Aug 29, 2019
Another episode of Escape Velocity, and another opportunity to
level up your game as an entrepreneur!
We are jumping right into a topic of major importance for your
business – POSITIONING!
Getting your positioning super tight and specific can be the holy
grail of growth… and many of the major players in the SaaS space
are proof of that!
It all comes down to picking the low-hanging fruit… get to know
your BEST CUSTOMERS – the ones who love your product, tell others
about it and the sale will close fast…
That being said, what if that’s only
20-30% of your customers?!… Is it better to keep a loose
positioning and get to as many customers as possible?
The devil is in the details!
On this episode of Escape Velocity (#9), I sit down with the
amazingly charismatic and knowledgeable April Dunfordto talk
about her journey as an entrepreneur, positioning expert and much
more!
Watch the full episode to learn how
to identify your best customers and get your positioning just
right.
April is dropping knowledge non-stop during our talk! Here are some
of the key topics:
- The story of Janna Systems (<- MUST HEAR)
- Keeping a loose positioning in the early days of a company
- The marketing playbook
- Generic vs. Specific approaches
- Chasing trends in marketing
- What separates great companies from the rest
- How to hire a good marketing leader?
- What makes great leaders in the SaaS space?
- What is professional maturity?
These days, the tech space is bombarded with hot new flavor of thе
month strategies like Category Creation and it’s all too easy to
follow the trends and commit your business to a marketing plan that
is not necessarily the best option for your growth.
I am not trying to throw shade on Category Creation here… it can be
amazingly effective in the right situation. But as April points out
in our conversation, this is mostly the case for established
companies, with serious brand recognition and access to
capital.
Find what worked with your most successful past deals and
established business
relationships… look for the patterns that define your ideal
partner.
At that point, building a marketing plan becomes a
piece of cake!
Now you know what to look for… it’s time to commit.
Do not underestimate how important it is to stick to your message…
remember that you will get tired of your own marketing before your
customers do!
The big takeaway is… spend the necessary time and effort to get
your basics right!
Listen in on the whole conversation and learn how to make waves in
the SaaS space through good positioning.
Watch the full episode here for more
insights and make sure to drop a comment if you have any questions
about optimizing positioning and marketing strategy.
--
Dan Martell has advised more startups
than his hometown has people and teaches startup founders like you
how to scale. He previously created, raised venture
funding for and successfully exited two tech startups: Flowtown and
Clarity.fm. You should follow him on twitter @danmartell for tweets
that are actually awesome.
+ Instagram (behind the scenes): http://instagram.com/danmartell
+ Facebook (live trainings + Q&A): http://FB.com/DanMartell
+ Twitter (what I'm reading): http://twitter.com/danmartell