For B2B companies commercialising new technologies
Your product is strong. Make the market choose you.
Positioning and Messaging for B2B companies
Customers, partners, and investors have more choice than ever. How do you ensure they instantly understand why your innovation is the best choice?
Positioning makes it clear how you differ from alternatives, for whom you are the best choice, and why that difference matters. Strong positioning forms the foundation for your messaging, website, pitch deck, sales story, and marketing.
I help innovative B2B companies sharpen their positioning and clarify their messaging, so that customers, partners, and investors more quickly understand what sets them apart from alternatives.
Many B2B companies say this before we start:
- “We don't tell one clear story across our website, pitch, and sales.”
- “Internally, we lack focus: target audience, competition, differentiation.”
- “Our positioning lags behind where we are now.”
- “The product is right, but the value isn't coming across.”
- “We are too often compared on price.”
Recognizable? Then it seems like a communication issue.
But usually, the key lies in positioning.
How we work – in 3 decisive steps
Your product is ready. So is the ambition. Only the positioning and messaging still lack sharpness.
In three steps, we bring focus to what truly sets you apart, how that is articulated, and how it becomes visible in the market.
So that you no longer have to convince, but are recognized as the logical choice for customers and investors.
Sharp differentiation
We clearly define what truly sets you apart: why customers choose you. We make definitive choices regarding who you truly serve, where you outperform alternatives, and what you no longer need to say. This creates focus and eliminates noise.
Strong articulation
We translate that distinction into clear messaging: what you say, how you say it, and in what order. The headline plays a key role in this. In less than three seconds, the unique value you offer must be clear. This ensures the market immediately understands why you are the best choice.
Powerfully visible
We make this crystal-clear and unique positioning and messaging visible across your website, pitch, social media, sales deck, and advertisements. This ensures the same persuasive story is reflected everywhere. Consistent, recognizable, and built to accelerate growth—in both market share and impact.
The problem seems to be your communication
The cause is usually positioning
About me
I work with companies that have strong technology or products and a clear focus on sustainability. Companies that hold green gold and take responsibility for what they put into the world, with an ambition to grow.
But they feel that their positioning and messaging are clashing. Because so much is possible. Because everything seems important. And because growth requires different choices than those you started with.
Companies that do not want to keep discussing this endlessly internally or try to do it “on the side.” But those who want to tackle it seriously and therefore consciously outsource it.
That is where I come in.
I am Dorien Tendijck. Positioning and Messaging Consultant.
I think and work along as if it were my own company. With the same sharpness and care. Not from the sidelines, but right in the middle of it. Strategic where necessary, practical where possible.
The results clients have achieved:
From: “We have something truly good, but we can't get it clearly explained why this is valuable.”
To: “Our positioning is now razor-sharp. We can explain in one sentence what we do and why it matters.”
From: “Our website, pitch, and sales story were all slightly different. That felt unsettled and not right."
To: “Everything aligns now. The story is the same everywhere, and that provides peace of mind.”
From: “We often doubted: who exactly are we for and what do we want to commit to or not?”
To: “We now have strong positioning and clear choices. That gives direction to everything we do.”
From: “We weren't getting enough movement in the market, even though we knew there was more potential.”
To: “We are now receiving more targeted inquiries from customers who immediately understand what we do.”
Blogs about
Positioning and Messaging
About sharp choices, growth, and what ensures that strong products are chosen.
