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How B2B Companies Can Break Out of the 'Sea of Sameness' with the Right Messaging - An Interview with David Priemer

Picture of Nicholas Page   Nicholas Page  ·  2 minute read

In this episode of Tech Marketing Trends, Jakob Löwenbrand speaks with returning guest David Priemer, founder of Cerebral Selling and author of Sell the Way You Buy. With years of experience in B2B tech sales—including leadership at Salesforce—David shares why traditional solution- and ROI-led messaging fails to stand out in today’s overcrowded market. He offers practical advice on how companies can reframe their messaging to focus on customer emotion, belief, and real-world pain points—ultimately creating more effective buyer engagement and conversion.

 

 

The growing “sea of sameness”

B2B buyers today are bombarded by a staggering number of nearly indistinguishable products. With over 14,000 martech solutions on the market in 2024, the struggle to stand out has never been more intense. David points out that while vendors obsess over subtle differences, buyers often can't tell—or don't care—because they’re overwhelmed and distracted. Messaging that blends into the noise is quickly forgotten, especially when it's rooted in product specs or vague promises.

“Even if you’re unique, I spend a fraction of a percent of my time giving a crap about what you do—so the old plays bounce right off.” — David Priemer

 

 

Why product specs and ROI fall flat

Companies often lean on product features or ROI metrics to communicate value, but David argues that this approach rarely connects. Buyers don’t make decisions based on charts—they make them based on belief. Belief that your solution can actually deliver the promised value. And belief, he emphasizes, is emotional, not logical. You can’t spreadsheet your way to trust. Instead, you have to create a feeling of certainty.

“Value and ROI are completely different things. You only get ROI if I believe it, and belief is a feeling.”

 

 

How to build messaging around the buyer’s journey

The most powerful messaging doesn’t describe what your product does—it speaks to where your buyer is emotionally. Are they frustrated? Burned by previous solutions? Unsure of where to turn? Addressing the buyer’s mindset and their lived experience creates instant relevance. David calls this identifying the “unknown, unspoken problem”—something the buyer feels but hasn’t put into words yet. That moment of resonance can spark real engagement.

“When you surface the unknown, unspoken problem—something prospects feel but can’t name—they lean in and say, ‘Tell me more.’”

 

 

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Pre-empt objections to build trust

Every buyer has objections—price, complexity, doubt. Instead of avoiding them, great marketers address them up front. David recommends “inoculating” your message by naming likely concerns early and showing buyers that you get it. This builds trust and demonstrates confidence. It also prevents nasty surprises later in the buying process. Transparency, when done well, can be a powerful differentiator in a space full of guarded pitches.

“Don’t wait for the blow-up. Acknowledge you’re the most expensive and give the reason—now you sound different from everyone else.”

 

Align sales and marketing around customer truth

David stresses the importance of connecting the insights from frontline sales conversations with marketing strategy. Too often, marketers create messages in isolation, missing out on valuable real-world customer feedback. The most effective messaging comes from collaboration—where marketing reflects the problems, fears, and language that buyers actually use.

“The most powerful messaging doesn’t start with your product or your features—it starts with your buyer’s frustrations, missed expectations, and emotional roadblocks. If you can describe their problem better than they can, they’ll assume you have the solution. That’s how you rise above the noise.”

 

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