VIEWPOINT | TUESDAY, JULY 28, 2015
[Differentiation] "Marketing is too important to be left to marketers."
And this leads to even greater distortion in the marketplace because competition then becomes based on image rather than substance, on choices rather than differentiation. This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. One cannot exist without the other.
SAZBEAN | TUESDAY, MAY 7, 2013
[Differentiation] The Challenge of Producing Quality Content
The market needs to move away from frequency and form as the primary focus, and return to delivering substantive insights that are differentiated and valuable. Differentiation includes more depth and passion to provide greater insights. Something I’m going to think about and consider carefully. What about you? News & Notes
SAVVY B2B MARKETING | TUESDAY, NOVEMBER 16, 2010
[Differentiation] Savvy Toolkit: Changing your Brand
His mantra for a strong brand was differentiation. "Sometimes the best thing you can do when everyone else is zigging is to zag." " I heard this a million times from my first creative director. still think about it everytime I begin a new project. Change your brand! Scary stuff! Really good stuff! Want to share your story?
CHRIS KOCH | THURSDAY, SEPTEMBER 29, 2011
[Differentiation] 9 attributes of the best thought leadership content
Differentiated. Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary.
SALES CHALLENGER | WEDNESDAY, APRIL 13, 2011
[Differentiation] Moving Customer Conversations Beyond Price (Part 3)
To recap, the Council suggests using a 3-step process to create this kind of sales message: Challenge Assumptions, Brainstorm Organizational Competencies, and Identify Your Differentiators. We’ve already tackled steps 1 and 2 in previous posts – In this post, let’s talk about the third and final step: identifying your differentiators.
B2B MARKETING TRACTION | THURSDAY, AUGUST 11, 2011
[Differentiation] Does Your Pricing Leave Money on the Table?
Customers will be more sensitive to prices if they know there are substitutes or if they think your product lacks differentiation. If you are able to differentiate yourself from your competition, there is a better way to price. value-based pricing model that has proven to be a real differentiator in today’s value-oriented culture.
WORKFACE | WEDNESDAY, SEPTEMBER 21, 2011
[Differentiation] Treating Your Customers Like People – Not “Names”
Smart companies like Suburban Chevrolet and InterDyn BMI have figured out that in an increasingly crowded and commoditized marketplace, customer service is the key differentiator. And it means treating their own people as their key differentiators. ’ That was eight years ago. ” Far-fetched? An extreme example? Perhaps.
B2B MARKETING INSIDER | THURSDAY, MAY 15, 2014
[Differentiation] Better Demand Generation Marries Data And Content
And also earlier this week about how customer insights are becoming the main competitive differentiation between old-school traditionalists and modern marketers. I’ve talked before about how big data is driving content marketing. Brilliant! Click here for the complete infographic. For them, data has 5 key aspects: Data-driven strategy.
SAVVY B2B MARKETING | WEDNESDAY, SEPTEMBER 15, 2010
[Differentiation] New Study Reveals 3 Things You Can Learn from Effective Content Marketers
Below is a chart with the key findings: While there are a number of things that differentiate effective versus less effective content marketers, here are the three things that jump out at me. Today, we released the results. Effective marketers segment content by the buying cycle. Effective marketers have executive buy-in. If not, start there.
B2B MARKETING INSIDER | WEDNESDAY, JULY 22, 2015
[Differentiation] Content Is The Key To Social Selling Success
This is the secret sauce to beat and differentiate yourself from the competition. Differentiate Yourself From The Competition. How differentiated would that approach make you? Content marketing is the key to open the door to your social selling success. However, we do all of that with content. Are they finding you?
BIZNOLOGY | THURSDAY, MAY 3, 2012
[Differentiation] Specialization is Scary but Required for Digital Marketing
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. And that’s just plain scary. And none of that is bad.
DIGITAL B2B MARKETING | WEDNESDAY, MARCH 21, 2012
[Differentiation] What Will Marketing Look Like in 2030?
In order to stand out, marketing will move to the extremes in order to differentiate and get our attention. The final way to differentiate is the one we, as consumers, prefer and the path I pursue as a marketer. We just welcomed our third son, Caleb, into our family. Carpet Bombing. Aggressive Interruption. Gratuitous Creative.
THE B2B RESEARCH BLOG | MONDAY, JUNE 30, 2014
[Differentiation] Finding the brand positioning sweet spot
The trick here is to choose a positioning which is relevant, differentiated, authentic and flexible: Relevant: It needs to be based on dimensions which are relevant to customers and prospects. In this post I’d like to focus on the last challenge – finding the right brand positioning. So how do you find the positioning sweet spot?
MARKETING INTERACTIONS | MONDAY, FEBRUARY 6, 2012
[Differentiation] Expectations and Experience are the New Competition
They spent a considerable amount of effort trying to differentiate their features and prove their offering is better than another company's version of something similar. However, the columns requested information all about the products, unique product value proposition and product differentiators. And they expect it on their terms.
