Positioning for tech companies. Author of the best-selling books Obviously Awesome and Sales Pitch.

April Dunford is the world's foremost authority on product positioning for B2B technology companies. As a consultant, April helps companies make complex products easy to understand and love. After a 25-year career as a VP of Marketing at various fast-growing technology firms, she has consulted with 300 technology companies, including Google, Epic Games, Postman, and others. April is the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning, and the newly released, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.

April Dunford

ANNOUNCEMENT - The new updated and expanded Obviously Awesome is coming!!! 🎉 🎉 

I've been sitting on this one for a while, so I'm SUPER EXCITED to get this out into the world!! 

Almost 7 years ago, I published Obviously Awesome, my attempt at describing the process I use to position B2B tech products and companies. I didn't expect many people to read it. I was wrong. 

Since then, more than 100,000 people have bought the book, and countless companies have used the process. A few hundred did that with me directly, and many, many more of you worked through the process on your own using the book. I've learned a LOT over the past 7 years, and I decided it was time to bring those learnings back to the book. 

The new edition is coming in FEBRUARY (don't ask me for a specific date - it's Amazon's world, we're just living in it). Here's what's new:

📙 5 STEPS (not 10) - In the first edition, I describe 5 components of positioning and a 10-step process for doing it. Some of you really hated that the number of steps in the process wasn’t equal to the number of components. The first few steps were pre-work, and the final steps are work that follows the exercise. I have repositioned those steps (see what I did there), and we now have 5 components and 5 steps. 

📙 The PRE-WORK section has been expanded to include key decisions a team should make before beginning a positioning exercise. This is based on my work with clients, and I think it will greatly improve any team’s chances of success when following this process.

📙 I have included sections that are more relevant to MULTIPRODUCT companies grappling with how to position their products in a company with multiple offerings. 

📙 Some steps in the process have been significantly expanded—particularly the Differentiated Value step. Most teams told me they got stuck there. I hope this new, improved section helps to clarify the concept.

📙 The final section, What Happens AFTER a Positioning Exercise, has been greatly expanded. This new section reflects my current thinking on how best to create a sales pitch to test positioning and then turn that positioning into messaging.

📙 For the first time, there will be a HARDCOVER edition. Most of you won't care, but I have seen some seriously well-loved (but also beat-up and scraggly) paperbacks at conferences, and I decided some of you need a copy that’s a little more durable!

🎙️ To go with the book, I'm reviving the Positioning PODCAST and will release a new series of episodes that dive into the book's new material. 
✍ The same goes for the NEWSLETTER (always the best way to follow my stuff). 

A new podcast episode and newsletter article drop TOMORROW - links in the comments.

Petr Pinkas

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Feedly's mission is to help you keep up with the topics and trends you care about, without the overwhelm.

Founded in 2008, Feedly is a leading industry intelligence platform serving a diverse community of 15 million individuals and teams: from curious readers, busy professionals, field experts to businesses. Decluttering information, saving people time, and helping them find peace of mind are our passions. Feedly AI helps people filter out the noise and find actionable insights, so they can stay on top of/own the conversations happening in their industry.

Head of Customer Success

Head of Customer Support

Sticky Password

- Exploring new markets worldwide where Sticky Password could expand.
- Identifying new business opportunities, distributors and resellers
- Building relationships to increase/maximize revenues and brand awareness via various channels like co-branding, re-branding, white-labeling, integrations, email marketing, cross-promotions
- Responsible for Social Media and Online Marketing

Business Development and Online Marketing Manager

Leading the strategy for Social Media, Inbound Marketing, Blogging and Community together with supervising the Customer Services.

Social Media & Online Marketing Manager

Customer Services - make sure that customers from all communication channels are 100% satisfied
- manage, educate, motivate and coach new CS and TechSupport team members, CS budgeting

Social Media - budgeting, forecasting, managing and monitoring the whole social media program across all social media channels, monitor trends in SM, tools, creating and managing campaigns, educating internal and external teams to create SM content, incorporate SM to the organization, give the output from SM to the appropriate teams

Blog and marketing campaigns management

Head of Customer Services and Social Media

Primarily responsible for Customer Services smooth flow, recognizing customer needs and overall market requirements. Leading support engineers, maintaining and coordinating social media activities, partners product training. Also participating on Quality Assurance of Sticky Password - password manager and form filler (Windows, iOS)

Other activites performed in the company: competition and industry continuous monitoring, online product propagation and education, help with marketing strategies and decisions

Head of Customer Services and QA

Member of the Supervisory Board

business development, competitive analysis, business analysis

Consultant

Ander Lippin, s.r.o.

Analyst, product improvement and development, competitive analysis, business analysis, product analysis and testing, benchmarking, help with preparation and implementation of sales and marketing strategy, infrastructure and technology internal co-manager, other

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The Battle

April Dunford

Petr Pinkas

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The Battle

April Dunford

Petr Pinkas

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}April Dunford's LinkedIn Performance

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