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Uncopyable positioning for B2B brands

Louis Grenier

Louis Grenier helps B2B organisations develop standout positioning and go-to-market strategies. As founder of Stand The F*ck Out, Louis works with companies including Dropbox and Ahrefs and is supported by 2M+ podcast downloads and original industry research.

Trusted by Dropbox, Hotjar, Ahrefs

Louis Grenier, Speaker | B2B Positioning And GTM Consultant
Louis Grenier

Louis Grenier

Dublin, Ireland

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Louis Grenier's biography

At a glance

  • B2B positioning and go-to-market consultant
  • Host of Everyone Hates Marketers podcast with 40k+ followers across platforms
  • Author and founder of Stand The F*ck Out
Louis Grenier helps established B2B companies identify the positioning advantage they already have but haven't fully used, then turn it into something their competitors cannot match. For over a decade, Louis has built a reputation for telling companies the uncomfortable truth about their own positioning, then delivering the sharp, unfiltered strategies to fix it. He's the founder of Stand The F\*ck Out, a positioning and go-to-market consultancy whose clients include Dropbox, Hotjar, Ahrefs, Phorest, CXL, Leadsie, Hostinger, and Balsamiq. His podcast, _Everyone Hates Marketers_, ran for 309 episodes and surpassed 2 million downloads. His book, _Stand The F\*ck Out_, holds a 4.8 out of 5 rating on Amazon. Louis's original research, _The State of B2B Brand Distinctiveness 2026_, audited 100 B2B SaaS and AI companies against eight brand-distinctiveness criteria, giving him a data-backed view of exactly where companies are losing ground and why. At the core of his work is a four-stage methodology: Insight Foraging, Unique Positioning, Distinctive Brand, and Continuous Reach. Designed to take companies from generic to genuinely unmissable, the framework helps brands uncover raw customer truths competitors can't find, give buyers a compelling reason to choose them, build a brand that sticks even when people aren't ready to buy, and create a steady flow of the right new customers. It has been tested across real companies facing real competitive pressure, so attendees leave with practical tools, not boardroom theory. For teams that want real answers over reassuring ones, Louis brings the research, the commercial experience, and the directness to deliver them.

Louis's showreel and videos

Topics, sessions and talks

The Rebel's Guide To Standing The F*ck Out
AI has given every average competitor a polished voice and a convincing story. For B2B companies trying to carve out genuine ground, that creates a real problem: differentiation that once came naturally now has to be built deliberately. Louis Grenier draws on his research across 100 B2B SaaS companies and his work with brands including Dropbox, Hotjar, and Ahrefs to show what actually separates the companies that stand out from those that disappear into the noise. Practical, direct, and grounded in evidence.

Why we recommend booking Louis

Louis Grenier's work with Dropbox, Hotjar, and Ahrefs gives him a credibility base built on real commercial outcomes, and his 2026 research across 100 B2B SaaS and AI companies means his diagnosis of where you're losing ground is evidence-led. If your team is struggling to articulate what genuinely separates you in an AI-saturated market, he's the right person in the room.

Check Louis's availability

Trusted by Dropbox, Hotjar, Ahrefs

Testimonials

When I sat down at Church House to hear you talk, I was expecting my pen to glow - after half the speech, there were only two words in the pad: Louis Grenier. I have never been so touched by a speaker's words. And your story made me listen even more closely to the rest of the speech (and then the pen went berserk trying to catch all the good stuff).

Andreas Johansson

There are some people who are good speakers - charming, funny, engaging. Louis is not one of them. Instead, he's an excellent speaker: vulnerable to the point of discomfort, equally eloquent and abrasive in his ideas, entertaining, and most importantly, memorable. Want a speaker who will agitate your audience, prod them out of complacency, and then be human enough to win them over completely by the time he exits stage left? Book Louis.

Eloise Leeson-Smith

You stole the show. For me, you were IT. Standing ovation deserved, 1000 times over. STFO? Yeah. Tick. Your story left an indelible memory, on everyone in the room (more once the recording comes out).

