Acknowledging that core video technology is a commodity, Livestorm focuses its product strategy on the surrounding experience. Its key value proposition is giving marketers "maximum autonomy" with built-in landing pages, email tools, and analytics. This frees users from relying on other teams, a critical pain point in enterprise environments.
Related Insights
After finding success in webinars, Livestorm expanded into meetings and sales demos. This diversification backfired, diluting their core positioning. Instead of being a clear leader in a niche, they became a "smaller version of Zoom," giving customers no compelling reason to choose them over the established market giant, which complicated their sales conversations.
Don't overwhelm an enterprise buying committee by pitching all of your product's features. Instead, survey each member to find the 2-3 features that resonate most broadly. Focus all messaging and demos on just those features to create a clear, concentrated value proposition.
A successful platform strategy focuses on leverage. It provides building blocks that reduce internal effort to launch new products, while delivering a seamless, integrated experience that creates lock-in for customers. This leverage is the platform's core value proposition.
To fight commoditization against Zoom, Livestorm didn't compete on features. Instead, they hyper-niched their positioning to serve "enterprise marketers in Europe," focusing on specific industries like banking and pharma. This created a clear, defensible go-to-market strategy that avoided direct feature-to-feature comparisons with the market leader.
Amidst thousands of MarTech solutions, the simplest explanation wins. If a child can grasp why your product exists—to help people get what they want faster—then a time-poor executive can too. This simplicity test is crucial for creating a memorable value proposition in a crowded space.
SMB owners are not asking for technologies like AI by name. They are asking for outcomes and efficiency. B2B marketers should position advanced features not as 'AI' or 'video tools,' but as embedded, invisible solutions that make a marketing hour more impactful. The goal is to provide tools that a business owner can naturally use to get a return, without needing to become a technology expert.
A powerful way to create a flagship message is to define a "villain." This isn't a competitor, but the root cause of the buyer's problem. For Loom, the villain is "time-sucking meetings." For Cloud Zero, it's "unpredictable cloud billing." This frames your product as the clear solution to a tangible enemy.
Professionals use sophisticated consumer apps like Nest and Ring at home, creating a powerful psychological contrast with their clunky work software. Startups can win by delivering a consumer-grade experience, which makes the product feel modern and intuitively superior to legacy enterprise tools.
Synthesia avoids the competitive consumer AI video market by targeting internal corporate communications. Use cases like complex product explainers and training videos provide clear ROI for enterprises, allowing for multi-year contracts and strong revenue quality, unlike credit-based consumer models.
Don't just list all your features. To build a strong 'why us' case, focus on the specific features your competitors lack that directly solve a critical, stated pain point for the client. This intersection is the core of your unique value proposition and the reason they'll choose you.