#97: April Dunford - Positioning, Differentiation, Lessons from 200+ B2B Sales Pitches, and How To Do It Right

April Dunford is a B2B positioning expert and author of Obviously Awesome and her new book Sales Pitch. Sales Pitch guides you through an eight-step sales pitch structure the helps you stand out and win business. Building on the concepts of the bestselling book, Obviously Awesome, Sales Pitch will give your sales reps a story that makes your product shine. We talk about her new book, lessons from her first book, and covered:- Positioning vs. Category Creation vs. Strategic Narrative- Lessons from 200+ B2B sales pitches- Why differentiation is everything and how to do it- Why positioning has to be a cross-functional activity - not just for the marketing- A structure anyone can use to turn positioning into a strong sales pitch- Why she set out to write a follow up book to her 2019 hit Obviously Awesome called Sales Pitch (and go through the pain of writing a book all over again)Send guest pitches and ideas to [email protected] Five on LinkedIn: https://www.linkedin.com/company/exitfive/Exit Five on Twitter: https://twitter.com/exit5marketing***This episode is brought to you by Demandwell. This episode is brought to you by Demandwell. Demandwell is the best SEO solution for B2B SaaS marketers. They’ve helped customers like Lessonly drive 40% of their revenue from organic search. And they helped Terminus’s make organic search their number one source of demos. Get your free keyword feasibility assessment today at demandwell.com/keywords.Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more