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OBVIOUSLY AWESOME:
How to Nail Product Positioning
so Customers Get it, Buy it, Love it
April Dunford @aprildunford aprild...
WHAT POSITIONING IS NOT
A TAG LINE
MESSAGING
BRANDVISIONPOINT OF
VIEW
GTM
STRATEGY
“MARKETING”
MARKETING
POSITIONING
POSITIONING: A DEFINITION
POSITIONING defines how our product is
THE BEST IN THE WORLD at providing
SOMETHING that a well-...
POSITIONING ANWERS
FUNDAMENTAL QUESTIONS:
WHAT IS THIS?
WHY SHOULD I
CARE?
@aprildunford
POSITIONING IS LIKE
CONTEXT SETTING FOR PRODUCTS
@aprildunford
@aprildunford
@aprildunford
A SHIFT IN
POSITIONING CAN
COMPLETELY
TRANSFORM
THE WAY WE SEE
A PRODUCT
Customers will use what they KNOW
to make sense of what they DON’T
MARKET CATEGORIES HELP
CUSTOMERS FOCUS
MARKET CATEGORIES HELP
NARROW THE CHOICES
Market
Competitor
Price Features
Target
Customer
Email
for
Lawyers
Outlook
Gmail
Cheap or
Free
Inbox,
Spam,
Calendar
Lawyers
Team
Collab.
for
Lawyers
Slack-
ish
$$
File
sharing
++
Lawyers
We rarely choose Market Categories
DELIBERATELY
What if I told you…your DATABASE
is not a DATABASE
BUT….THIS ISN’T MY JOB!!!
YOUR GENIUS
WORK
ACCEPTING WEAK POSITIONING
HAS CONSEQUENCES
@aprildunford
YOUR GENIUS
WORK
ACCEPTING WEAK POSITIONING
HAS CONSEQUENCES
@aprildunford
YOU DIDN’T SIGN UP FOR THIS CRAP
@aprildunford
HOW DO WE DO POSITIONING?
CRAP YOU LEARN IN MARKETING CLASS
THE TRADITIONAL POSITIONING STATEMENT
FOR ____(target market)____
___(our offering)___ I...
COMPONENTS OF POSITIONING
Positioning
Alternatives
Unique
Attributes
ValueCust.
Segments
Market
Category
@aprildunford
CUSTOMER-CENTRIC POSITIONING
I TOOK NOTES FOR YOU
HOW A NICHE PLAY BECAME A UNICORN
THANKS
AprilDunford.com
April@AprilDunford.com
@aprildunford
April Dunford - Positioning – How to Harness an Inbound Marketing Secret Weapon
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April Dunford - Positioning – How to Harness an Inbound Marketing Secret Weapon

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Learn Inbound 2019 - April Dunford slides

"Positioning – How to Harness an Inbound Marketing Secret Weapon"

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April Dunford - Positioning – How to Harness an Inbound Marketing Secret Weapon

  1. 1. OBVIOUSLY AWESOME: How to Nail Product Positioning so Customers Get it, Buy it, Love it April Dunford @aprildunford aprildunford.com
  2. 2. WHAT POSITIONING IS NOT A TAG LINE MESSAGING BRANDVISIONPOINT OF VIEW GTM STRATEGY “MARKETING”
  3. 3. MARKETING POSITIONING
  4. 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. 5. POSITIONING ANWERS FUNDAMENTAL QUESTIONS: WHAT IS THIS? WHY SHOULD I CARE?
  6. 6. @aprildunford POSITIONING IS LIKE CONTEXT SETTING FOR PRODUCTS
  7. 7. @aprildunford
  8. 8. @aprildunford
  9. 9. @aprildunford
  10. 10. A SHIFT IN POSITIONING CAN COMPLETELY TRANSFORM THE WAY WE SEE A PRODUCT
  11. 11. Customers will use what they KNOW to make sense of what they DON’T
  12. 12. MARKET CATEGORIES HELP CUSTOMERS FOCUS
  13. 13. MARKET CATEGORIES HELP NARROW THE CHOICES
  14. 14. Market Competitor Price Features Target Customer
  15. 15. Email for Lawyers Outlook Gmail Cheap or Free Inbox, Spam, Calendar Lawyers
  16. 16. Team Collab. for Lawyers Slack- ish $$ File sharing ++ Lawyers
  17. 17. We rarely choose Market Categories DELIBERATELY
  18. 18. What if I told you…your DATABASE is not a DATABASE
  19. 19. BUT….THIS ISN’T MY JOB!!!
  20. 20. YOUR GENIUS WORK ACCEPTING WEAK POSITIONING HAS CONSEQUENCES @aprildunford
  21. 21. YOUR GENIUS WORK ACCEPTING WEAK POSITIONING HAS CONSEQUENCES @aprildunford
  22. 22. YOU DIDN’T SIGN UP FOR THIS CRAP @aprildunford
  23. 23. HOW DO WE DO POSITIONING?
  24. 24. 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
  25. 25. COMPONENTS OF POSITIONING Positioning Alternatives Unique Attributes ValueCust. Segments Market Category @aprildunford
  26. 26. CUSTOMER-CENTRIC POSITIONING
  27. 27. I TOOK NOTES FOR YOU
  28. 28. HOW A NICHE PLAY BECAME A UNICORN
  29. 29. THANKS AprilDunford.com April@AprilDunford.com @aprildunford

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