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3 Decades, 5 Marketing Truths and The Power of Perspective with Greg Coticchia and Bryan Scanlon
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Struggling to make your B2B marketing strategy stick? In this episode of Share of Voice, host Bryan Scanlon sits down with Greg Coticchia, six-time CEO and seasoned tech entrepreneur, to unpack the timeless truths of B2B marketing. With decades of experience spanning multiple tech booms and busts, Coticchia offers invaluable insights into creating marketing strategies that truly resonate with customers.
Why we love Greg’s POV on SOV
Greg Coticchia is a six-time CEO, four-time founder, author of Start Your Startup, and a marketing and business professor at Carnegie Mellon and the University of Pittsburgh. He’s been Bryan’s client at least three times, and most importantly, Bryan considers him a friend and mentor.
In this episode, Greg and Bryan discuss
- Understanding the core problem your customers face
- Developing a clear, consistent message that speaks directly to customer pain points
- Recognizing that B2B purchases involve multiple stakeholders and are not transactional
- Maintaining momentum through consistent communication and innovation
- Creating a solution that offers significant improvement over existing alternatives
The most critical action you can take is to clarify the pain or gain you're solving for your target audience. Understand your customers' challenges and craft a marketing strategy that speaks directly to their needs. Remember, in B2B marketing, you're not just selling a product – you're offering a partnership that can transform your customer's business.
Thank you for listening! Don’t forget to follow, rate and review the podcast and tell us your key takeaways!
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Chapters
1. Introduction to Greg Coticchia (00:00:00)
2. The importance of problem-driven marketing (00:02:30)
3. Messaging and customer pain points (00:05:45)
4. Complex B2B buying processes (00:08:15)
5. Creating a differentiated value proposition (00:11:20)
6. The power of forward motion in marketing (00:14:00)
7. Key takeaway and final advice (00:16:40)
3 episodes
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