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  • DIGITAL B2B MARKETING  |  TUESDAY, APRIL 29, 2014
    [Differentiation] The Dark Future of Native Advertising
    But content marketers committed to producing valuable and differentiated content have an alternative. Native advertising, and specifically native publishing programs, will struggle in the future. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. The Allure of Native Publishing. Or is it?
  • 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.
  • EMAGINE B2B BLOG  |  TUESDAY, AUGUST 20, 2013
    [Differentiation] The Winning Edge in Sales and Marketing
    Market truly unique offerings that are well defined and differentiate from the myriad of competing suppliers. Great sales and marketing can have a tremendously positive impact on success. The specifics, however, are what separate the winners from losers. How prepared is your organization to be a market winner. B2B Web Strategy
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MARCH 9, 2016
    [Differentiation] How to create engagement with customer flow
    What differentiates us from our competition? That however makes it difficult to differentiate ourselves from the competition. What differentiates us from our competition? That however makes it difficult to differentiate ourselves from the competition. by Ger van den Buijs, {grow} Community member. doubt that. Market view.
  • FEARLESS COMPETITOR  |  MONDAY, MARCH 4, 2013
    [Differentiation] Top 10 Reasons NOT to Contact the sales lead generation company Find New Customers
    In fact, with the recent data that 9 out 10 companies are doing content marketing in 2013, you need to differentiate yourself in your sales lead generation programs. Buffer Let’s have a bit of fun! This is one of my favorite posts – teasing my own sales lead generation company. ” Business ought to be fun. And we make it fun.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  TUESDAY, OCTOBER 30, 2012
    [Differentiation] [Video] Understanding Your Prospect's 3 Decisions
    So, your job at this stage is to differentiate from your competitors. Did you know that your prospect makes three very distinct decisions in regards to your product or service? And, did you know that each one requires you to utilize different skill sets and approaches? That's right. That's right. What value will they get from changing?
  • HINGE MARKETING  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] Elements of a Successful Brand 1: Brand Positioning
    It’s possible, of course, to take differentiation too far. Differentiation provides needed contrast and helps people make choices. company can be highly differentiated and specialized, but if few people actually want its services, the company won't make any money. A brand is a complex organism. It must. Be different.
  • 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.
  • CRIMSON MARKETING  |  MONDAY, AUGUST 19, 2013
    [Differentiation] Digital Marketing Ain’t Enough – Why the Data Marketer Will Own the Future
    The first is that Digital Marketing is becoming less of a competitive advantage and differentiator. Many of you are sophisticated in your use of Digital Marketing, and plan to continue investing in this area. But if you want a clear competitive advantage, try shifting your focus to Data Marketing. Being a “Digital” Marketer (i.e.,
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, AUGUST 20, 2012
    [Differentiation] Industrial Content Marketing is Not Just for SEO
    He finds it difficult to articulate it into written words and differentiate our company. Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. Why do I say that? See my post, “You’ve Got Traffic.
  • TOMORROW PEOPLE  |  WEDNESDAY, APRIL 25, 2012
    [Differentiation] The Death of Copy Writing
    Companies now use copywriting to differentiate what they have to offer, by developing a clear tone of voice or house style. Is copywriting really dying? After all, it plays a central role in creating a company’s brand and credibility. It helps to shape public perception of a business and what it has to offer. Copy - over and out?
  • 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.
  • CRIMSON MARKETING  |  THURSDAY, APRIL 9, 2015
    [Differentiation] 7 Reasons CEOs Say Yes To Marketing Automation
    Since then, acquiring marketing automation has become a huge competitive differentiator. . The marketing automation industry grew by 50% in revenue to reach $1.2 billion in 2014, and is “expected to grow another 50% in 2015 to $1.8 billion.” ” What is driving this astronomical growth? ” 3. ” 4. ” 7.
  • WRITTENT  |  MONDAY, JULY 7, 2014
    [Differentiation] The Only 7-Step Guide to Creating Content You’ll Ever Need
    Essentially, keyword research is a tool for differentiating your content creation, and providing better value within your verticle. Your graphic design skills don’t need to be super sophisticated, but any effort at all to create custom visual content will differentiate your blog from companies that rely on stock photos. Image source.
  • THE ROI GUY  |  MONDAY, MARCH 24, 2014
    [Differentiation] Gartner: The Technology Sales Rep Has Lost Their Mojo!
