#59: Story is Strategy - The Power of Product Positioning Exit Five: B2B Marketing with Dave Gerhardt

Dave is interviewed by Superside VP Marketing Amrita Mathur during a live session focused on positioning and company storytelling. When it comes to driving revenue we obsess over tactics when so often the root cause is actually positioning. When sales and marketing efforts are stuck or slowing down, it's rarely because you need to unlock a new channel, or because you are not using the latest martech tool. It is most often a positioning problem. But it is much easier to toss the blame on sales + marketing efforts and ask those teams to do more - because positioning is a whole company issue. Changing the product roadmap, ideal customer profile, pricing/packaging, and how you talk about what you do -- well shoot that is a ton of work, and there's a lot of feelings and opinions, and there's this team who we already committed to doing X for, and investing Y in this, and it goes on for ever. But it's most often positioning that needs to be changed because the context for your market/customers has changed. And the solution is not buying intent data from a new vendor, doing new field events, or hammering on outbound. Those things wont work without the right company story + positioning. With the reality of budget cuts, less headcount, and mounting pressure to hit targets right now there is no better time to take a hard look at positioning. Strong positioning is knowing the value you deliver that no other product on the market can for your ideal customer. Best of all, you can make these improvements without additional budget or new hires (there's something that will make the CFO happy). If you want to brush up positioning and find 1-2 new ideas to help your business, I think you'll get a lot from this episode.
Send guest pitches and ideas to hello@exitfive.comExit Five on LinkedIn: https://www.linkedin.com/company/exitfive/Exit Five on Twitter: https://twitter.com/exitfiveco
***
Thanks to our 2023 presenting sponsors Demandwell, Jasper, and Zapier.This episode is brought to you by Jasper. Jasper is the AI Content Generator that helps you and your team break through creative blocks to create amazing, original content 10X faster. Learn more + start using AI to create content for free at jasper.ai
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more
Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
***
Today’s episode is brought to you by PharosIQ. 

In 2024, you face tougher pipeline challenges than ever: reduced budgets, tighter resources, and fewer active buyers. 

Yet your growth goals remain unchanged. 
 
PharosIQ leverages down-funnel intent signals along with targeted demand solutions to help you build your pipeline efficiently. 

They help B2B marketing leaders reach their ideal buyers and generate leads that actually convert for businesses of all sizes. 
 
Generating leads is easy; generating leads that convert is what separates PharosIQ from the competition. 

Check them out at PharosIQ.com/exitfive; book a meeting with their team …PLUS, their team is giving away memberships to Exit Five so go check out their website that’s P-H-A-R-O-S-I-Q dot com slash exitfive one word right now. 
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest