In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning.

April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects.

This episode provides actionable strategies for rethinking positioning to ensure your product is clear and compelling.

• Learn the five crucial components of effective positioning.
• Understand why traditional positioning statements are often inadequate.
• Discover how to identify and address gaps in your product positioning.
• Gain tips on creating a clear and compelling value proposition.
• Hear examples of successful repositioning strategies.

Don't miss these practical strategies to improve your product positioning and achieve market success. Listen now to elevate your marketing approach.

April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love.

Boasting an impressive 25-year career as a VP Marketing at various rapidly developing technology firms, she has collaborated with hundreds of growing technology companies such as Google, Epic Games, Postman, and others.

April is also the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning and the future sales classic, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.

Full show notes: Unicorny.co.uk 

LinkedIn: April Dunford | Dom Hawes 

Website: April Dunford

Sponsor: Selbey Anderson 

In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies.

• The importance of blending organic growth and M&A strategies.
• How to stay agile and avoid complacency in long-term contracts.
• The evolving role of marketing and its connection to commercial outcomes.
• Leveraging diverse teams and expertise to achieve business goals.

Join us to learn how to align marketing efforts with overarching business objectives for sustained growth.

Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments.

Key achievements to date within Duncan's current role include:

• Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22.
• Leading an organisational change programme supporting the focus strategy, resulting in three SBUs.
• Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU.
• Leading the company’s approach to GHG reduction, including devising Project Element Six, the pathway to net Zero.

To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,’ reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes.

Full show notes: Unicorny.co.uk 

LinkedIn: Duncan Daines | Rachel Fairley 

Website: Gama Aviation

Sponsor: Selbey Anderson 

In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation.

From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley, discuss what marketers need to drive true business growth.

• The shifting roles of agencies and their impact on businesses;
• The importance of curiosity and new perspectives in marketing;
• Effective strategies for segmentation and targeting;
• Lessons learned from high-stakes marketing decisions.

Duncan Daines is a proven, competent professional with 27 years of experience working with Chief Executives and Business Leaders in various roles to deliver change initiatives and growth in key segments.

Key achievements to date within Duncan's current role include:

• Working with the CEO & COO to develop and deliver a post-COVID-19 growth strategy, leading to a 33% ($55.1M) increase in GP for FY22.
• Leading an organisational change programme supporting the focus strategy, resulting in three SBUs.
• Leading and winning a £65M 7-year contract in a key growth sector for Gama Aviation's Special Mission SBU.
• Leading the company’s approach to GHG reduction, including devising Project Element Six, the pathway to net Zero.

To achieve this, and by his nature, Duncan likes to form teams, binding complementary skills around him to deliver complex programmes. His leadership style has been described as ‘quietly driven,’ reflecting a tendency to actively listen, ask pertinent questions to cross-check his understanding, and then formulate a view with his team on a particular problem or challenge. Working with Executive teams, Duncan recognizes the need for managing upwards and continual communication during change programmes.

Full show notes: Unicorny.co.uk 

LinkedIn: Duncan Daines | Rachel Fairley 

Website: Gama Aviation

Sponsor: Selbey Anderson