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<div><div style="left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;"><iframe src="https://www.youtube.com/embed/XlYpzKe7dVw?rel=0&amp;start=1730949201955" style="top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;" allowfullscreen="" scrolling="no" allow="accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;"></iframe></div></div><p>After a decade of helping B2B tech companies differentiate, Emma shared why traditional differentiation is getting harder (saturated markets, copycats, minimal technical differences) and offered a fresh perspective for standing out: stop obsessing over being different, and start obsessing over getting closer to your buyer.</p><p>🌶️&nbsp;<strong>Hot Takeaways:</strong></p><ol><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>True technical differentiation is increasingly difficult to achieve, but buyer-centric messaging that shows deep customer understanding can be a powerful differentiator</li><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>Translate features by contrasting “life before” and “life after” your product—instead of saying “actionable forecasting,” try “track weekly forecast changes without manual calculations”</li><li data-list="ordered"><span class="ql-ui" contenteditable="false"></span>Stop sanitizing your message. B2B buyers are humans who worry, stress, and want life to be easier—reflecting this reality builds trust and drives action</li></ol><p>🎤&nbsp;<strong>Mic Drop Moments:</strong>&nbsp;</p><ol><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Tech Messaging</strong>:&nbsp;<em>“Messaging’s job is to cross that divide. It’s about helping someone see how your product might fit in their life and make it a bit better.” – Emma</em></li><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Being Real</strong>:&nbsp;<em>“Why are we afraid of touching emotion in B2B messaging? I’ve interviewed over a thousand buyers—none of them talk like robots, yet we insist on writing like this.” – Emma</em></li><li data-list="bullet"><span class="ql-ui" contenteditable="false"></span><strong>On Jargon:</strong><em>&nbsp;“Jargon and buzzwords are like refined sugar in our industry. It’s secretly added to everything, even if you think it’s not there. Look again—it’s there.” – Emma</em></li></ol><p>Session slides 👇</p><div><div style="left: 0; width: 100%; height: 0; position: relative; padding-bottom: 129.4118%;">Session slides<iframe src="https://drive.google.com/file/d/1j-axQ9PvWcF2C4bBSYmSwgjYRuXcdnef/preview?usp=embed_googleplus" style="top: 0; left: 0; width: 100%; height: 100%; position: absolute; border: 0;" allowfullscreen=""></iframe></div></div><p><br></p><div class="ql-code-block-container" spellcheck="false"><select class="ql-ui" contenteditable="false"><option value="plain">Plain</option><option value="bash">Bash</option><option value="cpp">C++</option><option value="cs">C#</option><option value="css">CSS</option><option value="diff">Diff</option><option value="xml">HTML/XML</option><option value="java">Java</option><option value="javascript">JavaScript</option><option value="markdown">Markdown</option><option value="php">PHP</option><option value="python">Python</option><option value="ruby">Ruby</option><option value="sql">SQL</option></select><div class="ql-code-block"><br></div></div><p><br></p>

Emma Stratton, Author and Founder of Make It Punchy, shares 3 ways to write buyer-centric messaging to enhance your competitive enablement positioning.


Learn three ways to help you write buyer-centric messaging

Emma Stratton, Author and Founder of Make It Punchy, shares 3 ways to write buyer-centric messaging


Differentiate Your Tech With Buyer-Centric Messaging

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Differentiate Your Tech With Buyer-Centric Messaging

Learn three ways to help you write buyer-centric messaging

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