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 narrative
• Who 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.

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 interest
• Scorecarding how well you hit key messages in media coverage
• What today's sources of "trusted" content look like and how that plays a role in AEO/GEO
• Structuring 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.

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.