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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