If your brand sounds like everyone else’s, you’re not competing. You’re interchangeable. 

Claims like “customer-centric,” “trusted partner,” and “AI-powered” don’t do much when buyers hear them everywhere. True differentiation is bold, precise, and hard to confuse with the rest of the category. 

In this episode, Drew Neisser brings together Scott Morris (Sprout Social), Gary Sevounts (Netris), and Lesley Davis to explore what real differentiation requires in B2B. They get into how companies clarify their story, align internally, and carry that differentiation from product to pitch to customer experience. 

In this episode: 

• Scott explains why strong positioning only works when the product actually delivers on the promise, and how Sprout is building its brand around “social intelligence for breakthrough brands” 

• Gary shares how a shift from selling “just another fraud tool” to an “identity trust network” transformed growth, increased deal size, and helped drive a major acquisition 

• Lesley breaks down how differentiation shows up in a services business, especially in RFP-driven categories, where the real win comes from understanding the problem behind the problem 

Plus: 

• Why pipeline without differentiation leads to smaller deals 

• How strong positioning starts with customer frustrations 

• The difference between bold positioning and empty promises 

• Why differentiation only works when the whole company reinforces it 

If you’re a B2B CMO trying to differentiate your business and make your brand impossible to ignore, this one’s worth your time!