Positioning for tech companies. Author of the best-selling books Obviously Awesome and Sales Pitch.

April Dunford is the world's foremost authority on product positioning for B2B technology companies. As a consultant, April helps companies make complex products easy to understand and love. After a 25-year career as a VP of Marketing at various fast-growing technology firms, she has consulted with 300 technology companies, including Google, Epic Games, Postman, and others. April is the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning, and the newly released, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.

April Dunford

ANNOUNCEMENT - The new updated and expanded Obviously Awesome is coming!!! 🎉 🎉 

I've been sitting on this one for a while, so I'm SUPER EXCITED to get this out into the world!! 

Almost 7 years ago, I published Obviously Awesome, my attempt at describing the process I use to position B2B tech products and companies. I didn't expect many people to read it. I was wrong. 

Since then, more than 100,000 people have bought the book, and countless companies have used the process. A few hundred did that with me directly, and many, many more of you worked through the process on your own using the book. I've learned a LOT over the past 7 years, and I decided it was time to bring those learnings back to the book. 

The new edition is coming in FEBRUARY (don't ask me for a specific date - it's Amazon's world, we're just living in it). Here's what's new:

📙 5 STEPS (not 10) - In the first edition, I describe 5 components of positioning and a 10-step process for doing it. Some of you really hated that the number of steps in the process wasn’t equal to the number of components. The first few steps were pre-work, and the final steps are work that follows the exercise. I have repositioned those steps (see what I did there), and we now have 5 components and 5 steps. 

📙 The PRE-WORK section has been expanded to include key decisions a team should make before beginning a positioning exercise. This is based on my work with clients, and I think it will greatly improve any team’s chances of success when following this process.

📙 I have included sections that are more relevant to MULTIPRODUCT companies grappling with how to position their products in a company with multiple offerings. 

📙 Some steps in the process have been significantly expanded—particularly the Differentiated Value step. Most teams told me they got stuck there. I hope this new, improved section helps to clarify the concept.

📙 The final section, What Happens AFTER a Positioning Exercise, has been greatly expanded. This new section reflects my current thinking on how best to create a sales pitch to test positioning and then turn that positioning into messaging.

📙 For the first time, there will be a HARDCOVER edition. Most of you won't care, but I have seen some seriously well-loved (but also beat-up and scraggly) paperbacks at conferences, and I decided some of you need a copy that’s a little more durable!

🎙️ To go with the book, I'm reviving the Positioning PODCAST and will release a new series of episodes that dive into the book's new material. 
✍ The same goes for the NEWSLETTER (always the best way to follow my stuff). 

A new podcast episode and newsletter article drop TOMORROW - links in the comments.

Tri-State Generation and Transmission Association, Inc.

Manage copywriting of feature stories and blogs for marketing collateral and external communications

Interview technical subject matter experts for storytelling development

Maintain social media and corporate website with content development and updates

Manage, track, and report on marketing and communications programs

Collaborate with the creative team to develop multimedia and graphic content for campaigns and collateral

Contract Communications Specialist

Internet2

Translated complex topics into compelling content through blogs, infographics, storyboards, videos, events, emails, presentations, and social media campaigns to promote tech services and products for 7,000 community members in national research and educational networks

Created 200 videos of events in Adobe Premiere Pro and launched a new YouTube channel to position Interent2 as a leader in convening the research and education community

Managed social media campaigns on Instagram, Facebook, Twitter, LinkedIn, YouTube and Slack, which increased engagement for organic social media content by up to 15% 

Coordinated strategic messaging to advertise industry events at tradeshows, webinars, and conferences for chief information officers and software engineers in the edtech sector

Digital Experience Specialist (Senior Content Manager)

Denver Startup Week

Created content about energy, renewables, and product design for Zebulon Solutions, We Care Solar, and Yes Energy. Wrote articles, blogs, press releases, website pages, brochures, case studies, social media posts, videos, and newsletters to increase sales and support branding efforts

Managed marketing strategy for a headline event during Denver Startup Week. Developed public relations, videos, blogs, flyers and social media for Denver Startup Week to attract 1,000+ people to the Physical Product Showcase in 2019, 2021 & 2022

Managed business outreach, marketing, 40 volunteers, and event logistics to coordinate a Ski Swap for the Boulder Nordic Junior Racing Team to raise $7,500

Wrote the bilingual script on behalf of the Denver Hispanic Chamber of Commerce for the Bravo Awards Gala in 2018 and 2019 with public officials in attendance to raise $25,000

Multimedia Content Manager

36 Commuting Solutions

Coordinated a strategic marketing campaign with the Colorado Department of Transportation that reduced traffic congestion by encouraging 33 percent of 650 program participants who drove alone on US 36 to carpool, vanpool or take the bus.

Created on-brand press releases, tv news segments, webpages, e-newsletters, videos, reports, and marketing collateral for tradeshows and events to reach over 100,000 people per month

Developed personas to target millennial and Gen X customers through video ads on Pandora, YouTube and Facebook for successful B2B social marketing campaigns

Coordinated the storytelling and production of a video about Bus Rapid Transit service on US 36 in support of the Regional Transportation District launching the Flatiron Flyer bus service

Managed a business outreach program with quarterly meetings to support the Denver Regional Council of Governments and the Regional Transportation District, and to educate C-suite executives based along US 36 about commuting options for their employees

Marketing Communications Manager

University of Colorado

Wrote and edited feature articles for a 36-page biannual magazine as part of the University of Colorado’s $1.5 billion Creating Futures campaign

Interviewed subject matter experts and collaborated with faculty, staff, students and alumni across campuses four college campuses to develop 15 donor brochures

Designed the e-newsletter, interviewed subject matter experts and wrote the content sent to 250 fundraising staff members from the Vice President of Advancement

Communications Professional

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April Dunford

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The Battle

April Dunford

Maya Gurarie

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}April Dunford's LinkedIn Performance

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