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Social Media Marketing Podcast
B2B Product Positioning: How to Be Certain Your Product Sells
Oct 10, 2024
April Dunford, a positioning consultant and author of "Obviously Awesome," shares her expertise on crafting compelling B2B product positioning. She discusses a 5-step process for differentiating product value, emphasizing the significance of understanding customer needs beyond features. April also dives into her unconventional journey from engineering to marketing, and the importance of strong value propositions in a competitive landscape. Listeners will learn how to effectively translate product features into benefits that resonate with customers.
45:10
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Quick takeaways
- B2B product positioning is essential for distinguishing product value and meeting specific customer needs in a competitive market.
- April Dunford emphasizes a collaborative approach involving input from product, marketing, and sales teams to enhance positioning effectiveness.
Deep dives
Understanding B2B Product Positioning
B2B product positioning is essential for companies to effectively sell their products and services. It involves identifying how a product stands out in the market and how it serves the specific needs of potential customers. The positioning process helps businesses define their value proposition, audience, competition, and what differentiates their product. By establishing a clear positioning strategy, companies can improve lead generation and sales, creating a compelling story that resonates with target audiences.
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