The differentiation dilemma: How do you really stand out? With Sarah Breathnach, VP of Marketing at Hunters

In this episode of Marketing Dilemmas, Liam sits down with Sarah Breathnach, VP of Marketing at Hunters and Founder of the Demand Gen London community. Together they unpack one of the toughest challenges in B2B right now: how to stand out in a crowded, copycat market without falling into the trap of gimmicks or feature wars.

Sarah shares lessons from the cybersecurity industry, her “small teams, big impact” positioning, and why true differentiation comes from clarity, consistency, and customer experience - not monster trucks or marketing hype.