Rethinking Marketing and Storytelling with Martina Lauchengco
Positioning with April Dunford
Reevaluation of Participation in Trade Shows for B2B Companies
Major companies like IBM and Microsoft withdraw from Comdex, signaling the decline of the trade show as they find it ineffective for B2B marketing, prompting a shift in budget allocation to other marketing strategies.
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.
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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.
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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
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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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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/
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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
Apple Books: https://apple.co/3xihSzC
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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
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