Social Media Marketing Podcast B2B Product Positioning: How to Be Certain Your Product Sells
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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.
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April's Path to Positioning
- April Dunford's marketing career began unexpectedly when a product she repositioned led to a company acquisition.
- She then became VP of Marketing and repositioned other products, sparking her interest in positioning.
Importance of Positioning
- Weak product positioning leads to customer confusion, objections, and ultimately, lost sales.
- Customers may struggle to understand the product, compare it, or see its value.
Competitive Alternatives
- Identify competitive alternatives, including existing solutions and the customer's current approach (status quo).
- This helps understand the customer's comparison point and benchmark your product.