About April Dunford:
April is a positioning consultant and keynote speaker helping both large and small B2B tech companies to position innovative new products so that customers will understand and love them. April has been an executive in 7 successful tech startups and 3 global tech giants. She’s also the author of the popular book Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.
You can connect with April on Twitter and LinkedIn.
Episode Highlights
- What is positioning and how it aligns with marketing (2:18)
- Positioning defines what you are while marketing makes sure that everybody understands that clearly and particularly the people that you are most trying to connect with (5:22)
- April shares an example from about 20 years ago on how the company she was working for, effectively positioned their product from a lightweight personal database to an embeddable database for mobile devices after it flopped at the initial launch (7:39)
- The major key to positioning and other ways SaaS companies can position their products for some quick wins (18:50)
- How to correctly identify what your SaaS product is competing with (22:18)
- How an enterprise CRM successfully honed down into a niche market and became the only product in that space (28:40)
- How positioning can help SaaS companies create content easily and succeed in the market (32:44)
Resources Mentioned in the Show
- April Dunford
- Zoom
- Forget The Funnel
- Product Marketing Alliance
- “Obviously Awesome” by April Dunford (book)
- The Four Steps To The Epiphany by Steve Blank (book)