---
title: "Evidence-Based B2B Positioning: ICP, Narrative & GTM"
description: "B2B positioning based on your won and lost deals: who you sell to, what you claim and why you win. One message for website, sales and content."
---

[Prime B2B ServicesHubSpot · B2B marketing · AEO](https://primeb2bservices.com/?hsLang=en)

[Book a call](https://primeb2bservices.com/en/contact-us?hsLang=en)

- AI & AEO
  
  AI & AEO
  
  Your buyers already ask AI.

  AEO
  
    - [Get named in AI answersAI search visibility (AEO)](https://primeb2bservices.com/aeo-presence-tracker?hsLang=en)
    - [Content that AI assistants citeMultilingual content for every market you sell in](https://primeb2bservices.com/multilingual-content-engine-for-seo-aeo?hsLang=en)

  Advisory
  
    - [AI that grows your pipelineAI strategy for marketing and sales](https://primeb2bservices.com/ai-strategy-marketing-sales?hsLang=en)
    - [AI in line with GDPR and the EU AI ActAI compliance for marketing](https://primeb2bservices.com/ai/ai-compliance?hsLang=en)

  Start free
  
    - [See if AI names your companyFree AI visibility report](https://primeb2bservices.com/free-aeo-visibility-report?hsLang=en)
    - [Check your AI use against GDPRFree AI compliance check](https://primeb2bservices.com/free/ai-compliance-check?hsLang=en)
- Marketing
  
  Marketing
  
  Marketing measured on pipeline.

  Strategy
  
    - [Marketing leadership for your pipelineFractional Head of Marketing](https://primeb2bservices.com/marketing/fractional-head-of-marketing?hsLang=en)
    - [Positioning that makes buyers choose youB2B strategy and positioning](https://primeb2bservices.com/evidence-based-b2b-positioning?hsLang=en)
    - [Know how competitors sell against youCompetitive intelligence](https://primeb2bservices.com/competitor-pricing-positioning-analysis?hsLang=en)

  Execution
  
    - [Leads your sales team acceptsB2B lead generation](https://primeb2bservices.com/revenue-focused-demand-generation?hsLang=en)
    - [Win the accounts you chooseAccount-based marketing (ABM)](https://primeb2bservices.com/marketing/account-based-marketing?hsLang=en)
    - [A fast answer for every leadMarketing automation and AI agents](https://primeb2bservices.com/b2b-marketing-operations-automation?hsLang=en)
    - [SaaS launches ready on day oneProduct launch in every channel at once](https://primeb2bservices.com/accelerate-gtm-strategy-ai?hsLang=en)

  Start here
  
    - [More revenue from the leads you haveRevenue leak audit](https://primeb2bservices.com/marketing/revops-mql-to-revenue?hsLang=en)
    - [See how a competitor sells against youFree competitive messaging analysis](https://primeb2bservices.com/free/competitor-snapshot?hsLang=en)
- [HubSpot](https://primeb2bservices.com/en/hubspot?hsLang=en)
- [Contact](https://primeb2bservices.com/en/contact-us?hsLang=en)

 EN

- [DE](https://primeb2bservices.com/de/evidenzbasierte-b2b-positionierung?hsLang=de)
- [ES](https://primeb2bservices.com/es/evidence-based-b2b-positioning?hsLang=es)
- [FR](https://primeb2bservices.com/fr/positionnement-b2b-fonde-preuves?hsLang=fr)
- [PL](https://primeb2bservices.com/pl/pozycjonowanie-b2b-oparte-na-dowodach?hsLang=pl)

[Book a call](https://primeb2bservices.com/en/contact-us?hsLang=en)

B2B strategy and positioning

# B2B positioning: a clear reason for buyers to choose you.

We decide with you who you sell to, what you claim and why you win. The result is one message for your website, your sales team and your content.

