Positioning for B2B Services Firms: Sound Generic, Get Ignored
Join our Chief Growth Officer, Kerrie Luginbill, as she explores why professional services firms struggle to grow when their positioning is too broad, too safe, or too internally focused, and what successful firms do differently to stand out and win.
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Positioning is not a branding issue. It's a growth constraint.
When positioning is not defined strategically and defended consistently, the market defaults to whatever category feels closest. For most firms, that default is “generalist” - forcing you to compete on pricing and convenience or relationships.
Most professional services firms describe themselves in language that could belong to any of their competitors. Services are listed. Industries are named. Processes are described. But none of it tells a buyer why this firm, for this problem, right now.
When positioning is not defined strategically and defended consistently, the market defaults to whatever category feels closest.
For most firms, that default is “generalist.” Generalists compete on price and availability. That is not where firms built on expertise should be competing.
This webinar is built specifically for CEOs, founders, and sales or marketing leaders of B2B professional services firms. It is not a lecture on marketing theory. It is designed to give you a framework you can apply immediately, and a chance to see that framework applied in real time to a real firm’s website.
Kerrie Luginbill
Kerrie leads positioning and growth strategy at OTM, where she has built and defended market positions for hundreds of B2B professional services firms across verticals such as legal, accounting, engineering, and management consulting. Her work focuses on the gap between what firms say they do and what the market actually believes about them.
She has audited the positioning of more than 200 services firms and has yet to find one where the website fully said what the founder could say in person. Closing that gap is the entire subject of this session.
Positioning is not what you put on your site. It is what the market is willing to repeat about you when you are not in the room.