Talk by me (April Dunford) at MeshU 2009 on Segmentation, positioning and storytelling.

2. About Me
 Nortel’sIncubation Program
 IBM Infosphere – $250M in 2 years
4 acquisitions + Ascential $1.2B

 GlobalMarketing Siebel
 Product Marketing at Janna Systems
Acquired by Siebel $1.8B


3. WHAT you say is as
Important as HOW you say it
Have you
created the
Paris Hilton
of websites?

4. Who is Your Target?
“Dude, we’re
the next
YouTube,
our target is
everyone.”

5. Why Targeting Everyone is a Bad
Idea
Focus resources
Maximize
impact

6. Don’t Customers Segment For
Me?
I don’t need to
figure out what
market to sell to,
the market will
come to me.

7. Admit it - You’re
Segmenting
You’re just doing
a crummy job of it

8. I Have No Clue How to Pick a
Segment
Pick the segment it was
designed for
Pick abusiness problem
AND pick a vertical
 Size
 General
Problem?
 Product Fit
 Company Fit

9. Pick Segments but Don’t be a
Moron
It’s OK to shift focus
(just do your homework
first)

10. How Do I get Free Market
Data?
Google (seriously)
Ask experts (Twitter
is your best friend)
Steal it

11. Value Proposition
(for YOUR
customer)
What is it?
Why do I care?
Sez who?

12. Story

13. Positioning
Stop making your
customers guess why
you are better than
the other guys

14. The Canadian “Problem”
Sales is not a
dirty word

15. 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.

16. Characteristics of a Good
Story
Clearly illustrates unique
value
Short, easy to tell
Memorable
Relevant to your customers
Illustrates concrete results

17. You’ve Got Great Stories
to Tell
Customer Success
Competitive Wins
Company Creation

18. Questions?
aprildunford@gmail.com
Everywhere aprildunford