Don't Fear Differentiation

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Revenue Talks with Justin Keller

Drift

70 episodes

3 weeks ago

How businesses make money is changing. It’s not all sales. It’s not all marketing. Revenue is everyone’s business now. Join Drift’s Justin Keller (VP of Revenue Marketing), as he sits down with experts across sales, marketing, and customer success to talk about what it really takes to accelerate revenue as a go-to-market team. In just 40 minutes, you’ll hear how different organizations use conversations, technology, and cross-functional alignment to build better pipeline and drive expansion. Because if there’s one thing GTM leaders know, it’s that revenue talks.

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Marketing

Technology,

Business

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Don't Fear Differentiation | Sally Hogshead

Revenue Talks with Justin Keller

27 minutes 23 seconds

3 years ago

Don't Fear Differentiation | Sally Hogshead

"Best in class" "Cheapest" "Fastest"

All of these "-est" words seem great to win in the moment. But that's all they are: momentary wins. If you really want to win as a B2B brand today, you need to create a relationship with your customers - one that survives on the longevity of the emotional connection you create by solving a pain point your customers have. People have a lot of different pain points, so how do you pick just one, and what differentiates your solution, or brand, from the others?

If you can answer these questions, Sally Hogshead, best-selling author and world-class branding expert, believes you'll be better than the rest.

In this episode of Revenue Talks, Sally explains the logic behind her newest book, Different is Better. She explains why B2B marketers shouldn't fear being different (in fact, why we should embrace it), why marketing can be a lot like online dating, and she physically draws out the chart that will help you decide what stage of differentiation your brand is in, and where you need to go, in order to win, in the Revenue Era.

Like this episode? Let us know by leaving a review! You can connect with Justin and Sally on Twitter @justinkeller, @SallyHogshead, and @DriftPodcasts.