How B2B Brands Get Chosen: Louis Grenier’s 4-Step Framework

Most B2B companies are trying to stand out. Yet buyers are surrounded by brands saying roughly the same things, targeting the same audiences and competing across the same channels.

So how do you make your company get noticed, remembered and ultimately chosen?

Louis Grenier, author of Stand The Fck Out*, joins us on Attributed to break down his four-step framework for building a B2B brand people have a reason to choose and can actually remember.

We'll get into:

- Insight Foraging: uncovering real customer truths instead of building strategy around assumptions

- Unique Positioning: understanding the job buyers are trying to get done and finding a position competitors can't easily claim

- Distinctive Brand: why differentiation and distinctiveness aren't the same thing, and how brands become memorable

- Continuous Reach: identifying the trigger moments that make buyers act, then using the right channels and offers to reach them

We'll also tackle a tricky question for modern B2B marketers: How do you know your marketing is working when some of the things that make your brand memorable are also the hardest things to measure?

Expect a practical, and slightly contrarian, conversation about positioning, brand, buyer behaviour, reach and measurement.

Follow on Louis Granier LinkedIn: https://www.linkedin.com/in/louisgrenier/

Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/

Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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