BUZZ MARKETING FOR TECHNOLOGY | FRIDAY, NOVEMBER 1, 2013
[Differentiation] 3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online
When this same visitor returns to one of the fashion sites, wouldn’t it be more effective to personalize and differentiate the messages and offers she sees? While consumers may have been to your site before, they are not experts in every single product that your brand makes and what differentiates those products/prices from competitors.
CRIMSON MARKETING | TUESDAY, SEPTEMBER 15, 2015
[Differentiation] Digital Display Advertising in the Data Analytics Age (with Jennifer Davis, VP Marketing and Product Strategy at Planar Systems)
NASDAQ: PLNR), a leader in differentiated display systems and digital signage with offices in North America, Europe, and Asia. The practice of using data analytics in go to market strategy, already par for the course online and in mobile, is finding its way into channel marketing and real world engagement.
MARKETING INTERACTIONS | THURSDAY, MARCH 31, 2011
[Differentiation] When Best Practices May Not Be Best
But even more concerning is that your differentiation can be diminished if you're seen as a wannabe or imitator of the developer of the best practice. Ask yourself a few questions: Can you add in some of your own secret sauce to put a spin on a best practice that more closely aligns with what differentiates your company?
SALES CHALLENGER | TUESDAY, MARCH 11, 2014
[Differentiation] Does Challenger Have a Place in Transactional Selling?
When you’re in a selling situation where your competitors are so closely matched in solution and in price, there’s really only one thing you can do to differentiate yourself: show your buyers that you and your company think differently than the competition. So how do you differentiate yourself in those moments?
THE ROI GUY | SATURDAY, MARCH 1, 2014
[Differentiation] Research: Improving Value Conversations Key to Sales Execution
According to Christopher Faust, CMO at Qvidian, “The buying environment has changed and now it’s tougher than ever to cut through the clutter to better communicate and differentiate your value with prospects”. significant Value Gap exists today between buyer and seller. However, these conversations are less than effective.
CUSTOMER EXPERIENCE MATRIX | MONDAY, MARCH 2, 2015
[Differentiation] Reborn AutoPilot Aims to Simplify Multi-Channel Marketing
But from Autopilot’s own perspective, its real differentiator is simplicity. The company’s other differentiator is a seriously aggressive pricing model. Autopilot *, formerly AutopilotHQ and Bislr before that, relaunched itself today. wrote about Bislr in November 2013. So what has changed? The difference is in the details.
HINGE MARKETING | TUESDAY, APRIL 14, 2015
[Differentiation] 5 Brand Building Facts Every Marketing Director Should Know
Don't be afraid to differentiate yourself from your competitors—it will make your brand even stronger. Branding is an Opportunity for Differentiation Brand building is an opportunity for your firm to stake out a unique corner of your market. But to do so, you need to differentiate yourself from your competitors.
BIZNOLOGY | THURSDAY, JULY 2, 2015
[Differentiation] What can your B2B data do for you?
Segmenting customers for differentiated treatment. Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data.
LOOPFUSE | FRIDAY, SEPTEMBER 14, 2012
[Differentiation] Small Batch Marketing - What Microbreweries Can Teach Us About Marketing Automation
Turns out plenty in terms of focus, volume, differentiation, and customer engagement. What can you learn about marketing automation from microbreweries? We agree. The goal with your lead nurturing program is to send small batches of well-timed and content relevant emails as your prospects move through the buying cycle.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, NOVEMBER 24, 2014
[Differentiation] Big data and small business: The future of marketing?
Here is the conversation with the company’s founder/president/CMO (all the same person!): ME: Well what are your points of differentiation? Here is the conversation with the company''s founder/president/CMO (all the same person!): ME: Well what are your points of differentiation? How do you stand out? We all do the same thing.
GREAT B2B MARKETING | MONDAY, FEBRUARY 23, 2015
[Differentiation] How to Beat Larger Competitors at B2B Marketing and Sales
Your mission is to differentiate yourself in ways that translate into perceived market needs, and then present an offer to take advantage of these unique market segments. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness. Go where they aren’t!
DIGITAL B2B MARKETING | TUESDAY, OCTOBER 11, 2011
[Differentiation] Content Will Not Be King
Following conventional marketing wisdom will not differentiate you. The most interesting question is “ after content, what is the next major differentiator? ” What will differentiate you when everyone embraces content marketing? Successful marketing automation may be the next big differentiator. Really folks?
GREAT B2B MARKETING | WEDNESDAY, NOVEMBER 28, 2012
[Differentiation] Are You a Branded Authority or One of the Crowd?
