April Dunford: B2B Expert
April Dunford is a B2B positioning expert and keynote speaker who helps tech companies transform complex products into clear, compelling market winners that drive sales and customer adoption.
Quick Facts:
- Leading global authority on B2B product positioning and differentiation
- Advisor to more than 100 startups and high-growth tech companies
- Bestselling author of Obviously Awesome
- Former marketing executive with deep expertise in go-to-market strategy
- Formats:
- Keynote speaker, positioning strategist and B2B tech advisor
- Audiences:
- Founders, product leaders, B2B marketers, sales teams and organizations launching or repositioning complex products.
- Outcomes:
- Clear, differentiated market positioning that fuels predictable growth
- Messaging that aligns product, marketing and sales around a unified narrative
- Practical frameworks to introduce new products and stand out from competitors
- Travels from: Toronto, ON
- **Fee range: On Request
Talent Services
Keynote Topics:
Powerful Product Positioning
In this thought-provoking session, April Dunford will focus on the often overlooked but crucial aspect of product development: positioning. In this talk, April will delve into the process of positioning a product to showcase its unique value and stand out in the market.
She will also provide insights on re-positioning strategies and the impact they can have on a business’s overall success. Don’t miss this chance to gain valuable knowledge on how to effectively position your product for maximum impact.
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
In this talk, positioning expert April Dunford teaches audiences how to find the unique value of their product and effectively communicate it to their target audience. This talk, based on her bestselling book, includes lessons on the five components of effective positioning, how to connect with an audience, how to select the right market for a product, and how to use different positioning strategies to advantage.
Through anecdotes and case studies, Dunford, a tech executive with 16 successful product launches under her belt, shares her expertise on standing out in a crowded market. This talk is useful for entrepreneurs, marketers, and salespeople looking to effectively bring new products to market.
Positioning Workshops for Startups
This workshop is designed to help your executive team gain clarity and alignment on the positioning of your product or company.
Through a structured process, you will work together to identify and define the key components of your positioning, and then use these components to create a clear and compelling sales narrative that effectively communicates your value to your target audience.
This workshop can be transformative for the right startups, but it is important to have a conversation to determine if it is a good fit for your company and its specific needs.
Talent Short Bio
April Dunford is an entrepreneur, executive consultant, angel investor and board member known globally for helping B2B technology companies master the art and science of positioning. With more than two decades of experience as a marketing executive, she has developed a practical methodology that enables startups and scale-ups to articulate their value, sharpen competitive differentiation and align product, sales and marketing around a clear go-to-market narrative.
Her work has helped more than 100 startups stand out in crowded markets by clarifying who they serve, what makes them unique and why customers should care. Dunford’s bestselling book Obviously Awesome distills these methods into an accessible framework that has become essential reading for founders, product leaders and marketers navigating complex product categories.
A sought-after keynote speaker, she brings energy, humor and real-world examples to audiences seeking to improve product introduction, messaging and market strategy. Known for her ability to turn complicated offerings into stories people instantly understand, she teaches teams how strong positioning becomes the foundation for branding, sales strategy, demand generation and long-term growth.
Videos
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Talent FAQ's
Do speakers charge a flat fee or by the hour?
Speaker fees can vary depending on factors such as expertise, demand, and event specifics. While some speakers may charge a flat fee for their services, others may have hourly rates. It’s best to discuss fee structures directly with the speaker or their representative to understand the pricing model.
What is the typical duration of a keynote speech and what is included?
Keynote speeches typically range from 30 to 90 minutes, with the duration determined by the speaker’s expertise, the event’s agenda, and audience preferences. Keynote speeches often include a combination of inspirational stories, practical insights, and actionable advice tailored to the event’s theme or objectives.
Does the scale of the event and audience size affect a speaker’s fee?
The scale of the event and audience size can indeed impact a speaker’s fee. Larger events with a broader reach or higher attendance may command higher fees due to increased exposure and demand. Conversely, smaller events or niche audiences may offer opportunities for more flexible pricing arrangements.
Travel expenses and other costs
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Deposits and securing a booking
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Additional tips and takeaways
- Virtual speaking appearances are a cost-effective alternative to high speaking fees, often 10-50% cheaper than in-person rates.
- There is typically no difference in fee for a 15-minute speech versus a 60-minute speech.
- Some motivational speakers are open to discounting their fee if hired for more than one event by the same organization.
- When browsing speakers, consider their location to keep travel costs down.
- Personal connections to your organization or event location can increase your chances of securing a renowned speaker.
- Be upfront about your needs and expectations to ensure a successful partnership.
- Speaker bureaus like Speakers Inc help guide you through the booking process to negotiate the best deal with favorable terms.
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Fee Range Information
All talent fees exclude VAT, travel and accommodation where required.