About Me
 Nortel’sIncubation Program
 IBM Infosphere – $250M in 2 years
       4 acquisitions + Ascential $1.2B
   

 ...
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
   c...
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 vert...
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?
Story
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 ...
Characteristics of a Good
            Story

Clearly illustrates unique
  value
Short, easy to tell
Memorable
Relevant to ...
You’ve Got Great Stories
        to Tell

Customer Success
Competitive Wins
Company Creation
Questions?

aprildunford@gmail.com
Everywhere aprildunford
Segmentation, Positioning and Storytelling
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Segmentation, Positioning and Storytelling

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Talk by me (April Dunford) at MeshU 2009 on Segmentation, positioning and storytelling.

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Segmentation, Positioning and Storytelling

  1. 1. 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 
  2. 2. WHAT you say is as Important as HOW you say it Have you created the Paris Hilton of websites?
  3. 3. Who is Your Target? “Dude, we’re the next YouTube, our target is everyone.”
  4. 4. Why Targeting Everyone is a Bad Idea Focus resources Maximize impact
  5. 5. Don’t Customers Segment For Me? I don’t need to figure out what market to sell to, the market will come to me.
  6. 6. Admit it - You’re Segmenting You’re just doing a crummy job of it
  7. 7. 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
  8. 8. Pick Segments but Don’t be a Moron It’s OK to shift focus (just do your homework first)
  9. 9. How Do I get Free Market Data? Google (seriously) Ask experts (Twitter is your best friend) Steal it
  10. 10. Value Proposition (for YOUR customer) What is it? Why do I care? Sez who?
  11. 11. Story
  12. 12. Positioning Stop making your customers guess why you are better than the other guys
  13. 13. The Canadian “Problem” Sales is not a dirty word
  14. 14. 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.
  15. 15. Characteristics of a Good Story Clearly illustrates unique value Short, easy to tell Memorable Relevant to your customers Illustrates concrete results
  16. 16. You’ve Got Great Stories to Tell Customer Success Competitive Wins Company Creation
  17. 17. Questions? aprildunford@gmail.com Everywhere aprildunford
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