Trending Sources

Differentiating: a clear choice?

B2B Marketing Online

Blurring the lines of differentiation and confusing the customer (only after we’ve confused ourselves!). With only a couple of days to the general election, you can’t fail to have noticed each of the political parties clamouring to declare in bold terms the clear choice they offer to voters. But equally noticeable is the distinct look of “it’s as clear as mud” on the faces of journalists and Joe Public alike. It shouldn’t be that difficult, should it? I mean, there’s one on the left, one on the right, and one in the middle, isn’t there? And what’s that got to do with B2B marketing?

11 Underdog Brands That Differentiated Themselves From the Competition


In fact, if a brand that succeeds in reaching its audience with content provided on social media, email, ads, and other media, this alone can differentiate them from other larger brands in their industry that miss the mark. Without further ado, here are 11 underdog brands that successfully differentiated their brands and proved they were a force to be reckoned with: 1) Apple. Ta-da!

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

2) Marketing differentiation – Finding a way to stand-out may be the most difficult chore a business faces. . Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all. There better be.

Brand challenges: Are human-centric strategies the new way to differentiate your brand?

B2B Marketing Online

What will follow products and services as the main differentiators – as a guaranteed way of adding value and creating business growth? This reflects the findings of Melinda Davis in her ‘Human desire project’, that psycho-spiritual benefits are what customers value most highly – they are perhaps the ultimate differentiation. Guest blog by Holger Ambroselli, managing director, Base One Amsterdam: What is the next killer technique for marketing? A recent McKinsey research report listed 10 trends in business following the financial crisis. Branding branding marketing

Is Your Sales Prospect A Great Fit For You?

Sales Prospecting Perspectives

Like you can find it under the hood of a car somewhere near the right front differential axel. As a sales person, I want to close everything. The CEO a couple of doors down wants steady growth through long term clients and not a revolving door of in and out projects. We have a philosophy that we would rather have 1 long term client than 10 short ones. It is with this in mind that we run a “Prospect Diagnostics” meeting. Sounds pretty fancy huh? ” Does the prospect have a need that warrants the use of YOUR product/service? Is This a Hospitable Place to Land? Guess what?

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

Price Sensitivity Do you position your product in segments that are price sensitive and invite vendors to complete on price or segments that pay a premium for a solution that is highly differentiated? In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation.

What The Japanese Can Teach Us About First Impressions.


About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Content Marketing Lead Gen SEO-SEM Social Media More Strategy Design PR eBooks Educational Facebook Guest Posts Twitter What The Japanese Can Teach Us About First Impressions July 28th, 2010 | By Paul Rudo Image Source: [link] In Japan, they take business cards (Meishi) very seriously. Or Does It?

Building Your Content Brand In The Content Marketing Arms Race


In other words, what used to be a real differentiator will become the new minimum. Technology Naughty Vs. Nice In 2010 2. We’ve used it to promote our own services (the B2B Content Marketing Workbook has clocked up over 1,000 downloads to date) and we’ve used it to help just about every one of our clients jump out of their crowded markets. But now everybody is in on the game.

The Brave New World of B2B Marketing - Are You Ready?

Everything Technology Marketing

Also, consider how you will make sure that your content is on message and consistent (this is not trivial when you have multiple writers) - for example, do you have message maps that capture your key messages, differentiators, value proposition and positioning - by audience and segment? Your B2B markets are changing rapidly. B2B buyers are more sophisticated than ever. More on this later.

5 Steps to B2B Marketing Success

Everything Technology Marketing

Step 2 – Build a Strong Value Proposition Build a strong customer-centric value proposition that puts your product and services in the context of the customer's problem, communicates the value you provide and your differentiators vis-a-vis competing alternatives. Prospects and customers are becoming more sophisticated and better informed than ever before. What business problems do they face?

Thought leadership is still dead; long live idea marketing

Chris Koch

Gartner’s definition of thought leadership marketing is this: “The giving—for free or at a nominal charge—of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.”. So much of what passes for thought leadership these days is little more than warmed over brochures. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it. I guess I’m a little bitter, through.

What’s it like to be in B2B marketing?

