Segmentation, Positioning and Storytelling

About Me  Nortel’sIncubation Program  IBM Infosphere – $250M in 2 years 4 acquisitions + Ascential $1.2B   GlobalMarketing Siebel  Product Marketing at Janna Systems Acquired by Siebel $1.8B 

WHAT you say is as Important as HOW you say it Have you created the Paris Hilton of websites?

Who is Your Target? “Dude, we’re the next YouTube, our target is everyone.”

Why Targeting Everyone is a Bad Idea Focus resources Maximize impact

Don’t Customers Segment For Me? I don’t need to figure out what market to sell to, the market will come to me.

Admit it - You’re Segmenting You’re just doing a crummy job of it

I Have No Clue How to Pick a Segment Pick the segment it was designed for Pick abusiness problem AND pick a vertical  Size  General Problem?  Product Fit  Company Fit

Pick Segments but Don’t be a Moron It’s OK to shift focus (just do your homework first)

How Do I get Free Market Data? Google (seriously) Ask experts (Twitter is your best friend) Steal it

Value Proposition (for YOUR customer) What is it? Why do I care? Sez who?

Positioning Stop making your customers guess why you are better than the other guys

The Canadian “Problem” Sales is not a dirty word

Storytelling Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.

Characteristics of a Good Story Clearly illustrates unique value Short, easy to tell Memorable Relevant to your customers Illustrates concrete results

You’ve Got Great Stories to Tell Customer Success Competitive Wins Company Creation

Questions? aprildunford@gmail.com Everywhere aprildunford

Segmentation, Positioning and Storytelling

by April Dunford on Apr 12, 2009

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