Biznology

SEPTEMBER 6, 2017

Tactical videos have specific objectives: establish a value proposition in the prospect’s mind, put across a memorable product differentiator, describe a new use case. Some different styles of tactical video that provide meaningful content thoughout the technology buying team’s journey. Different kinds of tactical video.

Tactics 150

Tactics Top of Funnel RFP Video Marketing 150

Biznology

NOVEMBER 1, 2021

Segment your customers by value and differentiate your treatment of them. Identify and deliver on the differentiated treatments that are likely most valued by the customers. It’s axiomatic that business buyers are still human, despite their buying on behalf of their companies. Consider the meaning of “value” carefully.

Loyalty 104

Loyalty B2B Marketing Lock-In B2B 104

Biznology

JUNE 14, 2021

Regulations will require it, but being a good corporate citizen when it comes to safeguarding your client and prospect data will almost certainly become a differentiator as reporting requirements increase. And will they be beneficial enough to consumers for them to buy in? Data Security and Protection. Ethical Marketing Effectiveness.

Effectiveness 104

Effectiveness Ethics Privacy Marketing & Strategy 104

Biznology

MARCH 1, 2020

As buyers worldwide become increasingly comfortable with “remote buying,” this is the perfect time for B2B sellers to find ways to use ecommerce to improve their customers’ buying experience, eliminate costs from the selling process, and find new markets. Listen to how they want to buy from you. How to make sense of this all?

B2B Thought Leadership 104

B2B Thought Leadership B2B eCommerce Amazon 104

Biznology

FEBRUARY 14, 2022

The idea of differentiating these two kinds of data collection has been around for at least a few years, apparently having been conceived by Forrester in 2018. You’re simply hoping that the offers and information you receive will be more useful to you if LeashBoss has more info. That’s zero-party data. So are the two really any different?

Forrester 104

Forrester Differentiation Opinions Social Media 104

Biznology

SEPTEMBER 21, 2017

More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for–e.g. Historically, this involved business entrepreneurs, but today, it is the social entrepreneur that has taken center stage. A key driver for this trend is the emerging values of millennials and purposeful branding.

Brand Identity 159

Brand Identity Branding Paid Search Agency Wikipedia 159

Biznology

JULY 26, 2017

She said the client wanted pursue a grant and wanted to buy an extra module of our software to support the initiative. If we don’t win the grant, we’re going to find a way to buy the module anyway.”. Two things: we needed to understand our customers and we needed to align their buying journey with our selling journey.

Top of Funnel 164

Top of Funnel Account Based Marketing ABM Lead Ranking 164

Biznology

MAY 4, 2018

As the customer moves through the journey, from touchpoint to touchpoint, they also move through the buying cycle, from Awareness to Consideration, to Preference, to Purchase and hopefully to repeat purchases and Advocacy. And they require different levels of attention and detail at different points depending on where they are in the cycle.

Touchpoints 168

Touchpoints Digital Transformation Buying Cycle Fulfillment 168

Biznology

FEBRUARY 25, 2020

It’s hard to differentiate your product in the marketplace against well established contenders. Even if much of your B2B buying still happens through a sales rep, buyers increasingly want to find information themselves. How easy is it to buy or to get started? Who do they need to talk to in order to buy? Start small.

B2B Marketing 118

B2B Marketing Work Management Marketing Management B2B 118

Biznology

JANUARY 22, 2019

Our field has long focused on selling to entities—accounts, buying groups, with rational, specific needs—and so we tend to stick to the facts. My predictions—7 in all—range from marcomm to data. Your comments are welcome! B2B marketing communications become more human. But it’s time to be more human. Broaden the use of social media.

B2B Marketing 120

B2B Marketing B2B Forrester B2B Sales 120

Biznology

MARCH 4, 2015

You start with your differentiation. You need to identify that differentiation and then pitch all of your content marketing at that target. Otherwise, you’ve attracted attention, but not too many people will actually buy, which is, gee, the point of marketing. How do you get there? Sign up for our emails here.

Content Marketing 80

Content Marketing First-Mover Advantage Differentiation Content 80

Biznology

OCTOBER 21, 2015

Create a grid of personas and buying steps and target content to each cell of the grid: Learn. Better yet, how is that particular marketing message differentiated from your competitors? I don’t generally see content being designed for personas and buyer’s journeys. What are you trying to say to that person at that moment?

