Discover the top 7 message strategy experts and training platforms to refine your B2B sales narrative. Get actionable insights to improve your positioning.
In a crowded B2B market, a generic message is a losing one. Prospects ignore your emails, stakeholders tune out, and deals stall. It’s not because your product is weak; it’s because your story isn’t sharp enough to answer the buyer’s core question: "Why should I care?" Answering that takes more than a feature list. It demands a compelling narrative that connects your solution to their most urgent problems. A weak message is often a symptom of a bigger issue, creating disconnected B2B tech marketing that sabotages your pipeline.
So, where do you turn when your message isn't landing?
We’ve compiled the definitive list of top-tier message strategy experts, consultants, and training platforms that help B2B teams build narratives that win. Whether you're a CRO needing to align your leadership team or a seller looking to sharpen your pitch, this guide is your shortcut to the best resources out there. Each profile breaks down their approach and gives you a direct link to get started. These are the experts who turn messaging from background noise into a competitive advantage.
April Dunford is a globally recognized expert in positioning, helping B2B tech companies nail their market category and message. Her website isn't a platform; it's a direct portal to her high-impact executive workshops, designed to align entire leadership teams around a single, powerful narrative. This laser focus makes her a top choice for B2B leaders looking to reset their company's core messaging.
Unlike consultants with vague offerings, Dunford's approach is structured and built on the framework from her bestselling book, "Obviously Awesome." The site clearly outlines her workshops, which are purpose-built to help product, marketing, and sales leaders define "why us" and "why now" for complex enterprise deals.
Engaging with April Dunford is a straightforward process for leadership teams ready for a significant strategic investment.
| Pros | Cons |
|---|---|
| High credibility in B2B SaaS and enterprise tech. | Premium price point makes it a significant investment. |
| Proven, widely adopted positioning framework. | Limited availability due to her hands-on approach. |
| Transparent pricing and clear engagement model. | Best suited for leadership teams ready for deep work. |
| Direct access to a leading message strategy expert. | Less ideal for early-stage startups needing lighter support. |
Website: https://www.aprildunford.com/consultant
Andy Raskin is a strategic narrative advisor known for helping executive teams craft a single, compelling story that drives sales, marketing, fundraising, and recruiting. His website is a direct line to his consulting engagements, where he works with leadership to define a "Promised Land" narrative. This makes him a go-to expert for venture-backed B2B companies aiming to unify their message at the highest level.
Unlike generic messaging workshops, Raskin’s approach is centered on a strategic story that frames a major shift in the world. This narrative becomes the foundation for every customer conversation. His website showcases his thought leadership and provides a clear entry point for leaders ready to transform how they communicate their value.
Engaging with Andy Raskin is a custom process designed for executive teams who need to align on a core story that powers the entire organization.
| Pros | Cons |
|---|---|
| Strong track record with VC-backed leaders and top tech brands. | No public pricing; engagement costs must be discussed directly. |
| Narrative-first method complements complex B2B sales motions. | Selective about engagements, leading to limited availability. |
| Delivers a unifying story for the entire organization. | Best suited for leadership-level initiatives, not tactical projects. |
| Highly effective for fundraising and enterprise sales pitches. | Requires significant commitment from the entire executive team. |
Website: https://www.andyraskin.com/
Product Marketing Alliance (PMA) is the go-to hub for product marketers looking to master their craft. Unlike individual consultants, PMA is a training and certification platform that gives teams the frameworks and skills to build a winning message strategy. Its "Messaging Certified: Masters" program is a standout offering for leaders looking to standardize their organization's messaging capabilities.
PMA’s value lies in its structured, scalable approach to learning. Through on-demand courses, live sessions, and in-person workshops, it provides multiple ways for teams to learn and apply core messaging principles. This focus on practical application makes it a key resource for companies aiming to create a consistent narrative across all customer touchpoints, a vital part of any demand generation strategy.
PMA is flexible, with options for both individuals and entire marketing departments.
| Pros | Cons |
|---|---|
| Clear pricing for individual certifications and team memberships. | Certification requires passing an exam, which adds a layer of rigor. |
| Practical templates and community resources speed up adoption. | Advanced teams might find some introductory content overlaps with existing knowledge. |
| Scalable training model for teams of any size. | Less direct, one-on-one consulting than a dedicated expert. |
| AI-assisted tools like PMM-GPT provide on-demand answers. | The platform’s value is maximized through active engagement. |
Website: https://productmarketingalliance.com/
Pragmatic Institute is a well-respected training organization known for its practitioner-focused product marketing education. While broader than a single consultant, their Product Positioning workshop is a powerful resource for teams that need to turn market insights into compelling messages. It provides a structured method to build repeatable messaging playbooks that can scale across your product portfolio.
