segmentation, positioning and storytelling

Segmentation Positioning Storytelling

April DunfordRocket Launch Marketing

About Me

Nortel’s Incubation Program IBM Infosphere – $250M in 2 years

4 acquisitions + Ascential $1.2B Global Marketing Siebel Product Marketing at Janna Systems

Acquired by Siebel $1.8B

WHAT you say is as Important as HOW you say it

Have you created the Paris Hilton of websites?

Who is Your Target?

“Dude, we’re

the next YouTube,

our target is everyone.”

Why Targeting Everyone is a Bad Idea

Focus resourcesMaximize impact

Don’t Customers Segment For Me?

I don’t need to figure out what

market to sell to, the market will come to me.

Admit it - You’re Segmenting

You’re just doing a crummy job of it

I Have No Clue How to Pick a Segment

Pick the segment it was designed for

Pick a business problem AND pick a vertical

Size General

Problem? Product Fit Company Fit

Pick Segments but Don’t be a Moron

It’s OK to shift focus

(just do your homework first)

How Do I get Free Market Data?

Google (seriously)Ask experts

(Twitter is your best friend)

Steal it

Value Proposition

(for YOUR customer)

What is it? Why do I care? Sez who?

Story

Positioning

Stop making your customers guess

why you are better than the other

guys

The Canadian “Problem”

Sales is not a dirty word

Storytelling

Tell me a fact and I’ll learn.

Tell me a truth and I’ll believe.

But tell me a story and it will live in my heart forever.

Characteristics of a Good Story

Clearly illustrates unique value

Short, easy to tell

Memorable

Relevant to your customers

Illustrates concrete results

You’ve Got Great Stories to Tell

Customer Success

Competitive Wins

Company Creation

Questions?

aprildunford@gmail.comEverywhere aprildunford