Pressac, a UK-based smart building IoT manufacturer, struggled with misaligned messaging that positioned them as competitors rather than hardware partners for value-added resellers (VARs) and system integrators. FletchPMM helped refine their positioning by shifting the focus to their true audience, emphasizing key differentiators like full data ownership, no ongoing fees, software agnosticism, and UK-based manufacturing. A website overhaul reinforced this messaging, improving clarity and engagement. As a result, Pressac now effectively attracts the right customers and strengthens its market position.