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.
AVITAGE | WEDNESDAY, MARCH 12, 2014
[Differentiation] What is Content?
Before you dismiss this question out of hand, please consider my main point: Most people think of content more as type or format rather than as the information in those containers. This is a major cause of poor content and business outcomes from content dependent marketing and selling initiatives. ” What does he mean by “content?”
B2BMARKETINGSMARTS | WEDNESDAY, NOVEMBER 17, 2010
[Differentiation] How B2B marketers can be winners at the game of tag.
It consisted of these three simple rules for creating useful taglines: Differentiate your company from your competition. They introduce the company’s USP or “unique selling proposition. If a B2B company does not have this differentiating USP, then it has other problems besides creating a strong tag. Make it true.
THE B2B RESEARCH BLOG | THURSDAY, JUNE 9, 2011
[Differentiation] Top ten B2B marketing challenges
Differentiation. Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. love this question for two reasons. One, it forces a focussed answer. Relevance. Content. Budgets.
MARKETING INTERACTIONS | WEDNESDAY, MARCH 3, 2010
[Differentiation] Does Your Content Marketing Make You Different?
The problem is that what we think is important and “differentiating” about our products quite often misses the mark for what the prospect is trying to buy. Being recognized as unique, different and desirable is what every company strives to achieve to stand out in their marketplace. Unfortunately, this appears to be easier said than done.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | THURSDAY, SEPTEMBER 20, 2012
[Differentiation] [Video] For Faster Decisions, Be a Decision Guide
They might not know how to differentiate from the competitors. Are you involved in a complex sale with multiple decision makers? If so, they probably don't make decisions too often with regards to what you sell. When you're dealing with today's crazy-busy prospects, the decision itself can be overwhelming. But you know all this stuff.
TOMORROW PEOPLE | TUESDAY, SEPTEMBER 18, 2012
[Differentiation] For a Great Online Marketing Strategy You Need Many Happy Returns from Your Website
Am I differentiating my content , rather than repeating the same tired cliches? You’ve invested a lot of money in your website. It looks great and you’re terribly proud of it. But that doesn’t necessarily mean it’s effective in creating new business. How can I boost my traffic and lead generation ? Try it today
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, JANUARY 29, 2013
[Differentiation] There will be no social media apocalypse
Let’s not lose sight that businesses need to identify and execute upon a sustainable point of differentiation, perhaps in a global marketplace. I like and admire Eric Qualman. I’ve met him a couple of times and he is a fellow author at McGraw Hill. He is a kind man, a legitimate intellect, and one of the top speakers in our field.
B2B MARKETING INSIDER | TUESDAY, SEPTEMBER 10, 2013
[Differentiation] Content Quality vs. Content Quantity – The Great Content Debate
These bright folks will drive the answer on how to balance between the need to create enough content to increase your share of customer conversations vs. the need to represent your unique point of view and differentiate yourself from the competition. I was excited to lead this panel because I have a pretty strong view on this topic.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | MONDAY, AUGUST 12, 2013
[Differentiation] [Video] The Top 4 Sales Rules All Salespeople Should Know
This makes it a lot more challenging to differentiate yourself and keep out of price battles - but it can be done if you focus on the 4 SNAP sales rules throughout the entire sales process. Your prospect today can''t handle much complexity, so you can easily throw them into overwhelm when you give them too much information at one time.
GREAT B2B MARKETING | TUESDAY, JULY 3, 2012
[Differentiation] B2B Marketing: Do This, Don’t Do That
Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this. Create quality content. So what should you stop doing?
FEARLESS COMPETITOR | SUNDAY, MAY 19, 2013
[Differentiation] Encore: Insights from @TheCMOClub Innovation Summit – @MargaretMolloy on Marketing Made Simple TV
” 2) How to differentiate your company through the brand experience. 3) Business to Business (B2B) or Business to Consumer (B2C)? (For those who unfortunately missed the show premiere on Thursday, we share an encore show on Sunday too.). Want to supercharge your WordPress blog? Margaret Molloy today in this very informative show.
IT'S ALL ABOUT REVENUE | SUNDAY, APRIL 20, 2014
[Differentiation] 4 Must Dos For Sales and Marketing Pros
What differentiated the winning seller was that he or she: 1. It got me thinking: if he was willing to sidle up to me and admit this distress; how many others were feeling the same but were too shy or embarrassed to come forward to talk about how to address it? Offered unique, valuable perspectives on the market. WRONG.
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, DECEMBER 29, 2010
[Differentiation] Ranking B2B Marketing Automation Vendors: Part 3
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. Well, maybe I peeked a little.)