    As technology buyers have changed, now more knowledgeable, empowered and in control of the purchase decision process, technology sales reps have not evolved to keep pace, this according to a recent article by Gartner. Unfortunately, a survey of buyers indicates that the vast majority of sales reps are adding little value to IT buyer decision making.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MARCH 26, 2014
    [Differentiation] Why Modern Marketers Fail at Big Data
    Groupon had gauged success solely on sales; they didn’t take market differentiators into account when expanding. (and how to stop failure from happening). You can find her on Google + ! Radius offers a marketing platform built on top of a database that sorts through billions of data about U.S. businesses each day. Duck Dynasty. Esurance.
  • 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.
  • 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
  • SALESPREDICT  |  THURSDAY, NOVEMBER 19, 2015
    [Differentiation] Is Your Business Ready for Predictive Lead Scoring?
    Some predictive lead scoring systems can develop multiple models to differentiate net new leads vs. sales to your existing customers. 3. Whatever your situation, if you are considering predictive lead scoring , be sure to ask these five questions to make the most informed decision for your business: 1.
  • MARKETRI  |  THURSDAY, MAY 2, 2013
    [Differentiation] The Elevator Pitch: How to Craft an Effective "30 Second Commercial"
    ” Part 3: Differentiation. The goal of the third part of the 30 second commercial is to differentiate your firm from your competitors. A primary goal of marketing is to create and deliver a consistent message at every point of contact with the target audience. This means that your website, brochures, ads, social media, etc.
  • 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.
  • MARKETING CRAFTMANSHIP  |  TUESDAY, JULY 1, 2014
    [Differentiation] The Attention Web: What B2B Marketers Need to Know
    The most successful B2B firms only associate their brand with highly relevant content, most often home-grown, that supports their value proposition, stakes out intellectual territory, avoids self-serving claims and truly differentiates their company from competitors. Less can be more, when it comes to B2B content.
  • WEBBIQUITY  |  WEDNESDAY, JUNE 24, 2015
    [Differentiation] What CMOs Need to Know That Will Keep CEOs and CFOs Happy
    There are several types of market structures , each defined by the number of buyers and sellers, barriers to entry and exit, product differentiation, and pricing power. >>Yes, the Web has competitive forces. This guest post from Kirsten Chapman was originally published on LinkedIn. Good question. The Web is extraordinary. Conclusion.
  • B2B MARKETING INSIDER  |  TUESDAY, JUNE 11, 2013
    [Differentiation] 9 Internet Trends Charts You Need To See
    Key Consideration:  Like content, technology and innovation will become key differentiators for all kinds of business. I have covered Mary Meeker’s Internet Trends charts for a couple of years, starting in 2010 when she talked about the commercial impact of the developing world getting on the internet. Chart 2. Chart 3. Chart 6. Chart 7.
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 11, 2016
    [Differentiation] Less is More: 4 Reasons Why Twitter’s Character Limit is a Good Thing
    The unique differentiators of social media platforms help you define and test your content strategies. By expanding the word count to 10,000 characters, there is not much that differentiates Twitter from other social media channels. But it’s not just the developers who will need to prepare, it’s marketers. And Twitter? seconds.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, JUNE 15, 2016
    [Differentiation] Cross-Channel Marketing Technology: A Pillar of the Overall B2C Ecosystem
    But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives. Let's just cut right to the chase. That sounds pretty cut and dry, right? Altimeter). Econsultancy). Experian). Accenture). Singles Only.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 20, 2014
    [Differentiation] The True Detective Approach to Content Marketing
    According to Copyblogger, “it’s crucial that you write and use stories in your content marketing efforts as a way to differentiate yourself from the mass of mediocre media publishers out there.”. If you’re like me, you spent the bulk of this winter obsessing over True Detective on HBO. More specifically, Rust Cohle (i.e., It applies, it does!
  • HINGE MARKETING  |  MONDAY, JUNE 20, 2016
    [Differentiation] Specialization as an Effective Brand Marketing Strategy
    SEE ALSO:  Five Steps to Find and Own Your Differentiators. 4) Specialization in a certain role within organizations. By carefully choosing a focus, you can differentiate your firm from the pack while building real expertise and credibility in your niche. And it’s growing even more important with the ubiquity of online communication.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, APRIL 6, 2015
    [Differentiation] Social selling and the social enterprise: From fantasy to reality
    The third driver is the opportunity for differentiation and competitive advantage. think we literally have the ability to completely differentiate our sales force from the competitors. The third driver is the opportunity for differentiation and competitive advantage. What has been the key to your success?  . Content is the fuel.
