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#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Include Market Postioning in your B2B Storytelling
Effective B2B storytelling requires a focus on market positioning that addresses the competitive landscape. Instead of using a typical hero's journey framework centered solely on the customer as the hero, it's crucial to integrate the element of competition. The narrative should highlight why a customer should choose your solution over others by clearly defining the unique value you offer and the specific customers who benefit from it. This involves painting a comprehensive picture of the entire market to position your company within it effectively. Discussing competitors and their approaches enhances the story, allowing potential buyers to understand the various alternatives available to them. A successful sales pitch should begin with a market overview that differentiates your perspective and demonstrates how it informs your product development. By acknowledging that customers have multiple options, the story can resonate more deeply with their decision-making process.
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