HINGE MARKETING | WEDNESDAY, APRIL 22, 2015
[Differentiation] 9 Steps to Building a Unique Value Proposition in Management Consulting
Not only will it help differentiate you from the competition, prospective clients will be more likely to engage your services knowing that you really understand their business. Next, make sure that your statement is clear, no longer than a few sentences, and offers some kind of differentiator from the competition. Create it. Use it.
BIZNOLOGY | FRIDAY, APRIL 5, 2013
[Differentiation] The secret of radical innovation starts with roadside bathrooms
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. Credit: Seth1492. What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not!
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | TUESDAY, FEBRUARY 25, 2014
[Differentiation] Why Half-Baked Ideas Are Perfect Sales Conversation Starters
It happened again last week. I was speaking at a sales kickoff meeting, stressing a key message—that sellers, not their products or services, are the key differentiator today. Even if your ideas won’t work for their organization, you’ve differentiated yourself from competitors and established yourself as a valuable resource. WRONG!
SALES PROSPECTING PERSPECTIVES | MONDAY, FEBRUARY 3, 2014
[Differentiation] How to Organize Your CRM for Inside Sales Success
If you have multiple clients to juggle, be sure you are able to differentiate your open tasks by having their name somewhere in the title. I like to think that I have a few key tools in my prospecting toolbox. The most important one could very well be our CRM, which at AG is Salesforce.com. Only have the necessary tabs available.
BIZNOLOGY | WEDNESDAY, FEBRUARY 13, 2013
[Differentiation] Common Content Marketing Mistakes To Avoid
In fact, blazing your own path can be a great way to differentiate yourself. Photo credit: DigitalRalph. You’ve always been marketing. First it was search marketing, then social media marketing, and now you’re looking at the latest thing–the combination of search and social called content marketing. Swinging for the Fences.
SALES CHALLENGER | TUESDAY, MARCH 18, 2014
[Differentiation] The 5 Worst Kinds of Managers
As we’ve studied sales manager effectiveness , we’ve identified the differentiated competencies of manager effectiveness in the world of increasing sales complexity. For each of these areas we go deep-and-wide, digging into what each of these differentiated skills look like and how organizations are helping managers build these skills.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, JULY 15, 2013
[Differentiation] 3 fundamentals of a successful social selling strategy
What would happen if you tried to differentiate yourself and embraced social helping instead of social selling ? 3) Aligning with sales success factors. One of the most pervasive mantras on the social web is “don’t sell.” But sometimes, you have to sell … especially if your job is in sales! Here’s the good news.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, FEBRUARY 13, 2014
[Differentiation] Marketing Automation 2014 Industry Overview: What the Surveys Tell Us
But there are still significant differentiators. So far, every differentiator on this list can point to at least some measure of success. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks. Here’s how I see things. The Mintigo results confirm this.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, FEBRUARY 10, 2014
[Differentiation] How a small family business pulled off one of the greatest successes in YouTube history
As his numbers and engagement grew, Stephen was able to use this data with huge wine retailers to prove a point of differentiation. This is a critical accomplishment for a business trying to show a differentiated position through social media engagement. Here was his story: Left his corporate job in London. You read that correctly.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, MAY 4, 2015
[Differentiation] How to be “Future Ready” for a career in marketing
Future Ready strategy: Remember those oh-so-simple days of differentiating your product through its new lemon scent or stylish floral packaging? Future Ready strategy: Remember those oh-so-simple days of differentiating your product through its new lemon scent or stylish floral packaging? But seriously. The fourth marketing revolution.
SALES CHALLENGER | TUESDAY, FEBRUARY 28, 2012
[Differentiation] Challenging in the Channel
Who should I be teaching for differentiation? At the end of the day, here’s the big issue underlying all these questions: a lack of control of your partner’s sales force. It can be a lot to expect them to sell your products and solutions in a differentiated way. How do the Challenger concepts relate to them?
CUSTOMER EXPERIENCE MATRIX | FRIDAY, NOVEMBER 21, 2014
[Differentiation] Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers
In any event, there are several differentiators that determine whether a product like Sailthru is suitable for a particular situation. I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products. data store.
LOOPFUSE | MONDAY, JUNE 24, 2013
[Differentiation] Eight ways to double lead volume from your blog
If you’re nervous about being too aggressive about adding offers into a post itself, add something at the end in italics, so that it’s clearly differentiated from the body copy but still part of the post itself. This is a guest post by Matt Heinz, President, Heinz Marketing. Read more on his Marketing blog. This should be table stakes. 3.
SALES CHALLENGER | MONDAY, JANUARY 21, 2013
[Differentiation] Why Should Customers Buy From You?
Exploring unique differentiators —identifying what they are, and what they aren’t—is one of the first exercises we work with members on during the Challenger Messaging Workshop. So how does your sales organization go about identifying its unique differentiators and developing commercial insight?
