B2B positioning and messaging: say what you do, clearly.
Positioning, value proposition and narrative, written so a buyer can understand it in one pass and repeat it accurately to the colleague who was not in the room.
● Start here
Tell us about the business.
It takes about a minute. It reaches the people who would do the work rather than a sales inbox, and if we are not the right fit for what you need we will say so.
Goes to hello@katama.io. No sequences, no newsletter, no list.
● Why messaging is a pipeline problem
Messaging decides how efficiently every other channel works.
The same budget buys more pipeline when the proposition is specific, and less when a prospect has to work out what you sell. It is also the input an answer engine uses to describe you, which means vague positioning now produces vague machine-generated summaries of your company.
The category you invented.
Two failure modes, and most companies have one of them.
The invented category. Language that describes a market segment nobody searches for, arrived at through an internal workshop. It feels differentiated inside the building. Outside it, the buyer cannot place you against anything they already understand, so they do not shortlist you.
The interchangeable claim. Enterprise-grade, end to end, trusted by industry leaders. Swap in a competitor’s logo and nothing breaks. If the copy survives a logo swap, it was never doing any work.
There is a newer cost to both. Buyers spend only 17% of the journey with vendor reps, so most of your positioning is doing its job unattended, in a browser tab or inside an AI summary, with nobody there to clarify.
What we produce.
The work starts with evidence rather than a whiteboard: closed-won interviews, lost-deal reasons, and the language buyers use when they describe the problem in their own words.
That produces a positioning statement, a value proposition per segment, and a narrative that explains why the company exists without reaching for the word journey.
Then it gets applied. A message framework nobody uses is a PDF, not a deliverable, so the output includes the versions that go into the website, the deck and the outbound sequences.
● Included
- Buyer and customer interviews
- Competitive positioning analysis
- Positioning statement
- Value proposition by segment
- Company narrative and origin story
- Message framework and proof points
- Objection and differentiation library
- Elevator pitch and boilerplate
- Executive positioning
- Applied copy for site, deck and outbound
How the work runs.
Listen first
Interviews with recent wins, recent losses and your own sales team. The language you need is almost always already being spoken by someone, just not by marketing.
Place the category
What buyers compare you against when they are deciding, which is frequently not who you consider a competitor.
Write the frame
Positioning, value proposition, narrative, proof points. Short enough that a rep can hold it in their head.
Apply and test
Into the website, deck and outbound, then measured. Message testing in live campaigns beats opinion in a review meeting.
How you know it worked.
Messaging is the hardest service here to attribute cleanly, so we are honest about the proxies rather than inventing a number.
Reply and conversion rates
Same list, same channel, new message. The cleanest available read, and the reason we apply the work to outbound early.
Sales consistency
Whether five reps describe the company the same way. Cheap to test and usually revealing.
Machine description
How ChatGPT and Google AI Overviews summarise you, before and after. If the summary is wrong, the source material is.
Who this suits.
- Prospects regularly misunderstand what you sell
- Every rep pitches it differently
- You are entering a new segment or repositioning
- Campaign performance is flat across working channels
- You want a tagline rather than a position
- The founder will not part with the current language
- The real problem is the product, not the description of it
- Nobody can be interviewed, including customers
Fair questions.
Is this a rebrand?
No. This is language, not identity. No logo, no colour palette, no typeface. Those are occasionally needed and are a different project with a different budget, and doing them before the positioning is settled is expensive guessing.
How long does it take?
Four to six weeks for the framework, including interviews. Applying it across the site, deck and sequences takes longer and usually runs alongside other work rather than blocking it.
What if leadership disagrees on the positioning?
That is common and it is useful information. The interviews usually settle it, because customers describe the value in terms that are hard to argue with once they are on a slide. Where disagreement survives the evidence, it is a strategy decision rather than a messaging one, and it needs deciding before anything is written.