Segmentation, Positioning and Storytelling
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15-Sep-2014 -
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Transcript of Segmentation, Positioning and Storytelling
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Segmentation Positioning Storytelling
April DunfordRocket Launch Marketing
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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
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WHAT you say is as Important as HOW you say it
Have you created the Paris Hilton of websites?
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Who is Your Target?
“Dude, we’re
the next YouTube,
our target is everyone.”
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Why Targeting Everyone is a Bad Idea
Focus resourcesMaximize impact
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Don’t Customers Segment For Me?
I don’t need to figure out what
market to sell to, the market will come to me.
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Admit it - You’re Segmenting
You’re just doing a crummy job of it
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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
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Pick Segments but Don’t be a Moron
It’s OK to shift focus
(just do your homework first)
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How Do I get Free Market Data?
Google (seriously)Ask experts
(Twitter is your best friend)
Steal it
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Value Proposition
(for YOUR customer)
What is it? Why do I care? Sez who?
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Story
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Positioning
Stop making your customers guess
why you are better than the other
guys
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The Canadian “Problem”
Sales is not a dirty word
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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.
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Characteristics of a Good Story
Clearly illustrates unique value
Short, easy to tell
Memorable
Relevant to your customers
Illustrates concrete results
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You’ve Got Great Stories to Tell
Customer Success
Competitive Wins
Company Creation