Download - 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