Podcast appearances and mentions of april dunford

B2B CMOs know positioning matters—but too often, it vanishes when sales starts talking.   In this episode, positioning guru April Dunford pulls back the curtain on the disconnect between marketing and sales and shares exactly how to build a sales pitch that wins. Drawing from her book Sales Pitch and decades of experience, April shares a battle-tested framework for building pitches that set the context, overcome indecision, and spotlight your unique value—without overwhelming buyers or falling into feature hell.  Key Mistakes:  Mistake #1: Treating positioning as marketing-only  Mistake #2: Assuming sales will “get it” if you hand them positioning docs  Mistake #3: Building sales pitches without a clear, compelling structure In this episode: Why positioning is the starting point for every winning pitch  How marketing can frame the problem so sales doesn't chase the wrong story  Why leading with your company history stalls momentum  What smart pitch sequencing sounds like in action

Krithika Shankarraman was the first marketing hire at OpenAI and Stripe and led marketing at Retool. At OpenAI, she established marketing foundations for ChatGPT for consumers and enterprises, as well as their developer API platform. While at Stripe, she spent over eight years building and scaling their marketing function from scratch. An engineer turned marketer, Krithika brings a uniquely analytical approach to marketing. She currently serves as Entrepreneur in Residence at Thrive Capital, where she helps portfolio companies on all things marketing.What you will learn:1. Why do most marketing playbooks often fail, and what's a better way?2. Which marketing lever should I pull first?3. Why is trying to be better than competitors usually a losing strategy?4. How do I craft positioning that actually converts?5. What makes messaging stick with developers, enterprises, and consumers?6. What pricing experiments actually move revenue?7. What is working at OpenAI really like?8. Why does consistency and quality matter more than speed?—Brought to you by:Eppo — Run reliable, impactful experimentsAirtable ProductCentral—Launch to new heights with a unified system for product developmentLinkedIn Ads—Reach professionals and drive results for your business—Where to find Krithika Shankarraman:• X: https://x.com/krithix• LinkedIn: https://www.linkedin.com/in/krithix/• Website: https://krithix.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Introduction to Krithika(04:22) Early marketing lessons from OpenAI(11:17) Diagnosing marketing needs(15:06) The DATE framework and why being cheaper is a race to the bottom(17:11) Marketing strategies at Retool(22:29) Insights from marketing at Stripe(32:33) The importance of consistent marketing communication(39:55) Criteria for hiring a marketing expert(41:43) “Capital M” vs. “lowercase m” marketing(43:05) ChatGPT vs. Claude: market dominance(45:31) The future of AI and its societal impact(47:09) Work-life balance(48:41) Transitioning to Thrive(52:35) Career advice for marketers(55:00) The importance of taste and creativity in the AI era(01:00:04) AI product pricing(01:03:21) AI tools in marketing(01:05:17) Failure corner(01:08:46) Lightning round and final thoughts—Referenced:• OpenAI: https://openai.com/• Stripe: https://stripe.com/• Retool: https://retool.com/• Dropbox: https://www.dropbox.com/• Sam Altman talks about his business model: https://www.youtube.com/watch?v=pLnyjxgFxew• The art and science of pricing | Madhavan Ramanujam (Monetizing Innovation, Simon-Kucher): https://www.lennysnewsletter.com/p/the-art-and-science-of-pricing-madhavan• Pricing your SaaS product: https://www.lennysnewsletter.com/p/saas-pricing-strategy• Netflix: https://www.netflix.com/• Stripe Connect: https://stripe.com/connect• John Collison on X: https://x.com/collision• Patrick Collison on X: https://x.com/patrickc• Cristina Cordova on LinkedIn: https://www.linkedin.com/in/cristinajcordova/• Hackpad: https://en.wikipedia.org/wiki/Hackpad• Building Wiz: the fastest-growing startup in history | Raaz Herzberg (CMO and VP Product Strategy): https://www.lennysnewsletter.com/p/building-wiz-raaz-herzberg• Wiz: https://www.wiz.io/• Thrive Capital: https://thrivecap.com/• Brian Chesky's new playbook: https://www.lennysnewsletter.com/p/brian-cheskys-contrarian-approach• Claude: https://claude.ai/new• ChatGPT: https://chatgpt.com/• Lessons from scaling Stripe | Claire Hughes Johnson (former COO of Stripe): https://www.lennysnewsletter.com/p/lessons-from-scaling-stripe-tactics• Databricks: https://www.databricks.com/• Everyone's an engineer now: Inside v0's mission to create a hundred million builders | Guillermo Rauch (founder and CEO of Vercel, creators of v0 and Next.js): https://www.lennysnewsletter.com/p/everyones-an-engineer-now-guillermo-rauch• Tobi Lütke's leadership playbook: Playing infinite games, operating from first principles, and maximizing human potential (founder and CEO of Shopify): https://www.lennysnewsletter.com/p/tobi-lutkes-leadership-playbook• OpenAI's CPO on how AI changes must-have skills, moats, coding, startup playbooks, more | Kevin Weil (CPO at OpenAI, ex-Instagram, Twitter): https://www.lennysnewsletter.com/p/kevin-weil-open-ai• April Dunford on product positioning, segmentation, and optimizing your sales process: https://www.lennysnewsletter.com/p/april-dunford-on-product-positioning• A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch): https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting• Severance on AppleTV+: https://tv.apple.com/us/show/severance/• Granola: https://www.granola.ai/• Some people think AI writing has a tell—the em dash. Writers disagree: https://www.washingtonpost.com/technology/2025/04/09/ai-em-dash-writing-punctuation-chatgpt/—Recommended books:• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005• Circe: https://www.amazon.com/Circe-Madeline-Miller/dp/0316556327/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.lennysnewsletter.com/subscribe

This episode is presented by:AppUnite: The right dev partner can make or break your product. AppUnite embeds with your team to build apps that scale. - https://bit.ly/3QOKHtTFullstory: Behavioral data that empowers - https://fullstory.com/valueApril Dunford, author and globally recognized expert on product positioning, reflects on her unconventional journey from aspiring doctor to tech executive to in-demand consultant. In this episode, she shares what made her finally walk away from VP marketing roles, how she reinvented her career in her late 40s, and why teaching, not advising, is at the heart of her business today.April opens up about:The burnout and politics that pushed her to “fire herself” and leave startup lifeHow imposter syndrome nearly kept her from recognizing her true superpowerWhat she learned from one of her toughest client sessionsThings to listen for:(00:00) The challenges of a VP of Marketing role(08:14) Breaking into product marketing(09:25) Thank you to our sponsors, AppUnite & Fullstory (12:01) Navigating career decisions and public speaking(19:33) Transitioning to consulting(31:38) The importance of disqualifying bad clients(33:39) Handling political traps in big companies(38:45) Transitioning from startups to big corporations(42:14) The importance of management training(45:47) Navigating layoffs and job security(54:59) Managing up and leadership skillsResources:Connect with April:LinkedIn: https://www.linkedin.com/in/aprildunford/April's official website: https://www.aprildunford.com/ April's newsletter: https://www.aprildunford.com/newsletter April's podcast: https://www.positioning.show/ Connect with Andrew:LinkedIn: https://www.linkedin.com/in/andrewcapland/ Substack: https://media.deliveringvalue.coHire Andrew as your coach: https://deliveringvalue.co/coaching

April Dunford unpacks the proven frameworks behind her bestsellers Obviously Awesome and Sales Pitch to help you craft positioning that sells. Whether you're scaling a growth-stage startup or leading a legacy tech brand, you'll leave this episode with the tools to own your space in the market—and tell your brand story in a way only you can. Improve your storytelling immediately with my The ABTs of Agile Communications™ quick online course to learn the agile narrative framework that all influential business communication is built on.  Grab your copy of The Narrative Gym for Business, a short guide on crafting ABTs for all of your communications.  Read Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand.    #StoryOn!   ≈Park

Georgiana (Gia) Laudi is co-founder and chief strategist at Forget The Funnel. She's author of the book "Forget The Funnel" that's about Customer-Led Growth and a customer-led approach for driving predictable, recurring revenue.Here's what we cover:I have to ask why did Gia and April Dunford bash Voice of Customer (VoC) on April's podcast because I'm honestly curious;How to pick the right insights and turn those into positioning and messaging;How to create your messaging guide;How often should you conduct customer research.Gia on LinkedIn: www.linkedin.com/in/georgianalaudiForget The Funnel: forgetthefunnel.comFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter.Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Most teams are messing up their opportunity to scale their product into higher-value deals—without even realizing it.They're following someone else's Product-Led Sales playbook. ICPs are fuzzy. Qualification is weak. Sales motions aren't landing.Some teams are stuck in the messy middle: a PLG motion that's working (sort of), but sales is jumping in too early—or not at all. Customers are confused. Deals stall.Others know it's time to evolve beyond pure PLG—but aren't sure how to layer in sales without breaking what's already working.In this episode of The Forget the Funnel Podcast, Georgiana Laudi and April Dunford break down the real meaning of product-led sales, and the common mistakes that keep even experienced teams stuck—like unclear ICPs, poor qualification, and misapplied sales motions. Whether you're adding sales to a PLG motion, or trying to make your sales-led org more product-led, this episode will help you avoid costly missteps and find clarity fast.What you'll learn:Why PLG alone isn't enough to close bigger dealsThe real role of sales in a product-led motion (and how to get it right)How to identify product-qualified accounts and avoid jumping the gunWhat's in the episode:(00:00) What is product-led sales, really?(03:00) Why your users ≠ your buyers—and why that matters(06:00) The shadow IT opportunity most teams miss(09:30) Postman's evolution from PLG to strategic sales(14:00) The biggest misstep: Sales jumping in too early(20:00) What smart outbound looks like today(25:00) Faux freemium and low-risk PLG experiments(30:00) How to know when your product is ready to support salesLinks & ResourcesLenny's newsletter on GTM motions of 30 startups Explore April's workCheck out April's books Follow Georgiana on LinkedInForget The Funnel Podcast Forget The Funnel on YouTube As always, you can learn more about Forget The Funnel here: Read the Forget The Funnel Book Check out Forget the Funnel's website

