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  • 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.
  • THE B2B RESEARCH BLOG  |  THURSDAY, FEBRUARY 14, 2013
    [Differentiation] Three customer insights for your marketing plan
    To develop and manage a resonant, differentiated brand it’s essential to understand what your brand ‘means’ to the market.  Spring.  As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights.  What really matters?
  • 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!
  • THE ROI GUY  |  FRIDAY, AUGUST 26, 2011
    [Differentiation] “Value” Remains Most Significant Sales Challenge
    Getting procurement to recognize our differentiation 6. However, these is a significant capability gap, in getting sales to engage earlier in the buyer’s decision making process, justify proposed solutions, and differentiate value. The survey responses indicated that the most important areas needing development included: 1.
  • FEARLESS COMPETITOR  |  SUNDAY, FEBRUARY 17, 2013
    [Differentiation] In an Ocean of Content, How Do You Rise to the Top? Answer: Buyer Personas!
    'Buffer With almost everyone doing content marketing today, how do you differentiate? Answer: More and more, the quality of buyer research or buyer personas become your competitive edge. “Companies who best understand their buyers will have a clear competitive advantage.” ” But how do YOU compete on buyer insights?
  • GREAT B2B MARKETING  |  MONDAY, APRIL 4, 2011
    [Differentiation] Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan
    Here are five to get you started: Is what you offer a commodity or a differentiated product or service?  A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. B2B Marketing is a tricky business with a lot of moving parts. Can you be successful in your chosen market space? 
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JANUARY 14, 2014
    [Differentiation] Strategies to help your business overcome information overload
    Passionate content versus content and why “helpful” is not a point of differentiation. A focus on emotional ties and “human” as a competitive strategy - Bronies and the Celine Dion play — you just have to hear it to believe it - Passionate content versus content and why “helpful” is not a point of differentiation.
  • 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?
  • 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.
  • B2B LEAD GENERATION BLOG  |  MONDAY, FEBRUARY 4, 2013
    [Differentiation] Lead Generation: How golf sponsorship generates prospect inquiries for a software company
    Customer-centric Marketing: Tap into your culture to differentiate from the competition. Tweet How can a marketer, in one fell swoop …. Capture the attention of millions of potential prospects? Meet with executives at a Fortune 500 company? Engage with existing customers? Create a centerpiece that enhances employee pride? Brand exposure.
  • MI6 MARKETING AGENCY  |  THURSDAY, NOVEMBER 18, 2010
    [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.
  • THE POINT  |  THURSDAY, AUGUST 8, 2013
    [Differentiation] Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)
    Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. For Part 1 of this post, click here.). Scoring every Web page visit the same. Too little negative scoring.
  • 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.
  • REPUTATION TO REVENUE  |  SUNDAY, MARCH 28, 2010
    [Differentiation] Master narratives and framing the debate with B2B marketing
    It's better to have a consistent flow of thought leadership content on the same basic subject than not, but if there is not a compelling and differentiated point of view to drive a sustained and integrated program, you stand little chance of framing the debate. Politicians understand this the best. It's critical with B2B marketing, too.
  • 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. by Jesse Noyes | Tweet this Today’s guest post was written by  Amanda F. Batista , a freelance writer, editor and content developer. We showed three trends that shaped marketing in 2012.
  • HUBSPOT  |  MONDAY, DECEMBER 5, 2011
    [Differentiation] 7 Key Ways to Optimize Twitter for Search
    When Google's algorithm scans links on Twitter, it often completely disregards usernames that includes numbers since there is no way to differentiate between who is real and who isn't. Search engine optimization (SEO) is undeniably a crucial component of inbound marketing, but marketers often don't think about how it applies to social media.
  • 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.
  • GREAT B2B MARKETING  |  FRIDAY, APRIL 22, 2011
    [Differentiation] Outside-the-Box B2B PR Strategies
    Make it unique – Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. Every B2B company has its own identity, target market and products or services.  But all have one thing in common.  This is true for our Fusion Marketing Partners clients, and it is equally true for your organization.
  • SAZBEAN  |  THURSDAY, MARCH 14, 2013
    [Differentiation] 9 Irrefutable Reasons Why You Need SEO
    In fact, tracking sales from an SEO campaign can often be difficult to differentiate from other web marketing campaigns, except through source tracking which can be vague. It can be difficult to quantify or draw direct correlations between an SEO campaign and the sales it generates. Yes, anyone can stumble into an SEO win. Good question.
