How to Segment a Market

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In a typical bto b purchase process, particularly if it's what we would call enterprise soffware, typically there are between five and seven people involved in making the decision for what gets bought. So i need to understand that deeply in order to build my whole go to market strategy,. In order to have marketing campaigns that resinate with those kinds of companies. Then we have personas. Now, again, if i'm selling a consumer thing, maybe all i care about is personas, right? All I care about is who's this purses to buy b to b everything's a little bit more complicated than that.

April Dunford is the author of the best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games.

In today’s episode, you’ll learn:

1. How does April define positioning?

2. How do you assess if your product’s positioning is weak? And strong?

3. What are some examples of great products with weak positioning?

4. What are the essential five steps to figuring out your product’s positioning?

5. What is the difference between positioning vs. messaging vs. branding?

6. What’s the difference between segmentation and persona?

7. When should you bring in a professional?

8. Is it essential for a company to always figure out a differentiator and be different?

9. How does this concept help you nail sales for enterprise software?

Where to find April:

Website: https://aprildunford.com