Marketing teams know one thing, sales another, and Founder-CEOs yet another, but having a positioning expert in the middle of them all can tease out a bunch of value for a young B2B company. Most people tend to conflate positioning with branding, but the truth is that the former is a more fundamental step in the journey to refining corporate identity. Today’s guest is April Dunford, a positioning expert, entrepreneur, angel investor, advisor, and author of Obviously Awesome. She joins us on the show to discuss the positioning methodology in her book, lend insight into her consultation process, and sketch out some of the value she is able to add to her clients’ scaling journey in that respect. April works mostly with smaller B2B businesses helping them define their services and ideal client. In today’s episode, we hear about April’s career trajectory as a multiple vice president to positioning consultant, having worked with successful startups and global giants in the tech space. April defines positioning for listeners before getting into the five steps that a company should take in order to get a laser-sharp focus on their exact product and ideal customer before taking that data froward into a sales pitch and marketing campaign. For a load of great value and information about positioning, and to learn how you can take your B2B business to the next level, make sure you hear what April has to say.
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Eric Siu (@ericosiu) is the CEO at Single Grain, a digital marketing agency that focuses on paid advertising and content marketing. He contributes regularly to Entrepreneur Magazine, Fast Company, Forbes and more.