DIGITAL B2B MARKETING | TUESDAY, JANUARY 3, 2012
[Differentiation] Marketers Ruin Good Marketing Opportunities
Unique marketing stands out, it is differentiated simply because very few companies are doing it. Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. The incredible results the early adopters reported are not repeated.
MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 23, 2010
[Differentiation] The New B2B Marketing Manifesto
Mastering the information that differentiates our offerings to raise us above the noise. Velocity puts out some innovative B2B marketing content known for inspiring advanced thinking and innovative takes on the roles and responsibilities of marketers—and this manifesto is no exception. “B2B marketing is a profession of ideas.”.
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, JUNE 9, 2015
[Differentiation] The next generation of bloggers is here. And they are computers
One way to differentiate in the future might very well be “100 percent human content served here.” One way to differentiate in the future might very well be “100 percent human content served here.”. The writing bots are here. The site bot or not challenges to you choose whether a poem was created by a human or an algorithm.
FEARLESS COMPETITOR | SUNDAY, FEBRUARY 24, 2013
[Differentiation] Rebuilding a sales lead generation business after a crisis
Since buyer insights are critical in marketing campaigns and a key strategic way companies can differentiate their products and services, this is proving to be a popular service. I believe the quality of buyer insights will become the primary way of competing when almost everyone is doing content marketing. Great job. High salary.
INBOUND SALES NETWORK | THURSDAY, JANUARY 26, 2012
[Differentiation] It’s Not What You Sell - It’s How You Sell It
Even those companies that may have a differentiated product are finding themselves in a commodity buy, because that is how prospects or customers view their purchase decision. It is a well-known fact that companies who create a superior purchase experience are able to truly differentiate themselves in the marketplace. Think about it.
IT'S ALL ABOUT REVENUE | WEDNESDAY, NOVEMBER 5, 2014
[Differentiation] Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages
The webinars and supporting collateral should also create clear points of differentiation between you and your major competitors. Editor's Note: Today's post comes courtesy of Tom Masotto, VP Product Marketing & Business Development at ON24 , a cloud-based webinar platform. This post is Part 2 of a 2-part series. Evaluation Stage.
IT'S ALL ABOUT REVENUE | MONDAY, MARCH 30, 2015
[Differentiation] 6 Simple Steps to Creating Your Content Marketing Strategy
” So how do you make your content unique and differentiate yourself from other people out they’re writing about the same topics? Creating a content marketing strategy is no simple task. In fact, 2/3 of marketers feel they aren’t successful with their content marketing. Your content should be niche. What will be delivered? 3.
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, NOVEMBER 23, 2011
[Differentiation] 4 Lessons from the Year’s Best B2B Campaigns
One of the team’s favorites this year, for example, was Qwest’s (now CenturyLink) “Ultimate Problem Solver” campaign , an online game that challenged technology buyers to solve problems in ways that dovetailed with the company’s differentiators. The key insight? Incorporate B2C influences. So why did it work?
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, APRIL 6, 2015
[Differentiation] Social selling and the social enterprise: From fantasy to reality
The third driver is the opportunity for differentiation and competitive advantage. think we literally have the ability to completely differentiate our sales force from the competitors. The third driver is the opportunity for differentiation and competitive advantage. What has been the key to your success? . Content is the fuel.
MARKETING INTERACTIONS | MONDAY, OCTOBER 14, 2013
[Differentiation] B2B Content Marketing is About More Than Publishing
But quite often it just does a white wash across the benefits that does nothing to differentiate your company or your expertise. Think like a publisher! That's been the rallying cry for content marketing for the last few years. We've created great content. It's getting read. But it's not moving the needle." Why not?
SALES CHALLENGER | TUESDAY, NOVEMBER 6, 2012
[Differentiation] What Channel Partners Want Most From Suppliers
In fact, CEB Research shows that only 15% of channel partners are captive, making it paramount for suppliers to develop a differentiated value proposition that trumps those of their competitors’ should they want to leverage indirect distribution channels to expand their market reach and drive top-line growth.
THE ROI GUY | MONDAY, SEPTEMBER 19, 2011
[Differentiation] B2B Buyers: It’s all about the Benjamins
Sales and marketing a higher-priced supplier requires proactive transparency, differentiating the higher initial price versus a superior solution with lower costs over the useful lifecycle, more business value / bottom-line benefits, and / or lower risks. And these pricing discussions need to be proactive.
MARKETING INTERACTIONS | WEDNESDAY, JANUARY 16, 2013
[Differentiation] The Power of Positioning in B2B Content Strategy
The problem is that corporate positioning has traditionally been seen as a way to differentiate a company from its competition. Brand positioning is becoming critical as more B2B marketers turn to content marketing across a range of channels to cultivate standoffish, self-service buyers. If not, they wouldn't be in business.
