April Dunford · 13 min read · Product Strategy
A guide to advanced B2B positioning
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This guide dives into advanced B2B positioning, arguing that as AI makes product ideation easier, the bigger challenge becomes distribution and grabbing attention. It outlines four common roadblocks to positioning and offers practical strategies and a repeatable process (based on April Dunford's framework) to create a clear, differentiated position for your product.
Key Takeaways
- Strong, specific positioning is essential to cut through market noise and drive distribution for B2B products.
- Four common roadblocks can derail positioning: disagreement on what to position against, product pessimism, poorly defined differentiated value, and unclear positioning scope.
- Adopt a repeatable process with a structured framework (five components) and involve cross-functional teams to develop robust positioning.
- Learn from April Dunford’s approach and use plug-and-play templates to move from basics to advanced, actionable positioning strategies.
Excerpt
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