:33 A new capability inside a mature category 38:56 The one-or-two-word test: Stripe and Salesforce 40:16 Positioning as AI-native vs. legacy 41:22 Analyst tip: get category analysts in the same room 42:32 Homepage teardown: Dusty Robotics 46:39 Aspirational messaging vs. practical clarity 48:38 Homepage teardown: Abacum's AI-native FP&A platform ABOUT SCALE VENTURE PARTNERS Scale Venture Partners is an early-stage venture capital firm. The Go-to-Market Advisory Group hosts 40+ events a year and advises portfolio companies one-to-one. Subscribe to our Substack: https://www.howwescaledthis.com/ Connect with Anthony Pierri: https://www.fletchpmm.com/ #ProductPositioning #ProductMarketing #B2BSaaS #CategoryCreation #AnthonyPierri #GoToMarket