Positioning with April Dunford
Business:Marketing
Today, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn:
- Why marketers at B2B companies should start with the sales pitch first
- An overview of buyer’s guides and the components of the best ones
- How to create an explainer video using the sales pitch structure
- Why all content should target the proper persona
- Examples of graphics used to educate buyers
- Other types of content that can be structured around the sales pitch
You'll also hear that this is the final episode of Season 1, as I'm excited to take a break from podcasting for the rest of the year. Thanks for listening and supporting the podcast, and I look forward to recording more content next year!
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If You Want To Skip Ahead:
(00:21) An overview of my consulting work and season 1 finale
(01:11) Why marketing should center their storytelling on what works for sales
(05:30) How and why to use a buyer’s guide with customers
(09:13) How to incorporate the Sales Pitch structure into explainer videos
(10:20) Other places pieces of the sales narrative may work well
(11:07) The significance of different personas
(12:10) Leveraging the sales narrative set up phase for conference talks
(13:30) How graphics can enhance understanding of differentiated value
(14:09) The graphics Postman created to illustrate its features and capabilities
(16:20) Gitlab’s infinity graphic
(17:16) Salesforce’s confusing infographic
(19:30) Other ways to use my Sales Pitch structure
(21:13) Closing thoughts
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Where To Find April Dunford:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
Twitter: https://twitter.com/aprildunford
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Referenced:
Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021
Postman: https://www.postman.com/
What is Postman: https://www.postman.com/product/what-is-postman/
The API platform landscape: https://blog.postman.com/2022-api-platform-landscape-trends-and-challenges/
Gitlab Infinity: https://gitlab.com/infinity7x
Salesforce Customer 360: https://www.salesforce.com/ap/blog/what-is-salesforce-customer-360/
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
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Production and marketing by https://penname.co/
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