In this episode, I talk to April Dunford, Positioning Expert.
April has written one of my favourite business books - Obviously Awesome - which distils down the five core components of effective product positioning.
I've always wondered though - how does her methodology translate to selling services or solutions?
Well, I got the answer (and then some!) on this episode of B2B Better. We also covered why positioning is not a marketing activity and how often a company should revisit their current positioning.
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Got a marketing problem you just can seem to unstick? Pick a time and we'll jump on a call to talk it out. Free of charge. No obligation to anything. Organise a free 30-minute strategy call.
Head over here: calendly.com/jasonbradwell/30-minute-consultation-call
Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable chunks?
Head over here: b2bbite.substack.com
You can also follow me on LinkedIn.
Head over here: linkedin.com/in/jasonbradwell
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Want $2000 off tickets to SaaSOpen in March? Use the code B2BBETTER at checkout.
https://saasopen.com/
Pipe Dream
Pipe Dream is the podcast for B2B marketers, founders, and GTM leaders navigating the post-AI marketing landscape. Each week, Jason Bradwell profiles the companies that have stopped competing on information and started building media that actually differentiates - showing you what works when "helpful content" is no longer enough.
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For years, B2B marketers were told to "educate your buyers." Create helpful content. Answer their questions. Build trust through information.
Then ChatGPT happened.
Now your prospects can get better answers, faster, without ever talking to a vendor. The playbook that defined a decade of B2B marketing has been commoditised overnight.
So what do buyers actually need from you now? What's left for B2B marketing teams to do when information is free and instant? And how do the companies winning today approach go-to-market in this post-information era?
Pipe Dream explores the companies rewriting the rules.
Each episode profiles B2B brands that have stopped competing on information and started building something AI can't replicate - personality-driven media, opinionated points of view, genuine community, and content that's actually worth a buyer's time.
From founders turning their expertise into media empires, to marketing teams building audiences that outlive their products, to sales leaders using shows and newsletters as full-funnel growth engines - these are the stories of companies adapting fastest to the shift.
This isn't another podcast about "content strategy." It's about survival, differentiation, and the death of the marketing playbook you spent the last decade perfecting.
If you're a B2B marketer, founder, or GTM leader who senses the ground shifting beneath you - and you're looking for what actually works now - this is your show.
Because helpful content is dead. Long live whatever comes next.
New episodes every week. Hosted by Jason Bradwell, founder of B2B Better, a podcast marketing agency helping B2B companies build media that matters.
Learn more at http://www.b2b-better.com