VOICE-BASED MARKETING | MONDAY, MARCH 2, 2015
[Differentiation] Ifbyphone Is Now DialogTech, and We’re Starting a Revolution
It used to be that companies could differentiate by building great websites and fantastic e-commerce experiences. But if you want to differentiate your company today, you have to do it the old-fashioned way: you have to talk to your customers. It’?s time to start a revolution. have a dialog. They’?ve Guess what? wrong.
THE ROI GUY | MONDAY, SEPTEMBER 2, 2013
[Differentiation] Developing the Best Value Messaging and Financial Justification
Typical challenges include: Poor operational efficiency (Process issues, poor productivity & high costs) Increased risks Business growth struggles But taking just a challenge centric approach will not help you to differentiate your solutions and what they can do uniquely to help buyers overcome their issues.
B2B MARKETING INSIDER | TUESDAY, NOVEMBER 1, 2011
[Differentiation] 7 Ideas To Increase Your Twitter Followers
Now the main question for Twitter users is, how can we differentiate our self with 140 characters and what should we do to use Twitter effectively? All over the world, Twitter is getting more and more popular every day. Once a site for developers and bloggers, Twitter has hit the mainstream of news, politics, sports and entertainment. BABAO?LAN
MEASURABLE MARKETING | WEDNESDAY, APRIL 6, 2011
[Differentiation] 6 Optimization Tips to Improve Higher Ed Landing Pages
Differentiate. Landing pages are an important aspect of higher education institutions’ conversion tactics, but, if your landing pages aren’t converting your prospects to leads, then they’re most likely not optimized. So—how can you improve your conversion rates? Match your target. Be Credible.
SALES CHALLENGER | MONDAY, DECEMBER 23, 2013
[Differentiation] 10 Trends Every Sales Exec Must Know For 2014
Trend #2: Ease of Doing Business Becomes a Priority for Differentiation. Our data on general customer loyalty tells us very clearly that in B2B sales (and we strongly believe beyond the purchase experience) that ease of doing business is a critical differentiator. We hope you’ll read and share this. Follow the SEC on Twitter @CEB_SEC.
SALES CHALLENGER | TUESDAY, APRIL 2, 2013
[Differentiation] Why Your Customers Don’t Care
In addition to the cheat sheets, Solae provides reps with simple “solutions” documents that explain how Solae’s differentiators map to each contact’s function. That said, developing an organizational capability to effectively deliver commercial insight is no easy task. So how can you help reps deliver more resonant messages?
CRIMSON MARKETING | THURSDAY, APRIL 16, 2015
[Differentiation] 4 Ways To Make Your B2B Content Marketing Strategy Stand Out
Reaching that goal requires a focus in strategy and at the same time, in order to stand out, marketers need to differentiate.” Content marketing has reached a pinnacle. Creating more content isn’t the answer anymore. We’ve We’ve now entered a world of content overload. IBM That’s a staggering number! .
SALES CHALLENGER | WEDNESDAY, JANUARY 18, 2012
[Differentiation] Coaches: Your Reps Are Not as Hard-Headed as You Think
The goal of Challenger Selling is a differentiated sales experience, and if we wait until late stage to begin differentiating, it may be too late. In fact, some of our newest research is showing that this battle for differentiation may begin even earlier in the customer’s buying process than we ever imagined.
DIGITAL B2B MARKETING | TUESDAY, MAY 29, 2012
[Differentiation] 4 B2B Marketing Scenarios: One Size Does Not Fit All
Your product has a number of elements that differentiate it, but your buyers are relatively unsophisticated about the category and it is not a priority for them to learn more about it. However, the people B2B marketers want to reach are ultimately trying to solve a challenge or embrace an opportunity based on their unique business.
MARKETING INTERACTIONS | THURSDAY, DECEMBER 8, 2011
[Differentiation] The Difference Between Benefits and Features
How you present them is a source of differentiation for your company. One of the things I find in working with B2B marketers is that it's so dang easy to reference features rather than benefits in marketing content. Some of this is just because we know so much about our product and solution features. Feature or benefit? Not yours.
WORKFACE | FRIDAY, JULY 8, 2011
[Differentiation] Why Personal Branding Matters to Small Business
Because often the personalities, unique personal selling skills, and attention to one-to-one relationships is the only competitive differentiator smaller businesses have. by Lief Larson. Tom Pick wrote a wonderful post last week titled Why Personal Branding Matters to Big Companies. Small business personal brands come with personality.
KOMARKETING ASSOCIATES | TUESDAY, JUNE 16, 2015
[Differentiation] How B2B Advertisers Can Leverage Callout Extensions for Better Ad Messaging
Here, it’s important to differentiate yourself by relying on pedigree statements that can really explain or pronounce the experience of distinction of your brand. Shortly after its launch, my colleague Mike Pickowicz wrote a great post calling Google’s callout extension a “ no-brainer ” for most advertisers. Trade Shows Messaging.
