Why Most B2B Positioning Fails (And How to Fix Yours)

Most B2B positioning fails because teams refuse to make strategic choices—and it shows up in generic homepages, weak messaging, and confusing GTM.

In this episode, we share a masterclass from Anthony Pierri—co-founder of Fletch PMM and positioning expert for 300+ B2B startups. If you're a marketer struggling to get your team aligned around clear messaging that drives revenue, this is for you.

Anthony breaks down why positioning must live on your homepage, how to choose between use case vs category strategies, and the 4 key questions every B2B company must answer.

Tune in and learn:

+ The 6 most common B2B positioning mistakes (with real examples)

+ Why your homepage is the best place to anchor positioning

+ How to craft a clear, credible message your team can align around

If you’ve ever felt like your messaging is vague, your homepage is generic, or your GTM teams are misaligned—this episode will show you how to fix it.

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00:00 Why Positioning Matters More Than You Think

01:10 Homepage as a Strategic Anchor for Positioning

02:38 Positioning 101: Why You Can’t Be Everything for Everyone

03:15 Common Mistake #1: Making Up a New Product Category

05:49 Common Mistake #2: Pretending You’re More Than You Are

07:52 Common Mistake #3: Positioning Around Revenue Outcomes

10:51 Common Mistake #4: Leading with AI as Your Differentiator

12:55 Common Mistake #5: Targeting Too Many Audiences

14:35 Why Brand Slogans Fail When Strategy Is Missing

16:50 The Four Essential Positioning Questions

18:40 Why You Can’t A/B Test Your Way to a Position

20:20 Category vs Use Case Positioning Explained

23:35 Figma vs Calendly: Two Positioning Approaches

26:40 How to Find the Right Level of Use Case Specificity

27:50 Segmenting Your Market: 4 Ways That Actually Help

30:00 Building Your Positioning Canvas Step-by-Step

31:30 What Does Your Product Replace? Competitive Alternatives

32:50 How Market Maturity Impacts Positioning Strategy

34:00 Differentiation: Binary vs Degree-Based Examples

36:30 Why Your Homepage Needs to Reflect Your Position

39:00 Fletch PMM’s Own Positioning Strategy (Behind the Scenes)

41:00 Bringing Positioning Into Sales, GTM, and Investor Decks

42:20 Q&A: Positioning for Horizontal Products

43:35 How to Use Use Cases to Stay Focused

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