Said Differently: A Show About B2B Storytelling

Troupe.ai
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Said Differently features B2B go-to-market leaders as they share experiences and advice on balancing the art and science of storytelling, messaging, and market positioning. Sponsored by Troupe, the platform for story and messaging success. 

Episodes

  1. Earned Media's Outsized Role in the AEO/GEO Era

    1D AGO

    Earned Media's Outsized Role in the AEO/GEO Era

    There's a renewed focus on press and media relations as AI-driven search and answer engines increasingly help us all research, compare, and shortlist new products and services. In this episode of Said Differently, the Q&A show about B2B messaging and positioning sponsored by Troupe, we talk to Evan Boyer who is founder/CEO of Leaders PR after a lengthy career serving B2B and B2C clients from start-ups to scale-ups to global brands. Our discussion covers these pressing topics: Adapting your go-to-market story so that it attracts media interestScorecarding how well you hit key messages in media coverageWhat today's sources of "trusted" content look like and how that plays a role in AEO/GEOStructuring your PR program around goals vs. "just get me coverage"Using PR to make it more likely that AI generative answer engines will find you and include you in their results Credits: Troupe.ai for sponsorship: https://www.troupe.ai Graphic and production support: 24 and Up Music: https://pixabay.com/users/backgroundmusicforvideos-46459014/ Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    27 min
  2. Using AI for Messaging Help: Risks and Opportunities

    12/15/2025

    Using AI for Messaging Help: Risks and Opportunities

    This AI-focused episode of the B2B go-to-market storytelling program was taped in person at the Raleigh offices for Troupe, with guests Alison Murdock, who is CEO of the agency 1021 Creative and founder of Trusted CMO, alongside Julie Bryce, who is working as a consultant for Trusted CMO and is a former CMO and Chief Commercial Officer in the B2B tech space. The conversation focuses on their real-world experiences with AI applied to helping companies refine their storytelling and messaging strategy. They discuss where it can be an exceptional partner in those efforts and where you need to manage risks. They also offer that the use of AI to help with go-to-market messaging may also help build a stronger alliance between marketing and sales, especially when you're able to truly measure messaging impact with a solution like Troupe.  Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    17 min
  3. Product Marketing Must Bring the Subject Expertise

    12/01/2025

    Product Marketing Must Bring the Subject Expertise

    In this episode of SAID DIFFERENTLY, the show focused on B2B story and messaging success, our guest Constantine Limberakis -- founder of Liberis Consulting and a former industry analyst -- talks about the importance of Marketing, and specifically Product Marketing, having credible knowledge of the market, buyer personas, and category they are targeting. Does it mean they need to be subject matter experts? Not necessarily... but he speaks with host Jennifer Sikora about the huge payoffs when you comfortably understand your solution so that you can strategize, ideate, produce, and measure effectively.  Topics in the discussion include: Making sure Marketing isn't an afterthought or credibility voidHow to close the domain knowledge gap and why Product Marketing bears responsibilitySpecific examples from their past experiencesUnderstanding the nuances of different geographic markets and segmentsThe importance of measuring what's working and using that data to course-correctSaid Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    28 min
  4. Finding Product-Market Fit AND Message-Market Fit

    11/24/2025

    Finding Product-Market Fit AND Message-Market Fit

    To survive, every company must find product-market fit. To sustain growth, they must ensure message-market fit is making that possible. In this episode of SAID DIFFERENTLY (the show focused on B2B messaging success), our guest Chad Butz -- a VP of Product Marketing -- emphasizes the importance of evolving your go-to-market messaging at different stages of your company's life. He and host Jennifer Sikora focus on key topics:  What do we mean by message-market fit? How does this relate to "crossing the chasm" as you move from early adopters into mainstream buyers?How do you know if the issue is product-market fit or message-market fit -- what are some key signals? Chad shares examples from his past experiences.Examples from Chad's previous experience that illustrate how this plays out in real-world situationsHow can you best monitor your story's performance in the market so that you know sooner (vs. later) when it's time to refresh?Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    24 min
  5. Building Product Launch Messaging That Sticks

    11/18/2025

    Building Product Launch Messaging That Sticks

    In this episode of SAID DIFFERENTLY, the show focused on B2B story and messaging success, our guest Maureen West discusses the art and science of managing product launches -- big and small -- to ensure successful communication in the market. Maureen and host Jennifer Sikora dive into a number of topics related to product launches including: * The types of launches and how to "matrix" their importance * The key internal stakeholders who should help determine the messaging associated with your launch * What to do before, during, and after to increase your chances of that launch having messaging success * What to do if the message isn’t resonating as hoped, how soon do you adjust? * Thinking of the overall “umbrella” positioning of your portfolio and your company, as you release new features in various products at different times * Reacting to a competitor’s launch - do you or don't you? Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    28 min
  6. Do We Trust the Message? Aligning Sales and Marketing

    11/18/2025

    Do We Trust the Message? Aligning Sales and Marketing

    What causes Sales and Marketing to get out-of-step on the message that is delivered to the market? And what problems does that cause for the business? In this episode of Said Differently, Scott Heimgartner -- who is a long-time, in-house B2B tech product marketing leader and later a principal consultant for Liberis Consulting -- joins us to talk about why trust is one of the major root causes of this misalignment, why he believes Product Marketing needs to own the problem-solving when this happens (and own prevention), and steps to take to bring these GTM teams to a more unified storytelling place. Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    26 min
  7. Is Product Marketing Ready to be Measured?

    11/18/2025

    Is Product Marketing Ready to be Measured?

    It has long been a challenge to determine exactly what metrics and KPIs Product Marketing should "own." Win rates are one, but also somewhat debated and controversial. Deliverables-based metrics, such as number of analyst mentions and 'managing product launches,' aren't really measuring outcomes as much as work. In this episode of Said Differently, Pendo co-founder and CEO/founder of the 24 and Up startup studio Eric Boduch joins us to share his perspectives on how the measurement of Product Marketing is on the cusp of evolving and maturing -- and how this means only good things for PMMs and their future path to CMO seats. Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    18 min
  8. The CEO's Stake in Messaging Success

    11/18/2025

    The CEO's Stake in Messaging Success

    In this episode of Said Differently, a video series focused on B2B Storytelling and Messaging, we welcome former Chief Marketing Officer of Visier and Pendo, Jake Sorofman, who has also spent time as a Gartner VP and analyst. Jake talks about the critical importance of successful messaging and why the C-suite, especially the CEO, should care deeply about this. Jake shares why he believes great messaging is a top growth driver, second only to having solid products. And he suggests how Marketing leaders should navigate messaging and its prioritization with the CEO. Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

    21 min
  • 8 Episodes

About

Said Differently features B2B go-to-market leaders as they share experiences and advice on balancing the art and science of storytelling, messaging, and market positioning. Sponsored by Troupe, the platform for story and messaging success. 

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