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!

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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

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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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Referenced:

Sales Pitch: How to Craft a Story to Stand Out and Win: ⁠https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021⁠

Postman: ⁠https://www.postman.com/⁠

What is Postman: ⁠https://www.postman.com/product/what-is-postman/⁠

The API platform landscape: ⁠https://blog.postman.com/2022-api-platform-landscape-trends-and-challenges/⁠

Gitlab Infinity: ⁠https://gitlab.com/infinity7x⁠

Salesforce Customer 360: ⁠https://www.salesforce.com/ap/blog/what-is-salesforce-customer-360/⁠

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It: ⁠https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005⁠

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Production and marketing by ⁠https://penname.co/