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  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  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.
  • 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
  • SALES PROSPECTING PERSPECTIVES  |  MONDAY, JULY 30, 2012
    [Differentiation] 5 Ways To Maintain Your Clients
    If you don’t make any changes year after year, you will keep delivering the same results, and in a competitive market, you need to do whatever it takes to differentiate yourself from the competition. While some factors are out of our control, there are many steps we should take in order to retain clients as long as possible.
  • 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.
  • SALES LEAD DYNAMICS  |  THURSDAY, AUGUST 1, 2013
    [Differentiation] Why You Need a Niche!
    This clearly differentiates them. High-growth firms are three times more likely to have a clear differentiator than their slower growing peers. 'Jack is a marketing consultant. He’s worked with lots of companies on lots of projects. His clients have been Fortune 500 companies, middle market companies, and even a few start-ups. faster.
  • HINGE MARKETING  |  MONDAY, MARCH 10, 2014
    [Differentiation] Visible Expert Profile: Rick Telberg
    And while other firms faltered during the banking crisis of 2007, Rick seized the opportunity to differentiate. Related Stories Differentiation Strategy Not Working? Here’s How To Make It Better Webinar Recap: 21 Best Differentiators and How to Find Yours How Can Professional Services Firms Boost Their Value
  • 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?
  • FATHOM  |  TUESDAY, JUNE 17, 2014
    [Differentiation] The Case for Higher-Ed Non-Branded Site Optimization
    Fill that informational gap by identifying your college’s best assets, differentiators, unique programs and scholarship options, and then creating a healthy mix of branded and non-branded content around them. 'On more than one occasion, I’ve been asked the value of optimizing a university’s site for non-branded search terms. 
  • DIGITAL B2B MARKETING  |  THURSDAY, JUNE 14, 2012
    [Differentiation] 7 Steps to Find Your Content Marketing Sweet Spot
    Your Turn Will we see a major trend towards companies using content marketing to broadly differentiate themselves in the market, or will companies focus on using content in the buying process? You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content.
  • SAVVY B2B MARKETING  |  MONDAY, AUGUST 13, 2012
    [Differentiation] Thought leadership – some are more sophisticated than others
    Your point of view should differentiate you from your competitors, establish you as the ‘go to’ expert in that field and position you as a trusted advisor - all with the intent of underpinning the sale. We're pleased to present this guest post by Craig Badings, an authority on thought leadership.
  • 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.
  • MARKETING INTERACTIONS  |  WEDNESDAY, JUNE 2, 2010
    [Differentiation] Take Your Content Strategy Up Stream
    Differentiating your company requires constant evolution with the entry of new player and product that closes the gap on your market advantage. During the Q&A of the Content is Marketing Currency Webinar, sponsored by GoToWebinar today ( #CntCrncy ), a question arose that I don't think I did justice. This is a great question!
  • B2B MARKETING INSIDER  |  TUESDAY, NOVEMBER 27, 2012
    [Differentiation] 6 Steps To Executing A Content Strategy
    There are plenty of folks out there trying to define content strategy and differentiate it from traditional marketing, content marketing, digital marketing, social media and search engine optimization. Content Strategy is a very confusing topic in business and marketing circles. Steps To Executing A Content Strategy. Photo Source.
  • MARKETING LEADERSHIP COUNCIL   |  MONDAY, FEBRUARY 6, 2012
    [Differentiation] Why B2B Marketers Should Care about the Super Bowl
    Pairing the emotional message with one tailored for the four profiles of B2B buyers yields functional and emotional differentiation, and consistently using the symbols of the original ad allows marketers to re-invoke the emotional cue whenever they’d like. In the B2B space, those needs tend to be more practical.
  • EMAGAZINE B2B BLOG  |  TUESDAY, FEBRUARY 26, 2013
    [Differentiation] Guidelines for Writing Your LinkedIn Company Page
    What differentiate this from Step 7, is if you have a service that you have used the service page URL on your site, but have assets that complement the service, or speak further to its usage for the visitor, this would be the area to promote it. LinkedIn company pages are like a personal profile for your company. The About Section.
  • VISIONEDGE  |  TUESDAY, APRIL 29, 2014
    [Differentiation] Four Models Every Marketer Should Master
    There are all kinds of mathematical models-statistical models, differential equations, and game theory. 'We know–models can be intimidating. But as the need to add analytics and science to our work continues to increase, models have become one of the primary vehicles every marketer needs to know how to develop and leverage.
