The tide has turned, b2b buyers and sellers interactions have changed… and in the Marchitect, CMOs and leaders in product marketing, content marketing, and enablement share how they build impactful teams that interlock with their GTM peers, optimize their GTM efforts, and enable customer-facing teams to create, capture, and convert demand.
Produced by The Compete Network by Klue.
In this episode of The Marchitect, we dive into the art and science of tech messaging with two industry powerhouses: Emma Stratton and Devin Reed. Emma, on the brink of launching her new book on crafting simple yet impactful tech messaging, shares her insights on how to win hearts, minds, and markets with clear communication. Devin, a maestro in creating memorable content that drives growth, discusses his journey in building brand loyalty and pipeline at Gong and Clari.
In today’s competitive landscape, how do you make your solution the clear choice for your best-fit customers? Join us as we uncover the secrets to a compelling sales pitch with April Dunford, author of Obviously Awesome and her latest, Sales Pitch. April reveals how to transform your pitch into a story that helps customers navigate their options, understand the trade-offs, and confidently choose your solution. She also explains why many companies struggle to carry their positioning into sales conversations and how to bridge that gap. Hosts: Rowan Noronha & Morgan J Ingram Guests: April Dunford Producer: Grayson Ottenbreit Editor: Stephen Despins Timestamps: TIMESTAMPS: (00:04:15) What is positioning? (00:06:15) What are the 5 components of positioning? (00:07:38) Why start with competitive alternatives? (00:10:35) How do you tackle positioning when dealing with multiple personas/buyers? (00:18:58) Has your engineering background impacted how you approach positioning? (00:21:55) Difference between positioning and messaging? (00:26:05) Who owns positioning? Is it sales? Product marketing? (00:34:40) How do you combat sales teams who just want to pitch product features? (00:42:31) Walk us through your sales pitch framework. (00:49:13) Can you break down the main components of your pitch? (00:56:20) While building your ICP, how do you handle research? (01:00:51) What is one thing folks get wrong when rolling out a sales pitch?
Anthony Pierri and Rob Kaminski are the people you want building your homepage. They don’t mess around when it comes to positioning and messaging in product marketing and it’s why they’re on The Marchitect for this unmissable episode. Unfortunately, there’s no place where companies lose their positioning and messaging more than their homepage. We’re here to fix that. Credits: The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community. Guests: Sangram Vajre, Trinity Nguyen and Yi Lin Pei Producer: Grayson Ottenbreit Editor: Stephen Despins Timestamps: TIMESTAMPS: (00:00:19) Introduction (00:04:44) What is positioning? (00:06:20) The difference between positioning, messaging, and copywriting (00:10:17) How to segment your audience (00:18:20) Positioning based on category maturity (00:28:55) Positioning multiple products (00:37:54) Homepage best practices (00:46:26) Tearing down a real Homepage (00:50:48) Audience Questions (00:55:23) Key Takeaways
There’s so much confusion around what a modern go-to-market is, and what marketing’s role is in developing and executing against a successful GTM strategy. In the first episode of The Marchitect, Sangram Vajre, Founder at GTM Partners, Trinity Nguyen, VP Marketing at UserGems, and Yi Lin Pei, Founder at Courageous Careers share: the modern go-to-market, and the role of the CMO and their PMM leader the difference between marketing the business, and the business of marketing the key characteristics of a modern CMO & PMM leader what GTM motions should be top of mind for modern marketers Credits: The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community. Guests: Sangram Vajre, Trinity Nguyen and Yi Lin Pei Producer: Grayson Ottenbreit Editor: Stephen Despins
When was the last time your marketing team talked to an actual customer? It’s time to change that. And Kevin ‘KD’ Dorsey is here to tell you why. With over a decade of experience in sales and marketing, current SVP of Sales & Marketing at Bench Consulting, KD is well-versed in how to elevate your sales and marketing alignment. From driving urgency to strengthening your sales and marketing alignment, KD has tips, practical advice, and real-life stories to share. You won’t want to miss this one. In this episode, you’ll learn: Why you can never know too much about your customers How to multithread your sales process and speak to each person on the buying committee And understand the connection between urgency and conversion. Jump into the conversation: [02:40] Why you MUST understand your customer [05:40] KD’s 6 must-ask questions [09:40] Optimizing conversion with ‘want’ [12:09] What is multithreading? [24:30] The friend zone of sales Connect with KD: https://www.linkedin.com/in/kddorsey3/ Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/ Product Marketing Community: https://www.productmarketingcommunity.co/ Presented by Pavillion https://www.joinpavilion.com/ Powered by Casted https://www.casted.us/ Produced by Share Your Genius https://www.shareyourgenius.com/