Trending Sources

5 Secrets of Creating Successful Marketing One-Sheets

B2B Marketing Traction

One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide. Expect to spend 50% of your time on the one-sheet on your marketing strategy, your differentiators, and your positioning. Tweet. See samples at the end of this post.) 50 – 30 – 20. The “Z”.

CPA 49

5 quick tips to writing better proposals (RFP responses)

Confluent Forms

Too often companies fall back on pricing as the greatest differentiators between them and their competition. We're frequently asked for any tips we might have for people writing proposal responses to Requests for Proposals (RFP) that they've received. After finding us through the RFP Database , seeing the abundance of RFPs that it contains, and knowing that all of those RFPs are open competitions, the natural question is "if I'm going to spend time writing a proposal it has got to be a winner". If you can answer the question in one paragraph why make them read five paragraphs? Doubtful!

How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

And, how do you know the people who are evaluating your solution are really choosing your competitive differentiators you think are most important? Recently, I've been spending a lot of time evaluating and writing web copy for clients. Not only have I discovered that I really love this type of work, but I am also seeing common trends of what websites do well and where they could do better.

Your Content, Their Content & the Brand

Junta 42

The correct words, and the specific tonality were carefully chosen to explain, position and differentiate brands. Thanks to Kenneth Weiss, author of the new book, Slightware – The Next Great Threat to Brands, for this guest Junta42 blog post. Ken offers some interesting thoughts on content and the customer conversation.    Take a read! Companies have traditionally attempted to control the dialogue and vernacular around their brands. Packaging, advertising, public relations and all types of customer communications were continuously reviewed. Being “on brand” was paramount.

What is B2B Marketing?

Digital Body Language

Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. Whereas in B2C marketing, there may be a husband and wife both involved in a buying decision, the unique roles that are played by B2B buyers allow very clear differentiation of buyer roles. What exactly defines Business to Business (B2B) Marketing? It’s worth exploring what B2B marketing entails.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Thought leadership without a differentiated point of view is just an echo of conventional wisdom. Deloitte takes a similar approach, focusing on competitive differentiation, influencer relations, client connections, and business development support. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content?

ClickInsights: What was your "Aha" moment in 2009? - Part 2

Connect the Docs

have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? B2B Lead Generation Benchmark Study 2009. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. What was your "Aha" moment in 2009? Blogs. Books.

Do Psychographics work in B2B Marketing & Sales?

delicious b2bmarketing

skip to main | skip to sidebar The Marketing Mélange A blog on all things Marketing with Strategy & Information Technology focus Blog Archive ▼ 2009 ( 22 ) ▼ June ( 2 ) Strategic Insights from Calculating Lifetime Custo. While the standard industry classification may tell part of the story, it provides you with same analysis as your competitors and no qualitative differentiation for defining your market segments. Posted byMike Frichol at07:38 Permalink Labels: B2B vs. B2C , demographics , differentiated , psychographics 2comments: Lee Levitt said.

What is Your Unique Buying Proposition?

Content Marketing Today

The idea of a unique selling proposition is that you need to differentiate yourself from the hundreds or thousands of other vendors with whom you compete. Toss Out the Company-Centric USP and Bring In the Customer-Centric ‘UBP’ to Underlie Your Content Marketing Strategy. Don’t get me wrong. The unique part is critical. Forget what they call it. Fair and high excellence research.

Is Differentiation Really Worth Pursuing?

E-Quip

Mired in a recession, A/E firm leaders have renewed their interest in the topic of differentiation. But is differentiation a reasonable goal? For example, in his article "The Myth of Differentiation," consultant Mike Schultz writes, "Much as firms might hear otherwise, being different isn't much of a factor in winning or keeping clients. That's real differentiation!

Smashmouth Review - LeadLander - Who's Really Visiting Your Site?

Smashmouth Marketing

It touts the ability to provide to you all the standard website visitor stats, along with one huge differentiator - the names of companies that visit your website. End of independent review. I was able to catch Mike Schon, CEO at LeadLander, and asked him "What differentiates LeadLander from traditional web analytics services like Google Analytics?". We thought it might be interesting to augment our thought leader interviews with some demand gen product reviews. They meet their promise. The following took place in the last 3 days. Day 1. Day 2. Day 3. Presto.Leads!