The alternative to being perceived as a commodity provider is to create a perception of differentiation. I use the word “perception” because it is the marketplace’s perception of who you are that gets you invited to the sales dance, and not your actual competitive differentiation. Marketing yourself with a very broad focus (e.g.
BIZNOLOGY | WEDNESDAY, NOVEMBER 20, 2013
[Differentiation] Build a Breakthrough Brand with a Clear Competitive Positioning
Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning. Do you need to strengthen your brand’s differentiation vs. competitors? three strategies to establish meaningful and lasting differentiation. how to determine an appropriate competitive frame of reference.
SAVVY B2B MARKETING | TUESDAY, MAY 15, 2012
[Differentiation] Savvy Toolkit - List Making as a Tool of Thought Leadership eBook
How do you take those good ideas and evangelize them that really differentiates a good content marketer from a world class content marketer.” One of the smartest marketers I know, Steve Gershik recently said “ The key component to thought leadership is really the leadership part. Give it a try
MARKETING INTERACTIONS | SUNDAY, JANUARY 29, 2012
[Differentiation] The Content Marketing Continuum: Part 1
How to differentiate your content to get found amidst the vast clutter of online content. Online publishing has changed the game. Yes, the Internet changed everything. You've heard it before. To make this shift, marketers need a framework, not just the ability to publish content. " - How Online Publishing Changes the Game.
FEARLESS COMPETITOR | MONDAY, MARCH 4, 2013
[Differentiation] Top 10 Reasons NOT to Contact the sales lead generation company Find New Customers
In fact, with the recent data that 9 out 10 companies are doing content marketing in 2013, you need to differentiate yourself in your sales lead generation programs. Buffer Let’s have a bit of fun! This is one of my favorite posts – teasing my own sales lead generation company. ” Business ought to be fun. And we make it fun.
FATHOM | SUNDAY, DECEMBER 1, 2013
[Differentiation] What Van Damme Teaches Us About Manufacturing Marketing
But the Volvo video didn’t just work so well because they hired an action star to do the splits. It worked because they created an opportunity to focus on a feature that differentiated their product from competitors. Without that product differentiator, the video wouldn’t have been possible in the first place. Manufacturing Industry
MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012
[Differentiation] Robotic Email Campaigns Miss the Point
Let's face it, perceived value, expertise and credibility are the true differentiators in today's marketplace. Do not differentiate your company. Based on what I've seen, I agree with her. Yet again. Lead nurturing is not about sending out emails on a regular schedule just because you can. It won't.
HINGE MARKETING | TUESDAY, JULY 7, 2015
[Differentiation] 7 New Rules in AEC Marketing
Your website is one of your best chances to explain who you are, what you do, and why it matters to clients – in a nutshell, your differentiators. 2. Clearly identify your differentiators. Most firms have heard that they should differentiate themselves. Just as importantly, they have to be real differentiators.
THE ROI GUY | MONDAY, SEPTEMBER 22, 2014
[Differentiation] Your Unique Value: Solution Focused versus Challenge Centric?
Many times, when organizations try to articulate the differentiating value of their solutions, they start with a “solutions first approach”, communicating each feature they perceive as a differentiator and the value these features might deliver. Engage too late and price may be the only differentiator there is. SiriusDecisions).
GREAT B2B MARKETING | THURSDAY, JULY 3, 2014
[Differentiation] B2B Content Marketing That Drives Results
From strategy to execution, you need to accomplish this in a consistent and on-target manner that leverages your brand’s core promise while turning your differentiators into compelling content that systematically engages your critical audiences, and causes them to take action. There is a lot of buzz in the air about content marketing.
B2B MARKETING TRACTION | TUESDAY, JULY 9, 2013
[Differentiation] Why Google Doesn’t Like Your Flat Website
It’s time to understand your value proposition, have a differentiator, be unique and get creative when you generate content on your website. One way websites are flat is in terms of content. If there is no original content, the site and its pages fall flat and visitors don’t come back. Think again.
SALES CHALLENGER | MONDAY, AUGUST 19, 2013
[Differentiation] What Makes You Unique?
So, if this is an area that so many commercial organizations struggle to identify and define, how can we uncover unique strengths that differentiate? It can be helpful to define what a differentiator is NOT: Features and benefits common to your market. We’ve got great people. We’re green! We’re innovative!” At the business unit level.
HINGE MARKETING | WEDNESDAY, DECEMBER 24, 2014
[Differentiation] Top 9 Professional Services Marketing Lessons Learned in 2014
In addition to an increase in leads and partnership opportunities, Pulizzi was able to increase his billing rates by 1000% over the last three years. 2) Strong Brand Differentiation Leads to High Growth Your professional services brand is the combined product of your reputation and visibility (reputation x visibility). Not so fast.
DIGITAL B2B MARKETING | TUESDAY, JULY 17, 2012
[Differentiation] Are Marketers Afraid to Sell?
