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.
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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
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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
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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
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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
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
