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Help Scout's CEO Nick Francis Shares the Evolution of Their Positioning
Manage episode 410550852 series 3566656
Το περιεχόμενο παρέχεται από το April Dunford. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον April Dunford ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
I sat down with Nick Francis, the Co-Founder and CEO of Help Scout. A few years ago I worked directly with Nick and his team to tighten up their positioning and brought him on to share their story. Together we discuss:
• What the positioning of Help Scout looked like during the early days
• How their positioning evolved over time
• Why they utilized outside help
• How he took the sales narrative he worked on with me and turned it into a pitch
• How their strategy has changed as they’ve moved upmarket
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In This Episode, I Cover:
(00:00) About my guest, Nick Francis
(02:05) The origin story of Help Scout
(04:50) How Techstars informed their messaging early on
(06:00) How they differentiated themselves from other help desk companies
(08:28) Where early inbound customers came from
(09:58) Copycat competitors, and how Help Scout thinks about competition
(11:57) Identifying key differentiators
(13:20) Why they decided to bring in outside help (me) and what they learned
(15:29) The evolution of their sales pitch
(18:42) Why you should always test your sales pitch first
(20:27) Who was responsible for building the sales pitch
(21:24) Signals it was time to revisit the pitch
(24:58) The future of Help Scout
(26:27) How the product itself reinforces their positioning
(28:42) How their strategy has changed as they’ve moved upmarket
(30:17) Why positioning is so important
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Where To Find April Dunford:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
Twitter: https://twitter.com/aprildunford
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Where To Find Nick Francis:
Website: http://nickfranc.is/
LinkedIn: https://www.linkedin.com/in/nickfrancis1/
Twitter: https://twitter.com/nickfrancis?lang=en
—
Referenced:
• Help Scout: https://www.helpscout.com/
• Techstars: https://www.techstars.com/
• David Cohen: https://www.linkedin.com/in/davidgcohen/
• Zendesk: https://www.zendesk.com/
• Intercom: https://www.intercom.com/
• Front: https://front.com/
Production and marketing by https://penname.co/
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