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!
CUSTOMER EXPERIENCE MATRIX | THURSDAY, FEBRUARY 9, 2012
[Differentiation] NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?
NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Still, I’m not entirely ready to give up on technology as a major differentiator. I don’t know whether to laugh or cry. New-ish marketing automation vendor NurtureHQ showed me its product recently. It’s really nice. think not.
BIZNOLOGY | WEDNESDAY, MAY 1, 2013
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.
FOLLOW THE LEAD | TUESDAY, JUNE 1, 2010
[Differentiation] Pre-production half the battle in creating meetings with C-level
Be invaluable: Realize that you are the primary differentiator today. Guest Blog | Jill Konrath. Ever try to set up a meeting with a senior-level executive? Then you know how tough it is to connect with these crazy-busy people who are never in their office, rarely answer their phones and seldom reply to voicemail or e-mail. Subscribe to RSS.
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.
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!
CUSTOMER EXPERIENCE MATRIX | TUESDAY, SEPTEMBER 20, 2011
[Differentiation] Useful Tips from Inbound Marketing Summit and Hubspot User Group
I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. These featured a flock of first-rate speakers who presented more useful information than I can jam into a single blog post. That said, here are highlights from my notes. Sorry Youngme, but I still detest IKEA. and 4 to 6 p.m.;
BUZZ MARKETING FOR TECHNOLOGY | TUESDAY, APRIL 13, 2010
[Differentiation] Wayne Gretzky was an Inbound Marketer
And in business if you want to stand out from the crowd and the very best way these days to distinguish yourself is to create content that is differentiated and that people want to read by applying what I am now calling the Wayne Gretzky School of Inbound Marketing! Tweet This! Share this on Facebook. Share this on Linkedin. Digg this!
B2B MARKETING UNPLUGGED | THURSDAY, JULY 28, 2011
[Differentiation] Trout on Strategy is an Acquired Taste
The first is a fun trip through differentiation (from Differentiate or Die: Survival in Our Era of Killer Competition - - affiliate link) and it’s worth reading if you are thinking of pitching customer service or quality as a point of differentiation (don’t). Hotness is also a differentiator. And why? affiliate link).
B2B LEAD BLOG | MONDAY, NOVEMBER 10, 2014
[Differentiation] Messaging Masters: Ensuring Everyone Gets What They Need
point of differentiation. 'Marketing messaging can mean a lot of things. Positioning Statements, Message Maps, Taglines, Mission Statements and more fall into the Messaging category. Let’s start with Positioning Statements –. positioning statement is NOT a tagline, a slogan, a message to your prospect or customer or a business plan.
FEARLESS COMPETITOR | THURSDAY, MARCH 15, 2012
[Differentiation] Want to Host Your Own Company TV Show? Talk to the Host of Mad Marketing TV!
Content Differentiation. Can You Use the Expertise from Mad Marketing TV for your firm? Mad Marketing TV, the terrific marketing and sales show sponsored by Act-On Software and hosted by Jeff Ogden is the world’s first “TV on the internet” show. We interview top industry experts and share great thought leadership content.
B2B MARKETING UNPLUGGED | THURSDAY, FEBRUARY 28, 2013
[Differentiation] Six Ways to Not Suck at Selling Things to Me
Here are some things that were offered up to me recently as competitive differentiators: we have a form our clients fill out before we work on a project. Did I send some message into the universe that attracts bad sales people? Is there a rehab centre nearby for under-performers? What is new is how absolutely atrocious they are. Seriously.
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.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, SEPTEMBER 8, 2014
[Differentiation] The Twitter strategy shift and what it means to you and your business
By imposing algorithms to make Twitter more Facebook-like, it wouild be destroying a core point of differentiation for the channel. By imposing algorithms to make Twitter more Facebook-like, it wouild be destroying a core point of differentiation for the channel. This lines up with an earlier statement from C EO Dick Costolo. Nobody.
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, SEPTEMBER 30, 2014
[Differentiation] Your social media strategy plan: Where do you START?
Can you finish this sentence: “Only we …” To do that, you need to know your true differentiators, your customer’s un-met and under-served needs, and the competitive landscape. To do that, you need to know your true differentiators, your customer''s un-met and under-served needs, and the competitive landscape.