Too many SaaS founders and GMT leaders confuse positioning with messaging—and it's holding back their growth. If you've ever struggled with homepage copy, sales messaging, or team alignment, this episode is for you.Georgiana Laudi (Forget The Funnel) and April Dunford (author of Obviously Awesome and Sales Pitch) break down why messaging can't work without clear positioning—and how this confusion leads to weak differentiation, internal misalignment, and wasted marketing and product growth efforts.If your SaaS messaging feels scattered or ineffective, your positioning might be the real problem. Listen in to learn how to fix it.Positioning ≠ Messaging – Positioning defines who you compete against, what makes you different, and why customers choose you. Messaging is how you communicate that in different contexts.Why SaaS Teams Get This Wrong – Many founders try to “fix” messaging when the real issue is unclear positioning.The Problem with Guessing – How teams waste time on tactics instead of using customer insights to drive strategy.Why a Messaging Document is Non-Negotiable – April shares why teams without one end up in a game of "broken telephone."The PLG vs. Sales-Led Divide – Gia explains why positioning is different for self-serve SaaS vs. sales-led B2B and how each model should approach it.Why Homepage Teardowns Are Mostly BS – And what actually makes a homepage (or any messaging) effective.00:03:10 – Why Founders Confuse Positioning & Messaging (And Why It's a Problem)00:06:45 – The Core Components of Strong Positioning00:12:00 – The Messaging Mistake That Creates Internal Chaos00:24:30 – How PLG & Sales-Led SaaS Should Approach Positioning Differently00:30:00 – The Problem with Homepage Teardowns & Why Context Matters00:43:20 – How to Stop Guessing & Get Positioning RightApril's books: Obviously Awesome (on positioning) & Sales Pitch (on sales narratives)April's podcast: The Positioning Show with April DunfordForget The Funnel: Book & Consulting – Helping PLG SaaS teams build growth strategies based on customer insights, not guesswork. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

In today's episode, I explore the crucial distinction between positioning your product's value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions. You will learn: (00:00) Why Value and Objection Handling Aren't the Same* Value drives purchase decisions, while objection handling removes potential blockers.* Focusing on core value themes helps customers remember what sets your product apart.(04:56) Turning Features into Meaningful Value* Product capabilities only matter when translated into business outcomes customers care about.* Asking “so what?” ensures features connect to tangible benefits.(07:24) Objections: Identifying, Anticipating, and Handling Them* Objections often arise from non-buying stakeholders like IT, legal, and end users.* Objection handling should occur after establishing value, not before.(14:18) Understanding the Roles in a B2B Buying Committee* Champions push deals forward, while other personas can stall or block decisions.* Equipping champions to navigate internal objections increases deal success rates.(20:49) When Objection Handling Becomes a Value Driver* Poor competitor performance can turn typical objections into selling points.* Listening to customer frustrations reveals opportunities for repositioning. —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube:

In this special recap, we dive into what it really means to be a product marketer in the ever-evolving B2B SaaS space—from defining the role to gaining the trust of executives and product teams. Hear first-hand advice on establishing boundaries, shaping product roadmaps, and showcasing your unique value. Tune in to discover how you can go from feeling misunderstood to being the unignorable voice in your organization.Why product marketing often feels misunderstood—and how to change that.The “secret sauce” to defining your role so everyone, from sales to CEOs, sees your impact.Strategies for sitting in a “neutral” spot on the org chart (and why it's a dream setup).Insider tips for positioning your product before it's built—so buyers are ready to say “yes.”How to set healthy boundaries with tasks that aren't in your zone of genius.This episode is featuring episodes clips from Tamara Grominsky, Dave Gerhardt, and April Dunford.Give it a listen prior to season 4 launching in 2 weeks! Hosted by Ausha. See ausha.co/privacy-policy for more information.

In today's episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as weaknesses in different markets.* Opportunities for challenger brands to carve out niche markets.* The differences between platform and tool positioning and their respective advantages.* Competing with legacy brands.* Competing against free or low-cost products.* Appealing to end users versus decision-makers.* Using manager-level value propositions to win deals against free tools.* Focusing on high-value market segments to avoid a race to the bottom.* Examples of successful positioning from companies like Salesforce, IBM, and Snowflake.—If you want to skip ahead: (00:37) Marketing Jiu-Jitsu(01:51) Empowering End Users vs. IT(05:01) Market Leadership vs. Challenger Strategies(09:54) Niche Market Strategies and CRM Examples(13:26) Platform vs. Tool(21:05) Competing Against Free and Low-Cost Products(26:43) Focusing on High-Value Segments—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Are you building a B2B SaaS andaiming to hit 10M ARR? Then this episode is a must-listen! In this podcast, we talk about how to scale a B2B SaaS business to 10 million in annual revenue (ARR). The episode includes tips from 20 experts in the field, offering useful advice for SaaS founders. Sponsored by Reditus, a platform that helpsmanage affiliate programs for B2B SaaS companies, this episode pulls together key lessons from earlier episodes to guide founders aiming for this big milestone.Key Timecodes(1:07) -Episode 1: Scaling beyond founder-led sales(2:17) -Episode 2: Building a sustainable SaaS business with Ferdinand Goetzen(3:19) -Episode 3: Tim Schumacher's B2B SaaS growth playbook(4:30) -Episode 4: Affiliate marketing for B2B SaaS with Joran Hofman(5:40) -Episode 5: Molding a go-to-market team into a revenue factory with Jacco van der Kooij(6:53) -Episode 6: Leveraging customer success for growth with Mike Dry(8:00) -Episode 7: Building and scaling a micro SaaS with Alex Urquhart(9:53) -Episode 8: Mastering message market fit with Diane Wiredu(11:36) -Episode 9: From agency to SaaS with Chris Out(12:32) -Episode 10: Starting and growing a B2B podcast with Tom Hunt(14:57) -Episode 11: Going global with Gilles Bertaux(17:08) -Episode 12: Path to a successful SaaS exit with Ryan Allis(18:08) -Episode 13: Hiring your first marketing leader with Andrew Davis(20:21) -Episode 14: Building SaaS without big VC funding with Greg Head(22:20) -Episode 15: Leveraging social media for growth with Chris Cunningham(24:43) -Episode 16: Growing a SaaS affiliate program with Adam Glazer(26:27) -Episode 17: Building a brand strategy with Angeley Mullins(28:56) -Episode 18: Positioning for explosive growth with April Dunford(30:10) -Episode 19: Building a profitable SaaS SEO strategy with Sam Dunning(33:20) -Episode 20: Building brand authority with Melissa Rosenthal

Are you building a B2B SaaS andaiming to hit 10K MRR? Then this episode is a must-listen! In this special episode, we've gathered insights from 20 experienced guests from Season 5 of the "Grow Your B2B SaaS" podcast. Each guest shares their top advice to help founders like you reach the crucial milestone of 10K MRR. Hosted by Joran Hofman, founder of Reditus, this episode is packed with practical strategies forscaling your SaaS business in a sustainable way. Get ready for a wealth of expert tips you won't want to miss!Key Timecodes(0:00) - Episode Introduction: Are you growing a B2B SaaS and looking to hit 10K MRR?(1:11) -Episode 1: Kevin Tye on scaling beyond founder-led sales.(2:16) -Episode 2: Ferdinand Goetzen on building a sustainable SaaS business.(3:12) -Episode 3: Tim Schumacher's playbook for early-stage SaaS growth.(4:13) -Episode 4: Joran Hofman on affiliate marketing for B2B SaaS.(5:19) -Episode 5: Jacco van der Kooij on molding a go-to-market team.(6:21) -Episode 6: Mike Dry on leveraging customer success for growth.(7:33) -Episode 7: Alex Urquhart on building and scaling a micro SaaS.(8:30) -Episode 8: Diane Wiredu on mastering message market fit.(9:23) -Episode 9: Chris Out on transitioning from agency to SaaS.(10:14) -Episode 10: Tom Hunt on starting and growing a B2B podcast.(11:05) -Episode 11: Gilles Bertaux on going global with your SaaS.(12:58) -Episode 12: Ryan Allis on outbound strategies for SaaS growth.(14:09) -Episode 13: Andrew Davis on hiring your first marketing leader.(15:26) -Episode 14: Greg Head on building SaaS without big VC funding.(16:22) -Episode 15: Chris Cunningham on leveraging social media for growth.(17:31) -Episode 16: Adam Glazer on setting up a SaaS affiliate program.(18:47) -Episode 17: Angeley Mullins on AI tools for efficiency.(19:57) -Episode 18: April Dunford on positioning for explosive growth.(21:01) -Episode 19: Sam Dunning on building a profitable SaaS SEO strategy.(22:26) -Episode 20: Melissa Rosenthal on building brand authority.

