Elijah Murray
Elijah Murray
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Product Positioning, Niche Marketing, and Messaging Clarity - Anthony Pierri | The Long Game #069
Welcome to Episode #069 of The Long Game, where I have conversations about tech startups, AI, entrepreneurship, and the ideas and principles to make it all happen.
My guest this week is Anthony Pierri, co-founder of Fletch PMM, a product marketing consultancy that helps early-stage B2B startups sharpen their positioning and articulate their value propositions.
In this episode, we talk about:
-Why niche marketing is critical for B2B success
-How small teams can scale effectively
-The seven key elements for defining your product's positioning
-Turning positioning strategies into tangible GTM assets
Anthony shares insights on buyer psychology, clear messaging, and real-world repositioning examples. If you're building a B2B startup and struggling to stand out, this one’s for you.
Subscribe if you enjoyed our conversation. If you didn’t like it, leave a comment letting me know why.
I drop new episodes every Tuesday. Keep up with The Long Game by following me on my social media platforms linked below.
EPISODE LINKS:
Fletch PMM: www.fletchpmm.com
Anthony on LinkedIn: www.linkedin.com/in/anthony-pierri
TIMESTAMPS:
00:00:34 Intro and Background
00:01:54 Fletch PMM
00:02:32 Positioning and Messaging Strategies
00:06:29 Custom Services vs. Productized Services
00:08:25 Vagueness in Product Marketing
00:10:46 Stages of Product Market Fit
00:12:22 Investor Expectations and Market Focus
00:13:40 Executive Alignment and Brand Messaging
00:15:22 Mental Availability and Positioning
00:25:09 Organic Content and Personal Branding
00:29:00 Creating Content: Focusing on Domain Expertise
00:33:56 Common Homepage Mistakes
00:36:13 Voice of the Customer
00:38:45 The Buying Decision Process
00:40:27 Homepages in Customer Acquisition
00:41:21 AI Use for Company Offerings
00:49:59 The Positioning Canvas Explained
00:51:28 Choosing the Right Market Segment
01:04:16 Closing
CONNECT:
Website: hoo.be/elijahmurray
UA-cam: www.youtube.com/@elijahmurray
Twitter: elijahmurray
Instagram: elijahmurray
LinkedIn: www.linkedin.com/in/elijahmurray/
Apple Podcasts: podcasts.apple.com/us/podcast/the-long-game-w-elijah-murray/
Spotify: podcasters.spotify.com/pod/show/elijahmurray
#TheLongGame #AnthonyPierri #ProductPositioning #StartupMarketing #B2B #Podcast
Переглядів: 11

Відео

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"Data is the new oil", but what does that actually mean? - Hugo Pinto
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How can governments lead in building responsible AI ecosystems? - Alison Cossette
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AI in Education, Netflix Secrets, and Data-Driven Schools - Jose Moreno | The Long Game #062
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КОМЕНТАРІ

  • @amusingbouche4551
    @amusingbouche4551 13 днів тому

    Everyone, including you two, I've seen talking about AI hasn't actually been on ground floor trying to use it in a business setting. The off the shelf stuff is, frankly, ASS. It is thoroughly incompetent. For example, Microsoft's own Copilot is integrated into Microsoft office and it can't do ANYTHING useful in Excel or PowerPoint. If you have a remotely niche or advanced job, you're fine. Now if you work in say a data governance analyst gig, where you just hit approve or deny all day, you were probably getting replaced anyways and with something more basic than AI as we know it now. The bubble will pop for this consumer facing AI within the next 4-5 years, probably sooner if Trump sends the economy into a death spiral trade war. The real money, the real long term value, and real applications are the bespoke AI models that are being built for extremely specific, hard to tackle business problems,...stuff that surfaces insights no human possibly could. In my own discussions with Google's own business AI division, even they don't believe in Gemini being useful for businesses, but the bespoke stuff they are working on is where the big money is (and frankly virtually no job displacement).

  • @KeyFactory
    @KeyFactory 13 днів тому

    it's a bit irritating that you interrupt him so quickly. i would have liked to hear the end of his first answers. otherwise a good interview.

