How To Speak Your Buyer’s Language in a Noisy Market

How To Speak Your Buyer’s Language in a Noisy Market

From Sales Gravy: Jeb Blount by Jeb Blount

August 21, 2026 · 25 min

About this episode

Lisa Dennis discusses the misalignment in B2B messaging and how to effectively communicate with buyers in a noisy market.

Most B2B messaging fails for one simple reason: it speaks the wrong language. Lisa Dennis has spent over a decade proving that when marketing says one thing, sales says another, and the product team adds a third version, all the buyer hears is noise. Lisa joins Ashley Blount to unpack why account-based marketing keeps underperforming even when the strategy looks solid on paper, and why the fix starts with flipping the entire value proposition on its head. She breaks down the difference between strategy and tactics and how AI is actually creating more room for real strategic thinking instead of replacing it. 📖 Purchase Jeb Blount's book, 90 Days to Level Up Your Sales Skills 💻 Enroll in Sales Gravy University Courses with Lisa Dennis 👉 Download our free guide for 25 Ways to Ask for an Appointment on a Cold Call 🔗 Follow us on LinkedIn! Our Sponsors: * Check out Plaud AI and use my code JEB for a great deal: https://www.plaud.ai/jeb * Check out TruDiagnostic and use my code SALESGRAVY for 20% off your entire order: https://www.trudiagnostic.com * Go to https://OmahaSteaks.com and use promo code BEEF at checkout for $35 off. Minimum purchase may apply. Advertising Inquiries…

People in this episode

Host: Ashley Blount

Guest: Lisa Dennis

Topics covered

  • B2B messaging
  • account-based marketing
  • value proposition
  • AI in strategy
  • sales and marketing alignment

Keywords

  • B2B messaging
  • account-based marketing
  • value proposition
  • AI
  • sales strategy

Sponsors

Plaud AI, TruDiagnostic, Omaha Steaks

Mentioned in this episode

Organizations: Sales Gravy University

Products: 90 Days to Level Up Your Sales Skills

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