Head of Events, The Marketing Meetup Conference

Featured Projects

Louis Grenier - Stand The F*ck Out book cover
Louis Grenier - Everyone Hates Marketers book cover

frequently asked questions

Something we've not covered here?

How do I book Louis Grenier for my next event?
Email louis.grenier@getapeptalk.com or call PepTalk on +44 20 3835 2929 (UK) or +1 737 888 5112 (US), and one of our speaker agents will contact you within hours to confirm Louis's availability and fees. If you can, please include your budget upfront – it helps us fast-track your request. It’s also helpful to know the date, format (virtual or in-person), location, and a bit about your audience.

Louis Grenier structures his sessions around findings from his original research, The State of B2B Brand Distinctiveness 2026, which audited 100 B2B SaaS and AI companies against eight brand-distinctiveness criteria, and applies these to a four-stage methodology — Insight Foraging, Unique Positioning, Distinctive Brand, and Continuous Reach — illustrated through client work with companies including Dropbox, Hotjar, and Ahrefs.

What is Louis Grenier's speaking style like?
Louis Grenier structures his sessions around findings from his original research, The State of B2B Brand Distinctiveness 2026, which audited 100 B2B SaaS and AI companies against eight brand-distinctiveness criteria, and applies these to a four-stage methodology — Insight Foraging, Unique Positioning, Distinctive Brand, and Continuous Reach — illustrated through client work with companies including Dropbox, Hotjar, and Ahrefs.

Louis Grenier structures his sessions around findings from his original research, The State of B2B Brand Distinctiveness 2026, which audited 100 B2B SaaS and AI companies against eight brand-distinctiveness criteria, and applies these to a four-stage methodology — Insight Foraging, Unique Positioning, Distinctive Brand, and Continuous Reach — illustrated through client work with companies including Dropbox, Hotjar, and Ahrefs.

What topics does Louis Grenier specialise in?
Louis Grenier's session covers B2B differentiation in an AI-saturated market, positioning strategy, and brand distinctiveness. His headline credential is his original research auditing 100 B2B SaaS and AI companies, supported by consulting work with clients including Dropbox, Hotjar, and Ahrefs, and a podcast that ran for 309 episodes and surpassed 2 million downloads.

Louis Grenier's session covers B2B differentiation in an AI-saturated market, positioning strategy, and brand distinctiveness. His headline credential is his original research auditing 100 B2B SaaS and AI companies, supported by consulting work with clients including Dropbox, Hotjar, and Ahrefs, and a podcast that ran for 309 episodes and surpassed 2 million downloads.

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There is no additional cost to you beyond the speaker's fee. PepTalk's service, from shortlist to on-the-day logistics, is included. For repeat or multi-event bookings, the team can agree preferential rates with your procurement department. Email hello@getapeptalk.com to discuss.

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I need a last-minute speaker. Can PepTalk help?

Yes. PepTalk regularly handles last-minute requests and can secure or replace a speaker, host, or comedian quickly, often within days. Availability narrows as the date nears, so get in touch as early as you can. Email hello@getapeptalk.com with your requirements.

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Speaker fees vary by profile, format, and location. In the UK and Europe, virtual keynotes typically start around GBP 2,000, with top in-person speakers reaching GBP 25,000+; in the US, fees run from about USD 5,000 to USD 100,000+. Share your budget at getapeptalk.com and we'll shortlist to fit.

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You'll receive a hand-picked shortlist within 24 hours of sharing your brief. Each suggestion comes with profiles, fees, and PepTalk's recommendation on the strongest fit. If you need options sooner for an urgent event, say so and the team will move faster. Start at getapeptalk.com.

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Most bookings can be rescheduled with reasonable notice. Cancellation terms vary by speaker and are set out clearly in the contract before you confirm, so there are no surprises. PepTalk's team supports you through any change. Contact hello@getapeptalk.com as soon as plans shift.

