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.

Hi! I'm Zoe, but most call me the Queen of Content ✨

I’m a senior content marketer who helps B2B tech and SaaS companies turn content into a revenue engine, and who likes speaking about it on stage.

Most B2B companies are drowning in content that doesn't convert. Blog posts that get traffic but no pipeline. Campaigns that look good but don't drive results. Content teams working hard, but struggling to prove ROI.
I build content strategies that increase the numbers that matter.
What I've delivered:
➝  Millions generated in pipeline through strategic content programs that connect top-of-funnel to closed deals
➝  Drove 340% traffic spikes and 197% search impression increases through content optimization and SEO
➝  Launched newsletters with 40%+ open rates while growing business email lists by 106%
➝  Secured 3x more media coverage than competitors for funding announcements
➝  Relaunched podcasts with short-form video strategies that achieve viral reach in the first month
➝  I spoke at Gartner Marketing Symposium, Content Marketing World, and multiple industry podcasts (open to new speaking opportunities!)
I handle full-funnel content strategy: from executive ghostwriting and SEO optimization to scalable editorial workflows and digital PR programs that generate coverage, traffic, and revenue.

Collaboration is core to how I operate. My ideas are strong, but they're always better when they've bounced off someone else. I lead with insight, openness, and a drive to make complex concepts more approachable to target audiences.

If you need a hand with your content strategy or if you’re looking for someone comfortable to get on stage and speak about it - let’s connect!  🤝

Content Strategy | B2B Tech Marketing | Thought Leadership | Executive Ghostwriting | Integrated Campaigns | SEO | Digital PR | Pipeline Generation | Podcast | Public Speaking | Content Marketing Leadership |  SaaS Marketing | B2B Marketing

Zoe Hawkins

When someone says you're "too much," the only correct response is: "Go find less."

I've been thinking about this all week after commenting on Shali Rana Reed's post about women being labeled aggressive, bossy, difficult, awkward, too much.

Here's why this is living rent-free in my head:

Women are told we NEED a personal brand to advance. We can't just show up, do good work, and get promoted on potential. We have to be visible. Strategic. Opinionated. Confident.

But the second we actually do that? We're too much.

Too strategic → You're overthinking it 
Too visible → You're attention-seeking 
Too confident → You're arrogant 
Too effective → You're in the weeds

Meanwhile, the guy doing the exact same thing? He's executive material. He's "showing initiative."

I'm done with it.

If someone says you're too much, that's data. It tells you they don't have the capacity for your level of thinking, your intensity, your vision. That's a them problem, not a you problem.

The right role, the right team, the right company won't ask you to shrink.

So keep being too strategic. Too visible. Too confident. Too effective. Too much.

The right people are ready for you in all your glory.

And the ones who can't handle it? They can go find less. ✨

Zoe Hawkins ✨

Queen of Content | B2B Tech Marketing Leader | Strategy & Storytelling Expert | Speaker | Gamer

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The Battle

April Dunford

Zoe Hawkins

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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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