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. Sharing has ceased to be an endorsement of the quality of content. ie “LOVE this post! … or “+100 RT … ). Forget the Rules. Say Why.
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. Add offers to the sidebar.
GREAT B2B MARKETING | WEDNESDAY, DECEMBER 26, 2012
[Differentiation] Marketing Game Changers for 2013
Here are a couple of BHAG ideas: Differentiate your company with a compelling and differentiated value proposition. It’s the season for wrapping up the old year and prepping for the next. Here are six ideas to get you started: 1. Understand your sales lead requirements. Tune or replace your sales model. Resolve to be BOLD. Chris.
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. 'by Melissa Madian | Tweet this “I know I need to be unique and different when talking to customers; but I don’t know how?”. He was clearly embarrassed, lost and distraught. Offered unique, valuable perspectives on the market. Helped navigate alternatives. WRONG.
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.
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.
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.
SALES PROSPECTING PERSPECTIVES | THURSDAY, JULY 31, 2014
[Differentiation] #ProspectingChat: Experiences Outsourcing Inside Sales Functions
We''ll ask participants to "role-play" as a new tech company and consider the various differentiators that play into the decision to insource, outsource, or create a hybrid of the two for your company''s inside sales functions. 'It''s time for another #ProspectingChat over at AG Saleswork''s Twitter account. Each chat lasts 1 hour long.
SALES LEAD DYNAMICS | THURSDAY, MARCH 22, 2012
[Differentiation] You Found Your Niche. Now, Craft Your Message.
You can’t differentiate your firm from others. The three elements of an effective message are: resonate, differentiate, substantiate. Differentiate – Unless you can differentiate yourself from the scores of other, say, communications training consultants, you’re simply a commodity. In my last blog post Find Your Niche!
THE ROI GUY | TUESDAY, SEPTEMBER 13, 2011
[Differentiation] When are Interactive White Papers best used in the sales & marketing process?
When solutions are being investigated, during the consideration phase, buyers need help in understanding the differentiating various solution options and alternatives, and quantifying the economic justification. interactive smart content interactive white paper Demand Generation Pisello Alinean
SALES PROSPECTING PERSPECTIVES | MONDAY, AUGUST 30, 2010
[Differentiation] Does your inside sales team have the tools to succeed?
Competitors/Differentiators – The number one reason that a company is not interested in your solution is because they are using something or someone else. It is extremely important to have as much information on your competitors as there is on your solution and what differentiates you in the market. Is your website up to date?
INDUSTRIAL MARKETING TODAY | TUESDAY, AUGUST 16, 2011
[Differentiation] Small Manufacturers Use Social Media Effectively
These are very important considerations in differentiating one shop from another in an industry that is highly fragmented and extremely competitive with constant price pressures from offshore suppliers. However, these have been from other industrial marketing consultants like me. Videos play a key role in manufacturing marketing.
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? B, right?
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.
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.
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 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.
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
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.
VIEWPOINT | THURSDAY, MAY 5, 2011
[Differentiation] Revenue Performance Management: Doing For Revenue What ERP Does For Ops?
In a recent article on Revenue Performance Management in Marketing Automation Software Guide, Lauren Carlson does a nice job of providing a context for the RPM discussion by differentiating it from marketing automation, reviewing the factors motivating its advancement, and raising good questions.
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.
SALES CHALLENGER | TUESDAY, SEPTEMBER 18, 2012
[Differentiation] Breaking the Doom Loop of Sales Hiring
The annual cost differential between organizations that select the right hires compared to those that do not is $28.5 By Doug Hutton. Sales hiring decisions often lead to classic buyer’s remorse. Sales managers wonder whether a new hire can thrive in a unique selling environment, particularly if they weren’t involved in the interview process.
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?”
MARKETING INTERACTIONS | WEDNESDAY, AUGUST 18, 2010
[Differentiation] Marketing Above the Noise
So, if there are only so many benefits, values or outcomes (pick your term) - how are companies going to differentiate themselves and their products to a marketplace where their prospects are hearing the same things from countless vendors? Boy is there a lot of noise in the marketplace today! Products/Solutions can INCREASE: Revenues.
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. '(For those who unfortunately missed the show premiere on Thursday, we share an encore show on Sunday too.). By the way, this award-winning blog is powered by WPEngine – the best and fastest hosting available. Want to supercharge your WordPress blog?