In today's episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. In this episode, I answer the question: When you want to discuss your differentiated product or service, what do you do if you've got a competitor who lies that they too have the same product or service, when in fact they don't? You will learn: * The misconception that competitors can easily replicate differentiated features.* How architectural and resource constraints make copying features harder than it seems.* Competitors often stretch the truth or outright lie about capabilities.* Focusing on the value delivered by features rather than just the features themselves.* Using proof points, data, and examples to expose dishonest competitors.* Real-world examples of combating competitors who misrepresent themselves.* The reputational risks for companies that stretch the truth.* Turning dishonest competition into an opportunity to gain trust and loyalty—If you want to skip ahead: (00:00) Welcome to Season Three!(04:12) The Myth of Easy Feature Copying(09:30) Why Competitors Appear to Copy You(13:55) Handling Competitor Lies(16:40) Focus on Value, Not Just Features(19:20) Educate Buyers to Expose Competitor Lies(22:10) Prove Your Claims with Data—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing:

How do you position your B2B SaaS for explosive growth? In this exciting episode of the Grow Your B2B SaaS podcast, host Joran Hofman sits down with April Dunford, the founder of Ambient Strategy and a leading expert in brand positioning. April shares valuable insights on why positioning is crucial for success in the B2B SaaS world. Positioning is often confused with branding and messaging, but it's far more important and foundational. It's about clearly defining why your product is the best at delivering value to a specific group of customers. Positioning helps you understand your competitors, highlight your unique features, and make it clear why your solution stands out in the market. Tune in to learn how effective positioning can drive massive growth for your SaaS business. Key Timecodes (0:00) - Introduction: Understanding Competition and Positioning (0:58) - Guest Introduction: Featuring April Dunford (1:42) - Defining Positioning vs. Messaging and Branding (3:18) - Importance of Clear Positioning (4:18) - Positioning as a Foundation for Marketing and Sales (6:01) - Differentiating Positioning from Branding (6:59) - Positioning in Practice: Impact and Implementation (9:23) - Common Mistakes in SaaS Positioning (12:34) - Misunderstanding Competition: The Intern Analogy (14:28) - Importance of Positioning in B2B (20:18) - Sales Pitch and Positioning: April's Process (24:08) - Testing Positioning with Sales Pitches (27:44) - Cross-functional Team Importance in Positioning (30:40) - Workshop Style for Positioning Process (34:32) - Challenges in Implementing Positioning (36:53) - Future of Positioning in Crowded Markets (39:07) - Advice for Early-stage SaaS Companies (41:39) - Advice for Scaling SaaS Companies (44:06) - How to Contact April Dunford

The Knowledge Project closes 2024 with a look back at some of the best conversations of the year. Featuring interviews from some of our most downloaded episodes ever, this collection of conversations offers a variety of insights into finances and investing, improving your communication, marketing and positioning, business frameworks, health and nutrition, and how to beat death. This conversation features segments from finance expert and writer Morgan Housel, non-verbal psychologist Blake Eastman, marketing and positioning expert April Dunford, blueberry billionaire John Bragg, parenting extraordinaire Becky Kennedy, a billion dollar CEO Brad Jacobs, nutrition guru Rhonda Patrick, and the guy who is beating death, Bryan Johnson. Newsletter - The Brain Food newsletter delivers actionable insights and thoughtful ideas every Sunday. It takes 5 minutes to read, and it's completely free. Learn more and sign up at https://fs.blog/newsletter/ -- Upgrade — If you want to hear my thoughts and reflections at the end of the episode, join our membership: ⁠⁠⁠⁠⁠⁠⁠https://fs.blog/membership/⁠⁠ and get your own private feed. -- Follow me: ⁠⁠⁠⁠⁠⁠⁠⁠https://beacons.ai/shaneparrish⁠⁠⁠⁠⁠⁠⁠⁠ -- Watch on YouTube: https://www.youtube.com/@tkppodcast 00:00 - Intro 02:11 - Transform your finances (Morgan Housel) 12:00 - Transform your communication (Blake Eastman) 21:58 - Transform how you sell yourself (April Dunford) 32:51 - Transform your business philosophy (John Bragg) 44:24 - Transform your emotions and attitude (Becky Kennedy) 57:34 - Transform your business tactics (Brad Jacobs) 01:07:20 - Transform your nutrition (Dr. Rhonda Patrick) 01:17:57 - Transform your lifespan (Bryan Johnson)

Episode Description:In this episode of We're Not Marketers, we're diving deep with Rob Kaminski, one-half of the dynamic duo behind Fletch PMM. Rob's journey is a masterclass in transitioning from a generalist's toolkit to a hyper-focused niche, unlocking unparalleled expertise along the way.Together, we explore the unconventional path that led Rob and his co-founder Anthony Pierri to redefine positioning and messaging for early-stage SaaS companies, focusing on the all-important homepage.What you'll learn:How to start building a market map and niche down effectively.Why being “too broad” can sabotage your positioning (and how to avoid it).The surprising power of debating with a partner to spark innovation.Why specificity is the ultimate superpower in product marketing.A behind-the-scenes look at Fletch's process of refining their service and attracting their first 25 clients.And, hear Rob's take on ‘how to position a platform', specifically the same Q we asked April Dunford last month. Who's answer will you like more: Rob's or April's? Whether you're a product marketer looking to sharpen your craft, an aspiring fractional PMM, or just curious about what it takes to truly differentiate yourself in a crowded market, this episode is packed with insights, inspiration, and actionable advice.Tune in to hear Rob's honest, no-holds-barred take on finding your focus and making it count.Show Notes 01:34 Introducing the Special Guest: Rob Kaminski02:32 Rob Kaminski's Career Journey04:36 The Role of Product Marketers06:25 Challenges in Product Marketing07:50 Importance of Execution in Strategy10:41 Navigating Internal Influence13:46 The Value of External Perspectives17:58 Building a Fractional Service19:57 Experimentation and Iteration24:14 Starting and Scaling a Fractional Business34:49 Cold Outreach and Building Expertise35:47 The Power of Niching Down37:51 Partnership Dynamics and Decision Making41:57 Creating Forcing Functions and Urgency43:51 The Importance of Specialization50:56 Positioning and Messaging Strategies59:42 Closing Thoughts and FarewellsHow to connect with RobRob Kaminski LinkedIn Profile FletchPMM websiteHosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of Rocketship.FM, world-renowned positioning and marketing expert April Dunford joins us to share her insights on crafting sales pitches that close deals and win markets. Drawing from her book Sales Pitch, April dives into the art of creating a compelling narrative that helps your customers confidently choose your product over competitors—and the dreaded "do nothing." In this recording of her keynote talk from INDUSTRY: The Product Conference in 2023, April breaks down her proven step-by-step framework for building a pitch that communicates your differentiated value, positions your product as the clear solution, and guides prospects through the buying journey. From the role of discovery and demos to understanding why “do nothing” is your fiercest competitor, she covers everything you need to transform your pitch into a powerful storytelling tool. Whether you're an entrepreneur, marketer, or sales leader, this episode is packed with actionable insights to help you stand out in any crowded market.

