Today, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn:
• Why marketers at B2B companies should start with the sales pitch first
• An overview of buyer’s guides and the components of the best ones
• How to create an explainer video using the sales pitch structure
• Why all content should target the proper persona
• Examples of graphics used to educate buyers
• Other types of content that can be structured around the sales pitch
You'll also hear that this is the final episode of Season 1, as I'm excited to take a break from podcasting for the rest of the year. Thanks for listening and supporting the podcast, and I look forward to recording more content next year!
—
If You Want To Skip Ahead:
(00:21) An overview of my consulting work and season 1 finale
(01:11) Why marketing should center their storytelling on what works for sales
(05:30) How and why to use a buyer’s guide with customers
(09:13) How to incorporate the Sales Pitch structure into explainer videos
(10:20) Other places pieces of the sales narrative may work well
(11:07) The significance of different personas
(12:10) Leveraging the sales narrative set up phase for conference talks
(13:30) How graphics can enhance understanding of differentiated value
(14:09) The graphics Postman created to illustrate its features and capabilities
(16:20) Gitlab’s infinity graphic
(17:16) Salesforce’s confusing infographic
(19:30) Other ways to use my Sales Pitch structure
(21:13) Closing thoughts
—
Where To Find April Dunford:
Podcast Website: [ Ссылка ]
Personal Website: [ Ссылка ]
LinkedIn: [ Ссылка ]
Instagram: [ Ссылка ]
Twitter: [ Ссылка ]
—
Referenced:
Sales Pitch: How to Craft a Story to Stand Out and Win: [ Ссылка ]
Postman: [ Ссылка ]
What is Postman: [ Ссылка ]
The API platform landscape: [ Ссылка ]
Gitlab Infinity: [ Ссылка ]
Salesforce Customer 360: [ Ссылка ]
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It: [ Ссылка ]
—
Production and marketing by [ Ссылка ]
