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  • IT'S ALL ABOUT REVENUE  |  MONDAY, SEPTEMBER 26, 2011
    [Differentiation] 6 Steps to Defining Your Value Proposition from MarketingSherpa
    To truly stand out, you need to frame this question on three different levels: the prospect level, where you address the needs of the buyer; the product level, where you differentiate what you’re selling; and the process level, where you make clear the value of going through the process, be it a click or a purchase. Frame the Question.
  • WEBBIQUITY  |  TUESDAY, MARCH 8, 2016
    [Differentiation] 22 Tantalizing Content Marketing Stats and Facts
    But the capacity of buyers to consume content hasn’t changed, making content quality (as noted by several contributors to the 2016 B2B Marketing Trends report ) the focus of differentiation moving forward. Image credit: MarketingProfs. Already widespread, content marketing will continue to grow. But that won’t last. Lenati ). 2.
  • FEARLESS COMPETITOR  |  SATURDAY, JULY 20, 2013
    [Differentiation] Should You Do Buyer Personas In-House or Outsource Them?
    Since marketers struggle with content marketing and differentiation, getting quality buyer insights from good buyer personas is a key competitive advantage for those who do it right! Adele Revella. Jeff Ogden , the award-winning marketing expert has been trained in Buyer Personas by the Buyer Persona Institute. ”). By  Adele Revella.
  • B2B MARKETING INSIDER  |  THURSDAY, APRIL 18, 2013
    [Differentiation] Marketing Transformation: 3 Leadership Skills You Need To Succeed
    As organizations seek to differentiate themselves, Marketing has taken on a more prominent role in many organizations. Has the rise of digital, social and mobile technologies affected your marketing organization? Simple advertising campaigns and tactical approaches to gain new customers are no longer enough. Image Source. Strategy
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, JUNE 22, 2015
    [Differentiation] Tealium Grows from Tag Manager to Customer Data Platform
    It’s an important differentiator compared with other Customer Data Platforms, which often don’t support true real-time interactions. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. To some degree, the difference is just a matter of presentation. So Tealium does support customer messaging.
  • THE NEW STRATEGIST  |  THURSDAY, OCTOBER 15, 2015
    [Differentiation] Marketing Doubleshot Podcast – Ep.11 – Pinterest the Search Engine & Agencies Making Software
    In this episode, Jonathan Barrick and Josh Muirhead discuss how Pinterest and its search mechanics combine with other key aspects of the platform to bring power to digital marketers, and a recent article about how marketing agencies should be taking a good hard look at software as a competitive differentiator.
  • 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.”
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JANUARY 25, 2012
    [Differentiation] Forget demographics. It’s all about the socialgraphics
    In a noisy online world increasingly cluttered with content, understanding your customers this deeply may be the only way to create a point of differentiation for your brand in the long-term. By Neicole Crepeau, Contributing {grow} Columnist. Socialgraphics helps move your message. Levels of socialgraphics. The hunt for socialgraphic data.
  • HINGE MARKETING  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] Elements of a Successful Brand 8: Messaging
    core brand message communicates the values and key differentiators that define the brand. firm that struggles to differentiate itself in the marketplace, for instance, may formulate a tagline or marketing campaign theme that contrasts itself with the rest of the industry (Avis’s “We try harder” comes to mind).
  • 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? 
  • 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.
  • HUBSPOT  |  THURSDAY, DECEMBER 27, 2012
    [Differentiation] The 5 Questions You Should Ask to Nail Your Product Messaging
    With a broadly known slogan, “Tapped From the Rockies,” one of Coors' biggest brand differentiations was the freshness of the water used in its beers' brewing process. Market differentiation is partly product and partly message. In 1990, Coors Brewing introduced a revolutionary new product. It was going to change everything.
  • 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.
  • WEBBIQUITY  |  TUESDAY, MAY 31, 2011
    [Differentiation] Trust Me: Why Trust is Crucial for Business Success, and How to Built It
    Differentiate yourself, with disparaging your competition. According to a recent presentation from HubSpot , “selling is 10X easier once you have established trust.&# Other than having something of value to offer, trust is the most essential element for business success. She laughed, then said, “You know what’s amazing?