  • CONNECT THE DOCS  |  SUNDAY, OCTOBER 31, 2010
    [Differentiation] The B2B Marketing Manifesto
    Why exposing your beliefs can be a powerful differentiator. Few weeks back, Doug Kessler , Creative Director and co-founder of Velocity , sent me an early copy of their upcoming eBook about B2B Marketing. Velocity is a London-based B2B marketing agency specializing in technology markets. Velocity has very high standards in creating content.
  • SAVVY B2B MARKETING  |  THURSDAY, JANUARY 21, 2010
    [Differentiation] 78 Questions to Ask Before Launching a Blog
    How can you differentiate your brand? How can you differentiate your content? So, you've decided to launch a blog for your business. Congratulations! Welcome to the exciting worlds of content marketing and social media - all wrapped up into one bundle of bloggy joy that will require your nurturing attention for a long time to come.
  • REPUTATION TO REVENUE  |  THURSDAY, NOVEMBER 5, 2009
    [Differentiation] Winning with thought leadership: Six lessons from IBM and Deloitte
    Thought leadership without a differentiated point of view is just an echo of conventional wisdom. Deloitte takes a similar approach, focusing on competitive differentiation, influencer relations, client connections, and business development support. How should we produce and package thought leadership content? How should we promote it?
  • SMASHMOUTH MARKETING  |  FRIDAY, JUNE 11, 2010
    [Differentiation] B2B Marketing and Sales Books: What's On Your Summer Reading List?
    eMarketing Strategies for the Complex Sale - Ardath Albee's book on eMarketing is a great book that teaches its readers how to differentiate themselves from every other organization in their space. The Catcher in the Rye. Moby Dick. Pride and Prejudice. The Grapes of Wrath. Tale of Two Cities. Remember those? Pick this one up. What about you?
  • PAUL GILLIN  |  THURSDAY, OCTOBER 7, 2010
    [Differentiation] Social CRM: Curb Your Enthusiasm
    Vendors of CRM services, who are always looking for differentiation points in that crowded market, have lately been talking up this social dimension as a kind of CRM 2.0. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field. encourage you to restrain your enthusiasm.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  MONDAY, DECEMBER 12, 2011
    [Differentiation] [Video] How You Can Be an Invaluable Sales Resource
    When it comes right down to it, the only real differentiator today is us. In today's marketplace, your prospects have so many options -- and they know it. When you tell them, "We're special" -- they don't believe you. If you say, "We have a passion for excellence" -- they don't care one little bit. mean it. Things can be grim. Learn more.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, NOVEMBER 7, 2011
    [Differentiation] The Seven Sins of Marketeing Automation System Selection
    In fact, given that most systems can meet your basic needs, functions may not be the most important differentiator. I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. So here goes. Ignoring Users.
  • WEBBIQUITY  |  MONDAY, JUNE 21, 2010
    [Differentiation] Five Benefits of Blogging for Business
    Even more importantly, if your product or service is difficult to differentiate, a blog gives you a way to create differentiation via your knowledge. Expertise is a powerful differentiator; in commoditized markets, it may even be your only effective one. Blogs are seen as key sources of information rather than just promotion.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, MAY 4, 2011
    [Differentiation] Intuit / Salesforce.com Alliance Is No April Fool's Joke
    The revenue differential isn’t as large ($3.5 Am I the only one who missed the April 1 announcement of a strategic alliance between Salesforce.com and Intuit ? For those of us used to thinking of Salesforce.com as the 900 pound gorilla, it’s disorienting to see Salesforce on the Intuit App Center, rather than the other way around.
  • FEARLESS COMPETITOR  |  SUNDAY, JULY 31, 2011
    [Differentiation] Consumer Choice in Education
    So it is only very natural that marketing functions should depend upon institutional brand, star faculty, a very agnostic feature-differentiator led approach to technology (and mobility etc.), Retailers in education are in the race for credentials and whatever adds to a market differentiation, helps student acquisition.
  • HUBSPOT  |  TUESDAY, AUGUST 23, 2011
    [Differentiation] Facebook Copies Google+ Sharing, And It Doesn't Matter
    When Google's social network Google+ launched, its core differentiation was Circles, a way to share content with only a certain group -- or groups -- of your Google+ connections. Today, Facebook has reported that its new profile design, which is getting rolled out to a small group of users this week, includes its own granular sharing options.
