The Knowledge Project with Shane Parrish cover image

#201 April Dunford: The Marketing Expert

The Knowledge Project with Shane Parrish

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Mastering B2B Product Positioning

This chapter explores the nuances of product positioning in the B2B landscape, highlighting the need for clear and compelling communication about product value amid abundant market choices. It emphasizes the significance of niche strategies for smaller companies and the importance of cross-functional teamwork in shaping effective messaging. Additionally, the chapter discusses the role of effective storytelling and the need for CEOs to express a unique vision to resonate with customers and key industry influencers.

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