Positioning with April Dunford

April Dunford
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  • MARKETING
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Positioning with April Dunford

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.

  1. Positioning, Value, and Objection Handling

    FEB 27

    Positioning, Value, and Objection Handling

    In 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 deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions.  You will learn:  (00:00) Why Value and Objection Handling Aren’t the Same * Value drives purchase decisions, while objection handling removes potential blockers. * Focusing on core value themes helps customers remember what sets your product apart. (04:56) Turning Features into Meaningful Value * Product capabilities only matter when translated into business outcomes customers care about. * Asking “so what?” ensures features connect to tangible benefits. (07:24) Objections: Identifying, Anticipating, and Handling Them * Objections often arise from non-buying stakeholders like IT, legal, and end users. * Objection handling should occur after establishing value, not before. (14:18) Understanding the Roles in a B2B Buying Committee * Champions push deals forward, while other personas can stall or block decisions. * Equipping champions to navigate internal objections increases deal success rates. (20:49) When Objection Handling Becomes a Value Driver * Poor competitor performance can turn typical objections into selling points. * Listening to customer frustrations reveals opportunities for repositioning.  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: https://apple.co/3PFHcWx  Subscribe on Spotify: https://spoti.fi/4aqyDqI  Subscribe on YouTube: a href="https://www.youtube.com/@positioningshow" rel="noopener noreferrer"...

    25 min
  2. How to Turn a Competitor's Strength into a Weakness

    FEB 13

    How to Turn a Competitor's Strength into a Weakness

    In 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 competitor strengths can double as weaknesses in different markets. * Opportunities for challenger brands to carve out niche markets. * The differences between platform and tool positioning and their respective advantages. * Competing with legacy brands. * Competing against free or low-cost products. * Appealing to end users versus decision-makers. * Using manager-level value propositions to win deals against free tools. * Focusing on high-value market segments to avoid a race to the bottom. * Examples of successful positioning from companies like Salesforce, IBM, and Snowflake. — If you want to skip ahead:  (00:37) Marketing Jiu-Jitsu (01:51) Empowering End Users vs. IT (05:01) Market Leadership vs. Challenger Strategies (09:54) Niche Market Strategies and CRM Examples (13:26) Platform vs. Tool (21:05) Competing Against Free and Low-Cost Products (26:43) Focusing on High-Value Segments — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: https://apple.co/3PFHcWx  Subscribe on Spotify: https://spoti.fi/4aqyDqI  Subscribe on YouTube: https://www.youtube.com/@positioningshow  — This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

    29 min
  3. How to Position Against a Competitor Who Lies

    JAN 30

    How to Position Against a Competitor Who Lies

    In 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: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t?  You will learn:  * The misconception that competitors can easily replicate differentiated features. * How architectural and resource constraints make copying features harder than it seems. * Competitors often stretch the truth or outright lie about capabilities. * Focusing on the value delivered by features rather than just the features themselves. * Using proof points, data, and examples to expose dishonest competitors. * Real-world examples of combating competitors who misrepresent themselves. * The reputational risks for companies that stretch the truth. * Turning dishonest competition into an opportunity to gain trust and loyalty — If you want to skip ahead:  (00:00) Welcome to Season Three! (04:12) The Myth of Easy Feature Copying (09:30) Why Competitors Appear to Copy You (13:55) Handling Competitor Lies (16:40) Focus on Value, Not Just Features (19:20) Educate Buyers to Expose Competitor Lies (22:10) Prove Your Claims with Data — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: https://apple.co/3PFHcWx  Subscribe on Spotify: https://spoti.fi/4aqyDqI  Subscribe on YouTube: https://www.youtube.com/@positioningshow  — This episode was produced by Story On Media & Marketing: a href="https://www.successwithstories.com" rel="noopener...

    25 min
  4. Getting to the Root of the "We Have No Differentiation" Problem

    10/17/2024

    Getting to the Root of the "We Have No Differentiation" Problem

    In 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 companies fail to see their own differentiation.  You will learn:  * The myth of having no product differentiation and what it means for B2B technology companies. * The importance of understanding competitive alternatives and translating capabilities into customer value. * Why a lack of differentiation leads to poor sales and business growth issues. * How irrational buyer decisions are influenced by the need to avoid risks. * The concept of "value blindness" and its impact on the marketing team. * The dangers of focusing solely on losses while ignoring the importance of analyzing wins. * How "product pessimism" can spread within teams and damage overall morale. * The significance of cross-functional collaboration in aligning a company's positioning strategy. — If you want to skip ahead:  02:30 - Question of Differentiation in B2B Products  04:29 - The Stakes of Differentiation in Buyer Decisions  06:39 - Recognizing Value in a Product  09:25 - Addressing Misconceptions About Differentiation  12:50 - Understanding True Competitive Alternatives  17:44 - The Importance of Analyzing Wins  22:47 - The Role of Segmentation in Positioning — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: https://apple.co/3PFHcWx  Subscribe on Spotify: https://spoti.fi/4aqyDqI  Subscribe on YouTube: https://www.youtube.com/@positioningshow  — This episode was produced by Story On Media & Marketing: a href="https://www.successwithstories.com" rel="noopener noreferrer"...

