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

Funnel

In this role, I am responsible for driving new customer acquisition and directly contributing to Funnel's growth by leading the strategy and development of our marketing website. As Growth PM - Acquisition, I am part of both the Product and Marketing organizations. My responsibilities include:
• Leading the ongoing development of Funnel’s marketing website as a high-performing acquisition channel, optimizing conversion rates and user experience.
• Enhancing user experience and conversion rates through experimentation, data analysis, and user research.
• Driving growth across paid, organic, and marketplace channels by creating engaging and frictionless digital journeys.
• Aligning the website's brand, voice, and experience for all key audiences, including prospects, customers, partners, and future employees.

Stack: G-Suite | Hubspot (CRM & CMS) | Notion | Google Analytics | Google Search Console | Looker & Looker Studio | SEMrush | Ahrefs | SurferSEO | ChatGPT | Gemini | Cursor

Product Manager Website & Acquisition

Funnel is a fast-growth b2b SAAS company founded in Stockholm, Sweden. I joined Funnel to lead SEO in order to reduce the company's dependency on paid channels. In this role, I developed and implemented the SEO strategy, working closely with content, web, and product marketing teams. My efforts have significantly boosted our online presence and contributed to overall business success.
 • Doubled organic search traffic within the first 10 months after starting.
 • Helped bring down important metrics such as CAC and payback time
 • Led cross-functional initiatives with web development, UX design, content marketing, and product marketing, optimizing organic visibility and increasing lead conversion rates.
 • Mentored and trained team members on SEO best practices.
 • Developed web pages 'programmatically' that drove thousands of product signups through both paid and organic channels.
 • Worked with external agencies and consultants to scale content creation, content optimization, and authority building.

SEO Strategist

iO is one of the bigger marketing agencies in The Netherlands, helping customers with strategy, technology, data, content, creation, and marketing. Orangedotcom become part of iO in April 2021. 

After the merger of Orangedotcom with iO, I continued to work as SEO teamlead, while also working directly with several customers.

Teamlead SEO at iO

Orangedotcom was a digital marketing agency in Amsterdam. I worked as head of SEO and teamlead of the SEO team at Orangedotcom. 

During my time as a teamlead, I was responsible for:
- SEO strategy development 
- Team management
- Client communications
- Collaboration with other teams 
- Driving growth and supporting sales

Under my leadership, we successfully retained our existing clients and attracted new ones, resulting in increased revenue from our SEO services. This growth enabled us to expand our team from 4 to 6 dedicated SEO specialists.

Head of SEO at Organgedotcom

In this role I was responsible for the SEO strategy of clients. Clear KPI's, a thorough website audit and data analysis are the building blocks for each SEO strategy. Some of my clients included Tele2 (now T-mobile), Qwic ebikes, and Ditt.officemakers.

Senior SEO Consultant at Orangedotcom

Havas Media Nederland

Helping clients to get more relevant website traffic, generate more leads, and ultimately, turn these leads into paying clients. I worked for clients such as TEVA Pharmaceuticals, PSA (Peugeot & Citroën) and Philips.

Senior SEO Specialist

Wecanbeheroes

Wecanbeheroes is a company of young professionals with the skills and expertise demanded by this day and age. With the aid of senior strategists, the young heroes are able to tackle big questions. Four days working with clients to help them become and stay ready for the future. In addition: one day per week coaching by leading entrepreneurs and professionals from the interactive industry.
During my time at Wecanbeheroes I did projects for and with: Nike, ABN AMRO, and Alliander.

Digital Strategist

Happy Idiots (vooheen McCloud online idiots)

Copywriting, keyword research, technical website audits, social media advice, content advice and more.

SEO Specialist 

eindhoven365

I guided groups around the different light/art objects and gave them background information about each artwork and the artists.

Guide at Light festival GLOW

Shift040

Shift040 was an online platform for students, with news and stories from the student life in Eindhoven. I wrote news articles, did interviews and had a biweekly column.

Redactor

TEDxBrainport

• Coordinated communications for the first TEDx conference in the Brainport-region.
• Wrote engaging copy for promotional materials and kept the website up-to-date.

Internship

Marketer | SEO Strategist

I’m a Growth Product Manager with a marketing background and a hands-on, can-do mentality. Over the past 10+ years, I’ve worked across SEO, content, and web to turn websites into engines for growth.

At Funnel, I lead cross-functional initiatives that drive customer acquisition. My team works closely with product marketing, paid media specialists, content marketers, and Revenue Development to align our efforts and deliver real impact.

Here’s what I care about:
• Getting things done
• Talking to customers to learn what they actually need
• Websites that don’t just look good, but perform
• Marketing based on science, not hunches
• Making things better, one experiment at a time

As a leader, I try to lead by example, build relationships, and create an environment where people can do their best work. 

Let’s connect if you’re working on something interesting or just want to chat.

taplio

The Battle

April Dunford

Thomas Frenkiel

Followers

Posts

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Performance ScoreApril Dunford's LinkedIn Performance

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taplio

The Battle

April Dunford

Thomas Frenkiel

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

Ready to grow your LinkedIn presence?

Performance ScoreApril Dunford's LinkedIn Performance