Mastering B2B Storytelling with Alex Outwater
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Mastering B2B Storytelling with Alex Outwater
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At the B2B Expo, career B2B marketer Alex Outwater (formerly at IBM and ADP) shares how he’s bringing enterprise storytelling and product-launch experience to smaller companies trying to break through the noise. He emphasizes that many marketing fundamentals don’t change with scale: clarify your story, differentiation, competitors, and especially the real competitor—status quo—since much B2B buying is emotionally driven by trust, confidence, and empathy. Outwater discusses tailoring one core story for different roles on buying committees and how “jobs to be done” varies across stakeholders like users and finance. He urges attendees not to get distracted by “AI-washing,” to ask tough questions, review contracts and risks, and start with simple AI use cases like content and basic automation—only after ensuring strong, clean data foundations.
Connect with Alex on LinkedIn
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Contact Meredith: info@compressionmarketing.co