• #102: Why do B2B marketers get messaging wrong?

  • Sep 27 2024
  • Length: 29 mins
  • Podcast

#102: Why do B2B marketers get messaging wrong?

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  • Summary

  • In this episode, Aaron and Mary discuss the importance of messaging in marketing and why B2B marketers often get it wrong. They emphasize the need for alignment on the right outcome and customer focus. They introduce the concept of the messaging pyramid, which consists of a point of view, positioning, strategic narrative, value props, core capabilities, and features/attributes. They explain how different teams, such as leadership, sales, and product marketing, are involved in the creation and application of the pyramid. They also discuss the role of customers in shaping the messaging and the importance of storytelling and gossip in effective messaging.


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    Connect with the hosts:

    • ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
    • ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
    • ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠
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