Get ready to discover the secrets of turning your B2B marketing from ordinary to extraordinary in this episode of Predictable B2B Success. Join host Vinay Koshy as he dives deep with Bruce Scheer, the CEO of Inspire Your Buyers and president of the National Speakers Association Northwest, who brings decades of experience empowering companies like IBM, SAP, and Motorola. In this captivating discussion, Bruce reveals how Chevron's Techron strategy can serve as a blueprint for identifying your unique differentiator.

Have you ever wondered how to seamlessly align your marketing and sales with a core narrative that immediately captures your audience's attention? Bruce breaks down his North Star model, emphasizing why an envisioned outcome and a deeply understood customer problem are game-changers for your business. Hear compelling stories and proven strategies that show how companies like LinkedIn and Concur transformed their go-to-market narratives to close monumental deals and outshine competitors.

If you're seeking to enhance your sales conversations and establish a genuine connection with decision-makers by addressing their most pressing problems, this episode is a treasure trove of practical insights. Tune in to learn how a robust, validated narrative can be the foundation of your B2B success.

Some areas we explore in this episode include:

• Chevron's Techron Marketing Strategy: Differentiation through branding a unique fuel additive.
• Soft Skills and Hard Value in Differentiation: Balancing customer attraction with quantifiable value.
• Challenges for Service-Based B2B Companies: Strategies for quantifying and addressing customer outcomes, including unique differentiators like Fastly's Slack channel.
• Importance of a Core Narrative: Building a cohesive narrative to align marketing and sales efforts, avoiding disjointed messaging.
• North Star Model for Narrative Development: A step-by-step process to craft, test, refine, and launch a compelling narrative.
• Sales Narrative Construction and Validation: The components and importance of a value-driven and unified sales narrative, specific to the product being sold.
• Identifying Target Buyers and Differentiating Influencers from Decision-Makers: Importance of recognizing the key decision-makers and tailoring narratives for different buyer personas and verticals.
• Consequences of a Poor Narrative and Importance of Continual Improvement: The risks associated with weak narratives and the need for regular updates and refinements.
• Illustrative Examples and Success Stories: Real-life cases such as LinkedIn's "deep sales" campaign and Concur's impactful narrative leading to significant deals.
• Framing Problems to Engage Decision-Makers: Techniques for spotlighting significant problems, including emotional, operational, and financial pain points, and using compelling stories and clear steps to drive action.
• And much, much more...