Ladies, and gentleman, we are proud to present the first of our BoS Europe 2020 speakers!
April Dunford, Author of ‘Obviously Awesome’
April Dunford Is an expert marketing practitioner turned executive consultant 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.
Why We Wanted Her to Speak A lot of people consider positioning is dull and done at their company. They’re wrong, but you can’t blame them, positioning is both misunderstood and badly taught at marketing school. Author of, ‘Obviously Awesome‘, and fantastic speaker, April first spoke at BoS USA in 2019 discussing positioning for growth in her signature warm, witty and charmingly irreverent manner. The sight of a room full of CEOs and CMOs writing notes frantically as she shared her thoughts on product positioning, the one thing in marketing that everyone thinks they have already solved for their company, will stick in the mind for a long time.
What’s She Done Then? Why Should I Care? April is a computer science graduate who was forced into product marketing where she applied some of the rigour of her degree to understanding how marketing works. She is not a fan of wooly words. She’s run marketing and sales teams at a series of successful technology startups and has launched 16 products into market.
As a result of her work on positioning and repositioning these organisations in the market, those companies have seen significant growth in sales and value. At Janna Systems for example, she was responsible for all marketing and repositioned a company selling database software with $1 million revenue, into a BI business and sales grew to over $70 million per annum in 18 months before being sold to Siebel for $1.7 billion.
We helped launch the book in the UK and ran some talks and workshops with her over the summer and several of the participants have told us that as a direct result, they’ve gone back to the positioning drawing board.
In our opinion. ‘Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it‘, is one of the most valuable, readable and practical marketing books of the last decade. Long time readers of our blog will know we don;t say that everyday.
You can find her at: www.aprildunford.com
Positioning Jujitsu – How Startups can use Positioning to Take on the Big Guys and Win
As startups, we are often competing against larger more established players that can outspend, out-market and out-sell us. But it doesn’t have to be this way. In this brand new talk, April will show you how you can take your competitor’s biggest strengths and turn them into weaknesses.
You can see why we think April is a must watch expert by watching her talk at Business of Software USA this year.
You will learn:
- How to use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that.
- How you make sure your customers understand who your REAL competition is.
- How you can take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them.
- How you can arm your sales people to teach customers how to think about the market – in a way that advantages you (at least for your real target customers).
Business of Software Conference Europe 2020: 23-24 March, Cambridge
Join 200 software entrepreneurs and leaders from growth-stage software companies for 2 days of inspiration, advice, listening, and learning.
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