If pricing is a key point of differentiation and reason for them to engage with your sales team, do not be afraid to make that clear! 2. Sitting in a meeting recently and reviewing various B2B sites, someone said “they even have a promotional offer with pricing on their site.” Say what? But has it gone too far?
WORKFACE | MONDAY, AUGUST 22, 2011
[Differentiation] Customer Satisfaction is No Longer Enough – Engagement is Now Key
Using web technology to expose your people, and encourage engagement, is a true differentiator that can also lead to exceptional business performance What is that sets brands like Apple, Nordstrom and Nike apart from their competitors? It isn’t “customer satisfaction.” We ‘expect’ to be satisfied.”
FEARLESS COMPETITOR | SUNDAY, SEPTEMBER 25, 2011
[Differentiation] Sunday Post: TED Talk on Standing Out with Seth Godin
We’re passionate about the need to differentiate your offerings. In fact, I’ve been invited to write an article on standing out (differentiation) for SandHill.com. This is an important topic for B2B companies , as buyers see them as all alike. said “ Think Different. hosted of the B2B track there.
SALES LEAD INSIGHTS | THURSDAY, JULY 14, 2011
[Differentiation] Bridging the Content Chasm for B-to-B marketing automation and lead generation
There’s a new marketing term that I’m hearing more and more often - “the Content Chasm”. Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. Buying marketing automation and then only using it for batch-and-blast emails is a waste of time and money. Content + Automation = True 1 to 1 Marketing.
DIGITAL B2B MARKETING | TUESDAY, OCTOBER 23, 2012
[Differentiation] LinkedIn Just Went Into the Publishing Business
LinkedIn’s content is differentiated. A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. However, labeling it the ability to follow thought leaders (as LinkedIn did) misses the real point. Nowhere. can match that contributor list.
DIGITAL B2B MARKETING | TUESDAY, SEPTEMBER 25, 2012
[Differentiation] No!! LinkedIn Just Went Klout On Us!
Unlike a written recommendation, you cannot differentiate between meaningful endorsements and throwaways. If you have viewed a LinkedIn profile in the last couple days, chances are you have seen a new box at the top of the page prompting you to endorse the individuals skills. But wait, there’s more! Is this really a good idea?
B2B IDEAS @ WORK | FRIDAY, DECEMBER 5, 2014
[Differentiation] The Fail-Proof 2015 Guide to B2B Marketing and Lead Generation
Selling your wares profitably to other businesses is a basic definition of a B2B enterprise but unless you’ve cornered your market and have no competition, what you sell isn’t the best way to define and differentiate your brand. Even if you still believe in Santa Claus, this gift doesn''t actually exist.
BEYOND | MONDAY, AUGUST 19, 2013
[Differentiation] The Winning Habits of Successful B2B Brands
• Differentiation by product, price and location. What do successful B2B brands do that you don't? We asked the buyers themselves. Check out the 4th and final part of our Buyersphere B2B research series. In the 1980s Stephen Covey wrote about The 7 Habits of Highly Effective People. • Methods and frequency of communication.
VIEWPOINT | WEDNESDAY, AUGUST 14, 2013
[Differentiation] PowerViews with Koka Sexton: How to Leverage Social Media
For salespeople in particular, LinkedIn allows you to differentiate yourself—not by what’s listed on your resume, but by the people you’re connected to. Leveraging social media is a familiar tactic for individuals. Have you written a new blog post? Then go on Facebook and let your friends and family know. What is Social Selling? Stay Tuned
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, JANUARY 14, 2013
[Differentiation] Does everybody need a social media strategy?
And, there is perhaps no product less differentiated than coal. In a tough business like that, you simply try to excel where you can by managing the supply chain properly. This is a very complex question. So to help answer it, I looked at a few companies with brands that might not be natural fits for a social media presence. Adult diapers.
VIEWPOINT | TUESDAY, MARCH 11, 2014
[Differentiation] PowerViews with Joanne Black: No Such Thing As “Warm Calling”
Referrals are the Biggest Competitive Differentiator. Cold calling has long been a staple of sales, but knowing just a little bit about a prospect is actually not much better. There is no such thing as “warm calling,” says my latest guest on PowerViews, Joanne Black. You’re either cold or you’re hot—lukewarm doesn’t cut it. The best part?
CRIMSON MARKETING | MONDAY, DECEMBER 9, 2013
[Differentiation] Top B2B Social Media Trends for 2014
Differentiated Content. As we finish out 2013 with a bang and prepare for the holiday season, it’s time to start planning for the new year ahead. You have the basics down, so 2014 will be the year of social media refinement for many B2B marketers and companies. Pay close attention to what’s actually working for you! LeadFormix).