100 Social Media & Content Marketing Predictions for 2010

Junta 42

2009 was about learning social media. Looking back at the 2009 predictions published in this space last year, I think we have a long way to go. First, let me differentiate between B2B brand marketers and consumer brand marketers - these are very different worlds with very different customers and stakeholders. Also, we need to differentiate between agency side and corporate side. Much the same way as in 2009. I do think brand marketers will begin to rediscover the power of sophisticated email list management.   No kidding!  Mobile, Mobile, Mobile.

Building Your Brand

E-Quip

So let me offer a working definition for our purposes, one drawn from some of the most respected books I've read on brand: Brand is the perception in the mind of the customer that differentiates a product, service, or company. There are relatively few strong brands in the A/E profession. There are, of course, many well-known firms. But name recognition doesn't equal a strong brand. Invoices.

A Financial Pro Charts the Way to a Great Online Business Presence

Content Marketing Today

On the other hand, his blog-powered website will almost certainly be the differentiator when it comes to comparing Dean to his financial services peers. Dean Piccirillo Makes a One-Person Blog-powered Website Look like a Major Corporate Presence Online. Building a solid business blog-powered website is challenging for all of us. The quality of his articles is first class. has been excellent.

Are You Reaching the Right CIO?

Savvy B2B Marketing

Here's a summary of the three archetypes featured in CIO Magazine's State of the CIO 2009 report: Function Head : These CIOs are primarily focused on activities that face the IT organization and are intended to achieve IT operational excellence. That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. Turns out that's not the case.

Are You Reaching the Right CIO?

Savvy B2B Marketing

Here's a summary of the three archetypes featured in CIO Magazine's State of the CIO 2009 report: Function Head : These CIOs are primarily focused on activities that face the IT organization and are intended to achieve IT operational excellence. That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. Turns out that's not the case.

E-Quip Blog: Leading in Uncertain Times

E-Quip

Leadership has always been a critical differentiator in our business, but never more so than over the last three years. wrote this in 2009, but its still true today. ► 2009. (55). Monday, November 14, 2011. Leading in Uncertain Times. The lingering uncertainty from the worse financial collapse since the Great Depression will continue for the foreseeable future. Posted by.

If you are better, you should look better.

Bungalo

The key is radical differentiation. Contractors often talk about wanting to “differentiate&# themselves from the competition. Today I found this really excellent example of a roofing contractor website. It was mentioned in a Roofing Contractor column, The Power of Branding , by Chris King. Chan Kim and Renee Mauborgne. Clutter makes it hard to brand,” he said.

Three reasons why Microsoft is cool again

grow - Practical Marketing Solutions

One of the points that differentiates me from other bloggers:  I’m old enough to remember when Microsoft was cool. They were the college drop-out geeks who conquered the world.  Then David turned into Goliath. And nobody likes Goliath. But I just get this sense that Microsoft is recaputuring its mojo. Let’s The only option was “you’ll have to buy a new one.&#.

Future Likelies and the Leaky Funnel

Digital Body Language

Ian Michiels at Aberdeen recently posted a great report on B2B marketing going into 2009: [link]. The solution to this problem is in differentiating between a "good prospect" and a "good prospect who's interested". This is a horrific number when you consider the investments being made in order to generate these leads. Nobody benefits by sending future likelies over to sales.

ClickInsights: How to make marketing messages memorable?

Connect the Docs

B2B Lead Generation Benchmark Study 2009. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. B2B Lead Generation Benchmark Study 2009. Think quickly. Which marketing slogan or jingle can you hear in your ear? Which marketing logo or picture appears before your mind's eye? Blogs. via Beth Harte). Books.

Savvy Week in Review, June 26

Savvy B2B Marketing

Comprehensive article on how to communicate your unique value using differentiated messaging. What is Your Unique Buying Proposition? - by @newtbarrett A new way to look at how you differentiate yourself: consider a customer-centric unique buying proposition instead of the more common company-focused unique selling proposition. Here's some great reading to top off your week.