Can PepTalk help plan the speaker programme for my event?

Yes. Beyond booking a single speaker, PepTalk helps shape a full programme, matching voices to your agenda, audience, and goals across a day or a series. It is a consultative service, not just a booking. Tell us about your event at getapeptalk.com.

What does 'typical fee range' mean?

Speaker fees vary based on factors like event location, format, and availability. The 'typical fee range' figure gives you a baseline of someone's local, in-person rate sits, and we'll confirm the exact fee when you get in touch.

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Before your speakers arrive, confirm AV is tested, a green room is ready, and printed schedules are on hand. Prepare warm introductions for each speaker and brief your team on timings. PepTalk speakers come fully briefed, making event-day logistics smoother and stress-free from the start.

What's the difference between a keynote speaker, an MC, and event entertainment?

A keynote speaker delivers an inspiring or informative talk. An MC hosts and guides the event, keeping things on track. Entertainment — like a band or comedian — creates atmosphere and fun. Each serves a different purpose, and PepTalk can help you book the right talent for all three.

What happens if I need to cancel or reschedule a speaker booking?

Life happens! Most speaker bookings can be rescheduled with reasonable notice. Cancellation terms vary by speaker, but PepTalk handles all the details & contracts transparently upfront so there are no surprises. Our team supports you through any changes, making the process as smooth as possible.

Have all the speakers on the website previously worked with PepTalk?

Not necessarily. While the speakers listed on our website may not have worked with PepTalk in the past, they are recognized professionals in the industry and known to engage in similar events and engagements. Alongside direct talent, we work with a wide variety of speaker agents and talent agencies, to ensure we have the best selection of speakers, hosts, comedians and entertainers available.

What information do I need to provide when booking a comedian?

When booking a comedian, share your event format, audience size and demographics, any sensitive topics to avoid, and the tone you're after. PepTalk makes this easy — their booking process guides you through a simple checklist so nothing gets missed and your comedian is perfectly matched to your crowd.

What information do I need to provide when booking a speaker?

When booking a speaker, you'll need your event date, audience details, format, key objectives, and budget. Having these ready makes the process smooth and straightforward. PepTalk's team uses this information to match you with the perfect speaker quickly and efficiently.

Can I book entertainment and speakers as a package?

Yes! At PepTalk, you can absolutely bundle entertainment and speakers into one seamless package. It's a great way to create a fuller event experience while enjoying simplified booking and better value. Our team handles everything together, making the process effortless for you.

Can I request autographs, personal greetings, signed merchandise, or fan mail from the speakers?

Sorry, we do not accept requests for autographs, signed merchandise, fan mail, or any non-commercial contact with the speakers, comedians or entertainers.

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If you notice something that needs attention or have any queries regarding an expert speaker profile, please email us at experts@getapeptalk.com, and we’ll be happy to assist.

How far in advance should I book a motivational speaker?

Book a motivational speaker at least 3–6 months in advance, especially for popular speakers or large events. Top speakers get booked quickly, so earlier is always better. For major conferences or peak seasons, booking 12 months ahead ensures you secure your first choice.

Can I book a speaker for a virtual or hybrid event?

Yes. Most PepTalk speakers deliver virtual and hybrid sessions with live Q&A, and virtual keynotes usually cost less than in-person because there is no travel. Tell us your platform and format and we'll match speakers experienced in online delivery. Start at getapeptalk.com.

How do I brief an insights speaker on my organisation's strategic context?

Share your organisation's top 3 strategic priorities, current challenges, and the audience's role in delivering them. A simple one-page brief works perfectly. PepTalk speakers use this context to tailor insights that feel genuinely relevant — making your event far more impactful.

Can event entertainers customise their act for my company or industry?

Yes! Most event entertainers are happy to tailor their act to your brand, industry, or theme. From weaving in company jokes to incorporating your branding into their performance, personalisation makes all the difference. PepTalk's entertainers specialise in bespoke experiences that feel made just for your audience.