Obviously Awesome with April Dunford
10/17/22 • 44 min
1 Listener
April Dunford is a consultant and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career running marketing, product and sales teams at a series of successful startups. She is the author of the best-selling book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. Here are a few of the topics we’ll discuss on this episode of Long Story Short:
- April’s detailed product positioning framework
- The root cause of most weak positioning — and how to fix it
- How positioning is different from messaging and branding
- The misalignment that occurs across marketing, sales, and product teams within companies — and the issues that causes for buyers
- How to paint your product in the right light
- The dominant emotion for B2B buyers (and how to tap into it)
Resources:
Obviously Awesome by April Dunford
The Challenger Sale by Brent Adamson and Matthew Dixon
The Challenger Customer by Brent Adamson, Pat Spenner, Nick Toman, and Matthew Dixon
The Four Steps to the Epiphany by Steve Blank
Positioning by Al Ries and Jack Trout
Connect with April:
Connect with Jeff:
Connect with Sirkin Research:
April Dunford is a consultant and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career running marketing, product and sales teams at a series of successful startups. She is the author of the best-selling book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. Here are a few of the topics we’ll discuss on this episode of Long Story Short:
- April’s detailed product positioning framework
- The root cause of most weak positioning — and how to fix it
- How positioning is different from messaging and branding
- The misalignment that occurs across marketing, sales, and product teams within companies — and the issues that causes for buyers
- How to paint your product in the right light
- The dominant emotion for B2B buyers (and how to tap into it)
Resources:
Obviously Awesome by April Dunford
The Challenger Sale by Brent Adamson and Matthew Dixon
The Challenger Customer by Brent Adamson, Pat Spenner, Nick Toman, and Matthew Dixon
The Four Steps to the Epiphany by Steve Blank
Positioning by Al Ries and Jack Trout
Connect with April:
Connect with Jeff:
Connect with Sirkin Research:
Previous Episode
Zero Click Content with Amanda Natividad
Amanda Natividad is the Vice President of Marketing for audience research startup, SparkToro. In her career, she has managed B2B and B2C marketing teams across SaaS, Consumer Packaged Goods, and on the agency side. Amanda created Fitbit’s B2B content program and helped build their B2B marketing team. She is also a contributor for Adweek, a former journalist, and for good measure, she’s also a Le Cordon Bleu-trained chef. Here are a few of the topics we’ll discuss on this episode of Long Story Short:
- Amanda’s Zero Click Content framework and how you can put it in place today
- How to leverage different use cases for audience research
- Why you need to lead with your best stuff and optimize for impressions
- How the content marketing game has changed
- The critical mindset shift for companies to win in content marketing today
- How the 3-person team at SparkToro can operate like a team of 10
Resources:
Lost and Founder by Rand Fishkin
Out on the Wire by Jessica Abel
Nonviolent Communication by Marshall Rosenburg
Doing Content Right by Steph Smith
Landing Page Copywriting Mastery by Jeremy Moser
Connect with Amanda:
Connect with Jeff:
Connect with Sirkin Research:
Next Episode
Modernizing Demand Generation with Eric Stockton
Eric Stockton is the Vice President of Demand Generation at SharpSpring from Constant Contact. He is an executive with proven leadership in running sales teams and creating marketing alignment within organizations, Eric specializes in creating revenue and driving pipeline for B2B, SAAS, and eCommerce. At Constant Contact, Eric focuses daily on the areas of Growth, DemandGen, Publishing and Content to help streamline processes, improve output and motivate the team to excel. Here are a few of the topics we’ll discuss on this episode of Long Story Short:
- How to modernize a legacy B2B marketing motion
- The value of amplifying content to prospects in the channels they’re already using
- How to create new marketing motions that align with how prospects want to buy
- Why you should set effective expectations with leadership — and how to do it
- How to ensure marketing is seen as a revenue engine
- The power of a test and learn approach
Resources:
Don’t Make Me Think by Steve Krug
Connect with Eric:
Connect with Jeff:
Connect with Sirkin Research:
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