Brand Positioning for the B2B Customer Journey in Tech

Every company today operates as a technology company, whether they realize it or not. On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with Dr. Tracy Tuten, VP of qualitative research at Illuminas, a Radius company, where she leads the qualitative practice. They discuss how companies across all sectors must recognize they're operating in a technology-driven marketplace and adapt their digital transformation strategy accordingly through strategic brand positioning. Tuten shares her expertise on emergent positioning dangers and grand flag concepts, explaining how businesses can navigate competitive landscapes through strategic research and positioning. She demonstrates through real-world digital transformation case studies like ONTIC versus Resolver and Stripe versus Audion how companies can understand the B2B customer journey and uncover the right positioning strategy using market research to differentiate themselves in crowded markets and even redefine entire industry categories. The conversation addresses the high-stakes nature of product launches and market positioning in today's competitive landscape, where companies have limited budgets and marketing automation resources. Tuten emphasizes how understanding buyer psychology and strategic research provides the foundation for confident decision-making in these critical business moments. "Research is the antidote to risk," Tuten explains. "We have a limited budget. We need to see success from it. Research is the investment that you make to have that antidote to risk." McKinney and Tuten also discuss practical frameworks for avoiding common positioning pitfalls, such as kitchen sink messaging, parity positioning, and attempting to win where competitors already dominate. They emphasize how engineered positioning strategies enable companies to establish a foothold on competitive ground they can actually hold and defend. Sponsors: Tired of generic marketing firms that don't get market research? Say hello to Little Bird Marketing, the revenue generation company of choice for the market research industry. Our "peeps" understand market research inside and out. We know your buyers, craft meaningful messages that move them to buy, understand the competitive landscape and where you fit in the market. We get the industry - from qual/quant to emerging technologies. Why settle for getting the job done when you can soar with marketing that drives real revenue? Click here to get started. Priscilla McKinney is not just a CEO; she is also a LinkedIn Influencer. The reality is that very few people are using LinkedIn efficiently or effectively, and if you’re not careful, social media can become a black hole. When you emerge, you find you wound up in a place you never intended to go and you’re wondering where all the time went. Time is precious, and trying to be everything to everyone means becoming nothing to no one. That's why she's developed a transformative 12-week course that goes beyond basic tips and tricks – teaching you how to build a strategic network and create stellar content that cuts through the LinkedIn noise. Click here to learn more, and sign up for a spot in her social influence course today! Learn more about your ad choices. Visit megaphone.fm/adchoices