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. 

  1. Why Empathy Means a Stronger Messaging Connection

    5D AGO

    Why Empathy Means a Stronger Messaging Connection

    We've all experienced "cold" marketing or sales messaging from a company or their representative. Many of us have even been responsible for creating and/or delivering such messaging. You know it when you experience it: It feels clinical; just-the-facts; hard to relate to; and often like a giant deposit of information. It's even worse when it is rife with word salad. Our guest on this episode of Troupe's Said Differently program, Leilani Garrett, is on a mission to bring "radical empathy" to work cultures. She's a speaker, workshop facilitator, and published author who has harnessed her long experience as a sales executive and client services manager for some of the largest software brands in the world. In this discussion, Leilani talks about applying empathy to the messaging that B2B companies bring to market in order to develop pipeline, sales, and growth. Topics covered: What is "radical empathy" in the context of a working environment?Why is so much of our messaging lacking the human touch? How did we get here?How can we start to bring empathy into our B2B storytelling: what are some practical examples?Real stories from her background that were strong "lessons learned" -- including the pitfalls of over-preparationSpecific actions you can take to increase empathy across your interactions and content You can download the "Radical Empathy Playbook" for free from her website at: https://www.leilani-garrett.com/ 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. You Don't Hate Slides. You Hate Bad Storytelling.

    FEB 17

    You Don't Hate Slides. You Hate Bad Storytelling.

    Turning your company's messaging and go-to-market story into a slide deck sounds easy enough... but for anyone tasked with that job to be done, it's anything but easy. That's the topic in this episode of Said Differently, featuring guest Mikey Mioduski who founded boutique agency GhostRanch Communications and more recently Story Camp as a smaller-scale learning retreat focused on presentation skills-building. Mikey has been focused on slide development and perfection for more than 15 years, and brings some great practical advice and perspective for anyone wrestling with building the ideal deck. With host Jennifer Sikora, the discussion covers a LOT of ground in 30 minutes: How he and his team approach a new client project to convert messaging goals into a solid first call deckStriking the right balance of content on any given slide vs. talk trackBuilding the story – conceptually and literally: Thinking through a narrative arc and sequenceBeing memorable vs. trying to say everything. Focusing on a core, central “big idea” to ensure that's the recipient's takeawayPreventing slides that look good "on paper" but don’t execute well in deliveryMeasuring if the slides are working, adoption levels, and Troupe’s opportunity to bring those insightsWhat to do about those who don’t want to use slidesKeeping it a conversation, not a lecture, by baking in interaction and discovery pointsHis goals for Story Camp – helping attendees become better presenters and honing the craft of presentations.“Lightening round” questions about his slide preferences. 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.

    30 min
  3. Role-Based B2B Messaging in a Funnel-Focused World

    FEB 10

    Role-Based B2B Messaging in a Funnel-Focused World

    What happens when you apply behavioral change model thinking to your content strategy? That's the topic with guest Scott Stransky, founder and content lead at Thrū Content, in this episode of Troupe's Said Differently program. As Scott describes, bringing in a more human-oriented framework means you get content that is focused on the buyer's mindset -- especially in terms of stage of readiness to take actions to change their situation. During this discussion, he talks with host Jennifer Sikora about: Shifting from (and co-existing with) a linear sales funnel content approach to a persona-readiness philosophyPractical ways this manifests in content development and tailoringWhy value storytelling and ROI metrics need a rethink in order to drive more engagement and relevance to the audience's roleHow his team has built an AI model to help them accelerate role-based strategy work for clientsThe importance of measuring content's contribution towards revenue progress and amplifying new content ideas that prove their power Credits: Troupe.ai for sponsorship: https://www.troupe.ai Graphic and production support: 24 and Up Music: https://pixabay.com/users/backgroundm... 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.

    34 min
  4. An Investor and Board Member's View of Go-to-Market Messaging

    FEB 6

    An Investor and Board Member's View of Go-to-Market Messaging

    In this second part of Troupe's SAID DIFFERENTLY show's extended conversation with Brett Queener -- currently a managing partner at Bonfire Ventures -- we get his perspective on the importance of GTM messaging from his position as a board member and investor in his many portfolio companies. Brett talks about: **The framework he takes his founders through as an exercise to sharpen their messaging **Among all the levers for growth that are available, how to identify signals that it's your GTM story that needs to be addressed **Why you should take an honest look at your messaging every 30 days, especially in the face of faster product innovation and competitors' moves **When does story become a board-level concern? **The persistent misunderstanding of the Product Marketing role and why doing it well is crucial to strong market positioning and GTM storytelling -- and how AI can help bring much-needed insights and persona-based personalization You can catch part one of our conversation with Brett in the previous podcast episode, where he talks about lessons learned from the early days of his leading Salesforce's go-to-market entry into the CRM market. 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
  5. Lessons Learned from Salesforce's Early Go-to-Market Story

    FEB 2

    Lessons Learned from Salesforce's Early Go-to-Market Story

    As more companies bring AI solutions to the market, what can we learn from the past when other major technology shifts happened? Looking back on the time when solutions moved from on-premise hosting to cloud-based/SaaS "on demand' is a great lesson -- and we talked to one of the leaders from that era of GTM story shift.  In this first part of an extended conversation with Brett Queener -- currently a managing partner with Bonfire Ventures -- we hear from his time as a top marketing and revenue executive at Salesforce who was there during their "no software" campaigning. He recalls how they approached a highly competitive situation vs. the CRM leader at the time, Siebel. Brett shares his top take-aways from that period and how that shaped the way he advises companies today as a board member. You can also view Part 2 of the discuss, during which Brett talks about messaging from the standpoint of being an investor and board member: https://youtu.be/Bx9m237TiTE 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.

    17 min
  6. A Leadership Path for Product Marketing

    JAN 26

    A Leadership Path for Product Marketing

    In this episode of Troupe's B2B messaging and storytelling program, we speak with senior product marketing executive Ali Hanyaloglu about how product marketers can find a leadership path landing in the C-suite, if that's the goal. A multi-recognized Top 100 product marketing influencer by the Product Marketing Alliance, Ali brings to the discussion his lived experience moving from the sales organization into a PMM role -- and ultimately to vice president seniority.  The episode covers key topics: ** How can Product Marketers be properly recognized and find advancement when the role is still so misunderstood? ** What are examples of a work environment and mindset where PMMs can flourish? ** Why is quantifying the impact of Product Marketing crucial to advancing professionally and to improve the strategic perception of the function? ** How should Product Marketing see its relationship with the CEO and even with the Board of Directors? 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.

    29 min
  7. What is Market Positioning vs. Messaging? (And the AI Factor)

    JAN 20

    What is Market Positioning vs. Messaging? (And the AI Factor)

    Positioning is the foundation of how buyers understand you and the problem you solve for them. Unfortunately, it's often confused with branding, messaging, product-market fit, or even copywriting. And for B2B companies, there's a growing need to bring AI into your positioning story as well.  In this episode of Troupe's SAID DIFFERENTLY show, positioning expert Katey Mokelke of Firebrick Consulting talks about what she's learned doing more than 100 positioning engagements for B2B tech organizations -- and advice she gives in these areas: What is positioning?What events or dynamics might trigger a need to revisit your positioning?What are symptoms that your positioning is a problem?How to make AI a meaningful part of your go-to-market narrativeWho should "own" positioning and its success for your organization? 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.

    24 min
  8. Earned Media's Outsized Role in the AEO/GEO Era

    JAN 12

    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
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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. 

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