The Dave Gerhardt Show How to Stand Out in B2B Marketing (with Louis Grenier, Author of Stand the F*ck Out)
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Jan 19, 2026 
Louis Grenier, author and marketer known for his focus on timeless marketing fundamentals, shares insights on standing out in B2B marketing. He discusses how to grab attention through surprising hooks, the importance of leading with one key feature, and the concept of Trojan Horse marketing. Louis emphasizes that marketers can't create demand, only redirect it, and highlights the effectiveness of distinct brand assets. He also explores how triggers influence buying decisions, and offers practical tips for selling bold ideas internally.
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Cancer Diagnosis And Calm Foundations
- Louis Grenier recounts his emergency colonoscopy diagnosis and surgery for bowel cancer and his recovery.
- He ties the calm control he felt during treatment to relying on timeless marketing foundations during crises.
Trojan Horse First, Product Later
- Trojan Horse marketing: get attention first, sell later by meeting people where they are.
- Louis argues you must give prospects what they think they need before offering what they actually need.
Own One Entry Point First
- Focus intensely on the single feature or wedge that brings users in before expanding messaging.
- Let that entry point addict users, then gradually reveal your broader product value.
