Learn Inbound 2019 - April Dunford slides "Positioning – How to Harness an Inbound Marketing Secret Weapon"

1. OBVIOUSLY AWESOME:
How to Nail Product Positioning
so Customers Get it, Buy it, Love it
April Dunford @aprildunford aprildunford.com

2. WHAT POSITIONING IS NOT
A TAG LINE
MESSAGING
BRANDVISIONPOINT OF
VIEW
GTM
STRATEGY
“MARKETING”

3. MARKETING
POSITIONING

4. POSITIONING: A DEFINITION
POSITIONING defines how our product is
THE BEST IN THE WORLD at providing
SOMETHING that a well-defined set of
CUSTOMERS cares a LOT about

5. POSITIONING ANWERS
FUNDAMENTAL QUESTIONS:
WHAT IS THIS?
WHY SHOULD I
CARE?

6. @aprildunford
POSITIONING IS LIKE
CONTEXT SETTING FOR PRODUCTS

7. @aprildunford

9. @aprildunford

10. @aprildunford

11. A SHIFT IN
POSITIONING CAN
COMPLETELY
TRANSFORM
THE WAY WE SEE
A PRODUCT

12. Customers will use what they KNOW
to make sense of what they DON’T

13. MARKET CATEGORIES HELP
CUSTOMERS FOCUS

14. MARKET CATEGORIES HELP
NARROW THE CHOICES

15. Market
Competitor
Price Features
Target
Customer

16. Email
for
Lawyers
Outlook
Gmail
Cheap or
Free
Inbox,
Spam,
Calendar
Lawyers

17. Team
Collab.
for
Lawyers
Slack-
ish
$$
File
sharing
++
Lawyers

18. We rarely choose Market Categories
DELIBERATELY

19. What if I told you…your DATABASE
is not a DATABASE

20. BUT….THIS ISN’T MY JOB!!!

21. YOUR GENIUS
WORK
ACCEPTING WEAK POSITIONING
HAS CONSEQUENCES
@aprildunford

22. YOUR GENIUS
WORK
ACCEPTING WEAK POSITIONING
HAS CONSEQUENCES
@aprildunford

23. YOU DIDN’T SIGN UP FOR THIS CRAP
@aprildunford

24. HOW DO WE DO POSITIONING?

25. CRAP YOU LEARN IN MARKETING CLASS
THE TRADITIONAL POSITIONING STATEMENT
FOR ____(target market)____
___(our offering)___ IS A ___(market category)___
WHICH PROVIDES ___(benefit)___
UNLIKE ___(competitor)___@aprildunford

26. COMPONENTS OF POSITIONING
Positioning
Alternatives
Unique
Attributes
ValueCust.
Segments
Market
Category
@aprildunford

27. CUSTOMER-CENTRIC POSITIONING

28. I TOOK NOTES FOR YOU

29. HOW A NICHE PLAY BECAME A UNICORN

30. THANKS
AprilDunford.com
April@AprilDunford.com
@aprildunford