Observed Signal · Mar 10, 2026 · Content Publication · Source: Lennys Newsletter · Impact: 1/5 · Sentiment: Neutral
Advanced B2B Positioning Guide with April Dunford
Lenny’s Newsletter publishes an episode featuring April Dunford, a recognized expert on B2B positioning and author of Obviously Awesome. The conversation goes beyond basic positioning concepts to tackle four common roadblocks product teams face when defining market positioning and go-to-market (GTM) strategy. Topics covered include why cross-functional teams disagree on competitors, how to overcome product pessimism, applying the “So what?” test to clarify differentiated value, and using GTM decisions to inform positioning. The episode distills practical tactics for product and marketing teams to make clearer, more actionable positioning choices.
Educational thought-leadership content on B2B positioning; useful for marketing/product teams but not a platform-level, policy, funding, or technical infrastructure development affecting AdTech at large.
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Key Takeaways & Evidence Grounding
- April Dunford is the featured expert and is the author of the book Obviously Awesome.
- April Dunford has spent roughly 10 years working with more than 300 companies on positioning.
- The episode identifies four common positioning roadblocks product teams face when making positioning decisions.
- The episode highlights the "So what?" test and the use of GTM strategy to drive positioning decisions.
- Content was published as an episode on Lenny's Newsletter (lennysnewsletter.com).
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Advanced B2B Positioning Guide by April Dunford
April Dunford (author of Obviously Awesome) provides an advanced guide to B2B product positioning, identifying four common, hard-to-see roadblocks—disagreement about competitors, product pessimism, poorly defined differentiated value, and unclear scope of what’s being positioned. She emphasizes using the prospect’s point of view, staying focused on near-term product capabilities, acknowledging the status quo as a primary competitor, and running cross-functional positioning workshops that include heads of marketing, sales, product, customer success and the founder. Dunford recommends grounding positioning in real sales evidence, exposing product teams to why they win, articulating specific business value buyers understand, and keeping differentiated messaging concise. The piece is practical guidance aimed at helping B2B teams align on go-to-market messaging and win more deals.
Lauren Douglass: Authentic B2B Branding and Content for 2026
Lauren Douglass, founder of Reverve, appears on the AdTechGod podcast (Ep. 126) to discuss modern B2B marketing. Drawing on experience at Citibank, Teads, and Channel Factory, she describes Reverve as a consultancy that unifies PR, social, and content strategy. The conversation emphasizes authenticity, personal point of view, and consistent content creation as core drivers of B2B growth into 2026. Douglass argues personal brands and vulnerable storytelling outperform polished corporate jargon, and that AI will assist content production without replacing human connection. The episode covers practical challenges—planning, organization, and the emotional work of building a personal brand—and recommends companies encourage employees to share unique perspectives to create more human-centric marketing.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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