Full-Funnel B2B Marketing Show Episode 76: Positioning for growing tech companies or how to stand out with April Dunford
Dec 13, 2021
47:23
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I've analyzed 100+ sales opportunities we've generated in 2020-2021. Here is the #1 reason why our prospects lose most deals:
"Our leads don't fully understand the value of our product and how is it different from our competitors".
Which could be translated into marketing languages as:
"We have a weak positioning and don't have a unique value proposition".
If you face this challenge, then it doesn't matter what marketing campaigns you are running — you'll be losing most of the deals.
At Fullfunnel.io, we have developed a 6-step framework to create a killer positioning and defined 11 positioning strategies you could use:
1. Choose your focus go-to-market segments
2. Develop an Ideal Customer Profile.
3. Analyze your competitors' positioning and marketing message.
4. Pick your positioning category by leveraging one of 11 positioning strategies (check them here: https://fullfunnel.io/marketing-posit...)
5. Do positioning panel tests and validate it with existing clients. Refine after the tests.
6. Update your marketing message and all marketing assets with new positioning.
The goal of this framework is to get your special unique value into the center of your positioning so that it is obvious to customers. Done properly, this positioning should focus your customers on your strengths so that they can quickly understand what you do and why they should care, as April Dunford says.
We sat down with April Dunford to nail positioning exercise and share with you:
1. How to identify what positioning strategy will work best for you.
2. How to validate your positioning and make sure it emphasizes your unique value and resonates with customers.
3. 5 components of positioning you'd use
4. The most common positioning mistakes B2B companies make without realizing it.
RESOURCES:
April on LinkedIn: https://www.linkedin.com/in/aprildunford/
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
I've analyzed 100+ sales opportunities we've generated in 2020-2021. Here is the #1 reason why our prospects lose most deals:
"Our leads don't fully understand the value of our product and how is it different from our competitors".
Which could be translated into marketing languages as:
"We have a weak positioning and don't have a unique value proposition".
If you face this challenge, then it doesn't matter what marketing campaigns you are running — you'll be losing most of the deals.
At Fullfunnel.io, we have developed a 6-step framework to create a killer positioning and defined 11 positioning strategies you could use:
1. Choose your focus go-to-market segments
2. Develop an Ideal Customer Profile.
3. Analyze your competitors' positioning and marketing message.
4. Pick your positioning category by leveraging one of 11 positioning strategies (check them here: https://fullfunnel.io/marketing-posit...)
5. Do positioning panel tests and validate it with existing clients. Refine after the tests.
6. Update your marketing message and all marketing assets with new positioning.
The goal of this framework is to get your special unique value into the center of your positioning so that it is obvious to customers. Done properly, this positioning should focus your customers on your strengths so that they can quickly understand what you do and why they should care, as April Dunford says.
We sat down with April Dunford to nail positioning exercise and share with you:
1. How to identify what positioning strategy will work best for you.
2. How to validate your positioning and make sure it emphasizes your unique value and resonates with customers.
3. 5 components of positioning you'd use
4. The most common positioning mistakes B2B companies make without realizing it.
RESOURCES:
April on LinkedIn: https://www.linkedin.com/in/aprildunford/
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog