SlideShare a Scribd company logo
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?
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 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

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