Content Marketing 80

Content Marketing Content Differentiation Buy 80

Biznology

DECEMBER 11, 2019

It’s a differentiating factor between building a solid and memorable brand and getting lost in a sea of similar businesses. Would you rather buy from a site called BuyGreekFood.com or TastesOfGreece.com? You can even buy similar domains to retain brand familiarity. A domain name is far more than your site’s address.

Domain 129

Domain Brand Identity Branding SERP 129

Biznology

MAY 11, 2017

It makes no sense to buy eyeballs and send them to irrelevant experiences. This can be a differentiator for you: using data to get results in a way that is also aesthetically compelling. At base, budget problems are manifestations of misplaced priorities. The data doesn’t interpret itself. Lots of people can do data analysis.

Marketing AI 152

Marketing AI Budget Programs Work Management Advertising Agencies 152

Biznology

FEBRUARY 26, 2020

If data is the new oil, then Brazil and other LatAm countries have discovered a huge reserve of it — and they are rapidly building their AI talent, R&D capabilities and tech differentiation to better compete. Restaurants are likely to buy into a new model to increase capacity. Diego Barreto , CFO of iFood.

Lead Ranking 104

Lead Ranking Mobile Marketing Forecasting Wikipedia 104

Biznology

JULY 19, 2018

Rich agreed to discuss what he and his team have been doing in B2B, and share what they’ve learned in recent years, as business buying behavior evolves. Q: How is Ascend differentiating from its competitors? Very cool stuff. We started Ascend Marketing in 2004, and it’s been a fun and interesting ride.

Automation 144

Automation B2B Marketing Advertising Agencies Cost per Acquisition 144

Biznology

MAY 13, 2019

Branding has evolved over time, opportunistically responding to what will best motivate customers and differentiate it from competition – from product branding, to rational branding, to emotional branding to today’s altruistic purposeful branding. now buy on their belief of a brand’s principles, compared to 51% in 2017.

Storytelling 123

Storytelling Brand Identity Branding Transparency 123

Biznology

JANUARY 29, 2016

The What to Buy Moment (Top Funnel). If the dealer intends to use consistency from website content to showroom, reinforcing the benefits of buying what and where, the relationship strengthens and ensures further confidence in the purchase. Here the real differentiators are buried in an “About Us” text page. The Where to Buy?

Top of Funnel 80

Top of Funnel Purchase Video Marketing Brand Identity 80

Biznology

JULY 2, 2015

Segmenting customers for differentiated treatment. Identifying prospects, scoring them for assessing quality, and nurturing a relationship with them until they are ready to buy. Profiling customers to gain insight into their needs, also known as creating “personas.”. New product simulation and testing.

B2B 80

B2B Ideal Customer Profiles Differentiation Profiling 80

Biznology

NOVEMBER 9, 2015

The following are some benefits and where the industry can innovate and differentiate through throughout their business model. Yet showroom visits in most markets yield only a 30-40% closing rate where customers actually buy then. It is an extraordinary opportunity to communicate differentiation.

Word of Mouth 80

Word of Mouth Top of Funnel Digital Marketing Funnels Work Management 80

Biznology

APRIL 10, 2015

Most of them are higher most of the time, because price isn’t their differentiator in real life–just in their commercial. The job of all marketing is to attract customers that buy your product. But most of the companies making this claim are not the lowest-priced in any particular situation. So, what is the real job here?

Pricing 80

Pricing Price Paid Search Agency Differentiation 80

Biznology

APRIL 5, 2013

Take clothing retailer Uniqlo, which offers free altering when you buy pants. Want to differentiate yourself from your competitors? Innovations in these touch points will help differentiate you from your competitors and give your customers more reasons to buy from you. They aren’t the only company to do this.

Differentiation 80

Differentiation Google Rules Network Marketing 80

Biznology

MARCH 9, 2016

It causes us to buy for more and maybe even buy more than we want or need. But if you can differentiate and market a “scarce good or service” that others can’t or don’t know how to, you can win the margin game. That is, when demand can be heightened through the illusion of short supply.

Online Marketing 80

Online Marketing Marketing Attribution Planning Paid Search Agency 80

Biznology

MAY 3, 2012

I have been talking a lot about differentiation being critical for successful digital marketing. On Monday, I gave a differentiation example for large companies and on Wednesday I gave an example of a small company needing to differentiate. Photo credit: Wikipedia.