  • 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.
  • DIGITAL B2B MARKETING  |  TUESDAY, OCTOBER 29, 2013
    [Differentiation] The Trick to Seeing Through Marketing Statistics
    When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? If you torture the data long enough, it will confess to anything. One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Brand awareness. B.
  • EARNEST ABOUT B2B  |  TUESDAY, OCTOBER 21, 2014
    [Differentiation] Emotion in B2B marketing is important. No debate needed.
    Because beyond price, it’s our biggest chance to differentiate. As I’m speaking at the upcoming B2B Marketing conference 2014 , it occurred to me that I should probably set out my stall as to why this topic is important. In fact, the clue as to why this is such an important topic is in that same misquote. Persuade. Persuade.
  • B2B MARKETING INSIDER  |  TUESDAY, JUNE 9, 2015
    [Differentiation] Experiences: The 7th Era of Marketing
    Undoubtedly, your job in some way, shape or form involves communicating the value of the products or services that your company sells so that people will buy them. I’d also venture to say that you’re finding it harder to differentiate your product from the rest of the marketplace. As anyone who’s written a book knows, it’s no small feat.
  • FATHOM  |  FRIDAY, JULY 25, 2014
    [Differentiation] Your Website’s Four Most Important Pages
    Differentiating Services Page:  Chances are you are not the only company in the world that sells your product or service. So be sure to highlight any of those differentiating services or features.   A Personable About Us: Knowing what you do is only half the battle. Beyond your home page: What other pages demand attention?
  • HUBSPOT  |  MONDAY, APRIL 4, 2016
    [Differentiation] 10 Things Every B2B Tech Marketer Needs to Know
    Also, look out for acronyms or terms that may mean different things – and can be differentiated based on the industry context. This is key to any marketing strategy, but in the tech sector, understanding the competition helps differentiate your client in your mind and to your customers. Timing is Everything. Curate Content.
  • 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.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JANUARY 15, 2015
    [Differentiation] 5 Game Changers Content Marketers Can Steal from House of Cards
    content marketers need to find some way to differentiate their content from what’s already out there. Strategies for Content Marketing Differentiation: Stand Out From the Crowd. The stretch of winter after the holidays can be long and hard. Because Frank and Claire Underwood? Are super scary. His advice? Rand Fishkin Interview].
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JULY 7, 2015
    [Differentiation] Why you need to obsess about content saturation
    In this situation, you probably need to pivot: can you further differentiate by demographic audience? In this situation, you probably need to pivot: can you further differentiate by demographic audience? Recently I wrote a post stating that the most important word in marketing is “maneuver.” Determining content saturation.
  • NUSPARK  |  WEDNESDAY, NOVEMBER 16, 2016
    [Differentiation] How Long Does it Take to Get Results from Content Marketing?
    Differentiate or die. “ Marketing is impatient. Everything we do feels like we need to do it faster.”. – Ann Handley. How the chef prepares, combines and cooks quality, fresh ingredients determines how delicious a seafood paella will be. What does this have to do with how long it takes for content marketing to create leads and demand?
  • WINDMILL NETWORKING  |  THURSDAY, FEBRUARY 9, 2012
    [Differentiation] How Does Your Brand Experience Translate in Social Media?
    ” A good brand, however, does more than merely differentiate itself from the others: It creates an emotional attachment, a bond that says even at a higher price it still has fans that will buy the product.
  • CRIMSON MARKETING  |  MONDAY, OCTOBER 28, 2013
    [Differentiation] Why B2B Customers Are Not Hearing Your Brand Message
    They are “a great source of information about the degree to which customers see your products as differentiated or worth a premium.” You work extremely hard on creating and maintaining your brand message. But what if your brand messaging doesn’t match up with your customers most valued characteristics? McKinsey ).
  • MARKETRI  |  FRIDAY, DECEMBER 14, 2012
    [Differentiation] Accountants are Cool (No, Really!).Show the World with Video Marketing
    Be sure to identify your firm’s culture, personality, and differentiators. In fact, he saw economic downturn as an opportunity to invest in marketing -- as a means to differentiate. Everyone thinks CPA's are totally boring, right? Well, there's no reason people have to have that impression! So, want to be famous?