  • 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.
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, FEBRUARY 4, 2014
    [Differentiation] Big Bang Marketing is Out – Agile is In
    Big Bang and agile campaigns have one major thing in common – they require compelling and differentiated messaging to be successful.  I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC.  In the old days (e.g. This could be a massive advertising campaign (e.g.
  • VERTICAL RESPONSE  |  TUESDAY, OCTOBER 20, 2015
    [Differentiation] Even the Smallest Businesses Can Sink its Teeth into These 10 Branding Lessons from Apple
    Differentiate yourself with real differences. Instead, differentiate yourself as Apple did, through innovation, superior customer service, and marketing and advertising campaigns that engage consumers’ emotions. Find substantive ways to differentiate yourself from the competition. Good branding yields countless benefits.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 24, 2015
    [Differentiation] Seven fascinating marketing lessons of 2015
    Related Stories A solution to the content marketing measurement puzzle The real problem with real time marketing Case study: Social media engagement as a point of differentiation. 2015 is going down in the books as a transformational year for the discipline of marketing. There is just so much going on … and it’s going on so FAST!
  • B2B MARKETING INSIDER  |  THURSDAY, MAY 24, 2012
    [Differentiation] 5 Steps to Achieve Content Marketing Success [Slides]
    You need to differentiate between tools vs. strategy and you need to integrate your advertising into pull-marketing tactics. #ContentMarketing: The Hottest Marketing Buzzword of 2012. Because as consumers are tuning out marketing messages at all stages of the buying process, conversion rates are starting to plummet. And not just some of us.
  • JUNTA 42  |  SUNDAY, FEBRUARY 14, 2016
    [Differentiation] Why Content Marketing Awards Are More Than Just a Hug for Your Brand
    There is only one way to differentiate ourselves in the marketplace … to our customers. I’ll be honest with you: I used to think that awards programs were just another way organizations could extract money from needy agencies and brands that want a hug. Especially this year. Let me explain. The shiny luster of content marketing is gone.
  • WEBBIQUITY  |  TUESDAY, MAY 13, 2014
    [Differentiation] The Most Important Force for Increasing Leads and Sales
    human voice on the other end of the line can be both a powerful differentiator and friction-reducer. In sales situations where vendors are unfamiliar and product differentiation is unclear or insignificant, buyers will seek broader information about the companies in order to arrive at a decision. Photo Credit: LGEPR via Compfight cc.
  • JUNTA 42  |  SUNDAY, NOVEMBER 22, 2015
    [Differentiation] Doing Content Marketing Right, and Wrong, at the Same Time [Australia Research]
    It’s likely that the stories being told are not differentiated in any way, and is like anything else their customers can find in various places around the web. The results of our 2016 Content Marketing Benchmark, Budgets, and Trends for Australia caught the research team in an interesting predicament. How strange. Proper results take time.
  • VIEWPOINT  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] Good Reads for B2B Marketing - Are You Achieving High Performance Marketing?
    His approach can be applied to marketers and are valuable reminders of what differentiates mediocre marketing from great marketing. Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.
  • VIEWPOINT  |  THURSDAY, JUNE 6, 2013
    [Differentiation] Good Reads for B2B Marketing - 5 Buyer Behaviors Reshaping B2B Marketing
    He noted that booths look the same with little differentiation and are staffed with untrained talent. Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. Via GreatB2BMarketing.
  • 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.
  • B2B MARKETING INSIDER  |  THURSDAY, MARCH 8, 2012
    [Differentiation] Is Your Content Boring? Here’s 6 Steps To Great Content
    Joe outlined 6 things that differentiate the good from the truly great content: Having a focused content mission and platform or destination. Does your content bore your audience to death? Good content educates, entertains or even amazes your audience because it starts with a focus on them, not you. The Content Marketing Challenge. Blogs.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JUNE 11, 2015
    [Differentiation] Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps
    Keep in mind what makes your story unique and what differentiates you from your competitors. The growth of digital content has exploded. According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week.
