Positioning with April Dunford The Art of Discerning Sound Marketing and Sales Advice
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Aug 17, 2023 Learn how to discern good marketing and sales advice by not blindly following popular trends, but instead carving your own path. Discover the limitations of traditional marketing education and the importance of figuring out what works for you. Hear the entertaining story of a fax machine campaign that became a top-performing initiative. Gain insights on deciphering good vs bad marketing advice and why it's crucial to be careful in the advice you give.
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Marketing Education Limitations
- Most marketing education is based on consumer packaged goods and big brands, which often doesn't apply to startups or tech companies.
- Experienced marketers cherry-pick what applies to their unique situation instead of blindly following general advice.
Product Differentiation Matters
- The notion that product differentiation doesn't matter because features get copied is flawed for startups.
- Large companies can't quickly compete on niche, differentiated tech products due to slow approval and development processes.
Fax Campaign Success Story
- April Dunford discovered fax machines were still used by certain manufacturers who ignored digital marketing.
- A creative fax campaign followed by calls became her best-performing lead generation tactic for that segment.