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

Can you use my positioning methodology to get yourself a date? I had a fun conversation with Brent Adamson and Shari Levitin on the Selling Isn't Everything podcast, where we talked about a bunch of things like:
♥️ Can you use my book, Obviously Awesome, to position yourself for romance (spoiler - I don't think it's a great idea, but hey, your mileage may vary!)
♥️ "Fractional CMO" is not great positioning (I mean, it's fine in the short term, but let's be honest, marketers can do better)
♥️ Why it's important to think about value and best-fit customers as a matching set
♥️ Why the "insight" step in a sales pitch is so hard to get right, but also critically important. 
This was a fun one!
Episode link in the comments

Edify Content

B2B SaaS Marketing Strategist

Kate Meda

- Content writer, copywriter, editor, and ghostwriter for B2B and B2C SaaS clients.

Freelance Content, Copywriter, and Copyeditor

Soprano

KORTX

As a Marketing Specialist: Copywriter at KORTX, I create targeted content that drives brand awareness, lead generation, and customer engagement. 

My responsibilities include:

✨ Crafting SEO-optimized blog posts, product guides, case studies, and social media copy.
✨ Collaborating with internal teams to execute strategic marketing plans.
✨ Conducting research and interviews with subject matter experts to develop compelling, authoritative content.
✨ Contributing to content calendars and ensuring all materials align with the brand voice.

I’m passionate about storytelling that resonates with the right audience and supports KORTX’s growth across digital platforms.

Copywriter

SureSwift Capital

- Oversaw all marketing operations at MeetEdgar, a social media management tool.

Content Marketing Manager

- Helped drive organic new users by 849.25%, organic trial conversions by 46.88%, and new users by 110% within a two-month period by writing articles using SEO best practices and adding CRO optimizations.
- Wrote for a variety of B2B and B2C companies including Mailparser, Plug In SEO, Back in Stock, the Law Dictionary, and Taster’s Club on topics including marketing automation, affiliate marketing, Shopify marketing tactics, and distilled spirits.
- Incorporated SEO best practices while maintaining intrigue and originality.

Content Marketing and SEO Specialist

Grizzle.io

- Writing long-form SEO and thought leadership content for Wynter's (a B2B message testing company) blog.

Content Writer

A2 Hosting

Marketing Liaison and Content Writer

Solutions Specialist

Nexcess

Sales Specialist 

𝐄𝐯𝐞𝐫𝐲 𝐛𝐫𝐚𝐧𝐝 𝐡𝐚𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲. 𝐈 𝐛𝐫𝐢𝐧𝐠 𝐢𝐭 𝐭𝐨 𝐥𝐢𝐟𝐞. 🪄✨

With 6+ years of experience writing and editing in B2B SaaS, I blend journalism, creative writing, SEO, and visual arts to get your story across to the people who need to hear it.

Before this, I picked up degrees in Theatre, English, and Music Education, and I’ve spent time on stage as an opera singer, connecting with audiences through raw emotion. 

My background helps me bring a creative, human touch to even the most technical topics. (There’s nothing like singing "Quando M'en Vo"--Musetta's Waltz--to help you craft content about data migration strategies.)

I do a bit of everything:

✍🏼 𝐖𝐫𝐢𝐭𝐞 & 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡: I dig into topics, talk to people smarter than me, and then write like I’ve known about it for years.
📸 𝐕𝐢𝐬𝐮𝐚𝐥 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: I shoot photos, edit videos, and write scripts—because stories aren’t one-dimensional, and neither should the way we tell them be.
🫱🏽‍🫲🏿 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 & 𝐄𝐧𝐠𝐚𝐠𝐞: I ask too many questions, find stories that matter, then make them matter even more.

Storytelling is about making connections with human beings. My focus is simplifying complex topics into content that drives traffic, builds engagement, and strengthens brand visibility across your marketing channels.

Let’s connect and tell some great stories.

5 years ago, I identified a critical gap at my former employer, A2 Hosting (now hosting.com), they did not have a song that sounded exactly like Norah Jones’s "Don't Know Why," but with lyrics about server downtime.

When I presented the asset to the team, the Slack channel went silent. I assumed they were stunned by the synergy of jazz piano and web hosting technical specs. In retrospect, it is possible they just didn't like it.

It was a passion project done entirely in my free time. I love finding ways to inject a little creativity (and jazzy piano (and jazz hands 👐)) into the corporate world.

I am now offering this service to other organizations. If you need a woman to sing a parody song about your IT infrastructure, I am available for hire.

Content strategist | I deliver the trifecta: smart strategy, research-led copy, and visuals (graphics + video). | IT automation, fintech, edtech

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The Battle

April Dunford

Kate Meda

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taplio

The Battle

April Dunford

Kate Meda

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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Performance ScoreApril Dunford's LinkedIn Performance