    • @elijahmurray
      @elijahmurray 13 днів тому

      Appreciate the feedback! I’ll work it in to future interviews. It’s a learning process, so thanks for helping me get better ☺️

    • @KeyFactory
      @KeyFactory 12 днів тому

      @@elijahmurray please excuse me, i didn't mean to be so rude, because it was actually a good interview with really important content. even if i'm not quite as optimistic about the relocation of labour as he is... ;) greetings from old europe

  • @michaelmay3982
    @michaelmay3982 18 днів тому

    Great interview

  • @JohnMcclaned
    @JohnMcclaned 19 днів тому

    goofy

    • @elijahmurray
      @elijahmurray 18 днів тому

      Haha how so?

    • @JohnMcclaned
      @JohnMcclaned 18 днів тому

      @@elijahmurray AI is not replacing anyone lmao. Go to google trends and look up "ai code editor", last day, 7 days, 1 month, 12 months, worldwide, doesn't matter. Which countries consistently make the top 5 for driving this traffic? It's not the US, Canada or europe. It's all fake demand (in programming at least), driven by low skill countries who are using it to grind arbitrage marketplaces like Fiverr and Upwork with code that barely works.

  • @Tcmoon1209
    @Tcmoon1209 22 дні тому

    What a brilliant interview. Keep up the great work!

    • @elijahmurray
      @elijahmurray 18 днів тому

      Appreciate the sprite words! Thanks 😊

  • @captnoplan3926
    @captnoplan3926 24 дні тому

    Great tips - start small and don't worry too much about the how. That'll become clearer along the way. Here is an idea for your channel. Maybe a couple of episodes of how to come up with business ideas, i.e. what's your playbook to start a business. Here are some constraints: you have no existing network and no personal itch you want to scratch. How would you find problems that are worth solving and profitable.

    • @elijahmurray
      @elijahmurray 18 днів тому

      I love this idea! I’ll see if I can work it in in the coming weeks. Thanks for the suggestion

  • @ShyamkrishnanNair
    @ShyamkrishnanNair 27 днів тому

    Shifting my approach totally transformed my productivity! Now I'm unstoppable.

    • @elijahmurray
      @elijahmurray 27 днів тому

      Love it!! How did you shift it?

  • @cserron
    @cserron Місяць тому

    That's so true! Small and steady increments are the only way to genuinely start, and building up that discipline muscle through a healthy but challenging dose of pressure is critical.

    • @elijahmurray
      @elijahmurray Місяць тому

      It’s tough to stay consistent, but this is the way!

  • @Olivia-i6v2d
    @Olivia-i6v2d Місяць тому

    🔥 **Trump's Win, Your Big Moment!** 🔥 A **Phantom Wallet** could be yours! Find it first, and the prize is yours! Ready for the hunt? `**** **** **** **** **** **** **** **** **** **** **** ****` curve alarm vacuum pluck payment ribbon path ice mango harvest embark glory

  • @baumulrich
    @baumulrich Місяць тому

    we had enough wealth to be able to do that for the last thirty years. most people have neither the capability nor the capacity to soul craft - no matter how much time and freedom you give them. they will waste away on videogames and drugs and cheap adrenaline pumps

    • @elijahmurray
      @elijahmurray Місяць тому

      Why do you think we’re always driven towards comfort and pleasure?

    • @baumulrich
      @baumulrich Місяць тому

      @elijahmurray biology. like it or not you're not an astral being of pure intelligence, but rather a meat machine, which is efficient enough to afford being able to think one step ahead.

  • @dearally4787
    @dearally4787 2 місяці тому

    I had terrible antihistamine withdrawal when coming of of allergy meds I had taken every day for 15 years!

    • @notnow7973
      @notnow7973 18 днів тому

      What were symptoms?

    • @dearally4787
      @dearally4787 18 днів тому

      @ persistent headache, nausea, vomiting, motion sickness, irritability, depression symptoms.

    • @elijahmurray
      @elijahmurray 18 днів тому

      Wild, I didn’t know that was even possible!

