I was on a call recently with a sales prospect in the industrial supply sector. The conversation started off around their website, which,like many B2B sites, was heavily product-centric. Lots of SKUs, lots of catalogue-style pages, and not much else. No real messaging or positioning beyond, “Here’s what we sell.”
Their biggest issue was flatlining demand.
They were getting some leads, but not the right ones. Many were low-intent, not a fit, or didn’t convert. When we dug into it, one thing was clear: their product-centric positioning was holding them back.
And this is not unique. For many B2B companies, especially those in mature or commoditised markets, making the shift to industry-specific or buyer persona-specific positioning can be a game changer. Let’s explore why.
Product-Centric = Commodity Trap
When your website and B2B marketing focus purely on what you sell (with no attempt to frame it around customer problems or industry context) you risk falling into the commodity trap.
In the eyes of the buyer, there’s little to distinguish you from the next vendor. The natural next step is to compete on price. Unfortunately, that’s a race to the bottom.
But B2B buyers, especially those in mid-market and enterprise, aren’t just looking for products. They’re looking for solutions to very specific problems. They want partners who “get” their industry, who understand the nuances of their pain points, and who can guide them to outcomes and not just transactions.
ALSO READ: What Still Works in B2B Marketing: Going Back to the Fundamentals
Why Industry and Persona Positioning Works
Here’s how moving beyond generic product marketing to industry or persona-based positioning can unlock better leads and demand:
1. Clearer Value Messaging
When you say, “We help manufacturing companies reduce inventory waste through just-in-time procurement solutions”— that’s immediately clearer and more compelling than, “We sell supply chain products.”
Buyers want to know you understand their world. Specific messaging shows you’ve done your homework and have relevant expertise.
2. Better Fit Leads
Positioning around verticals or job roles filters out unqualified traffic. The people who resonate with your messaging are already more aligned with your ICP (Ideal Customer Profile).
This means:
- Shorter qualification cycles
- Higher intent
- Better win rates
3. Defensibility and Differentiation
Industry and persona-based positioning is harder to replicate. Anyone can list products on a site. Not everyone can build thought leadership around an industry or craft messaging for CFOs in the healthcare sector.
This type of positioning makes your brand stickier, especially in crowded or price-sensitive markets.
From Vendor to Solution Partner
Ultimately, this type of positioning signals a shift in mindset. You’re no longer just a vendor with things to sell. You’re a solutions partner who solves specific problems for specific people.
This opens the door to:
- More strategic conversations
- Higher ticket deals
- Long-term engagements
It also helps align your product marketing and content strategy. You’re no longer publishing generic “Top 10 Trends” articles — you’re creating deeply relevant content that speaks to IT managers in logistics or finance leads in manufacturing.
Practical Steps to Get Started
So how do you begin this transition? Here are some tips to start with:
- Identify your high-value verticals or personas. Look at your best customers. What industries are they in? What roles do they hold?
- Map their pain points and decision journeys. What are their priorities? What are they trying to solve? What triggers a buying decision?
- Rewrite your messaging and website. Replace vague product language with industry-relevant problems and benefits. Use real-world use cases and testimonials.
- Segment your campaigns and nurture flows. Build email journeys, landing pages, and ads tailored to each segment.
- Invest in content depth. Publish industry reports, persona-specific case studies, and solution explainer content.
Final Thoughts
Positioning is a growth lever. Especially for B2B companies in commoditised sectors, sharpening your messaging around industries served and personas helped can be the key to unlocking higher-quality demand.
It’s not about shouting louder. It’s about saying the right things to the right people.
About the Author
Donald Chan is the Founder of IMPACT! Brand Communications, a digital and content marketing agency headquartered in Singapore. With over 12 years of agency leadership and 20 years of marketing experience, he helps brands in B2B, technology, and emerging industries achieve real marketing impact.