  • SAVVY B2B MARKETING  |  WEDNESDAY, NOVEMBER 2, 2011
    [Differentiation] Savvy Speaks: Content Marketing Mistakes to Avoid
    Here's the thing: ideas are easy, but execution is tough, and I think that is where companies will be differentiating themseleves. Content marketing is all the rage, but as with any new and exciting marketing tool, a lot of companies trip over their own feet in the rush to get into the action. Not having a plan. What outlets will you use?
  • HINGE MARKETING  |  TUESDAY, OCTOBER 20, 2015
    [Differentiation] Why Brands Fail (And Why Yours Doesn’t Have To)
    Think of ways you can differentiate your business , whether it’s your products, the way you talk about yourself, or the way you present yourself visually in the marketplace. Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. It’s the story of business. Exit Taxi?
  • 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.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, DECEMBER 25, 2014
    [Differentiation] 5 Books to Recharge Your Strategy in 2015 and Beyond
    Albee outlines clear-cut strategies for developing customer-oriented communications, identifying the distinct value that differentiates your company, and making the shift from singular communications to a continuum approach that aligns outcomes to business objectives. Check them out! 1. The book will be available January 6. 2. Of course not.
  • GREAT B2B MARKETING  |  WEDNESDAY, NOVEMBER 28, 2012
    [Differentiation] Are You a Branded Authority or One of the Crowd?
    The alternative to being perceived as a commodity provider is to create a perception of differentiation.  I use the word “perception” because it is the marketplace’s perception of who you are that gets you invited to the sales dance, and not your actual competitive differentiation. Marketing yourself with a very broad focus (e.g.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, MAY 26, 2013
    [Differentiation] 10 Maxims of Successful Blogging
    Your point of differentiation is you. I enjoy coaching people with their blogging efforts and there are 10 pieces of advice I seem to dispense the most often.  So I thought you might be interested in these ideas. Whether you are blogging for your business or for the pure joy of it, I think these ideas will help you: 1. Stick to a theme.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  TUESDAY, NOVEMBER 19, 2013
    [Differentiation] Examples of What To Say When Prospecting
    Increased competitive differentiation. To get sales meetings, the business value of your offering must be crystal clear. while back, I had lunch with the president of a $1/2 billion division of a major corporation. She told me that if someone contacted her and said he could reduce waste by just 1%, she would meet with him immediately.
  • HUBSPOT  |  WEDNESDAY, JUNE 3, 2015
    [Differentiation] 5 Simple Ways to Segment Your Social Media Audience
    Differentiating your publishing times allows you to get engagement from a larger portion of your audience. "How can I get more leads from social media?". This is a question I get often from marketers who are struggling to find and prove the value of social media to their business. Maybe they'll engage with industry experts on the platform.
  • TONY ZAMBITO  |  WEDNESDAY, JULY 6, 2011
    [Differentiation] The Future of Buyer Personas is Social - Part 1
      A little known fact is that it was Alan Cooper who first coined the phrase buyer personas in his book to differentiate from user personas as well as to highlight that products should be designed for users and not buyers. Image by eliazar via Flickr.   Cooper barely survived the bust - and I am glad it did. 
  • CMO ESSENTIALS  |  TUESDAY, AUGUST 25, 2015
    [Differentiation] How to Develop an Effective Naming Architecture
    The types of criteria we frequently work with are: strength of the masterbrand; current product branding practices; need for competitive name differentiation; intended marketing spend; and so on. 3. Most marketing executives and branding professionals are well acquainted with the concept of  brand architecture. Portfolio modeling.
  • 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?”
  • 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.
  • CONTENTLY  |  FRIDAY, JULY 8, 2016
    [Differentiation] 4 Big Implications of Snapchat’s New ‘Memories’ Feature
    With Memories, Snapchat has suddenly become less transient and spontaneous, two key differentiators in a market dominated by social networks that trade more in permanence and production (see: Facebook). Last week, The New York Times ran a profile of YesJulz, the latest of a new kind of celebrity who became famous because of Snapchat.