B2B MARKETING INSIDER | MONDAY, MARCH 17, 2014
[Differentiation] Content Marketing Is The Top Marketing Priority of 2014
But with as much as 80% of internet traffic in the next few years coming from video, I continue to believe that visual content will be a key differentiator in the brands implementing successful content marketing strategies. Adobe and Econsultancy released a report last week following a survey of more than 2,500 marketers. My View.
SALES CHALLENGER | TUESDAY, MAY 1, 2012
[Differentiation] What Should Keep You Up At Night
Then work to connect those unique differentiators back to the things the customer is trying to achieve – their outcomes, the metrics they use to determine success or failure. This is where you must make the connection back to the things that uniquely differentiate you.
WORKFACE | THURSDAY, JUNE 30, 2011
[Differentiation] Why Personal Branding Matters to Big Companies
And big companies will be able to differentiate themselves and win business not through some vague corporate image but rather through the thousands of employee personal brands that truly make up their core value proposition Steve is a very interesting and smart guy, author of a couple of books, Digital Body Language and Revenue Engine.
BUZZ MARKETING FOR TECHNOLOGY | WEDNESDAY, JULY 28, 2010
[Differentiation] B2B Marketing needs to Curate a Vibrant Community
Those already predisposed to buying our products and create a level of service and differentiation for them that is commensurate with their buying habits? If you ask the members of my leadership team – they will tell you I keep talking about how I think we have B2B Marketing backward. Let me explain …. Tweet This! Share this on Facebook.
FATHOM | MONDAY, AUGUST 17, 2015
[Differentiation] The Manufacturing Marketing Standard
” What the ‘must-have’ pages for manufacturing websites are and how they help to differentiate you from competitors. Assemble Your Digital Marketing Plan. Backed by research, data, and industry expertise, the marketing information in this report provides actionable next steps to increase sales and revenue. Get the Standard.
SALES CHALLENGER | THURSDAY, SEPTEMBER 13, 2012
[Differentiation] Does Challenger Undermine Questioning Skills?
Multivariate regression models highlight differentiators – the performance drivers that separate low from high performance. The data clearly indicate that challenging the customer’s thinking with unique insights is what differentiates star performers from their average-performing peers. By Nick Toman and Matt Dixon. What’s yours?
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, MARCH 30, 2015
[Differentiation] Five ideas to discover your marketing niche
Can you differentiate by delivery method? Can you differentiate by delivery method? A few months ago, Michael Stelzner and I had a phone conversation about the many unfulfilled business niches on the social web. We thought it would interesting to talk about this opportunity at the recent Social Media Marketing World conference.
FEARLESS COMPETITOR | MONDAY, FEBRUARY 15, 2010
[Differentiation] The right way to hire salespeople
But as the book, Made to Stick , points out, this leads to the Curse of Knowledge — you know the subject so well, that you cannot imagine what it’s like not to have the knowledge. As a result, salespeople do not talk in the customer’s language and the Company loses product differentiation. Kendra Lee of The KLA Group. 3.
GROW - PRACTICAL MARKETING SOLUTIONS | FRIDAY, JANUARY 20, 2012
[Differentiation] 7 reasons every job-seeker needs to blog
Compelling content is a way to engage prospective employers in a way that will hold their attention. 4) Point of differentiation. In today’s world, blogging may be an expectation of many entry-level jobs. There are lots of examples where people found jobs through connections in a blog community. Of course that usually means LinkedIn.
CONTENT MARKETING TODAY | FRIDAY, JULY 9, 2010
[Differentiation] Don’t Bury Your Best Work in the Back Rooms of Your Website
We differentiate your company from the competition……. genuine irony flows from the website copy that makes the promise: "We differentiate your company from the competition." Sadly, there is almost nothing in the copy that differentiates this agency from its competition. Let us get to know you inside and out.
MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011
[Differentiation] Are B2B Salespeople Thought Leaders?
scoremoresales: 70% mktg & sales execs rank "inability to differentiate as primary inhibit to growth via @TMcCormick2011 #s20c. Not just for your company's benefit, but to help them prove they differentiate your company from others, and that they're worth speaking with because they have fresh, relevant and valuable ideas.
GROW - PRACTICAL MARKETING SOLUTIONS | WEDNESDAY, MAY 11, 2011
[Differentiation] When did we forget about strategy?
Somehow we got caught up in plastering the world with Facebook pages and lost sight of the true purpose of our business: Create shareholder value through a differentiated — and truly strategic — business proposition. “There was nothing there, he said. “No strategy. No meat on the bones at all.. Cut costs?
BIZNOLOGY | THURSDAY, AUGUST 30, 2012
[Differentiation] Digital marketing requires laser focus
Marketing has always needed focus–focus on who your best customers are and what your biggest differentiation is. Bulls Eye (Photo credit: Jens Dahlin). Three clients. Three stories. But they are all, in a sense, the same story. failure to focus. Because if you don’t, someone else will. So why am I harping on this?