Differentiation 80

Differentiation Wikipedia Mobile Advertising Paid Search Agency 80

Biznology

JANUARY 7, 2016

That’s especially true of most high line luxury goods where informed brand differentiation can make the difference between success and failure. That value had historically come from the experience of buying, owning, and using a product facilitated by a retailer on a personal level.

Loyalty 80

Loyalty Paid Search Agency Ideal Customer Profiles Disintermediation 80

Biznology

JANUARY 20, 2016

A sound video content marketing strategy should be looking at how to produce many videos for different parts of the buying process. With all of this in mind, your video content marketing strategy will include the right video for the right place at the right time of the buying process. is – never make it longer than it has to be.

Video Marketing 80

Video Marketing Product Top of Funnel Business 80

Biznology

JULY 27, 2015

We taught together at the Rutgers Digital Marketing Mini-MBA program, and Mark is a great guy, but that is not why you should buy his book. ” I have been telling people for years that you can’t win content marketing on volume, that you must be differentiated to sell in the age of the Interwebz.

Content Marketing 80

Content Marketing Content Differentiation Impressions 80

Biznology

AUGUST 7, 2015

In our increasingly commoditized, consumer-driven culture, it is the brand promise that provides the differentiation consumers need to make choices they’ll feel good about. The foundation of this deeper “buy in” to a brand is based on a sense of trust, confidence, and security. But you may need some help finding it.

Brand Identity 80

Brand Identity Branding Word of Mouth Funnel Advertising 80

Biznology

FEBRUARY 13, 2013

It’s to foster engagement that moves the buyer to the next step in his or her buying process. That’s why a variety of content aimed at audience members in the various stages of the buying cycle will be more productive at keeping your cash registers ringing consistently. It’s not about your sales cycle. .

Content Marketing 80

Content Marketing Content Marketing & Strategy Buying Cycle 80

Biznology

OCTOBER 9, 2015

The biggest hurdle to many who have questioned the advocates “buy-in” has been the absence of an ability to track the ROI once they’re travelling that path. Their intent is to find, recruit, engage, and retain advocates from their clients’ customer base first, and then from profiled segments of the greater buying public.

Word of Mouth 80

Word of Mouth Brand Identity Branding Ideal Customer Profiles 80

Biznology

NOVEMBER 21, 2012

But how do you keep your customers active and buying from you, versus the competition? But as buying has become more complex, businesses have developed additional strategies to deepen customer relationships and engender loyalty. For example: Data-driven segmentation and differentiated treatment. How do you prevent defection?

Loyalty 80

Loyalty Enterprise Management B2B Marketing Work Management 80

Biznology

FEBRUARY 24, 2014

But subscribing to an email, downloading product information, registering for a trial offer or buying something from your site does. This guides you and helps with differentiation for your brand. It’s important to give the right signals to the search engines but they don’t buy your product, people do.

SEO 80

SEO Tools Tips Long Tail Marketing 80

Biznology

APRIL 1, 2013

I’ve often tried to get companies to focus on actual direct marketing metrics and conversions, reasoning that if they buy from you then at some point they probably became aware of you. How do you differentiate when being the one down the street no longer matters?

Brand Identity 80

Brand Identity Branding Paid Search Agency Trade Show 80

Biznology

DECEMBER 8, 2014

For example, making a contest for getting in-person meetings with customers and prospects will set you up for more sales in the long term as your reps build relationships with customers and start them on the buying process. Structure your contest to boost engagement. We all like winning, but some of us hate losing more than we like winning.

B2B Sales 80

B2B Sales Differentiation B2B Marketing Business to Business 80

Biznology

JULY 23, 2012

If it were possible, being on every street where actual clients exist and might want to buy reflects that unreachable ideal in the real world, whereas exploiting many keywords allows exactly the same extraordinary opportunity that few exploit, even with cheaper SEO or more expensive PPC eMarketing. When LESS delivers LESS.

SERP 80

SERP Copywriting Validation Emarketing 80

Biznology

MARCH 26, 2012

The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won’t actually buy. A great way to differentiate yourself in a highly competitive environment.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

Biznology

JANUARY 25, 2017

But if you create a new campaign with new differentiation and branding messages, that will then compete with the previous one, preventing maturity. Again, the experience is familiar, yet it contains new items that helps customers through their buying due diligence, support, and community outreach. Like this post?

Campaigns 80

Campaigns Terms and Conditions Lead Scoring Lead Ranking 80