  • B2B MARKETING INSIDER  |  MONDAY, FEBRUARY 23, 2015
    [Differentiation] Personas Are Great (Except When They Suck)
    And I made sure to differentiate personalized content from personas. I recently presented at a Content Marketing conference on the topic of  content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. Except when they suck! . actually like personas.
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, DECEMBER 3, 2013
    [Differentiation] Sponsored Content: Edge of integrity or the salvation of advertising?
    Radical honesty as a point of differentiation. Radical honesty as a point of differentiation. Sponsored content is probably the hottest — and most controversial — marketing trend around. The fact of the matter is that sponsored content works best when you don’t know it’s an ad. Will the FTC regulate this trend?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 30, 2013
    [Differentiation] Time to re-think your business: “Competitive advantage” no longer exists
    Michael Porter says competitive advantage means having low costs, differentiation or a successful focus (niche) strategy. But you can’t use any of these definitions (other than low costs, differentiation or successful focus) to know whether a firm in fact has a competitive advantage. By Dr. Milind Lele, {grow} Community Member.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SATURDAY, MARCH 5, 2016
    [Differentiation] Three companies using IT for dramatic transformation
    The company repairs a lot of cars and they are using insights from Big Data as a point of competitive differentiation. The company repairs a lot of cars and they are using insights from Big Data as a point of competitive differentiation. I used to work for a big global company. It is a necessary evil. It is a cost to be cut. Firestone.
  • VIEWPOINT  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] 4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
    Matt differentiates between copywriters, content creation, and product planners and reminds us that customers are human, and they react very well to messages with emotion. In a recent interview, I sat down with Matt Heinz to pick his brain. pitched him the question, “What makes a dream marketing team and how should a CMO build one?”
  • TRADESMEN INSIGHTS  |  TUESDAY, FEBRUARY 3, 2015
    [Differentiation] What Will our B-to-B Marketing Responsibilities Look Like in 2 Years?
    But the ultimate end game was to differentiate your brand and help identify and create good leads for sales to follow-up on. Marketing’s role over the last decade has been pretty simple. Focus on your brand and identify new potential sales. The article claims that the top 3 current responsibilities won’t even be on their list.
  • HUBSPOT  |  THURSDAY, DECEMBER 17, 2015
    [Differentiation] How to Balance Innovation and Competition: Growth Secrets From Lyft's CMO [Podcast]
    These quirks help differentiate Lyft as the friendly, human option in an uber-competitive industry. If you've ever taken a Lyft, you know the ride's been a little different than those with other ride-sharing apps. Your car is adorned with a bright pink mustache. You sit right up front next to the driver. You may even give them a fist bump.
  • 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.
  • HINGE MARKETING  |  THURSDAY, FEBRUARY 19, 2015
    [Differentiation] 4 Tips to Incorporate Visuals into Your B2B Content Marketing Strategy
    There are a number of different ways your firm can use videos to connect with your buyers and showcase your brand, communicating your differentiators and establishing your personal approach and values. When most firms begin creating a new B2B content marketing strategy , they focus on written content. Here are four powerful techniques. 1.
  • 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.
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 20, 2016
    [Differentiation] How long should your online business video production be?
    In the office, commuting to work, and during off hours; on our desktops, laptops, tablets and mobile devices…we are all watching more online videos for business than ever before. We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. 180 seconds?
  • 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  |  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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, AUGUST 12, 2015
    [Differentiation] Three uncomfortable lessons about criticism I learned from publishing my book
    If you can differentiate between the two, your writing will improve but you can also stay true to yourself. If you can differentiate between the two, your writing will improve but you can also stay true to yourself. By Mars Dorian, {grow} Contributing Columnist. have a new baby. Of course I’m talking about the new sci-fi novel.
  • 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.
  • WEBBIQUITY  |  TUESDAY, MARCH 15, 2016
    [Differentiation] 16 Enigmatic Business Blogging and Other Marketing Stats
    These research findings address high-level topics like the value of marketing and the future of brand differentiation. As winter comes to an end, so too does the  Winter Wonderland of Marketing Stats series that’s been running here over the past few months. For example, what percentage of businesses maintain company blogs? Meghan M.
  • 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! .