  • FEARLESS COMPETITOR  |  SUNDAY, OCTOBER 2, 2011
    [Differentiation] Welcome to the newest client of Find New Customers
    They hired us to provide a wide range of marketing services and competitive differentiation. B2B Lead Generation | Find New Customers newest client. Monday October 3rd, we start work with our newest client – a venture-backed marketing software company on the West Coast. You will know all about this soon. ” Dan McDade, Pointclear.
  • SALES CHALLENGER  |  WEDNESDAY, APRIL 25, 2012
    [Differentiation] The 3 Key Ingredients of Commercial Insight
    That’s where the next two differentiators come into the picture: Be frame-breaking – Disrupt the customer’s current logic , revealing an underappreciated aspect of the customer’s environment or a flawed assumption. You know that your best sellers succeed by teaching customers something new about their business.
  • 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?” ).
  • 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.
  • FEARLESS COMPETITOR  |  SUNDAY, MAY 19, 2013
    [Differentiation] How ITSMA is Leveraging Marketing Made Simple TV to promote their offerings
    We are a research-based membership organization that works with the world’s leading professional services, technology, and communications providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. Want to supercharge your WordPress blog? But they didn’t do much at all with it.
  • 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. You just have to do it.
  • 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?
  • WEBBIQUITY  |  THURSDAY, JUNE 30, 2011
    [Differentiation] Enterprise Social Media and Personal Branding
    And smart companies, big or small, who recognize that in a social media world, their people are their differentiation , will find ways to capitalize on personal branding.  Personal branding is a hot topic for entrepreneurs and solo consultants, by does it matter to large enterprises? Oh yeah. Not at all. How is this achieved?
  • 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.
  • FEARLESS COMPETITOR  |  TUESDAY, JANUARY 3, 2012
    [Differentiation] Find New Customers Fan of the Month – Paige O’Neill
    Critical change agent; proficient at introducing marketing initiatives that create new categories, differentiate from competitors, and increase sales. Congratulations to our Fan of the Month for January 2012 – Paige O’Neill. Each month we recognize a special fan of  Find New Customers. Thanks for your support, Paige.
  • SALES CHALLENGER  |  WEDNESDAY, SEPTEMBER 7, 2011
    [Differentiation] Your Sales Specialists Aren’t as Effective as They Could Be…
    The solution here is to help your reps differentiate between good and bad opportunities.  Even if you teach reps how to differentiate between good and bad opportunities, you can’t always count on them to police themselves.  So what causes the strategy to break down? Core reps throw EVERYTHING over the fence at their specialist. 
  • 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. What follows is a transcript of what I learned. We are an engine!
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, NOVEMBER 30, 2010
    [Differentiation] The five elements of a perfect blog post
    There is really only one way to differentiate yourself as a blogger.  “How do I create the perfect blog post?&#. That question by a young student stopped me in my tracks. After all, is there such a thing?  I had to dig deep on this question and turned to the qualities of my favorite bloggers to find some common themes.  Human.
  • NUSPARK  |  FRIDAY, NOVEMBER 4, 2011
    [Differentiation] Permission Marketing Drives White Paper Relevance
    Show competitive differentiation. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior. Your prospects have access to vast amounts of content, and they want it on their terms. 1] William C.
  • SOCIAL MEDIA B2B  |  FRIDAY, FEBRUARY 17, 2012
    [Differentiation] A Friday Kickstart to Get You Started in B2B Social Media
    ITSMA’s 2011 Professional Services and Solutions Brand Tracking Study reveals that there are a few market leaders and a large pack of followers; yet the market remains fragmented and opportunities for differentiation abound. Today I have collected a series of posts that provide some simple guidelines and ideas around getting started.
  • 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.
  • 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. Brands and media companies have been “curating” content for centuries, but 2011 saw the phrase content curation rise near the top of the content marketing stack. Let’s right the ship folks.
  • 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.