    • @dearally4787
      @dearally4787 18 днів тому

      @ me either… until it happened. Also there was insomnia, itching, and brain fog! It was a day or two before I realized what was happening. I googled it and was shocked!

    • @elijahmurray
      @elijahmurray 17 днів тому

      @ sounds miserable!! Glad you recovered at least.

  • @gokayk6262
    @gokayk6262 3 місяці тому

    I agree 90% of whatever Dino said, but the delivery and the calmness of the video makes it hard to watch

    • @elijahmurray
      @elijahmurray 3 місяці тому

      Thanks for the feedback! What would make it easier to watch for you?

    • @dinoscheidt
      @dinoscheidt 2 місяці тому

      Yep. Agree… was like 40C in my apartment… in this one I am definitively a sleepy cooked potato. Literally

  • @adambeaumont2534
    @adambeaumont2534 3 місяці тому

    So what's the alternative? 👍

    • @baconshrub
      @baconshrub 3 місяці тому

      There isn't one. The man is an idiot.

    • @elijahmurray
      @elijahmurray 3 місяці тому

      You can actually eradicate your allergies completely over a few months/years by working with an allergist. Full explanation on the linked video!

    • @baconshrub
      @baconshrub 3 місяці тому

      @@elijahmurray No, you can't. There are medications that can alleviate symptoms, but there is NO known cure for allergies. Anyone who says they can "eradicate allergies" is lying. Stop spreading false information.

  • @misa-g3o
    @misa-g3o 3 місяці тому

    BLA BLA BLA

  • @nguyenanhnguyen7658
    @nguyenanhnguyen7658 3 місяці тому

    Sounds loosing out. Be positive.

    • @elijahmurray
      @elijahmurray 3 місяці тому

      Always good to be positive!!

  • @DelmaRaySmithJr
    @DelmaRaySmithJr 3 місяці тому

    Saw the RE-20 and subscribed to listen to it work for you.

    • @elijahmurray
      @elijahmurray 3 місяці тому

      Thanks for subscribing! What's the RE-20?

    • @dinoscheidt
      @dinoscheidt 3 місяці тому

      @@elijahmurray My microphone 🥰. @DelmaRaySmithJr But it is actually the Electronic Voice RE27N/D not the R20 - my german accent doesn't go well with cutting off higher end dynamics like the R20 or Shure does 🥲. Used the Zoom F6 as the audio interface

  • @EasyYoutubeAI
    @EasyYoutubeAI 4 місяці тому

    Explores the misconceptions of AI strategies, the limitations of generative AI, and emphasizes the importance of integrating technology with existing business strategies. 00:05: AI strategies are non-existent; AI is merely a tool. 01:07: Generative AI is gaining attention but has limitations. 02:10: Hallucinations in AI outputs are often misinterpreted. 03:27: Generative AI is currently at the peak of hype. 04:43: The hype cycle varies for different AI research communities. 06:10: Engineers and managers have contrasting perspectives on technology. 08:41: Non-deterministic systems introduce chaos into predictable environments. 10:01: Chatbots are often misapplied in value chains. 12:50: AI should support existing strategies rather than dictate them. 21:50: Generative AI should focus on simple, deterministic outputs.

  • @gyurilajos7220
    @gyurilajos7220 4 місяці тому

    Chatbox lazy approach

    • @elijahmurray
      @elijahmurray 3 місяці тому

      How would you approach building things differently?

  • @gyurilajos7220
    @gyurilajos7220 4 місяці тому

    Chaos stchssticity

  • @gyurilajos7220
    @gyurilajos7220 4 місяці тому

    There is enough chaos outside the world

  • @gyurilajos7220
    @gyurilajos7220 4 місяці тому

    Crappy at scale

    • @elijahmurray
      @elijahmurray 3 місяці тому

      Yes, but I think a lot of new technology is always crappy at scale. The design patterns are still emerging for what works well, as well as the infrastructure and cloud services and platforms. Innovators dilemma.

