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Building a B2B Product Strategy: From Mission to Market Segmentation

By Evgenii Zagumennov, Invited Expert at TechBullion

About the author: Accomplished product and business leader with over seven years of experience, characterised by an entrepreneurial mindset. Proven track record in driving revenue growth, identifying untapped market opportunities, and launching innovative products.


A company’s fate hinges on the articulation of a product strategy that is clear and makes sense. A good B2B product strategy goes in line with the company’s vision and goals matching up with what the market demands at every milestone, from development to delivery that should strike a chord with your target business clients.

With nearly a decade of experience as a Head of Product, I’ve experimented with numerous methodologies. This piece is intended to lead business heads, product leaders and strategists while developing B2B product strategies that work. We will take a detailed look at an organized process that starts by articulating the mission and vision, then transitions into grasping the customer problems after establishing why the world needs your product and ending with how your organization can deliver it uniquely. In each part we will provide specific action items, so you can ensure your product meets demanding business customer needs and gains competitive edge within the market.

Core Elements: Mission, Vision, Strategy, and Goals

The formulation of a full-blown B2B product strategy would be identifying its four core components — mission, vision, strategy, and goals. Each paves the way for strategic coherence and triumph in the market realm.

Mission: Do not begin by articulating short-term visions of your product or company; go deep to unearth the long-term purpose. Ask this: what does the organization dream to accomplish over the years? This foundational statement will serve as a lighthouse that shrouds your path; it will steer all actions and decisions hereon.

Vision: Next, imagine the future state of the organization after completing this goal. The vision should be strong enough to make every individual see what the world would look like after their product has made its impact — guiding your team and stakeholders toward a common endpoint, despite their different roles and efforts.

Strategy: Once a clear vision is established, come up with a strategy that would act as a roadmap towards the vision. This strategy should fill in the missing links between the present position of the company and its desired future state — covering key programs along with timelines.

Goals: Finally, transform your plan into explicit, measurable and time-related goals. You should have concrete check-points of action, andthese should be able to drive your strategy forward in accomplishment of realizing vision and mission when attained collectively. The creation of these goals helps both in tracking progress and inspires the team as they clearly have specific targets to work towards.

Understand the Audience

It is of critical importance for a B2B product strategy to be successful that the audience is properly understood. Audience analysis should be seen at par with market analysis in terms of frameworks applied — TAM, SAM, and SOM. Here we tweak them as Total Addressable Audience, Narrowed Audience and Target Audience. The segmentation helps in identifying the entire scope of users, the portion achievable realistically from those users and then particular group that you will focus on. These are key areas to consider during audience analysis alongside market analysis which can help shape a successful B2B product strategy.

To better understand your audience and tailor your product strategy, it is essential to have a comprehensive knowledge of these segments. Delve into details such as industry, company size, role specifics within the company hierarchy, and individual pain points so as to be able to fine-tune your approach, thus ensuring that your product strikes a chord with the targeted group besides meeting their specific demands.

Identify Customer Problems

Developing an effective B2B product strategy that speaks directly to your target audience hinges on deep knowledge of the customer challenges as well. In untangling these intricacies effectively, center your efforts on responding to four inquiries: What are the specific ends that the client seeks with their action? What will be the benefits of these ends to their enterprise? In what ways are existing solutions insufficient given the gaps that have been identified thus far? And why would they turn out inadequate, having failed already at meeting those needs?

If you take a systematic approach and address the core inquiries about what customers are troubled with, you can turn those problems into detailed and actionable customer needs. This acts as a blueprint that should guide you to match your product’s features with the benefits that your clients are seeking; hence it fosters product-market fit.

Make a Value Proposition

The importance of developing a unique value proposition cannot be overstated. Kickstart this exciting journey by sitting down with your team for a brainstorming session to come up with all possible pros of your product. Think about the features, benefits, innovations — any point that makes you stand out like a sore thumb amongst others in the market place.

Once you possess a thorough compilation, the subsequent action is to structure these benefits into coherent blocks. The consolidation ought to concentrate on categorizing alike merits collectively — this enhances the visibility of which components will resonate most powerfully with your intended readership.

Strategic Differentiation

It is necessary to establish a separate and distinct place in the market. Strategic differentiation is a good point to start with; initiate it by conducting what can be termed as a complete competitor analysis. This should list not only your direct and indirect competitors but also those adjacent products that don’t compete directly yet serve similar customer needs. This broad view helps you see where your product fits, and more importantly, where it stands out in this crowded space.

After you’ve delineated the competitive landscape, your immediate task is to spot differentiators. These refer to the singular aspects of your product that make it distinct from others. Differentiators can be rooted in various elements such as product features, customer service quality, technological compatibility level or even pricing strategies and brand name popularity worthiness for consideration by every competitor type. It could be a single standout feature that distinguishes you uniquely from any competition or smaller advantages taken individually may not seem significant but collectively paint a compelling value proposition which would lead customers to select your product over others.

Also important is finding a common point of difference universally applicable; that always sets your product apart amidst the wider market. When you define with precision what makes your product uniquely different, you are able to communicate its value more effectively to potential customers.

Channel Strategy

In order to achieve positive results for any B2B product, it is important to find the best ways through which products can be taken to the market. One of the primary steps is to identify five major distribution channels: viral marketing, content marketing, paid promotion, direct sales and partnership sales. Each channel has its own benefits — different in audience engagement fit and product type suit as well.

The next step would be choosing the most suitable channels based on your product after you have put them down on paper. Take into account where your product fits best as well as where you can reach more people with potential for conversion easily. As an example, if your product is one that benefits from demonstrations or detailed explanations, then direct sales and content marketing could work well for you. Start listing down specific tasks that need to be carried out so as to make these channels work for you — this may range from developing targeted content to finding key partnerships or even setting up a sales team.

Segment Strategy

It is crucial to accurately divide your market when seeking to reach the most suitable consumers and enhance the effect of your product to its maximum potential. Start the classification by grouping potential customers according to business size: mass and prosumer, small companies, mid-market firms, large organizations. Different needs will be distinctive for each segment, as well as their purchasing power and behavior in buying goods or services.

Having identified the segments, the next step is to determine which ones take precedence. The choice of these segments should correspond to areas where your product can address a particular need and dovetails with your identified channels of distribution. Take this scenario for instance: a top-tier product demanding substantial resources may find better fit in mid-market or large enterprises as opposed to small businesses.

Once you have identified your focus segments, create strategies that are unique to each segment. This means tailoring your marketing messages, sales methods — even down to the features of the product itself — based on the specific requirements of each individual segment.


In conclusion, the process of constructing a B2B product strategy should be based on a sequence of thoughtful actions: defining your core elements, recognizing the audience, identifying customer problems. Building the value proposition and distinguishing strategic differentiation and channel strategies — all these components, when integrated into a structured approach like pieces of a puzzle, create an image not only of product strategy development but also a prospective market impact for your business.

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