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Cutting Through Noisy Markets: How to Do Strategic Positioning the Right Way

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April Dunford
Founder and CEO at Ambient Strategy
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Growth Marketing Conference Toronto 2019
April 25, 2019, Toronto, Canada
Growth Marketing Conference Toronto 2019
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About the talk


00:01 Positioning and marketing

01:33 What positioning is not

02:04 What is positioning?

04:07 A shift in positioning can change your product

08:59 An example of positioning a database

10:32 Phases of marketer maturity

13:50 Accepting weak positioning has consequences

15:32 How do you do positioning?

16:57 Components of positioning

18:18 Customer-centric positioning

19:51 Styles of positioning in a market

22:05 How a niche play became a unicorn

26:37 3 takeaways

About speaker

April Dunford
Founder and CEO at Ambient Strategy

April Dunford is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning and Market strategy. Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into the market. She is also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the upcoming book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it.

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Today I am going to teach you folks something about what I think is the most powerful growth marketing tool at your disposal and it is going to not only make your company more successful. It's going to make you more successful. So have you ever stopped to think about what is common across all of the tactics that you're doing right now? What are the inputs? So every marketing campaign we do every growth experiment were running every sales tactic we're running. They all have a really fundamental set of basic

inputs. So the first one is who is my target customer second one is what are my differentiators? How am I different and better than all the other things has there in the last one is value. What's the value that I can provide for customers? Taken together you can think about all those influences basically positioning. So positioning you can think of is the fundamental underpinning of everything that you do in marketing and sales everything. It is a thinking about it. Another way. If a marketing is the house positioning is the

foundation upon which the house is built. And I'm telling you people if there is one Marketing Concept that Is tragically horrifically heartbreakingly misunderstood. It is positioning hands down. Normally when I talk about positioning I have to start by telling everybody what positioning is not it's not a tagline. It's not messaging. It's not your point of view in the market. It is not your vision. It's not your brand. I got people come up and tell me that's just another

word for marketing. It's not it's actually bigger than that. In fact, each of these things flows from positioning. You got to do the positioning first before you can tackle any of these things. Positioning in my mind defines how our product is the best

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