HUBSPOT | WEDNESDAY, JUNE 1, 2011
[Differentiation] What Do 76% of Consumers Want From Your Website? [New Data]
Don't differentiate with the design/functionality of your website. Do differentiate your company by making it really easy for your customers to find what they want on your website. 76% of consumers say the most important factor in a website's design is "the website makes it easy for me to find what I want.". Test, test, test!
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, JUNE 3, 2014
[Differentiation] Three Essential Content Marketing Practices
You should also write in a way that establishes thought leadership by differentiating you from the many others who are vying for your prospects’ attention. 'Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Essential 2: Write well.
B2B LEAD GENERATION BLOG | SUNDAY, JUNE 17, 2012
[Differentiation] B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’
How you sell is how you’ll differentiate yourself,” Dickie notes. Related Resources: Customer-centric Marketing: Tap into your culture to differentiate from the competition. Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. warns Dickie. Sales
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.
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 | 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.
DIGITAL BODY LANGUAGE | THURSDAY, AUGUST 13, 2009
[Differentiation] What is B2B Marketing?
Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. What exactly defines Business to Business (B2B) Marketing?
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?
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. 'Buffer Recently I joined a marketing firm to manage a huge global client. Great job. High salary. Big responsibilities. I was thrilled. But things were ugly.
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. 'Content quality vs. content quantity. How How much content is enough? Reach vs. frequency.
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. 'Like every new blogger, my dream of success meant getting a business superstar to share my content online. Look at me—I went viral! The ultimate metric?
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, NOVEMBER 17, 2014
[Differentiation] Five 2015 digital marketing trends for your consideration
think we are getting to the point where Internet safety will be an important and distinguishing point of marketing differentiation. think we are getting to the point where Internet safety will be an important and distinguishing point of marketing differentiation. It is also what I love to do most … think about what’s next!
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?
SALES PROSPECTING PERSPECTIVES | FRIDAY, MAY 23, 2014
[Differentiation] How Trade Shows Can Impact Inside Sales Reps’ Sales Skills
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. The power of face-to-face interaction in sales should never be undermined. Public Speaking. Competition.
THE ROI GUY | TUESDAY, DECEMBER 16, 2014
[Differentiation] Value Selling and the Buyer’s Journey: 3 Conversations to Get "Do Nothing" to "Yes"
With today’s new breed of buyer, it is vital to not just pitch products, but facilitate the buyer’s journey: sequentially delivering the provocative messaging, insights, financial justification and differentiation to advance from “Do Nothing” to “Yes”. At this stage, the question to answer is “ Why Change? ”. Why Now? Why You
SAZBEAN | TUESDAY, FEBRUARY 14, 2012
[Differentiation] 8 Simple Strategies: Take Your Blog From Blah to Brilliant
Taking a strong stand on your area of expertise will not only differentiate your blog from others, it will start attracting those readers and customers who share those opinions as well – and that means more ideal customers for you. Blogs are now the norm. You’ve probably added a blog to your site – because that’s what you’re supposed to do.
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, OCTOBER 24, 2012
[Differentiation] Content Marketing’s Deadly Trap
Serving as an information broker will help re-insert our offering into the conversation and differentiate us as a supplier. So, at this point, I think most B2B marketers are sold on the value of content marketing. So we say – if you can’t beat budget pressures and the information revolution, join them! At least, so the story goes.
REPUTATION TO REVENUE | MONDAY, APRIL 26, 2010
[Differentiation] The lure of cheap content in B2B marketing
Forgoing competitive review despite the need to differentiate. An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The mills themselves are mainly a B2C issue (at least for now!). Minimizing group review in the rush to meet deadlines.
LEADER NETWORKS | FRIDAY, MAY 29, 2009
[Differentiation] How to kill an online community in 10 easy steps
5) Assume size is THE critical differentiator. There has been a lot of buzz lately about how many empty or failed online communities litter the web. As with any hype-cycle, people run out to get or make the latest thing - in this case a social network or community - and often don't think through what having one will be like.
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.
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.
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! The book will be available January 6. Of course not.
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 !