Jen Abel is the co-founder of JJELLYFISH, where she and her team have worked with over 300 early-stage founders to learn how to sell, do early customer discovery, and set up a repeatable sales motion on the way to their first $1M ARR. In our conversation, Jen shares:• Why founder-led sales is so crucial early on• The sales process, step by step• How to craft effective outreach messages• Where to find leads• What three channels work best for outreach• What to say on your first call• How to maintain momentum• Strategies for navigating procurement and closing deals• Common pitfalls in the sales process and how to avoid them—Brought to you by:• Brave Search—A smarter way to search• Vanta—Automate compliance. Simplify security• Paragon—Ship every SaaS integration your customers want—Find the transcript at: https://www.lennysnewsletter.com/p/master-founder-led-sales-jen-abel—Where to find Jen Abel:• X: https://x.com/jjen_abel• LinkedIn: https://www.linkedin.com/in/earlystagesale—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Jen's background(02:20) The importance of founder-led sales(08:24) The steps of a sales cycle(12:01) Tactics for effective cold outreach(16:47) Conversion rate vs. win rate(20:20) The time it takes to find product-market fit(23:06) Identifying and engaging prospects(30:58) Nailing the first phone call(34:14) Buying vs. selling(38:08) Testing the questions to ask(41:57) Avoiding common sales questions and securing the second call(43:08) Co-authoring with customers(45:06) Time-boxing service contracts(49:20) Why you should avoid demos on the first call(51:05) Dealing with procurement(54:22) The power of enterprise sales(58:14) Getting a signature(01:00:15) Choosing a focus and overcoming sales challenges(01:02:19) General timelines(01:04:27) Final thoughts and advice(01:13:32) Working with Jen—Referenced:• Wiz: https://www.wiz.io/• JJELLYFISH: https://www.jjellyfish.com/• Clay: https://www.clay.com/• A guide for finding product-market fit in B2B: https://www.lennysnewsletter.com/p/finding-product-market-fit• Airtable: https://www.airtable.com/• Figma: https://www.figma.com/• GitHub: https://github.com/• Vanta: https://www.vanta.com/• Christine Cacioppo on LinkedIn: https://www.linkedin.com/in/ccacioppo/• Glengarry Glen Ross: https://www.imdb.com/title/tt0104348/• A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch): https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting• Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN• Sprig: https://sprig.com/• Zip: https://zip.co/—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

In this episode of the Sales Technology Podcast, host David Dulany sits down with April Dunford, renowned author of “Obviously Awesome” and “Sales Pitch!”.  April shares her journey from VP of Marketing and Sales to a sought-after consultant specializing in positioning and sales pitches for B2B tech companies. She dives deep into the critical difference between positioning and pitching, explaining how companies can bridge the gap to create compelling, value-driven sales pitches that resonate with buyers. With actionable tips and engaging anecdotes, this episode is a must-listen for SDRs, Sales Reps, Marketers, and Founders looking to refine their messaging and guide their prospects through an information-overloaded marketplace. Tune in to learn how to simplify your pitch, align cross-functional teams, and close deals with confidence.Become a supporter of this podcast: https://www.spreaker.com/podcast/the-sales-technology-podcast--1947957/support.

Georgiana is a strategic advisor, author and speaker who's passionate about turning customer value into revenue-generating outcomes. Marketing online since 2000, she began her track record as a marketing executive and product growth advisor in 2010 working with high-growth, B2B SaaS like Unbounce, Sprout Social, Bitly, Appcues, SparkToro, Invoice Simple and more. Questions and topics we covered in this interview include: The origins of Forget The Funnel (and why funnels are bad for business) What Customer-Led Growth is and why it comes before all other growth models (like product-led, sales-led, marketing-led, or community-led) How do marketers begin to learn from their customers?  What's the best way to collect product feedback? What's the best way to implement that feedback? + How does marketing champion and facilitate this process with other departments? You're a prolific advisor to several big name startups, what does it take to become one? Georgiana's advice on how to become a startup advisor And more! Important Links You can say hello to Georgiana on LinkedIn here - https://www.linkedin.com/in/georgianalaudi/ You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto  Get her book on Customer-Led Growth™ here - https://www.forgetthefunnel.com/customer-led-growth/book Check out her podcast with cofounder Claire Suellentrop here - https://pod.link/1713510690 Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

In this episode of Grow a Small Business, host Troy Trewin interviews Lilly Garrett, who shares her entrepreneurial journey that led her to building Maixia Marketing. She discusses the innovative strategies she has led that fueled significant growth at multiple early stage startups. Lilly emphasizes the critical role of data-driven decision-making and effective marketing foundations. Tune in for valuable insights on building a successful business from the ground up.   Why would you wait any longer to start living the lifestyle you signed up for? Balance your health, wealth, relationships and business growth. And focus your time and energy and make the most of this year. Let's get into it by clicking here. Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice. And a snapshot of the final five Grow A Small Business Questions: What do you think is the hardest thing in growing a small business? Lilly Garrett believes the hardest things in growing a small business are team building, marketing foundations, data management,and the art of prioritization.  What business book has helped you the most? Lilly Garrett's favorite business book that has helped her the most is "The Lean Startup" by Eric Ries. Are there any great podcasts or online learning resources you'd recommend to help grow a small business? Lilly Garrett recommends the following podcasts and online learning resources to help grow a small business: April Dunford, she has a blog and podcast all about positioning, it's a must read/listen for all businesses! What tool or resource would you recommend to grow a small business? Lilly Garrett recommends using Pocus, if you're sales-led and Slack for all internal comms.  What advice would you give yourself on day one of starting out in business? Lilly Garrett would advise herself on day one of starting out in business to ensure you've validated as well as you possibly can (read The Mom Test) ensure to record more data asap, and collect feedback consistently, emphasizing the importance of understanding customer insights from the beginning. Book a 20-minute Growth Chat with Troy Trewin to see if you qualify for our upcoming course. Don't miss out on this opportunity to take your small business to new heights! Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.     Quotable quotes from our special Grow A Small Business podcast guest: Success in business often boils down to effective marketing and understanding your customers — Lilly Garrett Don't underestimate the power of a strong team; collaboration fuels innovation — Lilly Garrett Embrace challenges as opportunities to learn and grow; every setback is a stepping stone to success — Lilly Garrett      

Kate Guerrero helps early stage startups solve positioning and messaging challenges, and translates strategy to a crystal clear homepage. She's a 2x small business owner, a 2x mom, and the author of an award-winning manuscript. Questions and topics we covered in this interview include: Fletch's philosophy around product marketing How product positioning lays the groundwork for all other forms of marketing collateral a business will need to make and deploy How to sell the work of product positioning internally How the size of a business's product portfolio affects positioning exercises and GTM strategy The core differences between brand marketing and product marketing The actual step-by-step process Fletch takes to update a B2B SaaS company's homepage and product positioning   How to identify what differentiates a product from the rest of the market Why it's okay to actually talk about the competition in your positioning  And more! Important Links Learn more about Fletch PMM's positioning and product marketing services here - https://www.fletchpmm.com You can say hello to Kate on LinkedIn here - https://www.linkedin.com/in/kate-guerrero-

Shelagh Dolan is the Content Marketing Manager at Quora, where she has led the content strategy for Quora for Business, the platform's advertising division, since June 2022. With over a decade of experience, Shelagh has a proven track record of crafting content strategies that align with sales goals and drive growth for global B2B brands. Before joining Quora, she held key roles as the Director of Content Marketing at eMarketer and Senior Content Marketing Manager at Business Insider. Topics and questions we covered in this episode include: The key skills every entry-level content marketer should focus on developing in 2025 The things that HAVEN'T changed in marketing (and probably won't) Shelagh's process for launching new product features How to prove that content is bringing in revenue and ROI? Shelagh's advice for finding (and getting) great marketing jobs The challenges people don't talk about when it comes to managing a team And more! Important Links You can say hello to Shelagh on LinkedIn here - https://www.linkedin.com/in/shelaghdolan/ You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto  Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

In today's episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation. You will learn: * The myth of having no product differentiation and what it means for B2B technology companies.* The importance of understanding competitive alternatives and translating capabilities into customer value.* Why a lack of differentiation leads to poor sales and business growth issues.* How irrational buyer decisions are influenced by the need to avoid risks.* The concept of "value blindness" and its impact on the marketing team.* The dangers of focusing solely on losses while ignoring the importance of analyzing wins.* How "product pessimism" can spread within teams and damage overall morale.* The significance of cross-functional collaboration in aligning a company's positioning strategy.—If you want to skip ahead: 02:30 - Question of Differentiation in B2B Products 04:29 - The Stakes of Differentiation in Buyer Decisions 06:39 - Recognizing Value in a Product 09:25 - Addressing Misconceptions About Differentiation 12:50 - Understanding True Competitive Alternatives 17:44 - The Importance of Analyzing Wins 22:47 - The Role of Segmentation in Positioning—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing:

Get ready for some real talk about positioning! In this episode, we sit down with the queen of positioning herself, April Dunford. If your startup's positioning feels a little “mushy” or your product is getting compared to everyone under the sun, this episode is for you. April shares her no-nonsense approach to tightening up your message and teaching your CEO why positioning isn't just some abstract marketing concept—it's the foundation of your success. Whether you're battling internal buy-in or figuring out how to stand out in a crowded market, April's got the answers (plus a few hilarious takes on toilets and camping). Here's what you're missing, by not listening:Is your product positioning “mushy”? Learn why vague messaging is killing your pitch—and how to fix it.The secret weapon for startups: April's advice on involving sales and product teams in positioning.Why “actionable insights” aren't really actionable: How to cut the jargon and speak your customer's language.CEO thinks their product positioning is fine? April's roadmap to making them see the problem—without calling their baby ugly.Positioning vs. features: Why selling value over features is your ultimate key to success.Show Notes00:00 Introduction and Sponsor Message01:05 Meet the Hosts and Guest Introduction01:39 April Dunford on Product Marketing03:25 The Role of Positioning in Startups09:17 Building Influence as a Product Marketer23:27 Fun and Games with April Dunford34:26 Discovering Catan: A Board Game Revelation35:00 Building Dreams: Choosing the Perfect Cottage Location36:10 Torture Chamber Round: Birds or Stars?38:42 The Cardinal Sins of Product Positioning43:33 Selling Platforms: Value Over Features01:00:17 The Art of Persuasive Writing in Marketing01:04:52 Career Advice for Product Marketers01:11:01 Engage with April Dunford: Books, Podcasts, and MoreResourcesApril Dunford LinkedInApril Dunford websiteApril Dunford's Positioning Podcast Hosted by Ausha. See ausha.co/privacy-policy for more information.