  • SALES PROSPECTING PERSPECTIVES  |  FRIDAY, JANUARY 10, 2014
    [Differentiation] Sales Prospecting Perspectives Weekly Recap - Week of January 10, 2014
    His advice - add value and educate, differentiate from competitors, make it easy for prospects to move forward and more - is especially relevant as companies look to expand their pipeline in Q1. Happy Friday, Sales Prospecting Perspectives readers! At AG Salesworks, we often hold contests for inside sales reps. Have you ever heard of TL;DR?
  • 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.
  • WEBBIQUITY  |  MONDAY, SEPTEMBER 16, 2013
    [Differentiation] Five Marketing Metrics that are Definitely NOT “Worthless”
    If the latter, then the “likes” differential truly doesn’t matter much. Online marketing activities preovide marketers with a wealth of metrics; actually, too much information. Marketers just want the competitive and multichannel metrics they need to make informed decisions, nothing more. ” Twitter Followers.
  • JUNTA 42  |  WEDNESDAY, MARCH 2, 2016
    [Differentiation] Finding Your Sweet Spot – An Extreme Content Focus [Exercise]
    If you’ve been reading my latest posts here at Content Marketing Institute, you’ll see a trend around differentiation. Put a 1 next to those that really don’t differentiate your organization from any other. Specifically, either start telling a different story or don’t bother at all. You need to become the extreme version of that.
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, APRIL 1, 2014
    [Differentiation] The Pros and Cons of Competitive Marketing
    You have an identified differentiation. Even if all the stars are lined up—you have a unique differentiation, it is easy to switch and there is a precipitous event—you still need to give prospects a good reason to give up on the competitor. First, make sure you understand why you want to run the competitive campaign in the first place.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] The number one business opportunity in marketing today
    believe that just a basic knowledge of measurement tools can go a LONG WAY in helping to propel and differentiate your business … and so does Tom Webster, the co-host on the Marketing Companion podcast. We are leading “by our gut” in a world that promises true wisdom and insight if we can understand the numbers. by Mark W.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MAY 28, 2015
    [Differentiation] 40+ B2B Marketing Statistics and Benchmarks to Inspire Performance Throughout 2015
    78% of companies will try / are trying to differentiate through customer experience in 2015. 62% of organizations view customer experience provided through contact centers as a competitive differentiator ( source ). Here in the Greater Boston area, we’ve finally shaken off a bitter winter and look forward to the warmth of summer.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 15, 2012
    [Differentiation] Craig Rosenberg Talks Optimizing Your Funnel, Edgy Content, and the Origins of The Funnelholic
    In the following video Craig discusses the origins of the Funnelholic, missed opportunities in the sales funnel, how he differentiates his content to stand out, and a fun story about the much sought after Funnelholic T-shirts that are now collector’s items. For more on Craig Rosenberg check out his blog Funnelholic !
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 21, 2015
    [Differentiation] The Business Case for Blab: Trust Acceleration
    Related Stories Creating the beautiful blog with Stanford Smith A new process to quantify content marketing success 5 Big tips to make LinkedIn ads work for you Case study: Social media engagement as a point of differentiation A solution to the content marketing measurement puzzle. The new streaming video platform Blab is all the rage.
  • B2B MARKETING TRACTION  |  WEDNESDAY, OCTOBER 28, 2009
    [Differentiation] 5 Secrets of Creating Successful Marketing One-Sheets
    One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide. Expect to spend 50% of your time on the one-sheet on your marketing strategy, your differentiators, and your positioning. Tweet. The Grabber. The “Z”.
  • JUNTA 42  |  MONDAY, OCTOBER 10, 2016
    [Differentiation] A Simple Approach to Document Your Content Marketing Strategy
    What differentiating value do you bring to the table? You want to highly scrutinize the content.  If the information isn’t truly differentiated , with limited competition, there is little chance you will break through and gather attention. Click To Tweet. That we need to be on all social platforms (like it or not). Click To Tweet.
  • KOMARKETING ASSOCIATES  |  TUESDAY, NOVEMBER 3, 2015
    [Differentiation] How to Generate New Keyword Ideas
    Additionally, you can differentiate between desktop and mobile, giving you further insights into how your audience is searching. Lately, there has been a bit of discussion within the SEO industry around the idea of keywords and whether or not they still matter. To me, this is silly. People use words to search! Image: Blue Nile Research.