[Plan your positioning](https://primeb2bservices.com/en/contact-us?hsLang=en) [See how it works](https://primeb2bservices.com/evidence-based-b2b-positioning#how)

Based on your won and lost dealsCompetitor messages comparedReady for website, sales and content

## How a positioning project runs.

1. 01
   
   ### Evidence.
   
   Won and lost deals, customer interviews and competitor messages.
2. 02
   
   ### Decisions.
   
   Ideal customer profile, story and key messages, decided in working sessions.
3. 03
   
   ### Test.
   
   Every claim is tested. If a competitor can say the same, we rewrite it.
4. 04
   
   ### Rollout.
   
   Texts for your website, sales materials and content.

## What you get.

Ideal customer profile

### A clear picture of the customers you win.

Story

### One story your sales team uses.

Messages

### Claims, proofs and differences, in order of importance.

Rollout

### Texts for your website, sales materials and content.

## One complete project, from evidence to rollout.

[Plan your positioning](https://primeb2bservices.com/en/contact-us?hsLang=en)

### Won and lost deal review

What your best customers have in common.

### Customer interviews

Why customers chose you, in their words.

### Competitor message map

What each competitor claims, and where the open space is.

### Positioning decision

Who you serve, what you claim and why you win.

### Messaging hierarchy

Claims, proofs and differences in order.

### Rollout texts

For your website, sales materials and content.

## Questions about B2B positioning

What is B2B positioning?

B2B positioning is the decision about which buyers you serve, what you claim and why they should choose you. It is written down as an ideal customer profile, a story and a messaging hierarchy.

How long does a B2B positioning project take?

Usually three to five working sessions over a few weeks, with research between the sessions.

What do we get at the end of a positioning project?

A decided ideal customer profile, a story and a messaging hierarchy, ready to use on your website, in sales and in content. You also get the competitor map they were chosen against.

We already have a value proposition. Is positioning work still useful?

It is useful when sales, website and content say different things. We compare what you claim, what buyers hear and what competitors say, and close the gaps.

How does positioning affect AI search visibility?

AI assistants describe your company the way your pages and other sources do. Clear positioning gives them one consistent message to repeat.

How much does a positioning project cost?

The cost depends on the number of markets, products and interviews. We agree the scope with you after the first call.

## Make it clear why buyers should choose you.

A 30-minute call about your market, your customers and your competitors.

[Book a call](https://primeb2bservices.com/en/contact-us?hsLang=en)

© Prime B2B Services          [Privacy Policy](https://primeb2bservices.com/en/privacy-policy?hsLang=en)

- [Home](https://primeb2bservices.com)
- [HubSpot](https://primeb2bservices.com/en/hubspot)
- [AEO](https://primeb2bservices.com/multilingual-content-engine-for-seo-aeo)
- [Competitive Intelligence](https://primeb2bservices.com/competitor-pricing-positioning-analysis)
- [CRM](https://primeb2bservices.com/en/hubspot)
- [Contact Us](https://primeb2bservices.com/en/contact-us)

```json
{
  "@context" : "https://schema.org",
  "@type" : "FAQPage",
  "mainEntity" : [ {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "B2B positioning is the decision about which buyers you serve, what you claim and why they should choose you. It is written down as an ideal customer profile, a story and a messaging hierarchy."
    },
    "name" : "What is B2B positioning?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "Usually three to five working sessions over a few weeks, with research between the sessions."
    },
    "name" : "How long does a B2B positioning project take?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "A decided ideal customer profile, a story and a messaging hierarchy, ready to use on your website, in sales and in content. You also get the competitor map they were chosen against."
    },
    "name" : "What do we get at the end of a positioning project?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "It is useful when sales, website and content say different things. We compare what you claim, what buyers hear and what competitors say, and close the gaps."
    },
    "name" : "We already have a value proposition. Is positioning work still useful?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "AI assistants describe your company the way your pages and other sources do. Clear positioning gives them one consistent message to repeat."
    },
    "name" : "How does positioning affect AI search visibility?"
  }, {
    "@type" : "Question",
    "acceptedAnswer" : {
      "@type" : "Answer",
      "text" : "The cost depends on the number of markets, products and interviews. We agree the scope with you after the first call."
    },
    "name" : "How much does a positioning project cost?"
  } ]
}
```