Mike Carden chats with April Dunford, a leading expert on product positioning in the B2B tech industry. April shares her journey from aspiring doctor to becoming a renowned marketer and author of two seminal books, 'Obviously Awesome' and 'Sales Pitch'. April dives into aspects of competitive positioning, the difference between positioning and messaging, and the strategic use of storytelling in sales. April also covers the importance of engaging internal teams in the positioning process and sheds light on the impact of trends like AI on market positioning. https://www.linkedin.com/in/aprildunford/ https://www.aprildunford.com/ Key moments: (00:00) Introduction and Guest Welcome (00:24) April Dunford's Books and Their Origins (03:20) April's Career Journey and Early Experiences (06:30) Developing a Positioning Methodology (12:17) The Importance of Positioning in Marketing and Sales (17:36) Sales Pitch and Storytelling in Sales (28:37) Impact of Positioning on Internal Teams (31:32) The Role of Trends in Positioning (36:27) Conclusion and Final Thoughts

In this episode of Grow a Small Business, host Troy Trewin interviews Damien Cantelo, co-founder of Apollo Secure, shares his journey leading an 8-member team while navigating the challenges of a failed GPS deal. He discusses the importance of resilience and strategic cash flow management in protecting small businesses from cyber threats. Damien also emphasizes the value of learning from setbacks and how adaptability is crucial for long-term success. Tune in for insights on fostering a secure business environment and the lessons learned along the way. Other Resources:   Discover expert cybersecurity strategies to safeguard your business and achieve peace of mind, featuring insights from Damien Cantelo. Discover how Andrew Miller scaled his solo startup to a $500K annual revenue powerhouse with 7 team members, sharing key strategies for transforming early-stage companies and achieving work-life balance. Andrew Miller. Why would you wait any longer to start living the lifestyle you signed up for? Balance your health, wealth, relationships and business growth. And focus your time and energy and make the most of this year. Let's get into it by clicking here. Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice. And a snapshot of the final five Grow A Small Business Questions: What do you think is the hardest thing in growing a small business? Damien Cantelo identified that one of the hardest things in growing a small business is listening to customers and ensuring that your product or service aligns with their needs. He mentioned that entrepreneurs often become too attached to their original ideas and may struggle to let go of their initial concepts. Instead, they must be disciplined enough to adapt based on what customers actually want, even if it differs from their original vision. This can be a continuous challenge as business owners navigate their growth journey. What's your favourite business book that has helped you the most? Damien Cantelo highlighted "The Lean Startup" by Eric Ries as a significant book that serves as a Bible for tech startups. Additionally, he recommended "Crossing the Chasm" by Geoffrey Moore, which he considers timeless and still relevant today, especially for understanding market dynamics in various business contexts. These books have greatly influenced his approach to business and product development. Are there any great podcasts or online learning resources you'd recommend to help grow a small business? Damien Cantelo recommends the "Built to Sell" podcast for valuable insights on building and selling businesses. He also appreciates John Warrillow's podcast, which complements his books, along with April Dunford's resources on marketing and positioning for effective business differentiation. Additionally, he suggests exploring cybersecurity podcasts for niche industry insights. What tool or resource would you recommend to grow a small business? Damien Cantelo recommends cash flow forecasting in Excel as an essential tool for growing a small business, highlighting the importance of understanding cash inflows and outflows. He emphasizes that, despite the availability of various sales and marketing automation tools, effective cash management remains critical for business sustainability. What advice would you give yourself on day one of starting out in business? Damien Cantelo advises that on day one of starting out in business, one should "stick with it" and be prepared for a long and challenging journey. He echoes Winston Churchill's sentiment that if you're going through hell, you should keep going, emphasizing the importance of perseverance in overcoming obstacles. Book a 20-minute Growth Chat with Troy Trewin to see if you qualify for our upcoming course. Don't miss out on this opportunity to take your small business to new heights! Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.   Quotable quotes from our special Grow A Small Business podcast guest: Listening to your customers is the key to evolving your business – Damien Cantelo Perseverance is essential; if you're going through hell, keep going – Damien Cantelo   Don't be afraid to pivot; the market knows what it wants – Damien Cantelo      

Nikki Lindgren, founder and managing partner of Pennock, is a leader in scaling DTC businesses through paid ads with a focus on helping female-led beauty brands. With expertise in digital media management exceeding $100 million, Nikki and her team leverage strategic advantages for impressive MER and ROAS. Questions and topics we covered in this episode include: Nikki shares her story of how she founded Pennock When and how marketers should deploy ads to grow eCommerce businesses The nuances that come when doing any type of performance marketing campaigns for beauty products What constitutes a strong ad strategy in today's market? The metrics that truly matter when it comes to doing media buying well The “learning phase” is defined (in as simple a way as possible) How to measure ad fatigue/campaign decay How much should brands spend on ads, where should that money go, and what should be the expected returns? What are your predictions for the future of DTC and performance marketing? And more! You can connect with Nikki on LinkedIn here - https://www.linkedin.com/in/nikkilindgren/ You can connect with me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com

Do you sell products in the B2B market? Looking for a model to clearly differentiate your product's value? To discover a 5-step process for developing powerful B2B product positioning, I interview April Dunford.Guest: April Dunford | Show Notes: socialmediaexaminer.com/635Review our show on Apple Podcasts.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In today's episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel. You will learn: * Why traditional funnels are lazy and ineffective for understanding customers.* The concept of customer-led growth and how it differs from funnel-based approaches.* The importance of mapping critical moments of value in the customer journey.* The pitfalls of ignoring pre- and post-funnel customer experiences.* How to align teams around a profound understanding of customer needs.* The role of KPIs in tracking customer success, not just business success.* Why optimizing customer onboarding can lead to dramatic improvements in growth.—If you want to skip ahead: 02:30 - Why Funnels Don't Work06:45 - Introducing Customer-Led Growth12:30 - Mapping Customer Journeys17:15 - Jobs to Be Done: A Game Changer23:10 - The Importance of Onboarding28:00 - Measuring Success: KPIs That Matter35:30 - How to Focus on the Right Customers—Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/ Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Instagram: ⁠https://www.instagram.com/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford April's TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode: * Georgiana Laudi and Claire Suellentrop's book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z * The Jobs-to-Be-Done methodology. —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play:

Kristin Fracchia is a growth and marketing exec who has helped scale companies from early stage to public, including Chegg and Magoosh. She is an unabashed generalist and lifelong learner, who has flexed between roles leading marketing, growth, sales, product, finance, business development, and business operations. Her current passions are helping companies leverage AI to their advantage and mentoring early career leaders. Prior to working in tech, she obtained a PhD and dabbled in academia, earning an excellence in teaching award from the University of California.    Questions and topics we discussed in this interview include: How Kristin is learning about new tools like Clay.com to stay adaptable as a marketer in this budding field of GenAI How should marketers think about getting their brands more visibility on gen AI tools and chat-based search tools like ChatGPT? What's the business impact that obtaining AI visibility would have on business growth? What is generative engine optimization (GEO)? And how is this field emerging and evolving? What tools can marketers use today to determine how their marketing is being impacted by genAI? What should marketers tell their leadership teams about how genAI search may impact their marketing strategies and how we should all start adapting And more! You can connect with Kristin on LinkedIn here - https://www.linkedin.com/in/kristinfracchia/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

Are you struggling to close deals, even when you know your product is the best fit? Do you find yourself losing to prospects who freeze up and don't make a decision at all? In this episode, Yaniv and Chris are joined by April Dunford, author of "Obviously Awesome" and "Sales Pitch," to explore the art of crafting the perfect sales pitch. They dive deep into why buying is hard, common pitching mistakes, and how to structure a pitch that truly resonates with your prospects. In this episode, you will: Discover why buying is often harder than selling, especially in B2B contexts Learn about the anxiety and fear that drives many purchasing decisions Understand why common pitch formats like feature walkthroughs and problem-solution frameworks often fall flat Explore the concept of being a "trusted guide" for your prospects Learn how to structure a pitch around your unique market insight Discover how to reverse-engineer your differentiated value proposition Understand the importance of aligning product, marketing, and sales efforts The Pact Honour The Startup Podcast Pact! If you have listened to TSP and gotten value from it, please: Follow, rate, and review us in your listening app Subscribe to the TSP Mailing List at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thestartuppodcast.beehiiv.com/subscribe⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Secure your official TSP merchandise at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://shop.tsp.show/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on YouTube at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@startup-podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Give us a public shout-out on LinkedIn or anywhere you have a social media following. Key links The Startup Podcast is sponsored by Vanta. Vanta helps businesses get and stay compliant by automating up to 90% of the work for the most in demand compliance frameworks. With over 200 integrations, you can easily monitor and secure the tools your business relies on. For a limited-time offer of US$1,000 off, go to ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.vanta.com/tsp⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠. Get your question in for our next Q&A episode: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://forms.gle/NZzgNWVLiFmwvFA2A⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ The Startup Podcast website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://tsp.show⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Learn more about Chris and Yaniv Work 1:1 with Chris: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://chrissaad.com/advisory/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow Chris on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/chrissaad/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow Yaniv on Linkedin: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/ybernstein/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Credits Editor: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Justin McArthur⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Content Strategist: Carolina Franco https://www.linkedin.com/in/francocarolina/ Intro Voice: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jeremiah Owyang⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Shelia Rondeau is a driven and experienced executive with expert proficiency in providing unsurpassed leadership and revenue growth in dynamic, fast-paced, competitive business environments. She's fully capable of leading a full array of enterprise marketing responsibilities, as well as general business operations, building foundations that enable the companies she works with to scale for growth. She is currently a Fractional CMO and CEO for her company MOGXP. Questions and topics we discussed in this interview include: The story of how MOGXP began What it takes to obtain big-name clients like Toyota, Budweiser, Walmart, and more. The common marketing challenges big brands face when it comes to customer experiences Experiential marketing defined How college ambassador programs are a great example of experiential marketing programs (done the right way) The current state of experiential marketing and its effectiveness as a marketing channel And more! You can connect with Sheila through LinkedIn here - https://www.linkedin.com/in/sheilarondeau/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

