Unlock the secrets of product positioning with April Dunford.
Learn how to:
- Identify customer pain points
- Craft compelling sales copy
- Stand out from big competitors
Whether you’re a startup founder or corporate executive, this episode will revolutionize your marketing strategy. Designers, engineers, and marketers: discover insider tips to boost your career and drive results.
Don’t miss this deep and practical conversation on positioning your product for success.
Available now: YouTube | Apple Podcasts | Spotify | Transcript
Dunford spent the first 25 years of her career as a startup executive running marketing, product, and sales teams positioning products acquired by companies like IBM and Siebel Systems. Since then, she’s worked with over 200 companies as a consultant, developing a system to better position technology products and companies. She studied Engineering at the University of Waterloo and is most recently the author of Sales Pitch.
Timestamps:
00:00 – Intro
00:56 – Positioning, explained
14:56 – Why is positioning important?
18:49 – B2B vs. B2C positioning
27:12 – When re-positioning a product failed
30:40 – How to identify customer’s pain points
32:44 – How to position a product on a sales page
36:15 – How technology has changed positioning
39:49 – How to evaluate product positioning
43:52 – Who’s in charge of positioning at a company?
48:36 – On storytelling
54:44 – Should a company have a point of view on the market?
58:30 – Dealing with gatekeepers in B2B marketing
01:01:11 – Mistakes people make with positioning
01:03:30 – What schools get wrong about marketing
01:07:08 – Secrets of B2B decision-making
01:09:27 – On success