  • FIFTH GEAR ANALYTICS  |  MONDAY, AUGUST 16, 2010
    [Differentiation] Winning With Customers – B2B Playbook Review
    And, how I can apply that knowledge to the lead generation process to bring more differentiated value to those companies that I’m not yet doing business with. George Hollister. m reading a newly published book – “Winning with Customers – A Playbook for B2B” by Keith Pigues and Jerry Alderman.  Start with “Friendlies”. Tweet This!
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, AUGUST 21, 2012
    [Differentiation] Kred tries to one-up Klout by taking influence to the masses
    Mark:  I imagine that it is difficult creating sustainable points of differentiation in a field where there really is no intellectual property protection. Kred , a platform to measure social influence similar to Klout, just introduced a new interface called “Story” with several very interesting new features. Tweet.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, FEBRUARY 12, 2014
    [Differentiation] 31 business building benefits of Buyer Personas
    Buyer Personas are extremely useful for developing and evaluating messaging, content and offers that differentiate your brand from competitors. Buyer Personas are extremely useful for developing and evaluating messaging, content and offers that differentiate your brand from competitors. 'By Rob Petersen, {grow} Community Member.
  • THE B2B RESEARCH BLOG  |  TUESDAY, FEBRUARY 18, 2014
    [Differentiation] Branding is b t
    It is a point of differentiation, especially in commodity markets. '“Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side.
  • 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. Platform segmentation.
  • B2B IDEAS @ WORK  |  THURSDAY, DECEMBER 2, 2010
    [Differentiation] In B2B Inbound Marketing, Don't Be a Jerk
    Differentiate – be unique. I remember cracking up at the naiveté of Steve Martin’s character, Navin R. Johnson, in the classic comedy movie “The Jerk” as he declared, “I’m somebody now! Millions of people look at this book every day!” Like Navin, I want to be thrilled to see our name in print.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SATURDAY, APRIL 10, 2010
    [Differentiation] It’s time to unleash your blog
    This unique one-hour event plows  new ground for corporate bloggers, examining questions like: Positioning a company blog as a point of competitive differentiation. Check out this quote from Patrick Crane VP Marketing, LinkedIn. “We started the LinkedIn Blog almost three years ago when we were a 60 person company.  Digg this!
  • SALES CHALLENGER  |  TUESDAY, MAY 28, 2013
    [Differentiation] When You Catch Your Competitors Lying
    Focus Instead on Your Strengths – At CEB, we’ve been talking about the need to really understand your unique differentiators for many years now.  'I don’t know what it is about the month of May, but it must be lying season. So what do you do when your competition is lying?  It’s not like we work there or use their products/services. 
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 15, 2014
    [Differentiation] The Chasm of Expectations Between B2B Marketers and Buyers
    To differentiate our content, to get it seen in the ever expanding sea of freely accessible and discoverable content, we strive to create higher and higher quality content. 'By Eric Wittlake, {grow} Contributing Columnist. It will be like the tree that falls in a deserted forest. Of course, this would never happen… or would it?
  • 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. 'Beyond your home page: What other pages demand attention? It still serves as the gateway, and the lobby into your entire site.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  WEDNESDAY, MAY 29, 2013
    [Differentiation] Top Seller LinkedIn Strategies
    Ways top sellers leverage LinkedIn to differentiate from the competition. 'LinkedIn can have a huge impact on sales success. However, that success depends on how you use it. Listen to the audio to discover: The LinkedIn capabilities top sellers value most. How top sellers use LinkedIn to become invaluable business resources. LinkedIn matters.
  • HUBSPOT  |  TUESDAY, FEBRUARY 11, 2014
    [Differentiation] Twitter Tests Out New, More Visual Layout
    Whatever happened to differentiation? The closer these networks get to each other on features, layout, and audience size, the harder it''ll become to establish that competitive differentiation to their target customers -- the businesses they want to hang out (and spend money) there. Here''s what it looked like: Look Familiar? But also.
  • B2B IDEAS @ WORK  |  WEDNESDAY, JULY 20, 2011
    [Differentiation] The B2B Inbound State of Mind: Build the Brand
    By promoting your promise and market differentiation with consistent and persistent content creation, inbound marketing can help you build your most valuable business asset: your brand. Click to see VIDEO "Inbound State of Mind". According to Courtney Wiley of iMedia Connection , “The B2B buying process is fundamentally changing.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 12, 2014
    [Differentiation] The Ultimate Smarketing Glossary: 62 Common Sales Terms Explained for Marketers
    Here''s an example of positioning statements on a sales call from Advanced Marketing Concepts : Sales Rep: I help marketing leaders who are frustrated with the inability of the sales team to differentiate their products in a crowded market. It''s pretty critical that sales and marketing teams learn how to speak each other''s language. Margin.