  • CRIMSON MARKETING  |  FRIDAY, JUNE 26, 2015
    [Differentiation] Content Mapping: Why It’s Important to Your B2B Buyer Personas
    Keep in mind what makes your story unique and what differentiates you from your competitors. Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content  daily. ” A couple reasons for these content marketing tactics are: 1. Content is not managed as a strategic asset.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 23, 2015
    [Differentiation] New Data Centre Support for Australian Marketers
    Businesses must provide world-class customer experiences to differentiate their products and services in the digital age however few businesses succeed at this. Oracle Marketing Cloud customers in Australia are now set to benefit from the expansion of our data centre in Sydney. Data Management Oracle Marketing Cloud
  • THE B2B RESEARCH BLOG  |  MONDAY, OCTOBER 3, 2016
    [Differentiation] The benefits of a strong brand in B2B markets
    It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services. Some don’t think that branding matters in B2B markets.  They say that B2B decision makers are logical beings immune to any such irrational influences.  What makes you different from others in your space.
  • B2B MARKETING UNPLUGGED  |  THURSDAY, JULY 28, 2011
    [Differentiation] Trout on Strategy is an Acquired Taste
    The first is a fun trip through differentiation (from Differentiate or Die: Survival in Our Era of Killer Competition  - - affiliate link) and it’s worth reading if you are thinking of pitching customer service or quality as a point of differentiation (don’t). Hotness is also a differentiator. And why? affiliate link). 
  • 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.
  • TONY ZAMBITO  |  SUNDAY, JUNE 5, 2016
    [Differentiation] Use Buyer Persona Research To Improve B2B Customer Experience
    Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. by Creative Stall. Customer experience has been and will continue to be one of the major influences on how buyers make choices.  These findings are consistent with others over the years. 
  • VIEWPOINT  |  TUESDAY, SEPTEMBER 29, 2015
    [Differentiation] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
    Jim has done an excellent job of differentiating between target segments that are good fits for ABM and larger target markets (or what Jim calls TAM or total available marketplace) that may require marketing that is more traditional. Today in part 3, we hear from James Obermayer , Executive Director of the Sales Lead Management Association.
  • 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.
  • 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.
  • SNAPAPP  |  FRIDAY, JUNE 12, 2015
    [Differentiation] How Ecova Expanded a Campaign and Pre-Qualified New Leads With Interactive Content
    The assessment is featured on their Good Utility Data campaign landing page, and offers a differentiated call-to-action alongside the related campaign assets to capture a wider range of Ecova’s target audience. The Challenge. Ecova’s mission is to help their customers understand their energy usage and find ways to optimize. The Solution.
  • 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.
  • YOUR SALES MANAGEMENT GURU  |  WEDNESDAY, DECEMBER 2, 2015
    [Differentiation] If you had it to do over again?
    This commitment to become a true professional is a key to differentiating yourself in the marketplace. If you had it to do over again; what would you do differently-if anything? Self Help for Salespeople. Every high performing salesperson and sales leader most likely has used this phrase to increase their professionalism. Have you?
  • 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.
  • HUBSPOT  |  TUESDAY, APRIL 19, 2016
    [Differentiation] The Top 3 Ways to Use User-Generated Content in Ecommerce
    Customer reviews differentiate your company and products from all of the other search results that come up. Social proof is essential to any marketing strategy. Shoppers sometimes hesitate to buy online because it can be difficult to gauge information about the fit and quality of items without seeing them in person. Takeaways.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 17, 2012
    [Differentiation] 5 Tips for a Social Media Profile Extreme Makeover
    by Jason Miller It can be difficult to stand out in the fast paced world of social media, but having a well branded cohesive design across your social profiles can help differentiate your business from the masses. Doing so will help reinforce your brand with existing customers and give a fantastic first impression to new prospects.
  • 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!
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 13, 2011
    [Differentiation] When are Interactive White Papers best used in the sales & marketing process?
    When solutions are being investigated, during the consideration phase, buyers need help in understanding the differentiating various solution options and alternatives, and quantifying the economic justification. interactive smart content interactive white paper Demand Generation Pisello Alinean
  • WEBBIQUITY  |  THURSDAY, FEBRUARY 23, 2012
    [Differentiation] 34 (of the) Best Google+ Tips, Tactics and Guides of 2011
    Mark Burgess explains how small business can build trust and creatively use circles on Google+ (“This insight [that people prefer to share specific information with specific groups of friends or followers] led to the creation of Google+ circles, a major differentiator between Google+ and Facebook.  It will fundamentally change SEO.
