In this episode of DigiTalk Architects, Carolina interviews Lawson Abinanti, founder of Messages That Matter, who shares his extensive experience in B2B software marketing and the importance of effective positioning. Lawson discusses the challenges businesses face in differentiating their messaging in a saturated market and emphasizes the need for alignment across teams. He outlines his positioning framework, the significance of research, and the role of consistency and repetition in messaging. The conversation also touches on the impact of AI on marketing and the timeless principles that startups often overlook.
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