  • B2B MARKETING INSIDER  |  WEDNESDAY, MAY 7, 2014
    [Differentiation] The Future Of Digital Marketing
    It needs to be differentiated in order to stand out. 'Last week I was honored and thrilled to be interviewed by Outbrain in The Guardian’s Digital Content Hub. In this interview I talk about: Content and data are the future of digital marketing. Storytelling and the battle for customer attention. It was told on the back of a brand.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, AUGUST 8, 2011
    [Differentiation] 10 Ideas: Standing out in the social media jungle
    Find every possible way to differentiate yourself! The other day in my Twitter stream @joe_sharkey asked:  &# As a new graduate, how do I stand out in the social media jungle?&#. promised I would write him a blog post in response, so here it is! 2) An ability to rapidly identify, assess and deploy appropriate new technologies. Charities.
  • SALES CHALLENGER  |  WEDNESDAY, JANUARY 25, 2012
    [Differentiation] Storytelling: A Dying Art Form?
    Being able to craft value propositions, identify unique differentiators, and communicate that value through Commercial Teaching is a skill key to closing business.  The rise of big data has been a double-edged sword for some. In today’s tough economy, everyone wants to get the most for their money. But therein lies the problem.
  • JILL KONRATH'S SELLING TO BIG COMPANIES  |  TUESDAY, JANUARY 14, 2014
    [Differentiation] What Do You Think of These 2014 Sales Predictions?
    So here''s my 2014 sales prediction: And, it''s very much related to my new book, Agile Selling , which I''ve been thinking about for two years now: In today''s ever-changing business world, sellers are now the key differentiator. 'Every year sales pundits offer their best guesses about the year ahead. Are they right? Who knows.
  • 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.
  • INBOUND SALES NETWORK  |  WEDNESDAY, JULY 4, 2012
    [Differentiation] 5 Books You Must Read if you’re Want to Improve Your B2B Demand Generation Programs
    Create a contagious content structure for competitive differentiation. Over the years I have read many sales and marketing book. While some had some interesting points, most bored me. It seemed like most where writing a book just to gain some form of creditability. While writing a book does not make you a sales expert. Michael A.
  • 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.
  • 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. She frequently writes about how retailers are tapping social media, mobility, and Big Data to create a personalized and compelling brand experience. Store nearby! Today only!”
  • NUSPARK  |  SUNDAY, FEBRUARY 24, 2013
    [Differentiation] Targeting Audiences Not Looking for You; Advertising Options for B2B
    What is your value proposition and your points of differentiation? Marketing Strategy:  You Still Need to Persuade with Content ; Before Search and Social. With so much marketing noise out there talking about inbound marketing, social media, and SEO, sometimes we forget one mission-critical component to marketing strategy; advertising. 
  • STORIES THAT SELL  |  TUESDAY, JUNE 28, 2011
    [Differentiation] The Resume is Dead: The (Story) Bio is King
    We’ve been told to carefully construct a persona that will differentiate and trademark our skills into a unique value proposition. Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing.
  • CHRIS KOCH  |  TUESDAY, OCTOBER 12, 2010
    [Differentiation] Should we stop marketing to the CIO?
    Technology marketers have spent the last 25 years trying to get and keep the attention of the people with their hands on the technology tiller inside multi-billion dollar organizations, CIOs. Those pundits have always been wrong. But this time, they may finally be right—at least about certain types of CIOs. CIOs’ power is rooted in complexity.
  • B2B MEMES  |  TUESDAY, NOVEMBER 22, 2011
    [Differentiation] Six New-Media Principles: Introduction
    Like many posts on this blog, the e-book aims to help traditionally trained journalists, marketers, and content creators understand the ideas and values that differentiate new media from old. But what differentiates them is where they place their emphasis. If all goes well, it will be available next month. Stay tuned.
  • 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.
  • BUYEROLOGY  |  SUNDAY, NOVEMBER 28, 2010
    [Differentiation] How Social Media is Transforming the B2B Buying Experience
      The key differentiator is that buyers will contribute to brand advocacy organically versus being asked to through whatever promoted means designed to “compel” them to do so.    While B2C promoted advocacy can catch on, B2B buyers are astute in differentiating organic advocacy from promoted advocacy. 
  • MARKETING LEADERSHIP COUNCIL   |  WEDNESDAY, OCTOBER 26, 2011
    [Differentiation] 5 Things Marketers Fear the Most
    It means that brand and minor product differentiators fall out a customers’ buying equation, undoing a good deal of the hard work marketers have done to attach non-product factors (for instance, branding or insight/services for B2Bs) into the decision. In honor of that, we’re posting some of marketers’ biggest fears.