GROW - PRACTICAL MARKETING SOLUTIONS | SUNDAY, NOVEMBER 7, 2010
[Differentiation] Ten reasons to blog – even if nobody reads it
Hubspot research shows that sites with blogs get 55% more traffic than sites without blogs — even if there are no readers! . 2) Marketing differentiation – Finding a way to stand-out may be the most difficult chore a business faces. There must be some good business reason they do it, right? . There better be. Why not use it?
BUZZ MARKETING FOR TECHNOLOGY | WEDNESDAY, OCTOBER 15, 2014
[Differentiation] Interview with Simon Sinek – Start With Why
It’s whatever you call it, your differentiating value proposition, your USP, the things that you think make you different or stand out from the crowd. I had a chance to catch up with fellow author, Simon Sinek to discuss his book called – Start With Why at the World Business Forum held in New York at Radio City Music Hall on October 7-8.
HINGE MARKETING | WEDNESDAY, JULY 2, 2014
[Differentiation] The 3 D’s of Brand Building In A/E/C
Here’s something to think about for all the A/E/C firms who think brand building isn’t important: if your firm had no branding, how would you differentiate yourself from other A/E/C firms? And if you couldn’t differentiate yourself, how would you expect to see long-term growth and profitability? ” Wrong.
SALES LEAD DYNAMICS | THURSDAY, JANUARY 13, 2011
[Differentiation] Your Business Has Changed. Adapt To The New World
Mike breaks this down into three essential components: Resonate, Differentiate, Substantiate. If you don’t differentiate, buyers will pressure you on price and attempt to get your service (which they perceive as the same as others) from you or a competitor for as little as they can pay for it. It’s 2006. Life is good. Now it’s 2011.
DIGITAL B2B MARKETING | THURSDAY, JUNE 21, 2012
[Differentiation] 7 B2B Content Marketing Lessons from Call of Duty 2
As garnering attention for your content becomes increasingly competitive, differentiating your content will become more difficult and more important. A documentary-style video featuring Oliver North? That definitely would not be marketing. The video is entertaining. It is educational. It isn’t about a video game. But it is.
FEARLESS COMPETITOR | SUNDAY, FEBRUARY 24, 2013
[Differentiation] Encore: “Secrets of Great Leaders” Robert Murray author of It’s Already Inside on Marketing Made Simple TV
How the best focus on clear competitive differentiation and “dial it up to 11″ Marketing Made Simple T V is a weekly show delivering the best business thought leaders in a fun and engaging format. Buffer. What you’ll learn in this show: Why forgetting the basics hurts many companies. It is funded by our wonderful sponsors.
EMAGINE B2B BLOG | TUESDAY, MARCH 26, 2013
[Differentiation] 10 Reasons to Redesign Your Website Now
Tell users in a simple succint way a) who you are, b) what you do and c) why they should care. 6. To convert more visitors into contacts and leads. 7. To truly differentiate yourself as an industry leader. Clean is in. Get rid of the clutter. 4. To ensure that your site is effectively optimized ( SEO ) for Google’s ranking algorithm.
IT'S ALL ABOUT REVENUE | TUESDAY, SEPTEMBER 27, 2011
[Differentiation] The New 4 P’s of Marketing
That’s made the presentation of data a key way to differentiate your brand. by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing. Personality. Publishing.
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, OCTOBER 15, 2013
[Differentiation] The number one business opportunity in marketing today
believe that just a basic knowledge of measurement tools can go a LONG WAY in helping to propel and differentiate your business … and so does Tom Webster, the co-host on the Marketing Companion podcast. We are leading “by our gut” in a world that promises true wisdom and insight if we can understand the numbers. by Mark W.
E-QUIP | MONDAY, MAY 19, 2014
[Differentiation] Brand 101: Clearing Up the Misconceptions
There has been a growing interest in branding and differentiation among A/E firms in recent years. But considering the composite of all I''ve read on the subject, the best definition in my opinion is: Brand is the perception in the customer''s mind that differentiates (or doesn''t) a product, service, or company. What is brand?
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | MONDAY, JANUARY 21, 2013
[Differentiation] [Video] Leverage Sales Questions to Demonstrate Expertise
Or, I could say this: "Based on my work with a number of other business-to-business sales forces, I find that the top three issues they're facing are: 1) Difficulty setting up initial meetings with key decision makers; 2) Getting customers to decide to change from the status quo; and 3) Differentiating themselves from the competition.
