Positioning with April Dunford
door April Dunford
Nieuwste aflevering
Post Positioning - Testing and Execution
Post Positioning - Testing and Execution
Over deze podcast
Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.
Afleveringen
De nieuwste 20 van 48 afleveringen
- Post Positioning - Testing and Execution · 26 min · Seizoen 2 Aflevering 22In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning…
- New Thinking on Market Categories · 24 min · Seizoen 2 Aflevering 21In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category…
- A New Chapter on Differentiated Value · 23 min · Seizoen 2 Aflevering 20In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about…
- Competition in a Positioning Exercise · 29 min · Seizoen 2 Aflevering 19In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams…
- Preparing for a Positioning Exercise · 27 min · Seizoen 2 Aflevering 18In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment…
- Decisions to Make Before a Positioning Exercise · 27 min · Seizoen 2 Aflevering 17In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched…
- Positioning, Value, and Objection Handling · 25 min · Seizoen 2 Aflevering 16In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B…
- How to Turn a Competitor's Strength into a Weakness · 29 min · Seizoen 2 Aflevering 15In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How…
- How to Position Against a Competitor Who Lies · 25 min · Seizoen 2 Aflevering 14In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. In this episode, I answer the question…
- Getting to the Root of the "We Have No Differentiation" Problem · 28 min · Seizoen 2 Aflevering 13In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when…
- Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi · 34 min · Seizoen 2 Aflevering 12In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth. My guest…
- How to Frame a Sales Conversation · 29 min · Seizoen 2 Aflevering 11In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of…
- From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky · 37 min · Seizoen 2 Aflevering 10In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you…
- Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors · 32 min · Seizoen 2 Aflevering 9Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies. In this episode, first I define value vs…
- Mastering Messaging for B2B Tech with Emma Stratton · 42 min · Seizoen 2 Aflevering 8In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton, the…
- Rethinking Marketing and Storytelling with Martina Lauchengco · 48 min · Seizoen 2 Aflevering 7In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner…
- Rethinking Sales Strategies for Modern Markets with Loren Padelford · 43 min · Seizoen 2 Aflevering 6In today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert. You will learn: * The limitations of the…
- A Buyer-Centric Approach to Competitive Positioning · 31 min · Seizoen 2 Aflevering 5In today’s episode, I explore the different types of competitors you face and how you can position yourself against each of them. You will learn: * How different departments or…
- Arming Sales Teams To Win in the Market, with Brent Adamson · 51 min · Seizoen 2 Aflevering 4In today’s episode, Brent Adamson and I explore what works and what doesn't work on sales teams, and Brent’s ideas for how we should arm sales teams to go out and win in the…
- The Role of Market Category in Differentiation · 19 min · Seizoen 2 Aflevering 3In today’s episode, I explore why market category is a good starting point for developing great positioning. You will learn: * Viewing your market category is context-setting for…