SALES LEAD DYNAMICS | WEDNESDAY, SEPTEMBER 22, 2010
[Differentiation] Do You Sell Perfume or Do You Sell Hope?
You can’t differentiate your firm from others. The three elements of an effective value proposition are: resonate, differentiate, substantiate. Differentiate – Unless you can differentiate yourself from the scores of other, say, communications training consultants, you’re simply a commodity. It could change your life.
MARKETING INTERACTIONS | THURSDAY, APRIL 26, 2012
[Differentiation] Designing Calls to Action for B2B Marketing Content
Differentiate your company's expertise from the competition. During my keynote at the B2B Content 2 Conversion conference on Tuesday, one of the questions the audience asked was about a slide I used when discussing how to create a content flow. The answer to the question that becomes the content asset. Go out and build a great one!
EMAGINE B2B BLOG | THURSDAY, JULY 2, 2015
[Differentiation] Moving Up The Food Chain: How To Find, Land And Execute Large WordPress Projects
How to pitch large projects (value proposition, differentiation, overcoming objections). Would you like to be able to turn down any web design or WordPress project that’s under $25,000? Then join us at WordCamp Asheville for a presentation led by emagine’s President, Bill Gadless , on Sunday, July 26, 2015. Hope to see you there!
FEARLESS COMPETITOR | THURSDAY, OCTOBER 20, 2011
[Differentiation] Apples to Apples: How to Stand Out from Your Competition by Dan Paulson – a book review
This book walks the reader through a process to help them uncover true differentiation. Dan introduces the topic by explaining that price differentiation is inadequate. 4 1/2 stars out of 5. I’m honored that Dan Paulson invited me, as President of the B2B lead generation company Find New Customers to review his new book.
FEARLESS COMPETITOR | WEDNESDAY, MARCH 14, 2012
[Differentiation] Mad Marketing TV looking for new primary sponsor
Content Differentiation. The marketing show formerly known as Mad Marketing TV is actively looking for a new primary sponsor, effective April 1, 2012. Interested in sponsoring this awesome TV-like marketing show, which has interviewed marketing and sales experts such those listed below? Adele Revella. Buyer Personas. Joe Pulizzi. Paul Gillin.
FEARLESS COMPETITOR | MONDAY, MARCH 12, 2012
[Differentiation] The Real Need of Sales Today – Fewer, Better Leads!
As the host of MadMarketingTV , I’ve spoken with leading experts such as Dan McDade of Pointclear and Brian Carroll of MECLABS. One thing become clear talking to these bright men and reviewing their data. Brian Carroll. Sales today needs much higher quality and fewer leads than ever before. What do you think? Marketing
SALES CHALLENGER | TUESDAY, MARCH 29, 2011
[Differentiation] Move Customer Conversations Beyond Price With These 3 Steps
To build a compelling sales message, you need to understand what truly differentiates you as a supplier—those core competencies that the competition cannot easily imitate and which provide unrecognized value to your customers (at the Council, we refer to this as Commercial Teaching ).
E-QUIP | TUESDAY, NOVEMBER 20, 2012
[Differentiation] Does Quality Really Distinguish Your Firm?
What differentiates your firm from your competitors? But when I've asked clients to rate individual firms in hundreds of client interviews over the years, quality has rarely been mentioned as a point of differentiation. The fact is that I've not encountered a firm that specifically sought to create differential quality.
HINGE MARKETING | FRIDAY, JUNE 19, 2015
[Differentiation] Are Your Competitors Flying Under the Radar? Use Competitive Analysis to Adjust Your Firm’s Position
In a recent post , we established that having true, relevant, and provable differentiators will help your firm take the lead in the marketplace. But whom do you need to differentiate your firm from? Developing Differentiators: How Research Can Help You Pass the Test. What is Competitive Analysis? The short answer is simple.
B2B MARKETING INSIDER | TUESDAY, JUNE 9, 2015
[Differentiation] Experiences: The 7th Era of Marketing
Undoubtedly, your job in some way, shape or form involves communicating the value of the products or services that your company sells so that people will buy them. I’d also venture to say that you’re finding it harder to differentiate your product from the rest of the marketplace. As anyone who’s written a book knows, it’s no small feat.
WEBBIQUITY | THURSDAY, JULY 18, 2013
[Differentiation] Book Preview: The Social Employee
In an era of increasingly transparent pricing, interchangeable products, and uniformly adequate service, the only remaining differentiator may be the “soul” of a company: is your organization the type of enterprise that people want to do business with? What do you stand for? That “soul” is transparent as well.