B2B MARKETING TRACTION | WEDNESDAY, APRIL 24, 2013
[Differentiation] B2B Marketers – Why You Need to SAVE Your Marketing
Value-based pricing has been used for years because B2B marketers realize that their ability to differentiate from the competition drives pricing. Then, as the market matures, you need to differentiate and perhaps choose a niche on which to focus. According to the Harvard Business Review , the four P’s of marketing are over.
TOM PISELLO | TUESDAY, JANUARY 25, 2011
[Differentiation] Diametrically Opposed Forces: Selling Value in a Buyer Controlled World
This webinar mapped out the key issues sales has in connecting with today's decision makers, the steps in the buying lifecycle and the role sales needs to play to effectively connect and engage at each stage, and the tools necessary to facilitate buying, diagnose customer opportunities, justify change, and differentiate value.
SAVVY B2B MARKETING | THURSDAY, MAY 5, 2011
[Differentiation] Want to be Essential and Memorable? Teach Your Prospects!
Acknowledge them and differentiate. also want to point out that Researchers and SME’s are not the same thing but are often hard to differentiate in early meetings. I have always been someone who leaped before I looked. Impulsive, I believe is the word my teachers wrote on my report cards. The Subject Matter Expert.
SALES CHALLENGER | MONDAY, MAY 26, 2014
[Differentiation] The Key to Improving Your Reps’ Productivity
Sales executives know that their reps need to deliver compelling commercial insights to differentiate themselves in today’s complex selling environment. And with all these shiny new commercial insights comes lots of new sales collateral. For it to be useful though, sales reps need this collateral to be well organized and easily searchable.
INDUSTRIAL MARKETING TODAY | TUESDAY, JUNE 5, 2012
[Differentiation] Is Your Industrial Content Marketing Reaching a Dead End?
Au contraire, such companies should use optimized content for SEO and use blog posts for thought leadership to differentiate themselves from the competition. In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Now What?” ).
SALES PROSPECTING PERSPECTIVES | TUESDAY, AUGUST 5, 2014
[Differentiation] [Infographic] The Outsourced Inside Sales Teleprospecting Process
Expectations and differentiators for a successful teleprospecting partner. Imagine you’re the CEO of a B2B high tech company. Your company has survived the most difficult start-up stages, and you’re ready to start successfully selling your product or service. You decide to insource your inside sales team. You know what you need to do.
THE B2B RESEARCH BLOG | TUESDAY, FEBRUARY 18, 2014
[Differentiation] Branding is b t
It is a point of differentiation, especially in commodity markets. “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side.
IT'S ALL ABOUT REVENUE | WEDNESDAY, JANUARY 2, 2013
[Differentiation] 9 Trends That Will Upset Your Marketing in 2013
Progressive marketers will harness the power of direct mail in conjunction with online marketing programs to differentiate their service offerings. 7. by Jesse Noyes | Tweet this Today’s guest post was written by Amanda F. They say the times are changin’ — so should your modern marketing strategy. Social media distribution is booming.
GROW - PRACTICAL MARKETING SOLUTIONS | SUNDAY, MAY 26, 2013
[Differentiation] 10 Maxims of Successful Blogging
Your point of differentiation is you. I enjoy coaching people with their blogging efforts and there are 10 pieces of advice I seem to dispense the most often. So I thought you might be interested in these ideas. Whether you are blogging for your business or for the pure joy of it, I think these ideas will help you: 1. Stick to a theme.
MARKETING INTERACTIONS | MONDAY, FEBRUARY 20, 2012
[Differentiation] Convince Execs to Convert to Content Marketing
Differentiate with interactivity for competitive advantage. The way your company chooses to interact with your prospects and customers is the biggest differentiator left. The way marketing has always been done will not produce the results B2B marketers need to grow their businesses today. That's a pretty impressive investment.
SAVVY B2B MARKETING | FRIDAY, MAY 28, 2010
[Differentiation] Savvy Week in Review - May 28
How to Use Information Design to Improve Content Marketing by @soloportfolio via @junta42 Clare McDermott offers great tips for using information design and graphic design to differentiate your content portfolio. With the holiday weekend nearly upon us in the US, it's a good time to take inventory and contemplate life's riches. Enjoy! Mark W.
KOMARKETING ASSOCIATES | MONDAY, FEBRUARY 2, 2015
[Differentiation] What B2B Marketers Need To Know About Social Media Advertising in 2015
Facebook differentiates itself from AdMob the same way it does with AdWords: by targeting the user’s personal data. Over the past few years, advertising on social media has grown in sophistication. Here’s a look at what B2B advertisers can expect from social media platforms in 2015: Mobile Apps Advertising by Social Networks. Conclusion.