  • INSIGHTIQ BLOG  |  THURSDAY, AUGUST 15, 2013
    [Differentiation] What Your Content is Saying About You
    Of course, there are proprietary pieces of technology that may differentiate each vendor from one another, but overall, the distinct value proposition that a B2B company can offer is not a piece of technology. 'As a B2B marketer, I take content development pretty seriously. But my love of content goes further than that. Ah, the perfect fit!
  • INSIGHTIQ BLOG  |  TUESDAY, MARCH 6, 2012
    [Differentiation] The Bacon of Client Engagement
    What are key differentiators/attributes of new customers that have purchased for those who have not responded? “Bacon makes everything better,” is a sign I have in my kitchen.  I thought of it recently w hile working with two clients that are implementing new technologies into their organizations.  Marketing Impact. Financial Impact. Focus.
  • SALES LEAD DYNAMICS  |  WEDNESDAY, OCTOBER 20, 2010
    [Differentiation] Extra, Extra: To Get More Leads, Harness the Power of the Press Release
    Differentiate your firm and your services”. Once upon a time a press release was designed solely to get media attention. The goal was a (favorable) mention in print or on the air. The media were the messengers. Things have changed. You are now the messenger. With online press releases you can certainly reach the media. Why Publicity Matters.
  • FEARLESS COMPETITOR  |  WEDNESDAY, SEPTEMBER 14, 2011
    [Differentiation] Why’s B2B Marketing So Boring?
    Lead generation programs depend on clear differentiation. B2B Lead Generation | Why are you all so boring? Does everyone sound alike to you too? Name any product or service and then try to explain what makes one different from the other. Good luck. So companies are trying to figure out lead generation programs. link]. A big yawn. great story.
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, JULY 15, 2014
    [Differentiation] Marketers Have Gained Their “Seat at the Table,” Now it’s Time to Prove Why They Deserve it
    Traditional methods of competitive differentiation are less effective; the customer experience is now viewed as the only source of sustainable competitive advantage. 'by Kevin Akeroyd | Tweet this The onus is on us. As a recent Harvard Business Review study noted, 77% of customers currently cite no relationship with a brand.
  • 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
  • SAVVY B2B MARKETING  |  TUESDAY, FEBRUARY 16, 2010
    [Differentiation] Storytelling in Marketing
    Here's my take on what makes a good product story: Characteristics of a Good Product Story Illustrates the product’s differentiated value – Highlights the unique value and not just something that any product in your segment can deliver. disagree with that. Imagine what your perfect customer story would be.
  • SALES CHALLENGER  |  MONDAY, FEBRUARY 24, 2014
    [Differentiation] STOP! Is This Really Commercial Insight?
    In an environment where customers are increasingly unable to appreciate differences in quality, reputation, service delivery, and product value between suppliers, commercial insight is what differentiates you from the competition and drives the greatest loyalty impact. 'Commercial insight is the holy grail of today’s sales organization.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, FEBRUARY 27, 2014
    [Differentiation] The secret ingredient for successful small business blogging
    But I can differentiate my restaurant and strongly appeal to a specific audience. But I can differentiate my restaurant and strongly appeal to a specific audience. 'Henneke Duistermaat, {grow} Community Member. The internet world is a very crowded place indeed. Everyone is pumping out content. Noise levels are soaring. Bernadette Jiwa.
  • B2B VOICES  |  TUESDAY, APRIL 2, 2013
    [Differentiation] Craft Work: What’s Your B2B Expertise?
    Some of you may call this differentiation, but others call it expertise or skills or leadership. It seems we continue to reap the rewards as marketers of the latest digital improvements — from dashboards to metrics — but that doesn’t mean we can instantly do our jobs better. Tools like Visual.ly Real-Time Monitoring. Voice.
  • BIZNOLOGY  |  TUESDAY, DECEMBER 25, 2012
    [Differentiation] Add a blog and blogging to your New Year’s resolution
    You need to blog in order to differentiate yourself well beyond your credentials and your experience. Photo credit: ELTMAN. In large part, I can thank blogging for most of my professional success. There is no more efficient way of expressing passion, what you know and how you think than writing it out and a blog is the perfect platform.
  • 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? 
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, OCTOBER 19, 2010
    [Differentiation] Alsa Marketing Adds Multi-Language Capabilities to Low-Cost Marketing Automation
    Alsa Marketing , a Montreal-based firm that launched its product in June, has one significant differentiator: it supports multiple languages (French, Spanish and English) in its user interface and in lead profiles. Summary: Alsa Marketing is a late entry to small business marketing automation. Alsa has some other unusual features.
