The explosion of AI has created new opportunities – and headaches – for enterprise B2B marketers. In a world where every company is touting new AI capabilities, how do you stand out from the crowd and build credibility with enterprise buyers?
We hosted a webinar featuring Blue Seedling’s brand positioning leader, Jordan Elkind, who interviewed enterprise retail executive Kim Gallagher, Executive Director of Marketing Success for Urban Outfitter’s Nuuly brand. They discussed what vendors get right—and wrong—about pitching AI capabilities. The conversation revolved around the current AI scene, common challenges enterprises face when integrating AI, and strategic approaches to positioning AI products effectively.
Check out the recording below for real-world examples and practical advice on navigating the complexities of AI marketing.
5 lessons for AI positioning mastery
1. Your Investor Message ≠ Your Prospect Message
In the real world, how you position for investors differs from how you need to position for prospects. Actual buyers are not looking to reinvent or transform; they want practical solutions to their existing problems. Focusing on specific use cases is essential to demonstrating how your AI solution can address particular challenges and provide concrete benefits. Remember, AI doesn’t magically change other real-world considerations like time and money, so be realistic about the constraints your buyers face and how your solution fits within those boundaries.
2. Your Real Competitors Aren’t Who You Think
We have a hot take: your competitors aren’t necessarily other AI startups. They’re often companies that think “status quo is good enough” or incumbent giants that are in the room and your clients are already using. To differentiate yourself, find something you have that they don’t and do it 10x better, making the status quo a no-go. It’s crucial to identify where your solution significantly outperforms both the in-house builds and the embedded incumbents, making the existing solutions intolerable by comparison.
3. AI-wash – but do it right
Simply branding your product as “AI-driven” or “AI-powered” is not enough. These terms have become market noise. Instead, connect your AI capabilities to outcomes that matter to your buyers. If you’re a martech startup, your goal should be to connect with your champion or buyer, anchored on a specific use case and their well-known pain points, with extra credit for identifying ways AI can solve those pain points.
4. Keep your eyes on the prize
Your ultimate goal should be to win over business users, not just the tech team. Draw a clear, credible line between your technology and the urgent priorities of your buyers. Ensure your pitch addresses the needs of the business and demonstrates how your AI solution can drive real value.
5. No one believes you
Buyers are inherently skeptical of AI vendors. They are more likely to trust credible perspectives from industry thought leaders and employee-generated content. Leverage these authoritative voices to build credibility and trust in your AI solution.
The bottom line
Successfully positioning AI in the enterprise market requires a deep understanding of your audience, a focus on niche markets, and clear communication of your unique value proposition. By following these five lessons, you can stand out in the crowded AI landscape and build strong, credible relationships with your buyers.
