PRODUCTEA with Leah, Growth & Senior Leadership 111: Anthony Pierri - How to make Elevator Pitches for B2B Products
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Jul 6, 2025 In this conversation, Anthony Pierri, co-founder of Fletch PMM and a B2B marketing expert, shares his insights on crafting compelling elevator pitches. He debunks the myth that outcomes alone sell products, emphasizing the importance of functionalities and clear messaging. Anthony introduces his "positioning anchors" framework to enhance differentiation and connect product benefits with customer problems. He also highlights common pitfalls that founders face when communicating their value, providing real-world examples for effective pitches.
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Product Demos Trump Outcomes
- Product functionality and demos matter more than just stating outcomes in B2B sales.
- Marketers often wrongly advise to lead with outcomes, causing unclear messaging.
Anchor Your Elevator Pitch
- Effective elevator pitches use a primary positioning anchor: product category, use case, or alternative.
- Secondary anchors like target customer or outcome alone don't clearly communicate product identity.
Layer Anchors for Clarity
- Start your pitch by stating what your business is and who it primarily serves using clear anchors.
- Layer in additional descriptive anchors like the category and the specific audience for clarity.