GREAT B2B MARKETING | THURSDAY, MARCH 15, 2012
[Differentiation] B2B Marketing Game Changing Ideas
Differentiate yourself. Do a web search on your six toughest competitors and write down their tagline and value propositions. If what you are saying on your website is the same as any of these competitors, it’s time to do a branding exercise and come up with your unique value proposition. Here are six ideas to get you started.
B2B MARKETING INSIDER | TUESDAY, NOVEMBER 19, 2013
[Differentiation] Marketing Is Personal – Emotion Beats Promotion By 2X
Teach customers something new about their business needs then lead them to your differentiators. I have always believed that B2B Marketing is personal. And that brands need to connect with buyers on a personal, emotional and human level. Now Now we have the research to prove it. From Promotion to Emotion. That’s right. Strategy
GREAT B2B MARKETING | TUESDAY, APRIL 1, 2014
[Differentiation] The Pros and Cons of Competitive Marketing
You have an identified differentiation. Even if all the stars are lined up—you have a unique differentiation, it is easy to switch and there is a precipitous event—you still need to give prospects a good reason to give up on the competitor. First, make sure you understand why you want to run the competitive campaign in the first place.
BIZNOLOGY | MONDAY, APRIL 1, 2013
[Differentiation] Does brand marketing still matter in the digital age?
How do you differentiate when being the one down the street no longer matters? Photo credit: DavidErickson. Most of you know that Biznology is all about digital marketing, which is a nice hot topic to cover. But you’d be wrong. Digital marketing, in fact, is way more about marketing than about digital. What do you stand for?
MODERN B2B MARKETING | MONDAY, MARCH 11, 2013
[Differentiation] Make Way For The Agency of the Future [Infographic]
The agency of the future will use marketing automation as a competitive differentiator, because technology will continue to have a greater impact on marketers. by Dayna Rothman The digital revolution has transformed marketing. With the changing buyer, budget pressures, new social channels, and content, marketers have to do more with less.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | WEDNESDAY, DECEMBER 5, 2012
[Differentiation] [Video] #1 Rule for Building Relationships With Customers
If you don't want that to happen -- start focusing on becoming the differentiator. Are buyer's expectations of salespeople changing? They sure are. Today's crazy-busy prospects have raised their standards in the past few years. If you just want to talk with them about your product or service, they have absolutely no time for you.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, FEBRUARY 6, 2012
[Differentiation] 25 Non-Financial Benefits of Business Blogging
Point of differentiation — If your competitors don’t blog, is this an opportunity to stand out in your niche? While the use of blogging as a marketing and communications platform continues to grow for many organizations, you still might be facing this question from your boss — “Why are we doing this?”
DIGITAL B2B MARKETING | TUESDAY, AUGUST 20, 2013
[Differentiation] 5 Metrics Every B2B Marketer Should Track
Pay attention to how your conversion rate changes over time and how it varies by traffic source and landing page to differentiate between improvements in your traffic mix and in the effectiveness of your site. You have a lead generation program. An influencer program. An advertising program. marketing automation program. Just Get Started.
IT'S ALL ABOUT REVENUE | THURSDAY, JULY 23, 2015
[Differentiation] New Data Centre Support for Australian Marketers
Businesses must provide world-class customer experiences to differentiate their products and services in the digital age however few businesses succeed at this. Oracle Marketing Cloud customers in Australia are now set to benefit from the expansion of our data centre in Sydney. Data Management Oracle Marketing Cloud
B2B MARKETING INSIDER | WEDNESDAY, JULY 15, 2015
[Differentiation] 10 Customer Experiences You Need To Deliver Today
You can claim victory by way of this competitive differentiation war by offering the lowest prices or providing a superior, surprising and spectacular customer experience! You have to work hard to differentiate yourself from the competition. The customer experience is your next competitive battleground. Are you prepared to win it?
SYNECORE | TUESDAY, FEBRUARY 12, 2013
[Differentiation] Digital Marketing Analytics: What SMBs Need to Know
Obstacles include, broadly: Device differentiation. Source differentiation. The majority of businesses now not only recognize but are embracing digital as a non-expendable part of their marketing strategies. The main problems facing marketers trying to read and respond to digital analytics data today are many sided. Real-Time Response.
GROW - PRACTICAL MARKETING SOLUTIONS | WEDNESDAY, DECEMBER 18, 2013
[Differentiation] A 6-step plan to respond to negative social media comments
Business life on the web can be complex, but it can also be an opportunity to create a point of differentiation and undying customer loyalty if you get it right! Business life on the web can be complex, but it can also be an opportunity to create a point of differentiation and undying customer loyalty if you get it right! Follow up.
B2B MARKETING UNPLUGGED | MONDAY, SEPTEMBER 8, 2014
[Differentiation] Unique Selling Propositions Are a Myth
Now this notion of a unique propositi on has been sucked up into the much different discussion about brand differentiation. Differentiation is not necessarily unique, nor is it necessarily a starting point. Why?” I said. We talked through how his company was going to be unique: were they cutting the grass with scissors? Mowing naked?
