#97: April Dunford - Positioning, Differentiation, Lessons from 200+ B2B Sales Pitches, and How To Do It Right

April Dunford - Positioning, Differentiation, Lessons from 200+ B2B Sales Pitches, and How To Do It Right

October 03, 2023 | Podcasts | Marketing

April Dunford is a B2B positioning expert and author of Obviously Awesome and her new book Sales Pitch. Sales Pitch guides you through an eight-step sales pitch structure the helps you stand out and win business. Building on the concepts of the bestselling book, Obviously Awesome, Sales Pitch will give your sales reps a story that makes your product shine. We talk about her new book, lessons from her first book, and covered:

Positioning vs. Category Creation vs. Strategic Narrative
Lessons from 200+ B2B sales pitches
Why differentiation is everything and how to do it
Why positioning has to be a cross-functional activity - not just for the marketing
A structure anyone can use to turn positioning into a strong sales pitch
Why she set out to write a follow up book to her 2019 hit Obviously Awesome called Sales Pitch (and go through the pain of writing a book all over again)

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This episode is brought to you by Demandwell. This episode is brought to you by Demandwell. Demandwell is the best SEO solution for B2B SaaS marketers. They’ve helped customers like Lessonly drive 40% of their revenue from organic search. And they helped Terminus’s make organic search their number one source of demos. Get your free keyword feasibility assessment today at demandwell.com/keywords.

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April Dunford - Positioning, Differentiation, Lessons from 200+ B2B Sales Pitches, and How To Do It Right

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