  • @gyurilajos7220
    @gyurilajos7220 4 місяці тому

    Remember data lakes and all the hype cycles of pump and dump The AI winter is nigh again Made the comment before listening hope to hear voice of reason not rationalizations of patentvinsanity

    • @elijahmurray
      @elijahmurray 4 місяці тому

      So what's your verdict? Did you hear reason or rationalizations?

  • @themultiverse5447
    @themultiverse5447 4 місяці тому

    First impressions matter: That goes for any conversation of any topic, no matter how difficult. "I hate..." immediately turned me off. Good luck to the both of you fellows, but I'm not going to be partaking. SMH

    • @elijahmurray
      @elijahmurray 4 місяці тому

      I appreciate the feedback! Thanks for taking the time to leave a comment, I'll consider your advice.

  • @pedro_nothere
    @pedro_nothere 4 місяці тому

    Hi Elijah and Dino, thank you very much for your podcast, it is really helpful and interesting! At 21:40-ish, Dino mentioned that it would be useful if we could write prompts that return only "yes or no." For that, you have several tool libraries such as Pydantic and Instruct, which, when integrated with OpenAI or Anthropic chat completions, make it possible to return the output structure we want, such as a JSON structure with different data types and also enums if you only want a option a list of options as a response. Continue with your amazing podcasts!

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Appreciate the library suggestions, Pedro!! 🫶

  • @cesar4729
    @cesar4729 4 місяці тому

    Saying that you hate a chat bot already speaks of a bias and a childish approach to the subject, which you cannot trust not to color your chain of thoughts.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      I think we're all biased given we're human, but the least we can do is be transparent about our biases.

    • @cesar4729
      @cesar4729 4 місяці тому

      @@elijahmurray The brain chases certainty, so it needs to believe more than it needs to be right. Biases are a natural defense mechanism. They cannot be avoided, but they can be used as a reference parameter. In this case, these parameters do not convey confidence. That's all.

    • @themultiverse5447
      @themultiverse5447 4 місяці тому

      Agreed. So did another 5 people and counting. I left a similar comment. If your channel only has 337 Scribes, you may want to rethink your strategy. Maybe the video was great, maybe you could rethink the editing. IDK and I'm not coming back to find out. I'm spending this much time to give constructive criticism and not just downvote and leave. Blessings from the Multiverse ✨

    • @elijahmurray
      @elijahmurray 4 місяці тому

      @@themultiverse5447 Love the feedback! If you have any suggestions on the editing I'd love to hear them. What didn't you like? The intro it seems?

    • @dinoscheidt
      @dinoscheidt 3 місяці тому

      Love this thread. At 15:53 I talk about how we humans need to use heuristics to cope with limited processing. The “Hate Chatbot” is the kind of exploiting heuristics on what this video is about. I am happy to see that it worked and can be added to my examples. ​@@elijahmurray the editing is perfect, very much in line for this Videos theme of “AI Strategy Sucks”. Thank you very much!

  • @aga5979
    @aga5979 4 місяці тому

    My screw driver strategy is to keep the relevant screw driver in the easily accessible rack or tool box.

    • @BooleanDisorder
      @BooleanDisorder 4 місяці тому

      Same. Centralization and the regulatory capture by "concerned AI companies" (LOL, I see you Sam Altman and his world tour) are waaaay bigger concerns. THAT we should have a strategy against.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Fair points. I feel like for regulatory capture, it's something that's so fundamental to our crony capitalistic society it's so hard to mitigate against. How do you prevent it?

  • @INTELLIGENCE_Revolution
    @INTELLIGENCE_Revolution 4 місяці тому

    0:32 AI is a general purpose technology. NOT ‘just a tool’. I appreciate your technical knowledge.. but you have a negative view of the obvious strategic benefits. You would be the opposite of what an existing organisation would need right now.

    • @BooleanDisorder
      @BooleanDisorder 4 місяці тому

      That might be, but the main problem with AI isn't the tech itself but who controls it. I for one don't want huge companies to be the ones deciding the future of AI.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Wouldn't you say that all technology is tools though? Some powerful, some not as powerful, but all tools to serve a purpose nonetheless?

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Agreed!

