This is the fifth and final part of our series of articles on B2B positioning 2025. After purpose, data, micro-positioning and humanization, this time we show you how to ensure consistent positioning across all channels - from the brand message to the final sales pitch.
Why the silos disappear must
Customers do not experience your brand in departments - but as an overall impression. If content speaks a different language than sales or the brand promise does not match the customer experience, credibility suffers.
A strong positioning lives across all touchpoints: clear, consistent, relevant.
So everything plays together:
- Brand delivers attitude, tonality, differentiation
- Content translates this identity into tangible content that inspires or informs
- Sales brings the content into dialog with potential customers in a targeted manner - and provides valuable feedback
Customer Journey understand and actively design
Every contact counts. From the first LinkedIn post to the Google search to the contract negotiation: When positioning is visible everywhere, trust is created.
Use content strategically along the entire journey:
- Awareness: thought leadership content, clear brand messages
- Consideration: Use cases, specialist articles, white papers
- Decision: Sales presentations, proof-of-concepts, personal consulting
Internal bridges build
Communication - and common goals - are needed for everything to fit together:
- Regular exchange formats between marketing, sales and management
- Common understanding of target groups, messages and priorities
- Transparency about successes and learnings
Practice check: Is is your positioning consistent?
- Is the same message conveyed on the website, LinkedIn and in the sales pitch?
- Does your content speak the same language as your brand?
- Do sales and marketing have a common vision?
Conclusion: Positioning is teamwork
Brand, content and sales are not separate disciplines - they are three perspectives on the same goal: a clear, credible and relevant positioning in the market. When everything comes together, real impact is created.
👉 Do you want to sharpen your positioning?
Let's find out together how you can give your brand more personality.
More from this series:
- B2B positioning 2025: trends you need to know now
- Purpose-driven positioning in B2B: Why attitude becomes a competitive advantage
- Data-based positioning in B2B: Why well-founded decisions are replacing gut feeling
- Micro-positioning in B2B: Why specialization is crucial
- Humanizing the brand: How to make your B2B company personal and approachable
Stefan Weder
Together with my team, I structure innovation and communication-relevant knowledge for B2B companies and use it to develop target group-focused business models and productions. In doing so, we enter new territory every day. We share what we discover and experience there in our blog - and are curious what you tell us.