Sharpening Product Positioning in a Crowded AI Software Market

Client Background 

The client is an early-stage enterprise software company developing an AI-powered productivity tool designed for marketing and customer experience teams. Positioned within the competitive B2B SaaS landscape, the company was preparing for its first commercial-scale launch and needed to articulate a clear, differentiated value proposition. 

Client’s Challenge 

Despite strong underlying technology, the product risked being dismissed as another generic AI wrapper in an oversaturated market. Early messaging focused on technical sophistication rather than user relevance, making it difficult for customers and investors to understand what made the solution different. The client engaged Mordor Intelligence to sharpen market positioning, clarify the real user value, and prepare messaging that would resonate with early adopters and support investor conversations. 

How Mordor Intelligence Helped 

• Positioning Analysis Grounded in User Realities: Conducted a competitive benchmarking review of similar AI productivity tools, assessing value propositions, pricing, feature sets, and messaging structures. Identified areas where the client’s narrative overlapped with lower-tier browser-based extensions and where confusion in perceived value could arise.
• Voice of Early Adopters to Surface Unmet Needs: Interviewed marketing and customer experience professionals to understand frustrations with existing AI tools. Found that users valued workflow simplification and seamless integration far more than abstract AI claims.
• Simplification and Strategic Focus: Reviewed the client’s messaging hierarchy and identified inconsistencies that diluted the core promise. Reframed positioning around specific user pain points such as workflow fragmentation and manual context switching, rather than generalized AI capability.
• Delivery of a Clear, Differentiated Narrative: Developed a refined product story and supporting launch collateral that clearly articulated how the tool fit into daily workflows. Designed an investor-facing narrative that explained the product’s unique angle within a crowded competitive landscape.

Key Findings 

• Users were fatigued by broad AI claims and responded more strongly to tools that solved specific workflow inefficiencies.
• The client’s original messaging focused on technical capability instead of user relevance, reducing perceived differentiation.
• Positioning overlaps with lower-cost browser extensions posed a risk to the product’s value perception. 

Our Industry Coverage 

Mordor Intelligence supports clients across industries with tailored positioning and go-to-market insights. Our research helps technology providers build narratives grounded in user priorities and market realities. 
Our capabilities include: 

• Opportunity Assessment: Identification of emerging demand pockets and whitespace opportunities.
• Go To Market Strategies: Development of commercialization roadmaps for new or evolving software products.
• Product To Market Assessment: Positioning guidance that bridges technical capability with user relevance.
• Customer Behavior Analysis: Deep analysis of workflow habits, unmet needs, and adoption barriers.
• Competitor Assessment: Evaluation of positioning strategies, claims, and differentiation opportunities in crowded markets.