Unlike bespoke consulting, Pragmatic Institute offers a standardized curriculum that links market needs, differentiation, and messaging. This makes it an ideal platform for organizations looking to get entire teams on the same page with a common language and framework. Their emphasis on turning positioning into actionable playbooks makes them one of the go-to message strategy experts for growing companies.
Engaging with Pragmatic Institute is straightforward, with options designed to fit different team needs and learning styles.
| Pros | Cons |
|---|---|
| Public, transparent pricing and frequent course availability. | Coursework requires a significant time commitment from participants. |
| Structured framework ideal for scaling message consistency. | Material can feel foundational for highly seasoned teams. |
| Well-aligned for cross-functional teams (PM, PMM, Sales). | Less personalized than a one-on-one consulting engagement. |
| Highly respected certification adds value to your team's skills. | Focus is on the framework, requiring internal work to apply it. |
Website: https://www.pragmaticinstitute.com/workshop/product-positioning/
CXL offers a different path to messaging mastery. Instead of a single consultant, it's a comprehensive training platform for entire teams. It provides advanced, practitioner-led marketing courses designed to build repeatable skills in-house. For leaders aiming to build strong messaging capabilities, CXL serves as an on-demand enablement engine for their go-to-market teams.
Unlike one-off workshops, CXL’s model is built for continuous learning. Its courses on messaging, positioning, and copywriting are taught by vetted practitioners who tie frameworks directly to execution. They cover how to build value narratives and translate them into effective copy and campaigns. This focus on applied skills makes it a great resource for teams that need to consistently generate high-quality messaging to improve conversion rates.
Engaging with CXL is designed for scale, whether you're an individual marketer or a CRO looking to upskill an entire department.
| Pros | Cons |
|---|---|
| Wide library suitable for continuous team enablement. | The sheer volume of content can be overwhelming without clear goals. |
| Clear team pricing and procurement-friendly features. | Requires proactive management to select the right courses for each role. |
| Teaches repeatable skills rather than a one-time project fix. | Self-directed model may be less impactful than a consultant-led workshop. |
| Practical courses connect theory directly to GTM assets. | Best for teams with a culture of continuous learning. |
Website: https://cxl.com/
Catalant is not a single expert but an enterprise-focused marketplace connecting companies with elite independent consultants. For leaders needing specialized message strategy experts for a specific project, Catalant provides a pre-vetted talent pool covering everything from positioning frameworks to strategic narrative development. The platform is built for the complexities of corporate procurement.
Unlike open freelance platforms, Catalant is engineered for enterprise-level engagement. It streamlines the entire process from sourcing and vetting to contracting and billing. This focus on corporate governance makes it a reliable choice for leaders who need to bring in external talent without navigating procurement headaches.
Engaging with experts on Catalant involves posting a project brief and inviting qualified consultants to submit proposals, turning a complex search into a structured process.
| Pros | Cons |
|---|---|
| Enterprise-ready workflows simplify procurement. | Marketplace fees (20–30%) increase the total project cost. |
| Access to a wide, pre-vetted pool of top-tier talent. | Variable competition for talent can affect response times. |
| Rate benchmarks help scope and budget projects accurately. | Requires creating an account to browse experts in detail. |
| Strong focus on US-based experts for key markets. | Less personal than a direct engagement with a named expert. |
Website: https://www.gocatalant.com/
LinkedIn’s Services Marketplace turns the world’s largest professional network into a direct hiring platform for freelance talent. Instead of a single expert, this tool gives you access to a vast pool of independent message strategy experts, brand consultants, and content strategists. It’s an ideal solution for teams needing to source and vet multiple professionals for a project without leaving LinkedIn.
The platform’s strength is its integration with LinkedIn’s social proof features. You can quickly evaluate potential experts by reviewing their profiles, reading client ratings and recommendations, and checking for mutual connections who can provide a warm reference. This streamlined discovery process makes it a powerful tool for finding a consultant who fits your company culture, industry, and budget.