SALES PROSPECTING PERSPECTIVES | TUESDAY, SEPTEMBER 27, 2011
[Differentiation] 5 Productivity Killers For Your Cold Calling Team
Most people my team speaks to all day want have some collateral to review that gives them a good sense of the product/service and differentiators before they commit to an hour demo with a sales rep. Another core requirement should be a few compelling differentiators to share that set you apart from the competition.
IT'S ALL ABOUT REVENUE | FRIDAY, SEPTEMBER 7, 2012
[Differentiation] The 4 Things I Never Want to Hear on a Sales Call
“Our claim to fame is [insert vendor babble]…” If you have to start with that statement, it completely deflates the impact of the differentiator. by Melissa Madian | Tweet this I’m a sales person’s worst nightmare. That means I can purchase tools and services for the team. At all. Tell me more” 3.
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.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | TUESDAY, FEBRUARY 25, 2014
[Differentiation] Why Half-Baked Ideas Are Perfect Sales Conversation Starters
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. 'It happened again last week. WRONG!
CUSTOMER EXPERIENCE MATRIX | THURSDAY, OCTOBER 30, 2014
[Differentiation] Wise.io Provides Another Choice for Automated Predictive Modeling
By now, you can probably recite along with me as I list the key differentiators for predictive systems. 'I’m beginning to feel like Lucille Ball in the chocolate factory: predictive modeling systems are coming at me faster than I can review them. had already planned this week to write about Wise.io This week, I’ll stick with Wise.io. inputs.
DIGITAL VOICES | THURSDAY, FEBRUARY 27, 2014
[Differentiation] Leveraging Big Data and Creative Content for Customer Engagement
Content creation and statistical data analysis has become the competitive differentiator for developing highly effective multi-channel marketing campaigns. 'Why is content such a “buzz”?! In 2010 the curation of content became the mantra for all things digital. What do marketers need to penetrate? Diagnostic : Why did it happen?
CUSTOMER EXPERIENCE MATRIX | MONDAY, MAY 21, 2012
[Differentiation] Experian Buys Conversen Marketing Automation to Strengthen Its Offerings
Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multiple channels. See my review from February 2010 for a more detailed explanation.
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.
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.
GREAT B2B MARKETING | TUESDAY, FEBRUARY 5, 2013
[Differentiation] Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy
didn’t reproduce the boilerplate verbatim; I translated and expanded on the differentiators there. You convene some hasty brainstorming sessions and your marketing or PR person (if you have one) knocks it out like a quick and painful homework assignment and, after a few revisions, it’s baked. Congratulations.
GREAT B2B MARKETING | WEDNESDAY, OCTOBER 24, 2012
[Differentiation] Creating an Effective B2B Marketing Machine
Most important, all messages should be based on a compelling brand promise and a differentiated value proposition. ” This comment resonated with me because it perfectly sums up our philosophy of B2B marketing. We refer to this as being “coin operated.” Consistency – You must have a consistent message across all media.
WHAT WORKS - WHAT DOESN'T | TUESDAY, JUNE 22, 2010
[Differentiation] Why "Cost Per Lead" Is The Wrong Question
Some vendors try to ease the confusion by differentiating between “leads” (less qualified) and “prospects” (more qualified.) Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. Naturally, the price goes up the better the “lead” is.
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.
INBOUND SALES NETWORK | TUESDAY, NOVEMBER 15, 2011
[Differentiation] Reality Check: It’s Not the Medium it’s the Message!
Companies need to differentiate themselves from their competition – or they will lose out. Using their power messaging approach, Erik, Tim and their customer messaging company, Corporate Visions , create more opportunities, differentiate their clients solutions, and close more deals. It just doesn’t happen that way.
FUNNEL FOCUS | TUESDAY, NOVEMBER 9, 2010
[Differentiation] Brent Mellow Helps You Choose the Right Marketing Solution
Regarding marketing automation, Mellow sums it up pretty well, when he states, “The differentiating feature of a marketing automation application vs. an email marketing application, is automation as the name implies.” Dynamic Content - automatically provide alternative content based on segmentation parameters.
ANYTHING GOES MARKETING | SUNDAY, MARCH 8, 2009
[Differentiation] Social Media Success Stories
Blogger: Blogging is the Differentiator Some people may have written off blogging and I admit that I have a love/hate relationship with it but in 2009 I’m definitely seeing it as even more important social media tool. How am I doing this? With real stories! In a few short months, the group has 32 members without having done any advertising.