  • SAZBEAN  |  THURSDAY, FEBRUARY 13, 2014
    [Differentiation] Data-Driven Customer Experience as a Competitive Advantage
    strategy of continuous improvement can offer clear differentiation from competitors. 'ETMS (Photo credit: Wikipedia) Companies are always looking for competitive advantages — what can make them stand out against their competitors.
  • TOM PISELLO  |  WEDNESDAY, JANUARY 5, 2011
    [Differentiation] Sales Enablement and The Economic-Buyer
    3) Differentiate Your Value - According to analyst Scott Santucci of Forrester, “We are in the middle of a major transformation in the B2B sales model. Advice> Differentiating your competitive value is key with economic-focused buyers. And this trend is not expected to end, even as the recovery takes hold. April 2009.
  • THE POINT  |  THURSDAY, OCTOBER 10, 2013
    [Differentiation] Marketing to the Person, Not the Business: The Critical Importance of Personal Value
    In many circumstances, however, personal value may be the differentiator, and even a primary factor, in the final selection process. 'Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. Like the ability to keep one’s job. Far from it. and so on.
  • SALES CHALLENGER  |  WEDNESDAY, JUNE 27, 2012
    [Differentiation] 6 Coaching Pitfalls to Avoid
    Indeed, the key differentiator between core and star managers is that most core managers focus on telling sellers “why” they should improve their skills whereas star managers focus on “how” sellers can improve their skills, making their coaching more effective. The answer – maybe not. Pitfall 2: Coach All Sellers Equally.
  • GREAT B2B MARKETING  |  MONDAY, APRIL 23, 2012
    [Differentiation] Marketing Statements that Show Your Company is Out of Touch
    Creating a compelling and differentiated brand for your products and/or services is hard work but it is essential to revenue and profitability. As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Why should we spend any more time working on the website? That’s what our sales team is for.
  • 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?
  • B2B VOICES  |  TUESDAY, JUNE 11, 2013
    [Differentiation] Can B2B Brands Inspire?
    What I like about the focus on visual content is that photos, graphics and even charts can provide a key way to differentiate your company, but images can be a powerful way to connect you with an audience. 'When you think of five brands that inspire you which names come to mind? Think of a few right now. I’ll wait. One, Two, Three.
  • DIGITAL B2B MARKETING  |  THURSDAY, JULY 14, 2011
    [Differentiation] Thought Leadership Marketing is an Oxymoron
    Gartner defines thought leadership marketing as “the giving — for free or at a nominal charge — of information or advice that a client will value so as to create awareness of the outcome that a company’s product or service can deliver, in order to position and differentiate that offering and stimulate demand for it.&#. Company 2.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MARCH 29, 2011
    [Differentiation] Is Twitter for Everybody?
    Selling differentiated personal services. Is Twitter for everybody? This is the question that eventually gets asked by every person and every company trying Twitter for the first time.  In the height of your initial frustrations, you may be wondering … is Twitter really for me? Here’s an example. Small marketing budget.
  • MARKETING INTERACTIONS  |  SUNDAY, OCTOBER 23, 2011
    [Differentiation] Deliver a Psychic Pizza with B2B Marketing
    This concept of Psychic Pizza from a content marketing perspective gets to the heart of what differentiates your company from other options. Catching up on my reading this weekend, I came across an interview in the AMA's Marketing News magazine with John Goodman, vice chairman of Tarp Worldwide Inc. buy your solution).
  • JILL KONRATH'S SELLING TO BIG COMPANIES  |  THURSDAY, DECEMBER 29, 2011
    [Differentiation] Shocking 2012 Sales Prediction
    Realize that they are the differentiator -- not their products or services. There's no pussyfooting around it. feel pretty strongly that I'm right on about this. My prediction? In 2012, we will see the total demise of nice salespeople. And here's why. Instead, they want to work savvy professionals who bring them high value on a regular basis.
  • BUZZ MARKETING FOR TECHNOLOGY  |  THURSDAY, MARCH 13, 2014
    [Differentiation] CMOs Win When High-Value Customers Are Treated Personally Online
    The key to obtaining a 360-degree view of high-value customers means personalizing and differentiating every message by offering an array of online content to drive maximum conversion and revenue uplifts. Instead, they are actively seeking opportunities to better understand their high-value customers across every channel and device.
