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:

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:

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:

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:

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...

In 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 founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging.

You will learn:

* How B2B and B2C are different and each comes with their own unique challenges and opportunities.

* How to differentiate between positioning, messaging, and copywriting.

* The value of flexible messaging across different channels.

* The importance of being concise in marketing messaging, particularly in the tech industry.

* How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas.

* Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer."

* Why some people struggle with narrowing down on a specific customer persona.

* How taglines and headlines need to speak to customer perspectives.

* Formulas and tricks to make your headlines more interesting and attention-grabbing.

—

If you want to skip ahead:

0:01 Positioning and messaging in B2B.

8:32 Marketing terminology.

13:04 Using simple language in marketing and avoiding jargon.

17:20 Tech language clarity and messaging for specific customer types.

22:18 Messaging for technical products.

30:27 Emma’s book about messaging and marketing.

35:29 Messaging strategy.

—

Connect with Emma Stratton.

Emma’s LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/

Punchy: https://punchy.co/

Learn about Emma’s book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://punchy.co/book/

—

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:

* Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx

—

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:

In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian.

You will learn:

* How a VP of Marketing required team members to talk to two customers every week.

* Observing customers in the field to deepen your knowledge about how they use your products.

* Conducting customer interviews to understand the bigger context.

* Win/loss analysis.

* Collaboration between marketing and sales teams.

* How companies can stay ahead of the curve by being responsive to customer needs.

* How the rapid pace of technological change and AI is transforming go-to-market strategies.

* Understanding how a product intersects with the market and identifying key activities to amplify its reach.

* Product marketing’s intersection with lead generation strategy.

* The crucial role that product marketers play in shaping go-to-market strategies.

* The limitations of positioning statements.

* Understanding the context and audience for messaging.

* The dynamic nature of messaging in the early stages of a company.

* Using storytelling frameworks in sales pitches.

* Investor positioning.

* Borrowing techniques from successful peers, even if they seem unconventional.

* How product marketing is misunderstood in many companies.

—

If you want to skip ahead:

(0:00) Customer insights for product marketing.

(4:16) Customer interviews.

(9:38) Understanding market changes.

(16:39) Product marketing and go-to-market strategies.

(20:19) Lead generation.

(26:15) Positioning for companies.

(29:57) Sales pitches.

(36:01) Testing new pitches.

(39:23) Product marketing function.

—

Connect with Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/

Learn more about Martina: https://martinalauchengco.com/

Get Martina’s book, Loved: How to Rethink Marketing for Tech Products: https://amzn.to/3RIr5s2

—

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:

* Gong call recording software: https://www.gong.io/

* The Jobs-to-be-done (JTBD) framework: https://strategyn.com/jobs-to-be-done/

—

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 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

In 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 predictable revenue playbook and alternative approaches.

* How Salesforce pioneered cloud-based software and introduced a new way of thinking about how software gets delivered and sold.

* How the rise of ad networks and digital ads made it easier to reach many potential customers faster.

* Why the traditional sales process and long sales cycles are frustrating and failing.

* That startups founders should design their own sales system based on their product and customer needs.

* Shopify’s approach to hiring sales reps involved looking for personality traits like curiosity, intelligence, work ethic, and success.

* That research shows no correlation between education and success in sales.

* The limitations of Product-Led Growth (PLG) approach.

* The role of sales reps as tour guides of e-commerce platforms.

* The need for marketing, sales, and product to work together in the software industry.

—

If you want to skip ahead:

(0:01) The predictable revenue sales model and alternative models.

(4:49) Sales and marketing strategies in the software industry.

(10:52) The limitations of the predictable revenue model in software sales.

(15:44) Sales strategies and personality traits for success in sales.

(23:01) Sales strategies for Shopify businesses.

(27:35) The role of sales reps in e-commerce, with a focus on Shopify's experience.

(33:05) Sales and marketing collaboration.

(36:51) Sales and marketing alignment.

—

Connect with Loren Padelford on LinkedIn: https://www.linkedin.com/in/lorenpadelford/

—

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:

* Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com, a 2011 book by Aaron Ross: https://amzn.to/4bXcBMP

—

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 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