April Dunford: B2B Buyers Choose Vertical-Specific Tools Over General-Purpose Products
April Dunford · April Dunford: The Marketing Expert · Aug 20, 2024 · at 42:18
Positioning expert April Dunford explains to Shane Parrish how B2B software companies beat market incumbents by positioning specifically for targeted industry niches.
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“Like, you don't want the world's greatest general purpose CRM. You want the world's greatest CRM for people like you. That's how we win in this thing. If I walk in and say, we're just CRM, we're CRM for everybody, and we're just the greatest CRM ever, nobody wants that.”
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