  • 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.
  • B2B MARKETING UNPLUGGED  |  THURSDAY, FEBRUARY 28, 2013
    [Differentiation] Six Ways to Not Suck at Selling Things to Me
    Here are some things that were offered up to me recently as competitive differentiators: we have a form our clients fill out before we work on a project. Did I send some message into the universe that attracts bad sales people? Is there a rehab centre nearby for under-performers? What is new is how absolutely atrocious they are. Seriously.
  • E-QUIP  |  MONDAY, MAY 20, 2013
    [Differentiation] Tangibilize Your Intangible Strengths
    And both listed as their top differentiators attributes (such as responsiveness, reliability, quality, relationships) that are difficult to prove to prospective clients. It must differentiate. Most A/E firms seem to list differentiators that are experiential and unverifiable. Both firms predictably struggled with it.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, MARCH 30, 2016
    [Differentiation] 6 Examples of Lead Nurturing Campaigns
    Competitive differentiation points are a big part of this kind of nurture campaign. Sometimes our impression of marketing tactics is more monolithic than the reality. The expectation is that we learn more about our prospects through their actions, which lets marketers provide content that is more in line with their interests and expectations.
  • WINDMILL NETWORKING  |  TUESDAY, DECEMBER 24, 2013
    [Differentiation] How Lowe’s Is Creating an Engaging Customer Experience
    The best possible outcome from a social, local, mobile (SoLoMo) strategy is a differentiating customer experience. While this may sound obvious it remains elusive for many businesses. My friend and fellow contributor Craig Jamieson raises the stakes well beyond simply meeting expectations. Merry.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, NOVEMBER 23, 2015
    [Differentiation] How to Generate Sales Leads Using Personality Quizzes
    ” It’s subtle differentiation, but makes a difference. 2. Imagine using a personality quiz that your audience loves to bring in leads that you know a ton about and can be followed up with in a human way. That is possible, and today we’re going to look at how to do it for your brand. Titles like “What Color are You?”
  • THE ROI GUY  |  FRIDAY, FEBRUARY 15, 2013
    [Differentiation] Are ROI Calculators Dead? Not so Fast.
    These ROI Calculators are often simplified so much that the unique differentiators of the Solution are not reflected, making the ROI solution agnostic. Solution: Good ROI Sales Tools are developed using a methodology to identify the unique differentiators and tie them to value realization. Solution Agnostic? Pain vs. Gain? link] ?
  • NUSPARK  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] The Many Roles of an SEO Professional; What an SEO Tactician Does
    Keyword tools help us identify these, but it starts from being an expert on your products and services, and how they differentiate from competition.  . What is a search engine optimization tactician. We are Content Strategists. We tell you how to organize your content, and will recommend new content if needed, especially with blogs.
  • SYNECORE  |  SUNDAY, FEBRUARY 15, 2015
    [Differentiation] Why it's a Good Time to be a Digital Marketer
    In fact, survey respondents cited customer experience as the single most exciting marketing opportunity for 2015; moreover, nearly half (44%) listed CX as the primary way their organization will seek to differentiate itself from competitors moving forward. The Rise of the Digital Marketing Function. CX: Easier Said than Done. Takeaway.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 24, 2013
    [Differentiation] What B2B SEO Professionals Can Learn From Journalism & The Newsroom
    We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. We already know Google Authorship is becoming more important in differentiating the B2B organization and individual brands in search engine results. Content Development Repository. Quora.
  • 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.
  • B2B MARKETING TRACTION  |  THURSDAY, FEBRUARY 14, 2013
    [Differentiation] How to Love Your Customers with Inbound Marketing
    Differentiate your company and products. In today’s busy, information congested world, you need to love your customer to stand out. Don’t sell to them, spam them, tolerate or ignore them. Love them. Don’t sell, nurture. Nurture? What does that have to do with marketing? Don’t spam them. 70% are from marketers.
  • 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? 
  • BIZNOLOGY  |  WEDNESDAY, MAY 1, 2013
    [Differentiation] Beyond the Google Privacy Policy to Free Market Privacy
    Can companies use privacy as a differentiator? I don’t know if any of these ideas would work. Photo credit: Sean MacEntee. Last year I took a look at Google’s new privacy policy and wasn’t that happy with the way it was presented. It’s clear that no one is terribly happy with the current situation.
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