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, JUNE 30, 2015
[Differentiation] Why Americans are secretly furious with marketers
Why honesty can serve as a point of differentiation. If you read through one piece of research this year it might just be a new report from the University of Pennsylvania on marketers, consumers, and privacy. To the contrary, the survey reveals most Americans do not agree that “data for discounts” is fair.
SALES CHALLENGER | TUESDAY, OCTOBER 16, 2012
[Differentiation] First 50 Challenger Implementations—Spotlight on Messaging
Ask them what your top two differentiators are relative to your biggest competitors. Surprised One of our biggest surprises so far has been the differing opinions within many of our client organizations around competitive differentiators. In Don’t Underestimate the Power of Collaboration. Start with the Basics: What Makes You Better?
DIGITAL B2B MARKETING | THURSDAY, SEPTEMBER 1, 2011
[Differentiation] Social Media is Lowering Our Content Standards
When you find content you REALLY like, you have to share it differently, emphatically stating how great it is to differentiate it from the only OK content you shared before. (ie “LOVE this post! Sharing has ceased to be an endorsement of the quality of content. … or “+100 RT … ). Forget the Rules. Say Why.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, JULY 15, 2013
[Differentiation] Few brands driving online influence and advocacy, study shows
Identify and use the brand’s differentiated advocacy drivers. Identify and use the brand''s differentiated advocacy drivers. A new Ogilvy research study suggests that up to 80% of reach from marketing campaigns now comes from social media amplification through consumer influence and advocacy. However, few are doing it well!
FEARLESS COMPETITOR | TUESDAY, OCTOBER 25, 2011
[Differentiation] Find New Customers – the Unmarketing Company
No ads are our competitive differentiation. B2B Demand Generation | The Competitive Advantage of No Marketing. We talked about our company policy of zero paid advertising. We rely instead on fans to talk about us via word of mouth. This matches the title of the book by Scott Stratten – Unmarketing “Stop Selling. Start Engaging.”
FEARLESS COMPETITOR | THURSDAY, FEBRUARY 9, 2012
[Differentiation] Mad Marketing TV is educating the world – and me
Mad Marketing TV , the TV-like show sponsored by Act-On Software and hosted by yours truly, Jeff Ogden, President of Find New Customers is bringing the world great insights on marketing and sales – buyer personas, content marketing, social media, Think Like a Publisher, Differentiation and more. This is how it happened. Jeff Ogden.
EMAGINE B2B BLOG | TUESDAY, AUGUST 20, 2013
[Differentiation] The Winning Edge in Sales and Marketing
Market truly unique offerings that are well defined and differentiate from the myriad of competing suppliers. Great sales and marketing can have a tremendously positive impact on success. The specifics, however, are what separate the winners from losers. How prepared is your organization to be a market winner. B2B Web Strategy
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | THURSDAY, APRIL 17, 2014
[Differentiation] Words Decision Makers Love to Hear
Increased competitive differentiation. Decision makers don''t care about your porduct''s speed, specifications, or efficiency. They don''t care about the wonderful methodology you use. Your offering is simply a tool. They care only about the results your offering delivers for them. Faster time to market. Decreased costs. Faster response time.
SAZBEAN | SUNDAY, OCTOBER 7, 2012
[Differentiation] Top Internet strategy, marketing and technology links for the week of October 7, 2012
Here are the top Internet strategy, marketing and technology links for the week of October 8, 2012… Why You Need to Market Your Marketing (Convince & Convert) Read Impact Equation to Help You Harness Your Social Media Message (Small Biz Trends) Why Social Media Makes Customer Service Better (Mashable!) News & Notes
IT'S ALL ABOUT REVENUE | FRIDAY, SEPTEMBER 25, 2015
[Differentiation] Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing
” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. At best, marketers lose a revenue opportunity. At worst, they send one to your competitor. Take Alaska Airlines as an example.
PWB MARKETING BLOG | FRIDAY, SEPTEMBER 23, 2011
[Differentiation] Secret to a Killer B2B Social Media Program
Highlight the benefits of your products and services and differentiate your offerings from competitors. Frustrated. That’s how you feel if you’re busy with social media – month after month – but aren’t getting results. The truth is, people don’t care about your company, they care about themselves. Second, develop a content marketing strategy.
GROW - PRACTICAL MARKETING SOLUTIONS | THURSDAY, FEBRUARY 5, 2015
[Differentiation] Four online marketing metrics to obsess about
” This is the digital crossroad, a genuine point of business differentiation today. This is the digital crossroad, a genuine point of business differentiation today. About two years into my blogging career, to my surprise and delight, my dream came true. Briefly, the Guy-traffic crashed my server and shut down my website.