B2B Marketing Online

The research, which Luisa and I have developed together, will allow us to differentiate between business to business and other marketers. This is the year when I get to do what I want to do – or at least most of the time. At the advanced age of 62, I experienced the benefits of formal coaching for the first time, and saw its benefits. I already knew that I had made the best moves in my life after getting really good advice or mentoring, but until now it had been informal – typically consultants that I worked with telling me (more or less), “you don’t want to do this, you want to do that.”

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Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan

Great B2B Marketing

But the most important thing you can do is to make sure you have a compelling and differentiated brand. Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. . We first defined the terms “brand” and “brand promise”. A Brand = the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you. A Brand Promise = what you promise to deliver to your customers when they do business with you.

Should we stop marketing to the CIO?

Chris Koch

Business people heard grand promises of business efficiency, cost savings, and competitive differentiation, while CIOs provided crucial translation that weighed those promises against the reality of 30-year-old legacy systems, dispersed business units and geographies, business process vagaries, tangled infrastructure—basically, the IT hairball that threatens to choke any deal after it is signed. Technology marketers have spent the last 25 years trying to get and keep the attention of the people with their hands on the technology tiller inside multi-billion dollar organizations, CIOs.

9 Indispensable B2B Social Media White Papers

Social Media B2B

Published by Hubspot, May 2010. Published by Radian 6, September 2010. Published by:, September 2010. Published by Marketo, June 2010. Published by Microsoft, February 2010. Published by B2Bento, February 2010. Published by HiveFire, March 2010. Published by, November 2010. Published by: B2Bento, January 2010.

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From Anarchy to Accountability


It's a crisis of leadership, and your response can be a key differentiator between anarchy or accountability. Much has been made of the supposed shortage of leadership skills among engineers, architects, and scientists. There is certainly truth in that observation. But let's give leaders in our business credit where credit is due. They have a tough job. They must agree to be managed.

Social Media Hierarchy of Needs - Best Practices for ROI Success

The ROI Guy

Tier 4: Collaboration – interacting with the user base is a key differentiating element to the most successful social media campaigns. From our social media ROI studies, analyzing the investment, popularity, practices and results of social media marketing for the Fortune 500, and select small / medium companies, a key indicator to social media ROI success was level of engagement.

Six steps to differentiating your solutions

Reputation to Revenue

But a great deal reflects that fact that we simply don't put in the time or energy to identify and communicate the true differentiators that actually matter to prospective buyers. We get so caught up in cranking out the stuff of the launch process that we fail to step back and methodically work through why our solutions are better than those of the competition, and how to connect those differentiation dots to the issues our customers care about the most. Six Steps to Differentiating Your Solutions Offerings We'd love to know what works for you! Aargh!

Social CRM: Curb Your Enthusiasm

Paul Gillin

Vendors of CRM services, who are always looking for differentiation points in that crowded market, have lately been talking up this social dimension as a kind of CRM 2.0. If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. I encourage you to restrain your enthusiasm.

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Why PR Doesn't Drive Sales


It's the only way to differentiate yourself in the noisy media landscape. A common goal among many companies that hire public relations agencies is: "We want to use PR campaigns to increase sales.". In reality, sales success and public relations campaigns do not have a direct correlation. The key factor in bridging the gap that most people miss is marketing efforts. Connect with HubSpot

PR 17

Re-evaluation brings rewards

B2B Marketing Online

More importantly, how do they differentiate from their competitors? New business development requires a relevant strategic plan, says guest blogger Julia Haviland, director of Brittain Marketing. There is no doubt that direct communication with prospective companies is a proven route for businesses to engage with key decision makers. There is also solid evidence that such channels can assist in delivering your product and service propositions, which can help achieve growth plans. The dilemma for many marketers and sales professionals is how do they position themselves in today’s market?

Tom Pisello: The ROI Guy: Social Media Hierarchy of Needs - Best.

Tom Pisello

Thursday, December 23, 2010 Social Media Hierarchy of Needs - Best Practices for ROI Success From our social media ROI studies, analyzing the investment, popularity, practices and results of social media marketing for over 500 companies, a key indicator to social media ROI success was level of engagement. Gartner reduces IT Spending Outlook for 2010, but. Do White Papers Still Engage?

Five Benefits of Blogging for Business


Even more importantly, if your product or service is difficult to differentiate, a blog gives you a way to create differentiation via your knowledge. Expertise is a powerful differentiator; in commoditized markets, it may even be your only effective one. Blogging provides business executives and marketers with opportunities beyond and distinct from a typical company website.