  • CMO ESSENTIALS  |  THURSDAY, JULY 2, 2015
    [Differentiation] Call To Action: Close Your Buyer Journey Gaps
    Time and again, organizations focus on the middle stage of the buying process, missing the tremendous opportunities to differentiate at the very beginning and end of the journey. The information you provide here will help buyers determine how your solution differentiates from similar alternatives.  Stage 1: The Purchase Trigger.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, AUGUST 19, 2013
    [Differentiation] Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee
    by Amanda Batista | Tweet this Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. Albee will present during the event, and highlight how content marketing tips for marketers and help you learn how to: Elevate your brand in the minds of buyers.
  • WEBBIQUITY  |  MONDAY, JUNE 24, 2013
    [Differentiation] Book Review: Content Rules
    ” Which is pretty much what WPO is. • To differentiate their content, and companies, in a crowded market, content creators must “expand their traditional notions of corporate identity to include language, the words a company uses, and tone of voice. Branding, after all, is about differentiation. Ann Handley and C.C.
  • HUBSPOT  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] Go Beyond Blogging: How to Become a Great Storyteller
    That''s what differentiates an article, from a story. In fact, it''s highly effective in telling a remarkable story and differentiating your brand. This post originally appeared on Inbound Insiders , a new section of HubSpot''s Inbound Marketing Blog. Opinions are like blogs: Everyone has one. Is this not why you are here? ”. Well, no.
  • HUBSPOT  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] Go Beyond Blogging: How to Become a Great Storyteller
    That''s what differentiates an article, from a story. In fact, it''s highly effective in telling a remarkable story and differentiating your brand. This post originally appeared on Inbound Insiders , a new section of HubSpot''s Inbound Marketing Blog. Opinions are like blogs: Everyone has one. Is this not why you are here? ”. Well, no.
  • JUNTA 42  |  SATURDAY, JULY 25, 2015
    [Differentiation] This Week in Content Marketing: Content Marketing Budgets Still the Size of Pluto
    In this week’s episode, Robert and I discuss the massive growth of how-to videos on YouTube and what marketers need to do to differentiate their video content. Robert and I agree that only producing how-to videos isn’t enough for brands to differentiate themselves. advertisers. This week’s show. Content marketing in the news.
  • HUBSPOT  |  TUESDAY, FEBRUARY 11, 2014
    [Differentiation] Twitter Tests Out New, More Visual Layout
    Whatever happened to differentiation? The closer these networks get to each other on features, layout, and audience size, the harder it''ll become to establish that competitive differentiation to their target customers -- the businesses they want to hang out (and spend money) there. Here''s what it looked like: Look Familiar? But also.
  • HINGE MARKETING  |  TUESDAY, MARCH 29, 2016
    [Differentiation] Creating Stronger Brand Value Wins More Business
    He was stymied because the junior staff, while technically excellent, did not communicate the firm’s differentiators as clearly as he could. Internally , begin by educating all employees on your firm’s core differentiators. If you are among them, you are certainly not alone. Breaking Down Your Brand. Additional Resources.
  • DIGITAL B2B MARKETING  |  TUESDAY, NOVEMBER 29, 2011
    [Differentiation] Inbound Marketing: A Square Peg in a Round Hole?
    Every company is looking to differentiate by meeting specific business needs. They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. Two weeks ago, I wrote Just Say NO to Marketing Advice. But it doesn’t make sense for all. Period.
  • HINGE MARKETING  |  WEDNESDAY, JULY 15, 2015
    [Differentiation] A 10 Step Brand Development Strategy for Your Professional Services Firm
    strong, well differentiated brand will make growing your firm much easier. SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed. 6. Your brand is perhaps your professional services firm's most valuable asset. Not convinced? Consider what a professional services brand is. Your Brand Defined.
  • GREAT B2B MARKETING  |  TUESDAY, SEPTEMBER 18, 2012
    [Differentiation] How to Build Company Value in a Down Economy
    Here are some examples of audacious goals for your consideration: Double the sales team’s quota Triple the number of inbound sales leads Cut the cost of new customer acquisition by 50 percent Increase your web traffic by 250 percent Two or more of the above Differentiate – Most successful companies are highly differentiated.