In this episode, Steve Fretzin and Ron Latz discuss:Challenges in business development and marketing for lawyersAligning marketing strategies with law firm goalsChoosing the right marketing vendors for law firmsPersonal branding and networking in law firm success Key Takeaways:Lawyers often struggle with marketing due to a lack of business development education and being overwhelmed by running their practices.When selecting marketing vendors, firms should assess cultural fit, business alignment, scope of work, track record of success, and trust.Small law firms with limited budgets can achieve growth by focusing on community involvement, referral marketing, and low-cost marketing channels like social media.Law firms should base their marketing investments on specific goals, competition analysis, and available budget, as certain markets may be cost-prohibitive. "[Lawyers] don't necessarily know what they don't know... there just not as many hours as we all want in each of these days to become a specialist at everything." —  Ron Latz Read Steve's past episodes as Blogcasts—visit now: https://www.fretzin.com/blog/ Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Obviously Awesome by April Dunford: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005Positioning with April Dunford: https://podcasts.apple.com/us/podcast/positioning-with-april-dunford/id1690104435 About Ron Latz: Ron Latz is a seasoned legal marketing consultant and the founder of LegalFenix, a consultancy dedicated to providing industry-leading marketing consulting and fractional CMO services to the legal community. With a deep understanding of the unique challenges lawyers face with their legal marketing, Ron has helped numerous law firms enhance their market presence, attract more clients, and transform their marketing results. His strategic approach and industry expertise make him a sought-after consultant and fractional CMO in the legal space. Connect with Ron Latz:  Website: www.legalfenix.comEmail: ron@legalfenix.comLinkedIn: https://www.linkedin.com/in/ronlatz/ & https://www.linkedin.com/company/legalfenix/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In today's episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.You will learn: * Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.* Pros and cons of starting with the problem statement in a sales conversation.* Why focusing on market changes might not be as effective as it seems in sales.* The challenges of relying solely on discovery at the beginning of a sales call.* How starting with your company's specific value can shape the conversation.* Differences in framing strategies for enterprise vs. small businesses.* The importance of positioning yourself as an expert rather than following generic sales approaches.—If you want to skip ahead: 02:30 - Defining the Problem in Sales Conversations06:15 - Presenting Market Changes to Frame Your Pitch10:00 - Starting with Discovery in Sales Pitches14:20 - Why Problem Framing Can Fall Short22:10 - Benefits of Leading with a Unique Insight27:00 - Using Your Value to Frame Discovery30:00 - Practical Tips for Structuring Your Sales Pitch—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Instagram: ⁠https://www.instagram.com/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford April's TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode: * April's most recent book, “Sales Pitch” (see links below). —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22 Bookshop:

Pat LaCroix is the EVP of marketing and commercial strategy at Seekr, a leading artificial intelligence company specializing in transparent content evaluation. For over 20 years, Pat has worked inside major consumer brands and advertising agencies. Prior to Seekr, he held a variety of global marketing leadership roles at Bose, where he was responsible for brand marketing, media, digital, social and partnerships with relevant brands such as NFL, Amazon, Disney, and Spotify to name just to name a few. During this time, he was recognized in the “Sports Business Journal” with the “40 under 40” award. Questions and topics we discussed in this interview include: He explained how past roles prepared him for his leadership at Seekr Pat provided an inside look at Seekr's mission and explained his responsibilities within the company He addressed the challenges he faces in his role Pat shared insights on Seekr's biggest marketing challenge for 2024 Pat introduces us to the PIE framework (performance, image, and exposure) that all marketers need to know if they want to get promoted And more! You can connect with Pat on LinkedIn here - https://www.linkedin.com/in/pat-lacroix-1883506/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Near the end of the episode, Patrick also mentions the PIE framework (performance, image, and exposure) that he used to get promotions throughout his career. If you want a deeper dive specifically into this subject, check out this article I wrote about it on Medium - https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6 Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

Standing out from the competition can feel like an uphill battle. Whether you're struggling to craft the perfect sales pitch or wondering how to position yourself as a trusted advisor rather than just another vendor, listen up! Join Peter Wilson, President of bizmktg.com, and Chris Goldman, Marketing Strategist and Business Coach, as they reveal the secrets to creating sales pitches that not only resonate but win.Peter and Chris dive into April Dunford's must-read book *Sales Pitch: How to Craft a Story to Stand Out and Win*. They explore the shift from traditional sales tactics to a more customer-centric approach, where building trust and helping clients navigate decisions is key. Chris shares a story about how he once considered building his own fence to save money, only to realize that the expertise and service offered by professionals far outweighed the cost savings of doing it himself. It's a perfect metaphor for businesses who think they can DIY their marketing—only to find that working with experts brings better results with less hassle.Through the lens of storytelling frameworks like the hero's journey and problem-solution pitching, Peter and Chris highlight the importance of understanding the high stakes for decision-makers. They explain why so many sales pitches end in no decision and offer strategies to overcome buyer hesitation by positioning your product or service as the solution to a real problem—one that helps, not just sells.Ready to transform your marketing approach? bizmktg.com is offering a free consultation to help you gain clarity on your marketing needs and offer strategies to grow your business. Book your free consult today: "Book Consultation"

Andrew began his career by spending seven years in newspaper journalism. He then logged five years in higher-education marketing, co-managing a college website with a focus on video storytelling and fine-tuning email messaging to 18-year-olds. For the past 7 years, he's worked in B2B software, in marketing operations and then product marketing, with a focus on quantitative and qualitative customer research. He's started one customer advisory board and scaled two others, both in person and virtual, and strongly believes there's significant value in both approaches, for both customers and companies. Questions and topics we discussed in this interview include: What are the basics of customer research that marketers need to understand as they grow in their careers? When proposing the idea of a Customer Advisory Board (CAB), is it mainly to inform product marketing initiatives? Are there other areas of marketing and business overall that can benefit from the investment in a CAB? How should marketers identify and select the right members and determine the correct size for a Customer Advisory Board? What strategies can marketers use to keep CAB members engaged and active? How should the feedback process with CAB members be structured to ensure it's productive and actionable? What are some other common challenges businesses face when managing CABs, and how should marketers address them? How can marketers measure the success and impact of a Customer Advisory Board on product marketing initiatives? How do the role and operation of a CAB differ in startups versus established SaaS companies? Is there a specific stage in a business's life cycle where a CAB is more beneficial? How is the role of CABs expected to evolve in the next 5 to 10 years? And more! You can say hi to Andrew on LinkedIn here - https://www.linkedin.com/in/andrewgpetersen/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

What if people aren't buying your product or service because their idea of what it does is wrong? In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning, how a startup should differ in its communications from a big company, and the difference between B2B and B2C positioning. Dunford also shares how a startup can better identify pain points their customers face, how to write the best sales page copy, and the best way to objectively evaluate a product's positioning. If you're an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you're a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization. Dunford spent the first 25 years of her career as a startup executive running marketing, product, and sales teams positioning products acquired by companies like IBM and Siebel Systems. Since then, she's worked with over 200 companies as a consultant, developing a system to better position technology products and companies. She studied Engineering at the University of Waterloo and is most recently the author of Sales Pitch. Watch the episode on YouTube: ⁠⁠⁠⁠⁠https://www.youtube.com/c/theknowledgeproject/videos⁠⁠⁠⁠⁠ Newsletter - I share timeless insights and ideas you can use at work and home. Join over 600k others every Sunday and subscribe to Brain Food. Try it: ⁠⁠⁠⁠⁠https://fs.blog/newsletter/⁠⁠⁠⁠⁠ My Book! Clear Thinking: Turning Ordinary Moments into Extraordinary Results is out now - ⁠⁠⁠⁠⁠https://fs.blog/clear/⁠⁠⁠⁠⁠ Follow me: ⁠⁠⁠⁠⁠https://beacons.ai/shaneparrish⁠⁠⁠⁠⁠ Join our membership: ⁠⁠⁠⁠⁠https://fs.blog/membership/ (00:00) Intro (02:07) Positioning, explained (16:47) Why is positioning important? (20:40) B2B vs. B2C positioning (29:03) When re-positioning a product failed (32:31) How to identify customer's pain points (34:35) How to position a product on a sales page (38:06) How technology has changed positioning (41:40) How to evaluate product positioning (45:43) Who's in charge of positioning at a company? (50:27) On storytelling (56:35) Should a company have a point of view on the market? (1:00:21) Dealing with gatekeepers in B2B marketing (1:03:02) Mistakes people make with positioning (1:05:21) What schools get wrong about marketing (1:08:59) Secrets of B2B decision-making (1:11:18) On success