IT'S ALL ABOUT REVENUE | WEDNESDAY, OCTOBER 19, 2011
[Differentiation] 5 Reasons Thought Leadership Marketing Matters
The market has a short attention span, which means it’s on you to develop thought leadership that differentiates you from the crowd and gets you heard through the noise. 5. And of those people delivering a big picture talk will be Jeff Ernst , principal analyst at Forrester Research. Ernst delivers counsel to CMOs and top marketers.
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, APRIL 11, 2012
[Differentiation] 3 Steps to a Better (B2B) Customer Experience
Many marketers fail to meaningfully differentiate their customer experience strategy from that of their competitors. So how can you blame customers that who don’t perceive much of a difference between you and your competitors, and instead make their decisions on price? But great customer experiences start here.
JUNTA 42 | WEDNESDAY, DECEMBER 14, 2011
[Differentiation] Forget Content Curation, Focus on Original Content in 2012
Compared to the creation of valuable, relevant, long-form content, curation is simple…and that’s the differentiator for you. Let’s right the ship folks. Content Curation is NOT a Strategy. To find the best and most relevant content and bring it forward. Great…but at the end of the day, we need something to curate.
STORIES THAT SELL | MONDAY, MARCH 9, 2015
[Differentiation] Arm Your Sales Team with Customer Success Slides
The rep is building a PowerPoint with all the key differentiators about your company. It''s 9 a.m. and your sales rep is preparing for a big meeting with a hot prospect in two hours. What examples can she share of current customer successes? Instead, make it easy for your sales reps. What to Include. Voila! meeting.
FOLLOW THE LEAD | WEDNESDAY, JUNE 16, 2010
[Differentiation] Pivot in marketing means more personalized messaging
The difference with using cross-media is you can differentiate every single piece of communication you’re exchanging with clients and start moving the conversation forward.”. “The future of marketing will be more like the past than you could ever imagine.” – Ted Levitt. Remember: friendly, but not familiar,” Rose says. Subscribe to RSS.
MODERN B2B MARKETING | THURSDAY, AUGUST 15, 2013
[Differentiation] What Three Adjectives Describe Your Brand? Here’s How to Find Out
Nouns are generally in indication that your brand needs to work more on differentiating itself. For example, if the word that the majority of people only refer to is ‘car’ when thinking of the brand Mercedes, then it means the company has not differentiated itself from other companies like Honda that also sells cars. Compile and Learn.
MARKETING INTERACTIONS | WEDNESDAY, MARCH 16, 2011
[Differentiation] Does Your Marketing Content Match Your Goals?
At least not in any way that would differentiate you from your competitors. Part of the challenge that marketers have in creating B2B content marketing programs that deliver on the goals set for them is that it takes more than content + email to = results. Content Offers: Analyst research papers discussing topics of interest.
MODERN B2B MARKETING | MONDAY, OCTOBER 15, 2012
[Differentiation] Craig Rosenberg Talks Optimizing Your Funnel, Edgy Content, and the Origins of The Funnelholic
In the following video Craig discusses the origins of the Funnelholic, missed opportunities in the sales funnel, how he differentiates his content to stand out, and a fun story about the much sought after Funnelholic T-shirts that are now collector’s items. For more on Craig Rosenberg check out his blog Funnelholic !
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | TUESDAY, MARCH 11, 2014
[Differentiation] [Video] Dealing with Crazy-Busy Prospects
This makes it a whole lot more challenging to differentiate yourself and keep out of price battles. How does being "crazy busy" impact selling? It affects your prospects in a huge way. First of all, your prospects put up barriers to access. They''re protecting their time at all costs so it''s much harder to set up an initial meetings.
CK'S B2B BLOG | MONDAY, SEPTEMBER 20, 2010
[Differentiation] Mobile Marketing: Resources To Get Your Marketing Aligned With Your Mobile Audiences.
As with all media and marketing programs, you need a strong value proposition, differentiated strategy and a flawless execution. Last week I had the honor of presenting on both social media and mobile media at Optimization Summits in Dallas and I wanted to take this post to share the mobile marketing presentation I created for the event.
HINGE MARKETING | MONDAY, DECEMBER 22, 2014
[Differentiation] Top 10 Professional Services Marketing Today Posts of 2014
Find Your Differentiator: 21 Ways to Gain a Competitive Advantage for Your Firm What makes a successful differentiator? There are three criteria that must be met: the differentiator has to be true, relevant, and provable. This post details 21 differentiators that work. 2014 has been a big year for Hinge. Enjoy! 1.
KOMARKETING ASSOCIATES | TUESDAY, JULY 14, 2015
[Differentiation] 5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing
As someone who truly appreciates the art (and differentiation ) of news writing and blogging, this one took me a while to warm up to. There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe. Each of these visits and interactions with the brand builds awareness among the customer base.