  • SALES LEAD DYNAMICS  |  TUESDAY, JANUARY 25, 2011
    [Differentiation] Prospecting Is a Marathon, Not a Sprint.
    They won’t meet with you unless they (a) understand what you offer; (b) think they might need your services; (c) consider you highly qualified and (d) can clearly differentiate you from your competitors. Prospects are hard to reach.Very hard. They don’t answer the phone (Thank you, Caller ID!). They don’t respond to emails. 
  • SAZBEAN  |  MONDAY, DECEMBER 10, 2012
    [Differentiation] 5 Content Marketing Lessons from Guns N Roses
    Just as GnR stood out from the masses, you must differentiate your content from the competition. A few weeks ago I went to see Guns N Roses perform in Las Vegas. It was an amazing show and brought me back to the days when I used to celebrate this band’s entire catalog. Welcome to the jungle. News & Notes
  • SAZBEAN  |  SATURDAY, OCTOBER 20, 2012
    [Differentiation] Top Internet strategy, marketing and technology links for the week of October 20, 2012
    News & Notes
  • WEBBIQUITY  |  TUESDAY, MAY 13, 2014
    [Differentiation] The Most Important Force for Increasing Leads and Sales
    human voice on the other end of the line can be both a powerful differentiator and friction-reducer. In sales situations where vendors are unfamiliar and product differentiation is unclear or insignificant, buyers will seek broader information about the companies in order to arrive at a decision. Photo Credit: LGEPR via Compfight cc.
  • FEARLESS COMPETITOR  |  MONDAY, JUNE 3, 2013
    [Differentiation] IDC Announces the 2013 Chief Marketing Officer ROI Matrix, Providing Insights Into What Makes the Technology Industry’s Best-in-Class CMOs Successful
    Taking into account differences that exist between different company sizes, industry segments, and business models, IDC identified three factors that most differentiate marketing Leaders from those that are marketing Challenged. 'I just wish to share the conclusion. You can read the full press release here. ” . of their staff.
  • EVERYTHING TECHNOLOGY MARKETING  |  SATURDAY, JANUARY 1, 2011
    [Differentiation] The Top-10 B2B Marketing Trends for 2011
    And all other things being equal, an educated and motivated sales force and their consultative selling skills will be the ultimate differentiator. Happy New Year! It is January and time again for the obligatory 2011 predictions. Many marketing experts have strong opinions on what they think will happen in 2011.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MARCH 28, 2012
    [Differentiation] How does social media affect trust and your brand?
    To deliver meaningful and differentiated value and benefit.  By Contributing {grow} Columnist “Social Steve” Goldner. You want successful social media marketing for your company or brand?  Think “Trust Marketing.”  You can say you heard it here on the {grow} blog first. This book focused on trust as it relates to influence. 
  • HUBSPOT  |  WEDNESDAY, AUGUST 10, 2011
    [Differentiation] How Google+, Facebook, Twitter, LinkedIn and Tumblr Compare [Infographic]
    Does it help you differentiate between the features of these popular social networks and clarify how your particular business can take advantage of them? With new social networks and social media services popping up all the time, it's easy for us marketers to feel daunted. What do you think of Mashable's new infographic? Connect with HubSpot
  • BIZNOLOGY  |  MONDAY, FEBRUARY 24, 2014
    [Differentiation] 11 tips and tools to jump-start your SEO
    This guides you and helps with differentiation for your brand. 'Photo credit: Sean MacEntee. Search Engine Optimization (SEO) is the process of maximizing the number of visitors to a particular website by ensuring the site appears high on the list of results returned by a search engine for particular keywords. If So what are you waiting for?
  • B2B MARKETING INSIDER  |  WEDNESDAY, MARCH 26, 2014
    [Differentiation] Business Buyers Relying More On 3rd Party Content
    Buyers use content to Identify best practices and best-of-breed solutions (51%), to determine where competitive differentiation can be achieved (50%) and to set the strategic agenda understand needs and prioritize (42%). Hence the article here!). Additional Key Findings From the Research. Content Marketing
  • 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.
  • SALES CHALLENGER  |  TUESDAY, APRIL 5, 2011
    [Differentiation] Moving Beyond Price (Part 2)
    To recap, the Council suggests using a 3-step process to create this kind of sales message: 1) Challenge Assumptions, 2) Brainstorm Organizational Competencies, and 3) Identify Your Differentiators. (This post is the second in a three-part series about creating compelling sales messages.). Activity #2: Break-out Competency Ranking.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JANUARY 16, 2012
    [Differentiation] Chart: Where Did Our Twitter Traffic Go?
