On the show today, I have Gaspard Pastural, creator of PurpleOceans and a B2B SaaS Product Marketing Consultant.

During our conversation, you’ll learn:

• Why go to market isn’t a one time event

• How differentiate with relevance instead of features & pricing

• Why B2B websites should be consumption first, then conversion

• Sales and marketing messaging should be aligned but not identical

In our conversation, we cover:

00:00 – Why most B2B websites fail: lead gen vs. consumption

01:36 – Gaspard’s LinkedIn writing process and content philosophy

02:32 – The real goal of differentiation: be the most relevant choice

04:15 – What “relevance” means in practice: use cases over categories

06:06 – Why you’ll never out-feature the gorilla in your space

08:05 – The risk of trying to be everything for everyone

09:55 – How poor differentiation breaks messaging, positioning, and conversions

10:55 – Marketing your difference (not just saying you’re different)

11:56 – Sales vs. marketing messaging: aligned, not identical

13:00 – The analogy of explaining your job to everyone at once

14:07 – Three key differences: who, how, and intent

15:34 – Sales is adaptive; marketing is orchestrated

16:03 – Homepage strategy: guide consumption, don’t push conversion

17:29 – How to enable sales without dictating scripts

19:56 – PMMs as collaborators, not message enforcers

21:21 – Messaging as a structural alignment challenge

22:32 – Why your messaging must support the full buying committee

24:48 – Persona-based pages and website structure as messaging tools

28:08 – How PMMs can earn internal trust to shift company messaging

30:25 – The power of step-by-step change vs. the one-big-pitch trap

32:01 – Underrated GTM principle: reverse-engineer your launch

33:56 – How to do message testing without budget (and what *not* to do)

36:27 – Cheap, scrappy message testing strategies that work

38:14 – Why content is a long-term play, and why sales is faster for insights

41:17 – Final takeaway: reverse engineer everything to de-risk your work

42:53 – What living is all about: “Having no regrets and being proud”

45:36 – Where to find Gaspard online

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👉 Where to find Gaspard

LinkedIn: https://www.linkedin.com/in/gaspardpastural/

Website: https://gaspardpastural.com/

Substack: https://gaspardpastural.substack.com/

👉 Where to find Josh

LinkedIn: https://www.linkedin.com/in/joshua-chronister/

Substack: https://onmessaging.substack.com/

YouTube: https://www.youtube.com/channel/UCUdKBktrLJWzNMDS45fh_Bg

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Referenced:

Gab Bujold: https://www.linkedin.com/in/gabriel-bujold/
Emma Stratton: https://www.linkedin.com/in/emma-stratton-punchy/
Salesforce: https://www.salesforce.com/

HubSpot: https://www.hubspot.com/

Folk CRM: https://www.folk.app/

Breakcold: https://www.breakcold.com/

G2: https://www.g2.com/