Rethinking Marketing and Storytelling with Martina Lauchengco

Positioning with April Dunford

In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian.

You will learn:

* How a VP of Marketing required team members to talk to two customers every week.

* Observing customers in the field to deepen your knowledge about how they use your products.

* Conducting customer interviews to understand the bigger context.

* Win/loss analysis.

* Collaboration between marketing and sales teams.

* How companies can stay ahead of the curve by being responsive to customer needs.

* How the rapid pace of technological change and AI is transforming go-to-market strategies.

* Understanding how a product intersects with the market and identifying key activities to amplify its reach.

* Product marketing’s intersection with lead generation strategy.

* The crucial role that product marketers play in shaping go-to-market strategies.

* The limitations of positioning statements.

* Understanding the context and audience for messaging.

* The dynamic nature of messaging in the early stages of a company.

* Using storytelling frameworks in sales pitches.

* Investor positioning.

* Borrowing techniques from successful peers, even if they seem unconventional.

* How product marketing is misunderstood in many companies.

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If you want to skip ahead:

(0:00) Customer insights for product marketing.

(4:16) Customer interviews.

(9:38) Understanding market changes.

(16:39) Product marketing and go-to-market strategies.

(20:19) Lead generation.

(26:15) Positioning for companies.

(29:57) Sales pitches.

(36:01) Testing new pitches.

(39:23) Product marketing function.

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Connect with Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/

Learn more about Martina: https://martinalauchengco.com/

Get Martina’s book, Loved: How to Rethink Marketing for Tech Products: https://amzn.to/3RIr5s2

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

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Mentioned in this episode:

* Gong call recording software: https://www.gong.io/

* The Jobs-to-be-done (JTBD) framework: https://strategyn.com/jobs-to-be-done/

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Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx

Subscribe on Spotify: https://spoti.fi/4aqyDqI

Subscribe on YouTube: https://www.youtube.com/@positioningshow

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com