  • B2B CONTENT MARKETING  |  TUESDAY, OCTOBER 27, 2009
    [Differentiation] Sell your content strategy project to the CFO by first understanding their primary evaluation criteria.
    The CFO needs to be part of the business instead of chasing the business and needs to drive innovation, differentiation, competitive advantage and real value.? The Sarbanes-Oxley Act put the CFO as the manager in charge while business intelligence, software as a service and open source has caused a democratization of IT.
  • SALES CHALLENGER  |  TUESDAY, JULY 31, 2012
    [Differentiation] Why You’re Not Hiring the Right Salesperson
    We want the high performers, the Challengers —the salespeople who can teach for differentiation, tailor for resonance, and take control of the sales interaction. By now we should all know what to look for when hiring new salespeople. But there’s a difference between knowing what you want and getting what you want. Overly generalized models.
  • SALES CHALLENGER  |  TUESDAY, APRIL 3, 2012
    [Differentiation] How to Hire Reps Without Reading Their Resumes
    As many of you know, we found that the skills that have the biggest impact on rep performance are reps’ abilities to teach for differentiation , tailor for resonance , and take control of the buying process. candidate’s job search process is fairly straight-forward: send a resume, attend an interview, and provide references.
  • WEBBIQUITY  |  MONDAY, JUNE 24, 2013
    [Differentiation] Book Review: Content Rules
    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. Thank you! What are their concerns and objectives?
  • WORKFACE  |  THURSDAY, JULY 28, 2011
    [Differentiation] Workface Gets Funding, Coverage for Humanizing Internet Commerce
    ” The coverage is gratifying, and the funding will support key enhancements to our platform as well as helping us build new relationships with companies that want to differentiate themselves through their people Humanizing online commerce is an idea whose time has come. Paul Business Journal).
  • 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. Seuss'' The Cat in the Hat”.
  • THE ROI GUY  |  THURSDAY, APRIL 3, 2014
    [Differentiation] A Failure to Communicate Value
    Quantify the ROI / payback and total cost of ownership (TCO) from the differentiating features that separate you from the competition. 'By Mark Schlueter & Tom Pisello It''s the responsibility sales and marketing, not the customer , to prove the value of your proposal. So be provocative. But if you don’t take the challenge, who will?
  • SALES CHALLENGER  |  TUESDAY, MAY 7, 2013
    [Differentiation] 3 Ways to Improve Sales Certification
    Support proficiency-based skill achievement over time: Accommodate differential levels of learning by creating a proficiency-based certification system. 'In most sales organizations, successful completion of training results in certification. key reason for this – most sales organizations approach certification as a one-time activity.
  • B2B MARKETING TRACTION  |  WEDNESDAY, MAY 21, 2014
    [Differentiation] Discipline and a Plan Are Keys for Success in Content Marketing
    This will give you important information from which you can develop your content marketing strategy and frequency, so that you can compete effectively and perhaps differentiate from your competitors. 'Content marketing requires strategy and discipline for successful results. recommend creating a strategic plan and schedule for execution.
  • MARKETING INTERACTIONS  |  TUESDAY, AUGUST 11, 2009
    [Differentiation] Why Buyers Need Educational Content
    With the commodity status of many products, differentiating by price seems the easiest way to choose when the belief is that all the products they can choose to buy enable the same outcomes. I was reading the July/August issue of Selling Power when I came across the article, Well Worth the Price. Price is understood. And therein lies the rub.
  • SALES LEAD DYNAMICS  |  WEDNESDAY, OCTOBER 17, 2012
    [Differentiation] To Get More Referrals, Paint a Picture
    They can’t differentiate you from your competitors. Here are examples of firms that have differentiated themselves: Target Market – The accounting firm that      focuses on expatriates. There is a reason you’re not getting more referrals.  And it’s not because you’re a loser. Your colleagues like you. They respect you. You Do What?
  • SALES CHALLENGER  |  TUESDAY, JANUARY 15, 2013
    [Differentiation] 5 Ways to Avoid a Price-Driven Sale
    This hinders our ability to clearly differentiate ourselves from our competition, leading to the price-focused conversations we strive to avoid. Customers are 57% through their buying process before they seek engagement with suppliers (see chart below). Think Think about that for a moment. Customers
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