    • @Crank797
      @Crank797 4 місяці тому

      I think he's just scared of losing significance in the job market given his "conventional" mindset and methodology. But that's my POV. I say which ever Software Engineer doesn't familiarize themselves with AI and its possibilities, loses long term.

    • @Crank797
      @Crank797 4 місяці тому

      ​@@BooleanDisorderthere are plenty of open source tools

  • @OldManShoutsAtClouds
    @OldManShoutsAtClouds 4 місяці тому

    A screwdriver doesn't have privacy and data protection implications. It doesn'thave larger implications outside of its narrow use case and therefore doesn't require a strategy. Dude doesn't seem to actually understand business, I'm not sure why he's speaking so confidently on this topic.

    • @BooleanDisorder
      @BooleanDisorder 4 місяці тому

      Well, at the same time, centralization and regulatory capture are way bigger threats than AI itself. Human power seeking, that's the main problem. In fact, it should be solved first in everything.

    • @diemes5463
      @diemes5463 4 місяці тому

      @@BooleanDisorder Solving the problem of human greed will be more impactful than any technology

    • @elijahmurray
      @elijahmurray 4 місяці тому

      If it's a smart screw driver connected to the cloud it might have privacy implications 🤣

    • @OldManShoutsAtClouds
      @OldManShoutsAtClouds 4 місяці тому

      @@elijahmurray hahaha fair 😂

    • @MGorsky251
      @MGorsky251 3 місяці тому

      Thank you guys for this conversation. It is always nice to hear from knowledgeable people. My favorite: Dino have introduced a screwdriver analogy, implying that GenAI is a simplistic technology tool, and by the end of a conversation he called it an “Intelligence Revolution” :-)

  • @paksabar9693
    @paksabar9693 4 місяці тому

    sakjane enak melu maxim luwih bebas timbange sing liyane

  • @Opedanderson
    @Opedanderson 4 місяці тому

    So I started my business with 5000 on credit card and 10 yrs later its doing 1 million pr yr. Starting any company with a million dollars in seed capital is going to have an easier time than someone with 5K Congrats to them nonetheless

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Congrats! That's quite the achievement.

  • @bgpapa4178
    @bgpapa4178 4 місяці тому

    These dudes name is DEFINITELY Steve. And he mines in his free time.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      No, I think it was Steve_02349378219 🤣🤣🤣

  • @maddison.brusman
    @maddison.brusman 4 місяці тому

    Loved this, found it super helpful!

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Awesome, glad you found it useful! Which part did you like best?!

  • @debasishraychawdhuri
    @debasishraychawdhuri 5 місяців тому

    Its not like there would be no developers, just that they would not bother themselves with how to call a specific API. ChatGPT will do that part. What developers would have to do is to design systems and decide on modules for to solve a specific problem.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      What happens when we design agents to do architecture and evaluate modules? 🤔

  • @fenn7325
    @fenn7325 5 місяців тому

    You guys cut all the crap and went straight to the point. Helpful! Thank you.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Hell yes! Nothing but straight to the good stuff <3

  • @TheSun26872
    @TheSun26872 5 місяців тому

    I am a physician and a data scientist. Dr Aju is very right AI is very faraway from reliable decision making. But it should definitely improve performance of overburdened medical system

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Yes, definitely an issue having non deterministic software in critical sectors where accuracy equals lives. Hope you enjoyed the podcast!

  • @Zestyfelidae3566
    @Zestyfelidae3566 6 місяців тому

    Bro I have a vacation you want me to understand anything in this video

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Appreciate the feedback! Any suggestions on how to make it better?

  • @Noo1854
    @Noo1854 6 місяців тому

    Anyone with the money to invest in the secondary loan market is old enough to remember the 2008 crash. Anyone younger than that is barely surviving because older generations have used that money to make it so. I’m personally wondering if you even have the ability to engage with the market like this. If you do, then I see you as just another minor finance bro who’s only concerned about growing his personal wealth. If you don’t then this is just…a sad cosplay? Actually yeh no, it’s got a whole bunch of sad implications. Either way, please consider what you’re doing and why.