In today's episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.You will learn: * The key responsibilities of a good product marketer.* Why product marketers should know the product better than product managers.* The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages.* The need for founders to be realistic about the skills and experience required for a startup product marketer.* Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for.* Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations.* The benefits of analyzing existing customers to identify best fit for product and value proposition.* Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data.—If you want to skip ahead: (3:27) Product marketing role and responsibilities. (6:47) Product marketing challenges and hiring tips. (12:24) Product launch strategies. (16:08) Identifying target audience for product launches. (20:13) Segmentation in marketing. (25:10) Identifying customer segments. (29:01) Product marketing personas. —Connect with Tamara Grominsky on LinkedIn: https://www.linkedin.com/in/tamaragrominsky/ Subscribe to “PMM Camp,” Tamara's newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * PMM Camp, Tamara's community for product marketing leaders: https://www.pmmcamp.com/ * The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/ —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada:

Marina is a Content Marketing Specialist & Founder of the B2B Content Marketing agency Retold. With an extensive background in marketing, including content, social media, branding, and more, Marina opted for the agency approach after working in marketing leadership roles with companies in a number of different verticals. Today, she is passionate about bringing the power of storytelling and innovation into the world of content marketing to help companies solidify strategies that get results. Questions and topics we discussed in this interview include: The hardest part about being a marketing manager that people don't talk about enough Does written content still have a place in a marketing strategy (within video-first world)? What do people get wrong about thought leadership? How can marketers make it an effective part of a strategy? How to get your CEO featured in the media Skills Marina thinks marketers should focus on learning this year if they want to get better at B2B marketing What's been Marina's approach to collaborating with other content creators? And more! You can connect with Marina on LinkedIn here - https://www.linkedin.com/in/marina-krivonossova/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

Aren Johnstone is the President and Owner of Franchise Ramp, a leading marketing agency in the franchising industry that partners with the world's top fitness and wellness franchise brands. During his senior year of high school at the age of 18, Aren bypassed multiple full-ride college scholarships to purchase his first company, an ecommerce business. By 19, he ventured into marketing and software consulting, hiring his first employee. By the age of 20, his team had grown to five, and he co-founded an agency specializing in media buying for top ecommerce brands, overseeing more than $100M in ad spend. In 2019, Aren joined Franchise Ramp to introduce cutting-edge marketing strategies from the Ecommerce world to the franchise industry. Since then, Franchise Ramp has served thousands of franchise locations and has been recognized on the Inc 5000 list for two consecutive years, achieving a notable #49 ranking in 2022. He is passionate about entrepreneurship and committed to developing products and businesses that address real-world challenges.  Aren's story of how he got started in business during his high school years by selling t-shirts and apparel in Tulsa and then by purchasing an online figure-staking store at 18 years old Aren's journey into Facebook advertising back in 2015 The specific challenges that come from marketing franchise businesses The basics of “hyper-local” ad targeting Ecomm vs franchising: the main differences in paid media strategies The essential skills needed to be a great media buyer The nuances behind high-performing performance creative (*now that's a mouthful hehe) Changes in performance marketing that brands need to be aware of And more! Here's the episode I mentioned about MasterMind groups, featuring Liz Scully - https://www.kennysoto.com/podcast/interview-liz-scully-could-a-mastermind-group-elevate-your-marketing-ep-14/ You can connect with Aren via email here - aren@franchiseramp.com You can say hi on LinkedIn here - https://www.linkedin.com/in/aren-johnstone/ You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

Over her career, Lindsay McGuire has contributed to the content functions at the largest credit union in Alabama, the most well-known nonprofit brand in the world, and a SaaS company that made five acquisitions within two years. Now as the Associate Director of Content & Campaigns at Goldcast, her days are spent overseeing and creating content around how B2B marketers can use events as one of their top revenue-driving channels. Her diverse background across various industries makes Lindsay a well-rounded content leader and a strategist who knows how to create a content engine, build relationships across teams, integrate holistic messaging, and think creatively while staying laser-focused on business goals. Questions and topics we covered include: Lindsay's method to recover from layoffs Ways marketers can improve their confidence on camera The lessons Lindsay has learned about marketing events and webinars by working at Goldcast? What's the right strategy for promoting and repurposing events? What are the keys to strong customer interviews? How can marketers leverage them to improve their brand's storytelling? And more! You can connect with Lindsay on LinkedIn here - https://www.linkedin.com/in/lindsayladeroute/ And you can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

Today's episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies. In this episode, first I define value vs. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inform successful messaging that resonates with your customers. Lastly, near the end of the episode, I discuss my book, “Sales Pitch: How to Craft a Story to Stand Out and Win,” which you can get from Amazon https://amzn.to/49l0ZRY and wherever good books are sold—see more links below. (When I originally published this episode, my book wasn't out yet. But it's been out for 10 months now and has received hundreds of 5-star reviews.) —If you want to skip ahead: (00:15) Defining value.(01:14) A story about Janna Systems and their biggest competitor, Siebel Systems.(04:19) How one sales rep changes everything.(07:35) How Janna Systems shifted their positioning and won over Siebel Systems.(08:34) Customers don't care about your features.(10:28) Value vs. differentiated value and what really matters.(13:15) Value buckets.(14:06) Why value is difficult to understand.(16:06) Helping customers translate value on their own.(18:21) Mastering your product walkthrough.(20:00) The importance of proving your value to customers. (21:47) Finding your best-fit customer.(23:50) Common mistakes to avoid. (25:11) Differentiated value and the job of a market category.(27:43) How differentiated value informs messaging.(29:30) My book about sales pitches. —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzC—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website:

Amir Shahzeidi, Head of Demand Generation at Uscreen.tv and Host of the Beyond the Funnel podcast, combines deep SEO roots with a passion for driving growth. His expertise empowers brands and creators to thrive in the digital landscape, through strategic, revenue-centric marketing approaches. Questions and topics we covered in this episode include: The unique challenges you'll face when you're the first marketing hire  How does Amir define demand generation and how to properly measure it What does a marketer need to do after demand is generated? Examples of short-term marketing tactics that create the wrong incentives for businesses… Examples of vanity metrics we need to avoid as marketers and some of them aren't that obvious… What can marketing teams learn from creators? What has contributed the most to Amir's success at UScreen? What does Amir look for in new team members? And more! Connect with Amir on LinkedIn - https://www.linkedin.com/in/amir-shahzeidi/ You can say hello to me on LinkedIn at - https://www.linkedin.com/in/kennysoto/ Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com

