How to Move From Pitching Products to Marketing Your Point of View [B2B Backstage]

In this B2B Backstage keynote with global positioning expert, April Dunford, you'll discover how to develop a "Point of View" narrative that will give your prospects and customers a clear way to think about their choices in the market and make it clear that your brand is the superior choice.

KEY DETAILS

Broadcast: January 12, 2021 - NOW AVAILABLE ON-DEMAND!
Length: 60 minutes
Keynote: April Dunford
Hosted by: Ann Handley

In this follow-up to April Dunford's B2B Forum Online keynote, Positioning in Crowded Markets: How to Make Any Product Obviously Awesome, she'll dive deeper into the "how-to's" of product positioning.

In 20 jam-packed minutes of presentation and 40 minutes of lively Q&A, April explains how to build a "Point of View" narrative to help overwhelmed customers and prospects understand their choices in the market, while positioning your offerings as the superior option.

You'll learn:

How positioning forms the underpinning of a good Point of View narrative
How to structure a narrative around your Point of View that helps customers make informed purchase choices
How to execute on that Point of View across both sales and marketing

This webinar is part of our PRO-exclusive B2B Backstage series, which focuses on strategy and forward thinking. Our speakers share their unique stories and philosophies, encouraging attendees to think differently, to be more creative, to forge a path to better B2B marketing.

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KEYNOTE

April Dunford is a consultant, author, speaker, and globally recognized expert in positioning. She helps technology companies make complicated products easy for customers to understand and love. Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into market. She's also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the popular business book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it.

HOSTED BY

Ann Handley is a Wall Street Journal best-selling author who recently published Everybody Writes 2. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.

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