    URL shortening services need to adjust their business strategy and differentiation.  by Egan Cheung | Tweet this Have you noticed that your referral traffic from Twitter has basically completely dropped off since July 2011? If so, you aren’t alone.  So, this August, Twitter introduced a proprietary URL shortening service, called T.co. 
  • NUSPARK  |  SUNDAY, FEBRUARY 10, 2013
    [Differentiation] Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic
    Besides the tools, Google your keywords yourself, review the competition, and make note on how to differentiate yourself when your SEO firm writes meta titles and descriptions.   That’s my goal with clients.  It’s time to get real with this task, but not over-think it. Examples: Query type:  Research. Search query “information on how to _”.
  • MARKETING INTERACTIONS  |  SATURDAY, MAY 1, 2010
    [Differentiation] The Fallacy of Control for B2B Marketers
    If you want to differentiate your company and improve prospect relationships, it's time to give up control and focus on freely serving the educational and expertise needs of your potential customers. See if any of these sound familiar: We don't want to send prospects to any page not on our website. Yes, it's true. Give it a shot.
  • MARKETING INTERACTIONS  |  SUNDAY, SEPTEMBER 27, 2009
    [Differentiation] Content Marketing for Product Customization
    " With the high level of commoditization across B2B products and solutions, often what differentiates a company is how they help their customers use them to gain the best business outcomes. I was reading the AMA's Journal of Marketing and came across an article, Testing the Value of Customization [Sep '09]. Global or regional?
  • DIGITAL BODY LANGUAGE  |  TUESDAY, JULY 27, 2010
    [Differentiation] Marketing Dashboard: Active Discovery
    Most B2B marketing organizations invest in paid search campaigns to drive awareness, and with most if not all of these efforts there is an ability to differentiate between traffic driven to your site via paid efforts vs. natural search efforts. These are the main search terms that would ideally lead prospective buyers to your web properties.
  • ONPATH  |  WEDNESDAY, FEBRUARY 1, 2012
    [Differentiation] Email Marketing vs. Marketing Automation
    Four Important Differentiators 1. It's been more than 10 years since Marketing Automation (MA) systems hit the market. Yet people still get confused about the differences between marketing automation and email marketing. So what exactly are the differences? Below are some highlights from Lauren's article. What Kind of Buyer Are You?
  • SALES CHALLENGER  |  TUESDAY, MAY 3, 2011
    [Differentiation] Three Ways to Sell Like “Mad Men’s” Don Draper
    Data from SEC’s sister program, the Marketing Leadership Council , confirms that products’ emotional benefits drive greater differentiation than their functional benefits. By Andrew Kent. Nobody can sell an idea better than television’s Don Draper, the creative advertising genius in the show Mad Men.
  • TRADESMEN INSIGHTS  |  TUESDAY, DECEMBER 18, 2012
    [Differentiation] Podcast: Manufacturers and Distributors – What Are You Doing to Stay Relevant? New Rules of Engagement
    Manufacturers, manufacturer representatives and distributors have to integrate traditional systems of record (transaction-based) with systems of engagement (differentiated value-based) to stay competitive in their markets. Staying relevant to customers today has become much more complex. Customers want to pay less for faster, better service.
  • 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.
  • FEARLESS COMPETITOR  |  MONDAY, FEBRUARY 24, 2014
    [Differentiation] The Coming War over Buyer Insights
    One of the top challenges for companies today is differentiation. 'In the crazy, noisy world of today, companies who best know their buyers will win. That’s why I believe there’s a marketing war coming around buyer insights. This is why Buyer Persona are more important than ever. Everyone sounds alike. Most of them sound alike.
  • LEADER NETWORKS  |  THURSDAY, NOVEMBER 1, 2012
    [Differentiation] Why Branded Online Community Deliver On Social Customer Care
    This is the power and differentiation a branded online community can provide. Just last week my colleagues at Social Media Today released the 3rd annual Social Customer Index Report which is chock full of data to fuel any organization’s efforts to leverage social media for customer service. At last, some answers! vs. 9% overall).
  • 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.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, DECEMBER 15, 2011
    [Differentiation] 2012 Content Marketing Trends for Manufacturers and Industrial Companies
    Blog posts written by internal experts establish thought leadership and help to differentiate you from your competition. I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. See chart below ).