    28 min
  5. Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi

    10/03/2024

    Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi

    In 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, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel.  You will learn:  * Why traditional funnels are lazy and ineffective for understanding customers. * The concept of customer-led growth and how it differs from funnel-based approaches. * The importance of mapping critical moments of value in the customer journey. * The pitfalls of ignoring pre- and post-funnel customer experiences. * How to align teams around a profound understanding of customer needs. * The role of KPIs in tracking customer success, not just business success. * Why optimizing customer onboarding can lead to dramatic improvements in growth. — If you want to skip ahead:  02:30 - Why Funnels Don’t Work 06:45 - Introducing Customer-Led Growth 12:30 - Mapping Customer Journeys 17:15 - Jobs to Be Done: A Game Changer 23:10 - The Importance of Onboarding 28:00 - Measuring Success: KPIs That Matter 35:30 - How to Focus on the Right Customers — Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/  Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Instagram: ⁠https://www.instagram.com/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  April’s TikTok: https://www.tiktok.com/@positioningshow — Mentioned in this episode:  * Georgiana Laudi and Claire Suellentrop’s book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z  * The Jobs-to-Be-Done methodology.  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ Apple Books: https://apple.co/3xihSzC Google Play: a...

    34 min
  6. How to Frame a Sales Conversation

    09/19/2024

    How to Frame a Sales Conversation

    In 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 each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition. You will learn:  * Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery. * Pros and cons of starting with the problem statement in a sales conversation. * Why focusing on market changes might not be as effective as it seems in sales. * The challenges of relying solely on discovery at the beginning of a sales call. * How starting with your company’s specific value can shape the conversation. * Differences in framing strategies for enterprise vs. small businesses. * The importance of positioning yourself as an expert rather than following generic sales approaches. — If you want to skip ahead:  02:30 - Defining the Problem in Sales Conversations 06:15 - Presenting Market Changes to Frame Your Pitch 10:00 - Starting with Discovery in Sales Pitches 14:20 - Why Problem Framing Can Fall Short 22:10 - Benefits of Leading with a Unique Insight 27:00 - Using Your Value to Frame Discovery 30:00 - Practical Tips for Structuring Your Sales Pitch — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Instagram: ⁠https://www.instagram.com/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  April’s TikTok: https://www.tiktok.com/@positioningshow — Mentioned in this episode:  * April’s most recent book, “Sales Pitch” (see links below).  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ Apple Books: https://apple.co/3xihSzC Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books  Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22  Bookshop: a href="https://bookshop.org/contributors/april-dunford" rel="noopener noreferrer"...

    29 min
  7. From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky

    08/15/2024

    From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky

    In 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 ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more. You will learn:  * The key responsibilities of a good product marketer. * Why product marketers should know the product better than product managers. * The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages. * The need for founders to be realistic about the skills and experience required for a startup product marketer. * Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for. * Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations. * The benefits of analyzing existing customers to identify best fit for product and value proposition. * Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data. — If you want to skip ahead:  (3:27) Product marketing role and responsibilities.  (6:47) Product marketing challenges and hiring tips.  (12:24) Product launch strategies.  (16:08) Identifying target audience for product launches.  (20:13) Segmentation in marketing.  (25:10) Identifying customer segments.  (29:01) Product marketing personas.  — Connect with Tamara Grominsky on LinkedIn:  https://www.linkedin.com/in/tamaragrominsky/  Subscribe to “PMM Camp,” Tamara’s newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Mentioned in this episode:  * PMM Camp, Tamara’s community for product marketing leaders: https://www.pmmcamp.com/  * The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: a href="https://amzn.to/4ac9hgt" rel="noopener noreferrer"...

    37 min
  8. Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

    08/01/2024

    Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

    Today’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. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inform successful messaging that resonates with your customers.  Lastly, near the end of the episode, I discuss my book, “Sales Pitch: How to Craft a Story to Stand Out and Win,” which you can get from Amazon https://amzn.to/49l0ZRY and wherever good books are sold—see more links below. (When I originally published this episode, my book wasn’t out yet. But it’s been out for 10 months now and has received hundreds of 5-star reviews.)  — If you want to skip ahead:  (00:15) Defining value. (01:14) A story about Janna Systems and their biggest competitor, Siebel Systems. (04:19) How one sales rep changes everything. (07:35) How Janna Systems shifted their positioning and won over Siebel Systems. (08:34) Customers don’t care about your features. (10:28) Value vs. differentiated value and what really matters. (13:15) Value buckets. (14:06) Why value is difficult to understand. (16:06) Helping customers translate value on their own. (18:21) Mastering your product walkthrough. (20:00) The importance of proving your value to customers.   (21:47) Finding your best-fit customer. (23:50) Common mistakes to avoid.  (25:11) Differentiated value and the job of a market category. (27:43) How differentiated value informs messaging. (29:30) My book about sales pitches.  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ Apple Books: https://apple.co/3xihSzC — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple...

    32 min
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About

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.

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