  • HINGE MARKETING  |  TUESDAY, FEBRUARY 2, 2016
    [Differentiation] AEC Marketing: The Upcoming Elections Demand Change
    ” Such responses, however noble, cannot help your firm differentiate itself in a crowded federal marketplace. And, even if a virtue is a differentiator, a client will not experience the value of your virtue until they’ve been working with your firm for some time. Using research to identify differentiators reduces risk.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  WEDNESDAY, OCTOBER 30, 2013
    [Differentiation] Elevator Speech vs. Unique Selling Proposition vs. Value Proposition
    Its primary value is to create competitive differentiation. A USP is often used in marketing materials or in talking with customers who are ready to buy. Without a strong value proposition , it’s much harder to sell your products or services in today’s economy, much less even get in the door of big companies. But what is a value proposition?
  • GREAT B2B MARKETING  |  TUESDAY, JANUARY 27, 2015
    [Differentiation] How to be a Great B2B Marketing Coach
    You can do the marketing version of this by getting so cautious that you lose your differentiation and competitive advantage. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. Some coaches (e.g.
  • ANNUITAS  |  THURSDAY, OCTOBER 8, 2015
    [Differentiation] Why Demand Generation Should Be Perpetual
    By not differentiating the content for each individual, marketers are more than likely to be irrelevant to one, if not more of the people that serve on the buying committee. In this years study 59% of the respondents stated that they run approximately one campaign per month, with almost half running 15 campaigns per year.
  • B2B MARKETING INSIDER  |  SUNDAY, JUNE 14, 2015
    [Differentiation] How Retailers Use Content to Tie Online And Offline Experiences
    In marrying the online and offline experience, mobile is the key differentiator we’re expecting to see soar in 2015. People today don’t shop like they used to. Over the past few years, e-commerce and mobile shopping have experienced radical growth, shifting retailers’ focus, rightfully so, on improving those digital user experiences.
  • 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.
  • DIGITAL B2B MARKETING  |  TUESDAY, NOVEMBER 5, 2013
    [Differentiation] Why Content Curation Is Not The Answer
    They must be able to differentiate between mediocre, good and great. The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). Hallelujah! All your problems are solved! Exactly.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, DECEMBER 13, 2014
    [Differentiation] BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing
    The very first stage of the model, Level 0, involves no differentiation at all: every customer is treated the same; in fact, customers may not even be identified. I’m as fond of hearing my voice as most consultants, which is very fond indeed. Click here to see the Webinar and download the related paper.) Coordination later. Segmentation.
  • B2B MARKETING INSIDER  |  MONDAY, OCTOBER 19, 2015
    [Differentiation] 20 Experts Provide Their Content Marketing Predictions For 2016
    As digital advertising continues to become more difficult and complicated, companies will begin flowing much more money into differentiated customer experiences as a way to capture and hold attention. Last week I ran my own content marketing prediction : A Correction In The Advertising Market. Ads we are willing to pay an ad blocker to avoid.
  • TRADESMEN INSIGHTS  |  TUESDAY, JUNE 23, 2015
    [Differentiation] Do Less, But Do It Better
    We can’t be all things to all people so identify your USP (unique selling position) and focus on a marketing strategy that addresses your points of differentiation. By John Sonnhalter, Rainmaker Journeyman at Sonnhalter. I don’t know why folks think that more is better. Better than what? Is it from presentations or referrals?
  • DIGITAL B2B MARKETING  |  THURSDAY, FEBRUARY 9, 2012
    [Differentiation] 4 Problems Killing Thought Leadership Marketing
    This is a position that creates differentiation for a company, before getting to any individual product or service. Chris Koch shared Four Reasons to Hate Thought Leadership earlier this week. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion.
  • 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.
  • B2B MARKETING INSIDER  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] 17 Questions On How To Build A Content Marketing Strategy [Q&A]
    Commit to differentiating yourself by how helpful your content is going to be , not what your voice is. Is there really a clear differentiation in the types of content that we should match with each stage of the buyer’s journey? would say there is more of a tendency than a differentiation. We hope this helps.