Savvy Week in Review, June 26

Savvy B2B Marketing

Comprehensive article on how to communicate your unique value using differentiated messaging. What is Your Unique Buying Proposition? - by @newtbarrett A new way to look at how you differentiate yourself: consider a customer-centric unique buying proposition instead of the more common company-focused unique selling proposition. Here's some great reading to top off your week.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

B2B Lead Generation Benchmark Study 2009. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. B2B Lead Generation Benchmark Study 2009. have been calling video blogs “lazy man’s content,” it’s a very effective way to quickly communicate your message and unique differentiation.

ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0

Connect the Docs

Jonathan Kantor: There are four things that clearly differentiate The White Paper Company from other white paper writers/marketers: An exclusive focus on white papers. As the number of short, all-text white papers proliferates across the web as a result of driving the cost downward, design will become a new strategic differentiator. Crafting White Paper 2.0 Jonathan Kantor.

Loose Coupling and Analysis of the Marketing Process

Digital Body Language

Obviously, you will be scoring the leads prior to handing them to this team, so you might call them “Qualified Inquiries” to differentiate them from the raw inquiries you see on your website. The best approach, when you have a hand-off between one team and another, is one that is “loosely coupled”. The reason for this is two-fold. You may reduce the design parameter to 60%.

Strangers with Experience – the new friends?

Savvy B2B Marketing

Miracle also differentiates the public everybody can comment sites to the more closed message board, Yahoo Groups, moderated forums. This is the final installment of Heather’s reflections from her experience at the Integrated Marketing Summit. To see the other posts from this series look here. To find out about the next IMS in St Louis on Dec 10 th go here. Be human and relatable.

Is Twitter a Critical Part of your Resume?

Buzz Marketing for Technology

Not just for job leads but for the differentiation. The short answer is – YES! In a recent article in the NY Times called Tweeting Your Way to a Job. They talk a lot about people who have found a new job Tweeting for an employer. But what about those people that are interviewing for a job? think it is equally as important for those that are job hunting to be Twittering.

ClickInsights: How B2B marketers should forge customer relationships by providing compelling content?

Connect the Docs

B2B Lead Generation Benchmark Study 2009. She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). One of the many goals of B2B marketing is to continuously forge better customer relationship. Blogs. via Beth Harte).

Guest Post: Rebel Brown - Rolling Thunder - Powering Momentous Market Launches

Connect the Docs

She identifies and transforms differentiation - customers crown jewels - into compelling, customer-centric value that sells. I met Rebel Brown through our common friend Ardath Albee earlier this year. Rebel is a go-to-market strategist specializing in start ups, turnarounds and start-arounds in the high technology arena. Rebel Brown. Blog Phoenix Rising Twitter RebelBrown.

Sales/Marketing Integration - The Technology Stack

Digital Body Language

This process layer is where there is a great opportunity to differentiate your business. Integration between Marketing Automation systems and CRM systems allows a very powerful and valuable flow of data, and business alignment, between marketing and sales. It forms the technology and data basis for a new relationship between your marketing team and your sales team.

Marketing Automation - What does it mean?

Digital Body Language

The New Importance of Data What we’re seeing in the above discussion is a shift away from batch communications that are not highly differentiated to true one-to-one personalization. Likewise, the understanding of market segments, buyer journeys, stages of a buying process, and what moves a buyer along their buying process still differentiate excellent marketers from merely good marketers.

Savvy hits the road for the Integrated Marketing Summit

Savvy B2B Marketing

In my childhood the only differentiator in peanut butter was smooth vs crunchy which is decidedly more about texture preference than emotion. I have been to more symposiums, association meetings, user groups, tradeshows, summits, etc than I can possibly recount in my career. For years I hung the name badges from each on the closet door knob in my office. It was pouring rain.

ClickInsights: Aggregating the Best Content in B2B Marketing

Connect the Docs

But I'm convinced there's high value and there's some real differentiation. The pace at which content is being added to the web has increased dramatically and so has the value of aggregating the best. How will the content aggregation landscape change in the next few years? What will the impact on content aggregation be as the semantic web starts to really take off? and Ph.D. Tony Karrer.