    • @elijahmurray
      @elijahmurray 4 місяці тому

      Appreciate your perspective! Fair points.

  • @KnownForBadDeeds
    @KnownForBadDeeds 6 місяців тому

    If We're Building Agents. We Can Automate A Lots Of Stuff. We Can Generate A Lots Of Job In AI Agent Creation. But, At The Same Time We Can Eliminate A Lots Of Job As-Well. I Am Not Sure How The Future Would Be. But, Definitely, Lots Of People Are Gonna Suffer Too. Are We Building A Better World For Tomorrow? That's The 1st Question Which Comes In Mind My Mind.

    • @resoluation345
      @resoluation345 6 місяців тому

      Do you not know the amount of jobs that perish due to improvements is prob uncoungable now? Been happening since beginning of time, yes people will lose their jobs, they better find other jobs. It is unstoppable and nor should it be stopped. Aversion to changes is doom

    • @KnownForBadDeeds
      @KnownForBadDeeds 6 місяців тому

      @@resoluation345 I Know It's Inevitable. I'm not saying that we should close it down.👍 I don't think our society is ready to accept so much of change in short span of time. I don't think people of alll the countries are ready to upskill.👍 As a human, we should measure the impact and ensure that they don't suffer a lot.👍 Middle or poor income countries might suffer a lot. Are we prepared for it?

    • @elijahmurray
      @elijahmurray 4 місяці тому

      It's definitely something to be mindful about, but I think for all of history we've had new technology and then we have some job loss, but overall there are more jobs and quality of life improves. However it's definitely important to stay aware of the impact of any new tech! Thanks for chiming in with your thoughts.

  • @Ahm.elzain
    @Ahm.elzain 6 місяців тому

    How can we I get it CrewAi marketing in iPhone ?

    • @elijahmurray
      @elijahmurray 6 місяців тому

      Honestly, pretty tough to do at this point. You'd want to build a custom crew, run it through a PWA web app or a mobile app and then you could run it, but that's a lot of work. Likely better to just do it from a desktop for the moment, but depends on your need and use case.

    • @MiguelCayazaya
      @MiguelCayazaya 5 місяців тому

      @@elijahmurray these are nice toys but nothing else

  • @I_am_a_cat_
    @I_am_a_cat_ 7 місяців тому

    Okay....?

  • @fintech1378
    @fintech1378 7 місяців тому

    excellent point in minute 41, clear evaluation

  • @fintech1378
    @fintech1378 7 місяців тому

    This guy is probably the king of agentic workflow now

    • @elijahmurray
      @elijahmurray 7 місяців тому

      Agreed-and we're only just getting started!

  • @bigplayersco
    @bigplayersco 7 місяців тому

    if Jared was a superhero, he’d be Spider-Man: the brains of Mr. Fantastic, the speed of Quicksilver, and the tech wizardry of Iron Man.

  • @MarshaSpincer
    @MarshaSpincer 7 місяців тому

    That was an excellent interview Murray. Well done.

    • @elijahmurray
      @elijahmurray 7 місяців тому

      Thank you so much! Appreciate the kind words Marsha

  • @MarshaSpincer
    @MarshaSpincer 7 місяців тому

    That was an excellent interview Murray. Well done.

  • @AM-ex4lu
    @AM-ex4lu 7 місяців тому

    Fantastic interview. I love how you think out of the box. Your passion, resiliency and self determination comes through. Congrats on your new project! I also love how you compare sports and video games to life. Keep up the good work.

  • @georgekrax
    @georgekrax 7 місяців тому

    Really nice conversation with Ryan :)

    • @elijahmurray
      @elijahmurray 7 місяців тому

      Thank you! I enjoyed it a lot and am happy to hear you did too :)

  • @cjanowsk
    @cjanowsk 7 місяців тому

    Word 👏

  • @georgekrax
    @georgekrax 7 місяців тому

    Interesting story! Great to hear from Lucas

  • @georgekrax
    @georgekrax 7 місяців тому

    Good questions, but...

    • @elijahmurray
      @elijahmurray 7 місяців тому

      Appreciate the feedback. Where could I do better in your opinion?