  • B2B MARKETING INSIDER  |  TUESDAY, APRIL 30, 2013
    [Differentiation] 5 Mindset Shifts Marketing Leaders Must Make
    Firms need to differentiate through brand experience. We all know that real change starts with a shift in thinking. And so we are winding down the  Future of Marketing  series (for now) with this post on the 5 mindset shifts marketing leaders need to make. CMOs must walk in customers’ shoes. Think scalable programs.”. Photo Source.
  • KOMARKETING ASSOCIATES  |  TUESDAY, SEPTEMBER 22, 2015
    [Differentiation] 10 Marketing Trends That Should Influence Your Content Strategy
    Corporate Visions released a survey in August that showed B2B marketers and sales reps are failing to deliver pitches that differentiate them from the competition. As someone that’s always had a passion for journalism, I enjoy staying on top of the latest news. Effectiveness of Visual Content. That’s pretty low. Email is Alive and Well.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 22, 2014
    [Differentiation] How Kele Developed a Personalized Email Strategy
    It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Jennifer Igartua , Marketing Automation Consultant at Bluewolf, an agile business consulting firm. Email marketing
  • VIEWPOINT  |  WEDNESDAY, MAY 15, 2013
    [Differentiation] The Real Reason Sales People Struggle to Close Opportunities
    As CEO of UK-based Inflexion-Point Strategy Partners , Bob works with the leadership teams of technology-based B2B-focused companies, enabling them to make the critical connections between their marketing messages, their sales conversations, their true differentiators, and their customer''s priorities. It’s a laughable description.
  • CAPTORA  |  TUESDAY, MARCH 8, 2016
    [Differentiation] The 3-Step ToFu Recipe for Growth Marketers
    Analytics by itself is no longer a differentiator, nor is it sufficient — proactive and predictive analytics and continuous optimization across the portfolio of campaigns is what is needed. First came CRM. CRM made sales and marketing more efficient in the bottom of the funnel. But the top of the funnel has never had its own platform.
  • SYNECORE  |  WEDNESDAY, FEBRUARY 20, 2013
    [Differentiation] How Facebook’s Graph Search is Embracing SoLoMo
    So rather than using search operations to differentiate the kind of content you are looking for, the application will be able to procure information about people, photos, places, and interests based off the relationships between the words you enter. Graph Search is Facebook’s debut in to the search engine market. Unique Capabilities.
  • 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
  • B2B MARKETING INSIDER  |  TUESDAY, MAY 13, 2014
    [Differentiation] Six Steps For Delivering On The New Vision In Marketing
    And companies with complex product lines, delivered across multiple channels will seek to differentiate themselves based on customer experience. The report states that “The role of marketing is changing” as companies further leverage data and customer insights to deliver content across a wider variety of consumer channels. Strategy
  • 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.
  • BIZNOLOGY  |  WEDNESDAY, NOVEMBER 21, 2012
    [Differentiation] New Developments in B2B Loyalty Marketing
    For example: Data-driven segmentation and differentiated treatment.  Photo credit: Wikipedia. Business marketers have much to gain from retention marketing.  Business customers tend to be fewer and more valuable—meaning you can’t afford to lose even one.  But how do you keep your customers active and buying from you, versus the competition? 
  • 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.
  • B2B MARKETING INSIDER  |  MONDAY, JUNE 29, 2015
    [Differentiation] 10 Tips To Increase Eyeballs And Conversion
    Make your brand value prop crystal clear and preferably differentiated.    Consistently hit that drumbeat across all channels.  Be known for something.  Deliver a clear brand promise. What is the value you offer to customers? Say it crisply and hit a drumbeat.  Many brands do this very well.  Coke – happiness.   Red Bull – energy. 
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JANUARY 9, 2014
    [Differentiation] 5 Customer Experience Cues From Retail
    In fact, many sources who contributed to Retail TouchPoints’  annual Outlook Guide  emphasized that personalization would be a key differentiator for retailers in 2014. 3. She frequently writes about how retailers are tapping social media, mobility, and Big Data to create a personalized and compelling brand experience. Store nearby!
  • 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. Double your website traffic.
