#119: Strategy | B2B Positioning, Understanding How People Buy and Building Wynter (with Peep Laja)

33 snips

Feb 22, 2024

Peep Laja discusses B2B positioning strategy, messaging impact on conversion rates, customer feedback for marketing, specialization in marketing, brand building before product launch, conversion optimization, technical product messaging, and utilizing customer feedback for messaging strategies.

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ANECDOTE

Peep Laja's Career Journey

Peep Laja's journey began in sales, transitioned to marketing, and specialized in SEO/PPC.
He then discovered conversion optimization, a then-emerging field, and aimed to become a leader in it.

ADVICE

Specialization and Modeling in Marketing

Specialize in an emerging marketing category to establish dominance.
Model successful competitors' strategies, like conferences, books, and frameworks, to benchmark success.

ADVICE

Benefits of Specialization

Specialize in a niche marketing area instead of remaining a generalist.
It gives you a distinct advantage and establishes you as an authority in your field.

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In this episode, Dave sits down with Peep Laja. Peep is an entrepreneur; he founded a portfolio of companies, including CXL, Speero, and Wynter. He's the active CEO for Wynter, a B2B target customer insights platform. Peep also hosts the How to Win podcast.

Peep takes us through the founding story of Wynter, effective strategies for messaging and its impact on conversion rates. You'll also learn how to take customer feedback and use it to create marketing messages that resonate.

Timestamps

(00:00) - - Introduction
(06:08) - - Peep's background and journey into marketing and conversion optimization
(11:08) - - The inception of Wynter and the importance of messaging in B2B marketing
(16:08) - - Strategies for effective messaging and the role of feedback
(21:08) - - The significance of specialization in marketing
(26:08) - - Building a brand and audience before launching a new product
(32:19) - - Conversion optimization and copywriting
(37:19) - - How to approach messaging for technical products and enterprise sales
(42:19) - - Utilizing customer feedback to refine messaging strategies
(47:19) - - Closing thoughts on the future of marketing and final advice for marketers

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