We content marketers all want to put out high quality content all the time. But you might get writer's block or just feel stuck sometimes. And one of the best ways to get unstuck, to feel inspired and motivated to get better and better is to look to content creators who do their job really, really well. So in this episode, we encourage you to be influenced by some of the top thought leaders in business, including Gary Vaynerchuck, April Dunford, Chris Walker and Jason Lemkin. Together with the help of our special guest, Co-Founder & CMO of Dreamdata, Steffen Hedebrandt, we talk about writing a book, running experiments, keeping your content snowball rolling, sourcing content ideas from your sales team, and much more.About our guest, Steffen HedebrandtSteffen Hedebrandt is CMO and Co-Founder of Dreamdata, a pioneer in the realm of growth engines and marketing optimization. Steffen is a subject matter expert in connecting marketing activities with revenue. He has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling the commercial side of a business. A notorious growth hacker with a successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen knows the pain points of rapidly scaling marketing and growth firsthand.What B2B Companies Can Learn From Business Influencers:Write a book. Ian says, “if you can write a book and you have a good idea for it, it does give you credibility. It is a lot of work, but if it succeeds, then you can do really well.” Gary Vee has Jab, Jab, Jab, Right Hook. April Dunford has Obviously Awesome. And the books opened the door for them as thought leaders. Spending the time and thought on writing a book positions you as an expert in your field and validates your thought leadership in your industry. Run experiments. Steffen says, “[Gary Vaynerchuk is] constantly experimenting. Him and his teammates are extremely good at running constant experiments and yeah, sometimes it fails. But if we don't continue the experimentation culture, then we will not find the next big thing that's going to be driving the conversation with the audience.” So keep trying new and different things, see what works, and use it in your marketing.Keep rolling the snowball of content. Steffen says, “You need to do work and then you need to tell the world about it. And then in this constant cycle of documenting, “This is what we've done today. Here's an example.' Move on to the next thing. And little by little, the snowball starts rolling and you grow your audience little by little by continuously putting out stuff.” Try to put out content continuously, even if you only have one point to make. And little by little you'll grow your audience.Define your audience. Ian says, “Who exactly do you want to talk to? And obviously niche down as much as you possibly can to try to figure out who you really feel like you can serve the best and then figure out, ‘Okay, if I want to talk to these people for the next five years, what is the type of stuff that I want to talk about?  You should probably go talk to those people. Hopefully you have a background in that. If you want to go with the very super authentic route, if you don't have a background, then you need to find a way into being authentic, which means you need to talk to people who are having those problems and pull them into your content.” So do your research. Get to know your audience as well as possible so you can speak their language, create messages that resonate with them, and build your community. Source content ideas from your sales team. Steffen says, “When you listen to what the customers are telling your sales team, exhaust those questions through well-written content, and then produce a lot of high quality content that can ensure that you can always stay top of mind with the customers that you're trying to target.” Tune into what your sales team is hearing from customers about questions they have, concerns, and more, and channel that into your content.Quotes*”It's about authenticity. You can hear that these are real experiences. It's things that they've tried. Jason [Lemkin] can say these things because he's been in the trenches. That to me is the people I want to listen to. It's people who have done things themselves that you can trust that  it might not be a universal truth, but it's at least something that they've tried themselves and experienced. And now they're sharing this story with you. “That's what really makes it convincing to me.”*”If you're sitting out there just wanting to get started, just find peace in doing one of those disciplines where you are a good writer or you're good at communicating verbally, or you do well on video. And just dip your toes in whatever of those that you feel that you're strongest in. And if you want to get started, you don't have to do all of those disciplines at once. If you like writing, just start by writing and see where that takes you.”*”The one thing we can control in marketing is that we can ensure that we have a high output of content and we can ensure that that content is of the highest quality all the time. So whether it's somebody who's making a decision whether to buy or not, whenever they're being exposed by a podcast that we've been part of, we know it's high quality. And that's probably what could be convincing that customer to move on with deciding whether they should be going with us or not. So high quality, high frequency output is something that we as marketers can always control.”Time Stamps[0:55] Meet Steffen Hedebrandt, Co-Founder & CMO of Dreamdata[2:18] The Power of Consistent Content Creation[4:18] Understanding Business Influencers[9:17] Building Personal Brands and Marketing Strategies[11:40] The Importance of Authenticity and POV[20:15] Experimentation and Content Strategy[24:32] Packaging Ideas for Easy Understanding[25:33] Getting Started with Content Creation[26:23] Identifying and Engaging Your Audience[27:36] Creating a Unique Point of View[30:00] Content Strategy at DreamData[31:53] High-Quality Content and Distribution[37:25] Measuring Marketing Success[41:36] Innovative Content Approaches[44:50] Introducing DreamData's Audience Hub[48:24] Final Advice for MarketersLinksConnect with Steffen on LinkedInLearn more about DreamdataAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Meredith Gooderham, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

In today's episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I'm joined by Emma Stratton, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging. You will learn: * How B2B and B2C are different and each comes with their own unique challenges and opportunities.* How to differentiate between positioning, messaging, and copywriting.* The value of flexible messaging across different channels. * The importance of being concise in marketing messaging, particularly in the tech industry.* How punchy language is easier for consumers to absorb and remember, making it more effective in conveying complex ideas.* Why marketing professionals should avoid jargon and overused words like "leverage," "utilize," "transform," "accelerate," and "game changer."* Why some people struggle with narrowing down on a specific customer persona.* How taglines and headlines need to speak to customer perspectives.* Formulas and tricks to make your headlines more interesting and attention-grabbing. —If you want to skip ahead: 0:01 Positioning and messaging in B2B. 8:32 Marketing terminology. 13:04 Using simple language in marketing and avoiding jargon. 17:20 Tech language clarity and messaging for specific customer types. 22:18 Messaging for technical products. 30:27 Emma's book about messaging and marketing. 35:29 Messaging strategy. —Connect with Emma Stratton. Emma's LinkedIn: https://www.linkedin.com/in/emma-stratton-punchy/ Punchy: https://punchy.co/ Learn about Emma's book, Make it Punchy: How to Write Simple Tech Messaging That Wins Hearts, Minds, and Markets, which will be published in September 2024: https://pagetwo.com/book/make-it-punchy/ —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * Made to Stick: Why Some Ideas Survive and Others Die, a book by Chip Heath and Dan Heath: https://amzn.to/4cNPDsx —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK:

In today's episode of The HeyCreator Show, Matt Ragland (⁠@mattragland⁠) talks through the 10 books every creator must read, split up into three categories — Mindset, Business, and Process. Later, Tim Forkin (⁠@timforkindotcom⁠) joins for the first edition of Creator Advice — our new segment where we answer questions from our community, place ourselves in their situations, and work to solve their problems.  (0:00) — Intro (1:30) — The War of Art, by Steven Pressfield (2:45) — The Pathless Path, by Paul Millerd (4:13) — Bird by Bird, by Anne Lamott (5:48) — Perennial Seller, by Ryan Holiday (6:32) — Obviously Awesome, by April Dunford (7:11) — Dotcom Secrets, by Russell Brunson (8:18) — $100M Leads, by Alex Hormozi (9:20) — The Art and Business of Online Writing, by Nicolas Cole (10:09) — Free Time, by Jenny Blake (11:23) — Building a Second Brain, by Tiago Forte (14:42) — Creator Advice! Join the HeyCreator Community Use Automatic Evergreen to send profitable newsletters on autopilot

Matt Dixon is one of the world's foremost experts in sales and the author of The Challenger Sale, which sold over a million copies worldwide and was a #1 Amazon and Wall Street Journal bestseller. His most recent book, The JOLT Effect, focuses on overcoming customer indecision—one of the biggest challenges to closing deals. Outside of writing, Matt co-founded DCM Insights, a boutique consultancy helping organizations understand customer behavior, and is a frequent contributor to the Harvard Business Review, with more than 20 print and online articles to his credit. In our conversation, we discuss:• Why 40% to 60% of qualified sales opportunities are lost due to customer indecision• Why dialing up FOMO doesn't work, and what to do instead• The “pings and echoes” technique to catch issues early• The JOLT method for overcoming indecision• Key lessons from The Challenger Sale• Practical examples of how to apply these principles to close more deals—Brought to you by:• Enterpret—Transform customer feedback into product growth• Webflow—The web experience platform• Heap—Cross-platform product analytics that converts, engages, and retains customers—Find the transcript at: https://www.lennysnewsletter.com/p/close-more-deals-matt-dixon—Where to find Matt Dixon:• LinkedIn: https://www.linkedin.com/in/matthewxdixon• Website: https://www.jolteffect.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Matt's background(01:57) The research behind Matt's books(06:08) Insights from The JOLT Effect(10:15) FOMO vs. FOMU(18:18) An example of selling software(26:04) The JOLT method Step 1: Judge their level of indecision(29:41) The “pings and echoes” technique(34:49) Step 2: Offer a recommendation(38:36) Step 3: Limit the exploration(41:43) Step 4: Take risk off the table(45:58) When to hit the pause button with a customer(47:27) Insights from The Challenger Sale(49:07) An example of a challenger sale(55:23) Where to find Matt—Referenced:• A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch): https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting• The Challenger Sale: Taking Control of the Customer Conversation: https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/0670922854• The JOLT Effect: How High Performers Overcome Customer Indecision: https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102• Gartner acquires CEB: https://www.gartner.com/en/about/acquisitions/history/ceb-acquisition• Tiger King on Netflix: https://www.netflix.com/title/81115994• Why sourdough went viral: https://www.economist.com/1843/2020/08/04/why-sourdough-went-viral• Neil Rackham: https://en.wikipedia.org/wiki/Neil_Rackham• Status quo bias in decision-making: https://en.wikipedia.org/wiki/Status_quo_bias• Omission bias: https://thedecisionlab.com/biases/omission-bias• Gartner Magic Quadrant & Critical Capabilities: https://www.gartner.com/en/research/magic-quadrant• Dunning-Kruger effect: https://en.wikipedia.org/wiki/Dunning%E2%80%93Kruger_effect• Stop Losing Sales to Customer Indecision: https://hbr.org/2022/06/stop-losing-sales-to-customer-indecision• Dentsply Sirona: https://www.dentsplysirona.com/• “We happy?” Briefcase scene from Tarantino's Pulp Fiction: https://www.youtube.com/watch?v=FGchDuOpbhE• Nupro Freedom Cordless Prophy System: https://www.dentsplysirona.com/en-us/discover/discover-by-category/preventive/hygiene-handpieces.html—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Product positioning expert April Dunford joins Operating Partner Paul Stansik to talk about the curse of product pessimism (and how to fix it), why most software companies struggle to create a winning sales pitch, and how better product positioning fits into an effective growth plan for an emerging tech company.