  • CRIMSON MARKETING  |  WEDNESDAY, SEPTEMBER 4, 2013
    [Differentiation] The Three C’s of Solutions Marketing: An Interview with Bob Braham [Podcast]
    The Competitor – Differentiate yourself by attacking the problem in a unique way that creates value for your customer. Your customers care about results because they have a problem they need you to fix. Problems are nothing more than a disruption, and herein lies your opportunity. . Feature Image: Courtesy of Eprobe World .
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 28, 2015
    [Differentiation] Top 5 Brand Building Strategies for Professional Services Firms
    Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the very best talent. But how do you do it?
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, AUGUST 11, 2014
    [Differentiation] Life Enrichment: Be a Top Performer
    Every salesperson wants to be successful, as does every sales manager, everyone has good ideas, but execution becomes the key differentiator in success. The Difference Between Average and Top Performers. What do you need to create this environment? As you go about your week, make sure you do what is expected…and then some.
  • BUZZ MARKETING FOR TECHNOLOGY  |  THURSDAY, NOVEMBER 17, 2011
    [Differentiation] Romi Mahajan leaves Microsoft to Join Metavana as CMO
    Again, it’s a crowded market, so how will the Metavana solution differentiate from players like Clarabridge, Verint, Questback, Netbase, etc…? We believe we have accuracy as a differentiator and, further, that we can create categories for action better than others. That itself puts us in a category of one.
  • HINGE MARKETING  |  MONDAY, DECEMBER 28, 2015
    [Differentiation] Elements of a Successful Brand 3: Personality
    The effervescent personality that fuels existing relationships and referrals is exchanged for an accepted corporate facade—a stock mix of familiar messages and visuals that do little to differentiate, clarify or define. It's an easy way to differentiate yourself. A brand is a complex organism. Understanding Brand Personality.
  • LEADER NETWORKS  |  THURSDAY, JUNE 6, 2013
    [Differentiation] New Social Business Benchmark Research - How Do You Measure Up?
    Through this study, we were curious to learn Are companies differentiating between social media marketing and social business? 52% of benchmark participants differentiate Social Media marketing and Social Business within their organization. Over the past few years, social media has been focused on digital marketing. You are invited!
  • 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.
  • B2B MARKETING INSIDER  |  WEDNESDAY, OCTOBER 1, 2014
    [Differentiation] The 1 Key To Success In Content Marketing (And Life)
    And my good friend Joe Pulizzi calls out the biggest insight: “There are two critical factors that differentiate effective content marketers over the rest of the pack – having a documented content marketing strategy and  following it very closely. And then review them every day. Let me save you 1,285 clicks. This is no surprise.
  • B2B MARKETING INSIDER  |  THURSDAY, JULY 9, 2015
    [Differentiation] 4 Tips for Brands Handling Haters on Social Media
    The industries that struggle with social media interaction the most are the ones with the biggest opportunities to differentiate themselves through this channel. The use and purpose of social media for brands has evolved dramatically over the years. In one aspect, its a great way for fans to engage and stay current with the brands they love.
  • 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.
  • FEARLESS COMPETITOR  |  FRIDAY, MAY 4, 2012
    [Differentiation] How to Select a B2B Marketing Agency
    It’s this network that’s the key differentiator for Find New Customers. Criteria for Choosing a Full-Service Content Marketing Agency. That’s the name of an article that recently appeared at the Content Marketing Institute and it was written by a good friend and interviewee on Mad Marketing TV, Joe Pulizzi. Cultural Fit.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 7, 2015
    [Differentiation] [Ebook] 4 Steps to a Successful Global Deployment of Marketing Automation
    Going global with marketing automation requires a broader set of thinking that covers not only issues related to identifying and segmenting differential, regional buyer personas, but also the concurrent challenges inherent to managing your marketing operations. Why is this a common theme? But, trust me, we can move past this!
  • FATHOM  |  FRIDAY, SEPTEMBER 25, 2015
    [Differentiation] How Health Systems Can Avoid Duplicate Hospital Content
    While there isn’t necessarily a quick fix for this issue, there are several details to explore and pieces of information to gather that can be used to help differentiate between hospitals that seem identical. In addition to facts, digital healthcare marketers can differentiate web copy across facilities by adding in patient testimonials.
  • 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.
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