MARKETRI | TUESDAY, MAY 28, 2013
[Differentiation] Generating Leads is a Primary Role of the Savvy Modern Marketer
Some of the basic principles of marketing, like segmentation and differentiation, still apply. What should I expect from my marketing person or department? This is a question that I get asked frequently as an experienced marketer who has worked in-house for big and small companies and as a consultant. So what has changed?
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, SEPTEMBER 12, 2012
[Differentiation] Help Your Reps Make Better Deals – Today!
And at the same time, the deals sellers are putting into the marketplace are more complex than ever before, as companies attempt to escape the commoditization trap with solutions sales, content marketing, and other functional and informational differentiation strategies. Simply put, buyers can’t afford relationship-based sales anymore.
FIFTH GEAR ANALYTICS | THURSDAY, JULY 29, 2010
[Differentiation] How Much Are Your Customers Worth?
Bill Harriss. As marketers, we have heard about it for years: It is important to understand the total value of your customers over the “lifetime” of their relationship with your brand, product or service. Makes sense, right? The Challenge. It’s not always that easy to come up with this “Lifetime Value,” even as a point-in-time metric. Tweet This!
SALES CHALLENGER | TUESDAY, SEPTEMBER 10, 2013
[Differentiation] Are Your Reps More Tiger Woods or Tom Brady?
While much of the differentiation between a good quarterback and a bad quarterback is based on a good amount of inherent skill, a great quarterback is still one that knows how to effectively play to and off of the strengths of his teammates. The selling behavior of many sales reps can be likened to that of a game of golf.
B2B MARKETING INSIDER | MONDAY, APRIL 13, 2015
[Differentiation] 5 Storytelling Lessons From Game of Thrones
The differentiator is amazing, engaging content. Did you watch the Season 5 opener? Well I am totally obsessed about HBO’s The Game of Thrones. Not only is it just great programming. Just in time for the season 5 opener, Lauren B. Mangiaforte shares these 5 Storytelling Lessons from Game of Thrones. Don’t rest on your laurels.
SALES PROSPECTING PERSPECTIVES | FRIDAY, MAY 23, 2014
[Differentiation] How Trade Shows Can Impact Inside Sales Reps’ Sales Skills
On the phone, inside sales reps will often hear the question, “What makes you better than the competition?” By knowing what the competition is actually saying in addition to knowing the differentiators, inside sales reps can better position the company in the marketplace, hopefully gaining the ability to have more quality conversations.
HINGE MARKETING | FRIDAY, DECEMBER 12, 2014
[Differentiation] Why Asking Clients About Your Competitors is Critical
Uncovering the nuances that go into clients’ decision-making processes is critical to identifying and understanding your real competitors and ensuring your branding and messaging truly differentiates your firm. Think you know who your firm’s competitors are? Whose perspective matters most? That’s right – your clients.
GROW - PRACTICAL MARKETING SOLUTIONS | SUNDAY, JULY 22, 2012
[Differentiation] The Net Generation and the future of social media marketing
If you are in an industry that is slow to innovate, is this an opportunity for differentiation and competitive advantage? I saw Don Tapscott speak at SXSW and was inspired to read his excellent book Grown Up Digital. Through How has this changed their outlook, their lifestyle, and their expectations of society? Customization. Scrutiny.
KOMARKETING ASSOCIATES | THURSDAY, JANUARY 15, 2015
[Differentiation] 5 Game Changers Content Marketers Can Steal from House of Cards
content marketers need to find some way to differentiate their content from what’s already out there. Strategies for Content Marketing Differentiation: Stand Out From the Crowd. The stretch of winter after the holidays can be long and hard. Because Frank and Claire Underwood? Are super scary. His advice? Rand Fishkin Interview].
BUYEROLOGY | MONDAY, SEPTEMBER 12, 2011
[Differentiation] Experiential Buying Behavior Takes B2B Center Stage
In such a way that it allows for buyers themselves to create their own adaptive differentiated experiences. Image by davidking via Flickr. In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying. Assist-Enabled Buying. Related articles.
THE ROI GUY | TUESDAY, AUGUST 19, 2014
[Differentiation] How do you Develop and Communicate your Unique Business Benefits?
While buyers are scrutinizing proposals with a keen eye on value / ROI, the average rep still reverts to a less than effective product centric sales pitch – focusing on your product, features and price vs. the buyer challenges and the differentiated value you can deliver in helping overcome these challenges. Benefit Categories?
IT'S ALL ABOUT REVENUE | THURSDAY, DECEMBER 25, 2014
[Differentiation] 5 Books to Recharge Your Strategy in 2015 and Beyond
Albee outlines clear-cut strategies for developing customer-oriented communications, identifying the distinct value that differentiates your company, and making the shift from singular communications to a continuum approach that aligns outcomes to business objectives. Check them out! 1. The book will be available January 6. 2. Of course not.