Engaging with experts on the LinkedIn Services Marketplace is designed to be a simple, transparent process that puts you in control.
| Pros | Cons |
|---|---|
| Quick shortlisting via social proof (ratings, recommendations, mutual connections). | Quality and specialization vary; requires careful vetting. |
| Free to request proposals and start conversations with providers. | Pricing is not standardized and is negotiated per project. |
| Access to a massive, diverse talent pool of message strategy experts. | Not all top-tier consultants are active on the platform. |
| Integrated workflow stays within the LinkedIn platform. | Best for project-based work, not long-term retainers. |
Website: https://www.linkedin.com/services/
| Provider | Implementation complexity | Resource requirements | Expected outcomes | Ideal use cases | Key advantages |
|---|---|---|---|---|---|
| April Dunford | High — facilitated, multi-day executive workshops | Premium budget, senior executive time, tailored prep | Clear differentiated positioning, sales-ready messaging, leadership alignment | Enterprise B2B GTM resets and complex deal motions | Proven repeatable framework, hands-on facilitation, published methodology |
| Andy Raskin | High — executive narrative workshops and advisory | Selective high-cost engagement, executive involvement | Unifying strategic "Promised Land" narrative that improves pitches | Overhauling enterprise pitches, fundraising, executive alignment | Narrative-first expertise, strong track record with VC-backed firms |
| Product Marketing Alliance (PMA) | Moderate — course-based learning and certification | Course or membership fees, learner time, exam for certification | Team upskilling, repeatable messaging practices, practical templates | Upskilling PMM teams, building standardized messaging processes | Certifications, templates, community resources and AI-assisted tools |
| Pragmatic Institute | Moderate — structured workshops and coursework | Course fees, time commitment, cohort or self-paced options | Repeatable messaging playbooks and cross-functional alignment | Cross-functional PM/PMM/Sales training and positioning execution | Practical curriculum, recognized credential, transparent pricing |
| CXL | Low–Moderate — on-demand courses to minidegrees | Subscription or course fees, internal curation to focus learning | Applied marketing skills, copy-ready frameworks, ongoing enablement | Continuous team learning and practitioner skill development | Large up-to-date course library, team dashboards, certificates |
| Catalant | Moderate — marketplace sourcing plus contracting workflows | Project budget plus marketplace fees, procurement and contracting | Access to vetted consultants and tailored project delivery | Enterprise procurement of consultants for strategic initiatives | Enterprise compliance features, vetted expert pool, rate benchmarks |
| LinkedIn Services Marketplace | Low — post brief and receive proposals | Minimal platform cost, time to vet providers and negotiate pricing | Rapid shortlists and proposals; variable deliverable quality | Quick freelance hires for messaging or short-term projects | Integrated social proof, mutual connections, free to solicit proposals |
You've explored how top-tier message strategy experts work, from April Dunford’s positioning genius to Andy Raskin’s strategic narratives. You’ve seen how organizations like PMA and CXL offer structured training, and how platforms like Catalant and LinkedIn connect you with specialized talent. The common thread is clear: a powerful, customer-centric message is the bedrock of predictable revenue growth.
But crafting the perfect message is only half the battle. The real test is empowering your revenue teams to deliver it with relevance and timing. A brilliant narrative is wasted if it lands in a generic email or a cold call that lacks context. This is where high-level strategy meets street-level execution.
The experts we've covered provide the "what" and the "why" of your message. The next step is embedding that message into your team's daily "how." To make your outreach stand out, your message must connect directly to a prospect’s current reality. This means moving beyond static personas and tapping into real-time account intelligence.
Consider the difference between saying, "We help companies like yours streamline operations," and leading with, "I saw your new VP of Ops mentioned tech stack consolidation in a recent interview; our platform is designed for that exact challenge." The second approach isn't just better; it’s a completely different conversation. It shows research, relevance, and respect for the buyer's time.
Selecting the right approach from this list depends on your specific needs. Here's how to decide:
Successfully rolling out a new message across your teams requires significant internal alignment. It often involves rallying people around a new way of thinking. For those leading the charge, understanding how to build influence without authority can be the key to making sure your strategic vision is adopted and executed.
Ultimately, the goal is to close the gap between your powerful new message and the buyer's world. By arming your team with the insights to make every interaction timely and relevant, you turn your investment in message strategy into a powerful engine for revenue.
Ready to bridge the gap between your strategic message and daily execution? Salesmotion uses real-time account intelligence to give your reps the context they need to make every outreach timely and relevant. See how our platform turns your message into conversations that convert.
A practical guide to using AI in sales. Learn proven strategies to integrate AI, automate tasks, and empower your B2B sales team to close more deals.
A practical guide to the B2B sales funnel. Learn to build, measure, and optimize your funnel with proven strategies for converting leads into...
Stop guessing. Explore 6 proven sales playbook examples (SPIN, Challenger, MEDDIC) with deep analysis and actionable tips to boost your B2B sales...
