Said Differently: A Show About B2B Storytelling

A Framework for Trusting AI-Generated Market Signals in B2B

B2B Practitioners and Product Marketers who previously had to rely on DIY methods and opinions to gather signals about buyers, customers, engagement, objections, competit

Fixing Message Malfunction at the Marketing-Sales Junction

Marketing may own a company’s messaging, but because Sales owns the number (and their comp that comes from it), that message better work well or it’s going to diverge. In

How MQLs Broke B2B Marketing's Credibility and How to Rebuild It

How MQL Metrics Broke B2B Marketing's Credibility - and How to Rebuild It In this episode of Troupe's SAID DIFFERENTLY podcast about B2B go-to-market messaging

Human Judgment Remains Critical for Messaging Fundamentals

Yes, it's important to have B2B messaging strategies and frameworks that are well designed. But today's challenge also means making sure we're applying hum

RevOps Cares More About Messaging Performance Than You Think

How much MORE revenue can we get by using better messages and talk tracks? Revenue and Sales Operations certainly care, as does Marketing. This convergence might be consi

Your Competitor Makes a Messaging Move. BREATHE!

It’s natural to want to react when a key competitor changes their go-to-market story and messaging tactics – or starts replicating yours. But what is the right response a

The New Messaging Rules When AI Accelerates Product

Now that AI coding help is speeding product release cycles, it can be hard for Go-to-Market Teams to keep up. Product marketers are grappling with how often they should b

Messaging in Regulated Industries Means Taming Complexity

There are a number of markets that a business may serve, or operate in, where regulations can impact the way you shape the story you bring to market, even as specific as

Product Marketing's Value Goes Up When it Shifts Left

Why Product Marketing in B2B Must Shift Left to Drive More Value In this episode of Troupe's Said Differently podcast, the show about B2B messaging and storytelling

Defining and Measuring the Role of Chief Storyteller

How Do You Define and Measure the Emerging Role of Chief Storyteller? In this episode of Troupe's podcast SAID DIFFERENTLY, fractional head of storytelling for OWOW

Messaging in the Early Stages: Lessons From and For Startups

#messaging  #startups  #founders  #b2bmarketing  #entrepreneurship   #b2bstrategy  Messaging at the Early Stages: Lessons From and For B2B Startups In this episode of T

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 deliverin

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 bu

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 C

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 h

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 m

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 f

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-m

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 an

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