JUNTA 42 | FRIDAY, JULY 16, 2010
[Differentiation] Create Your Own Content Category
Are you truly providing anything that will differentiate you from your competitors, over the thousands of other messages out there your customers are possibly engaging with? One of the tenets to delivering higher purpose content marketing is to develop your own content category. Let me explain. What do we do?". Citrix created the category.
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!
BIZNOLOGY | MONDAY, MARCH 26, 2012
[Differentiation] Craft a Compelling Offer for Paid Search Marketing
A great way to differentiate yourself in a highly competitive environment. Image via CrunchBase. The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. Since you are paying for each click, your ROI depends more on quality than on quantity.
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 ? What would happen if you tried to differentiate yourself and embraced social helping instead of social selling? 'One of the most pervasive mantras on the social web is “don’t sell.” Step one. WRONG. WRONG.
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.
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.
INDUSTRIAL MARKETING TODAY | MONDAY, AUGUST 20, 2012
[Differentiation] Industrial Content Marketing is Not Just for SEO
He finds it difficult to articulate it into written words and differentiate our company. Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. Why do I say that? See my post, “You’ve Got Traffic.
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.
SALES PROSPECTING PERSPECTIVES | WEDNESDAY, JANUARY 15, 2014
[Differentiation] The 2014 Priority List for Marketers
Killer content is the key to differentiating yourself amongst a sea of competitors. 'Sales Prospecting Perspectives is pleased to bring you a post from Tamara Graves , Senior Director of Demand Generation at NetProspex. The holidays have passed and marketers are focusing on what will make them more effective and successful in 2014.
SAZBEAN | WEDNESDAY, MAY 16, 2012
[Differentiation] Get Obsessed with Your Message
quick dictionary moment, to differentiate between your voice, your topics and your message. Blog = up? Posts = rolling? It’s time to get obsessed with your message. Your voice is what makes your writing distinctive, compelling, unmistakably you. You’ll carry your voice from your blog, right into your book. Seamless, identifiable. Individual.
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.
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.
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?
MI6 MARKETING AGENCY | MONDAY, JANUARY 10, 2011
[Differentiation] Twitter for B2B Marketing
think the differentiator is HOW twitter is used. For B2B compet differentiation is always about how well you solve customer probs/needs, enable cust success – do same on Twitter. Don’t see Twitter usage as competitive differentiator per se – it’s what’s being done with Twitter that can differentiate.
TRADESMEN INSIGHTS | THURSDAY, MARCH 17, 2011
[Differentiation] 5 Practical Ways Manufacturers Can Use 2D Bar Codes
Packaging - A great way to differentiate yourself at the store level and give your customer reasons to buy. 2D bar codes are growing in use across the world ( usage quadrupled in 2010) and the USA for the first time leading in the number of scans according to 3GVision. What are you doing to capitalize on these codes?
GROW - PRACTICAL MARKETING SOLUTIONS | SUNDAY, NOVEMBER 7, 2010
[Differentiation] Ten reasons to blog – even if nobody reads it
2) Marketing differentiation – Finding a way to stand-out may be the most difficult chore a business faces. . Building an engaged community through a business blog can be extremely difficult — sometimes impossible. There must be some good business reason they do it, right? . There better be. Do your competitors have a blog?
TOMORROW PEOPLE | WEDNESDAY, FEBRUARY 1, 2012
[Differentiation] What Does Google+ Bring to the Social Media Table?
Google+ does do quite a bit to differentiate itself from Facebook , though. This same trend of differentiation extends to other aspects of Google+. In the latter half of 2011, Google rolled out its own social network. Dubbed Google+, the service is Google's second attempt at a social network. Similarities to Facebook. Circles.
B2B LEAD GENERATION BLOG | SUNDAY, MAY 6, 2012
[Differentiation] Communicating Value Helps Double Inbound Leads and Increase Revenue, Site Traffic and More
He spent six months examining what differentiated Celarity from the competitors and analyzed competitors’ performance. Tweet To successfully ride the winds of change, emphasize the positive: Look at what your customers value most about you, and make that the focus of your marketing communications. Step #1: Clarify value. Celarity, of course.