The lure of cheap content in B2B marketing

Reputation to Revenue

Forgoing competitive review despite the need to differentiate. An article in MediaWeek on content mills like Demand Media and got me thinking about the dangerous lure of cheap content in B2B marketing. The goal of the content mills is to crank out a huge volume of search-oriented content for the web as cheaply as possible and sell advertising against it.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. Copyright © 2010 Tiecas, Inc.

SEO success for your blog in 10 easy steps

grow - Practical Marketing Solutions

This is part of what differentiates you in search from every other type of photo blogger that covers a slightly different topic and should be drawing in different types of searchers. If you’re like me, when it’s time for the holidays, your mind turns to one thing: Search Engine Optimization. So before you overdose on eggnog, I have some homework for you over the holidays.

Ranking B2B Marketing Automation Vendors: Part 3

Customer Experience Matrix

The acid test is when the individual vendors scores are plotted -- are different kinds of vendors pretty much where expected, without each category being so tightly clustered together that there's no meaningful differentiation? Summary: The first two posts in this series described my scoring for product fit. The third and final post describes scoring for vendor strength.

The clash of the social media know-nothings

grow - Practical Marketing Solutions

Creating points of differentiation. The know-nothings. You know who I’m talking about right? Social media “marketers&# who have never practiced marketing. Maybe have never even had a sales job or a college-level marketing class. But they’ve created a Facebook page and have 500 followers on Twitter so somehow that makes them a guru. Enough has been written about that. Maybe.

Dwell 12

7 Ideas to Help You Differentiate Yourself on Your B2B Website

Savvy B2B Marketing

If you have ever struggled to differentiate yourself or your client, here are some tips. Be as specific as possible The last thing you want to do to differentiate yourself is to use gobbledygook such as "Industry-leading" and innovative. It's easy to fall into the trap of saying things like, "I'm experienced" and "I'll get the job done." " Yawn.

How P&G Designed Success with the Old Spice Guy Campaign


Smell was clearly an important differentiator. Proctor & Gamble (P&G) came to the Ross School of Business at the University of Michigan about their recently successful Old Spice guy campaign. These thoughts were gleaned from that presentation. The success of the Old Spice Guy campaign was no fluke. They also knew what attributes made their product stand out.

Marketing Dashboard: Active Discovery

Digital Body Language

Most B2B marketing organizations invest in paid search campaigns to drive awareness, and with most if not all of these efforts there is an ability to differentiate between traffic driven to your site via paid efforts vs. natural search efforts. The richness of insights that can be gained with a deep understanding of how buyers are using search is nearly without parallel.

Job Seekers, Forget About LinkedIn: The Ultimate Guide for Your Twitter Job Search

WindMill Networking

But where LinkedIn may have been the ultimate differentiator for the job seeker two years ago, it no longer is. I hope that the title to this blog post knocked you out of your comfort zone, because that was my intention in writing this guide. Instead, it’s time to start thinking about investing more time in utilizing Twitter for your job search. Setting Up Your Account. Enough said.

78 Questions to Ask Before Launching a Blog

Savvy B2B Marketing

How can you differentiate your brand? How can you differentiate your content? So, you've decided to launch a blog for your business. Congratulations! Welcome to the exciting worlds of content marketing and social media - all wrapped up into one bundle of bloggy joy that will require your nurturing attention for a long time to come. Grab a cup of coffee and a notepad. Got it?

How to differentiate yourself

Cloud Potential

But one thing they all had in common: a desire to differentiate themselves, and no clue as to how to do it. I have just finished interviewing about 25 top execs running system integrator companies. Some are doing well, some aren’t.

The Ultimate Business Differentiator


A reminder to everyone in business, that in the age of user generated content, world class brand experience, from 1st touch through the entire lifetime of the customer is of paramount importance and is the ultimate brand differentiator. Soldiers Have.

Tribes Rule the Hyper-Social Organization

Paul Gillin

Any line of business that does not provide the opportunity for clear competitive differentiation should be discarded, the authors say. I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business&# research at a conference two years ago. I wasn’t disappointed.

Is the era of PR over?

Chris Koch

In order to differentiate themselves from the many other journalists receiving the same releases, self-respecting journalists never used anything from press releases in their stories. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., the readers of the journalists’ publications). Looked at this way, there are only two types of PR: Guard dog PR and placement PR.