Market Positioning vs. Segment Positioning

These two types of positioning are critical for Horizontal B2B startups looking to establish a strong presence.

Apply them both effectively, and you’ll increase your chances of owning a distinct space in the market.

Here’s how each type works—plus insights on how to craft the right messaging.

Using Figma as an example:

Market Positioning

What is it?

Your strategy for positioning the company in the broader market.

In other words, it’s how you communicate your value in a way that appeals across multiple segments.

How to message for market positioning:

Start by identifying the core positioning elements that best describe who you serve and what you do. These become the foundation of your messaging.

This high-level message should be clear and easy to grasp. When refining it, ask:

•What’s the simplest way to describe our product’s value across all audiences?

•Which elements are most critical for establishing credibility and differentiation?

Figma, for example, positions itself broadly as a collaborative design platform, making it relevant to product teams, designers, and developers alike.

Segment Positioning

What is it?

Your strategy for targeting a specific market segment.

This is where you refine your messaging to deeply resonate with a particular audience.

How to message for segment positioning:

Tailor your messaging by incorporating the full range of positioning elements into a compelling narrative that speaks directly to a segment’s needs.

The goal is to make your ideal customer think:

“This describes exactly what I need—this product is built for me.”

For example, while Figma’s market positioning is broad, its segment positioning shifts depending on the audience:

•For design teams, it emphasizes real-time collaboration and prototyping.

•For developers, it highlights easy handoff and integration with coding tools.

Each segment gets a more specific message that connects directly to their workflow and challenges.

Why Both Matter

To establish a strong foothold in the market, you need both types of positioning and messaging.

For early-stage startups (Seed & Series A):

•Use market positioning to create an initial foundation and attract broad interest.

•Once you identify a segment with strong alignment, refine your messaging to speak directly to their needs.

When done right, this approach unlocks scalable growth.