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  THURSDAY, AUGUST 2, 2012
    [Differentiation] Best Sales Forum - Fresh Sales Strategies LinkedIn Group
    In this sales forum, we'll talk about challenges like prospecting, selling value, getting into big companies, differentiating and speeding up slow sales cycles. I created the Fresh Sales Strategies group on LinkedIn so salespeople can get fresh perspectives about how to sell to today's crazy-busy prospects. link]. Sound interesting? hope so.
  • THE ROI GUY  |  WEDNESDAY, MARCH 9, 2011
    [Differentiation] The Demand Spectrum and Value-Based Sales & Marketing
    Buyers seeking solutions in established categories usually know the problem that needs to be solved, but might not be clear on how important it is to solve the problem, or what differentiates the different solutions and providers. Vendors in established categories struggle to differentiate their solutions and compete beyond price.
  • DIANNA HUFF - B2B MARCOM  |  WEDNESDAY, OCTOBER 17, 2012
    [Differentiation] For Freelancers / Consultants: Under What Name Should You Do Business?
    If you have a common name, such as “Jane Smith,” purchase your full name – either first-middle-last or use your middle initial to differentiate yourself. I like to joke that I’m semi-famous online, but in real life I’m known as “James’ mom.” She’s James’ mom!” Great kid!”
  • DIGITAL B2B MARKETING  |  TUESDAY, JANUARY 3, 2012
    [Differentiation] Marketers Ruin Good Marketing Opportunities
    Unique marketing stands out, it is differentiated simply because very few companies are doing it. Innovative marketers constantly put new ideas into practice, and some of the most effective new ideas quickly become marketing best practices or emerging trends. The incredible results the early adopters reported are not repeated.
  • FEARLESS COMPETITOR  |  FRIDAY, MAY 4, 2012
    [Differentiation] How to Select a B2B Marketing Agency
    It’s this network that’s the key differentiator for Find New Customers. Criteria for Choosing a Full-Service Content Marketing Agency. That’s the name of an article that recently appeared at the Content Marketing Institute and it was written by a good friend and interviewee on Mad Marketing TV, Joe Pulizzi. Cultural Fit.
  • MARKETING LEADERSHIP COUNCIL   |  WEDNESDAY, APRIL 18, 2012
    [Differentiation] 6 Steps to Thought Leadership
    Links to differentiators. Hand in hand with commercial teaching/insight marketing approaches – something we at MLC understand to be the most effective method to break buyer assumptions and make complex sales – comes something else: namely, having smart things to teach customers in the first place. Quality of insight. Presentation.
  • 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 1. Chart 2. Chart 3. Chart 6.
  • B2B MEMES  |  FRIDAY, AUGUST 10, 2012
    [Differentiation] Lewis DVorkin: Content Marketing or Advertorial?
    But, radically, DVorkin argues against such differentiation between an advertiser’s content and, say, Forbes ’s own editorial: “content is content, and transparency makes it possible for many different credible sources to provide useful information.” Is Lewis DVorkin a visionary or a sell-out? can never quite make up my mind. That’s
  • 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 ).
  • SALES PROSPECTING PERSPECTIVES  |  TUESDAY, JUNE 10, 2014
    [Differentiation] 4 Ways Outsourced Lead Generation is Similar to Parenting
    The reason I differentiate between them is that those who don’t have children tend to think they are the best parents in the world, and some insist on telling you how to raise your kids. 'I have always been a firm believer that there are two types of people in this world: those who have children and those who don’t.
  • EVERYTHING TECHNOLOGY MARKETING  |  THURSDAY, APRIL 8, 2010
    [Differentiation] 5 Steps to B2B Marketing Success
    Step 2 – Build a Strong Value Proposition Build a strong customer-centric value proposition that puts your product and services in the context of the customer's problem, communicates the value you provide and your differentiators vis-a-vis competing alternatives. Customers are are in the driver’s seat today. Time to get ready
  • GREAT B2B MARKETING  |  FRIDAY, MAY 31, 2013
    [Differentiation] B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different
    Differentiation is still a challenge. 'Last week, I attended a major technology conference on behalf of a B2B software client. My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners.  In prior jobs I’ve spent hundreds (maybe thousands!)
  • SALES PROSPECTING PERSPECTIVES  |  TUESDAY, NOVEMBER 6, 2012
    [Differentiation] 7 Habits Of Highly Effective (And Successful) Teleprospectors
    Successful sales reps have a way of differentiating themselves from the average person. A colleague of mine recently discussed the 7 bad habits inside sales people practice. So in this edition, we’ll flip the coin and take a look into the actions and habits that make Business Development Reps successful. Track yourself in several ways.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JULY 18, 2012
    [Differentiation] Why content marketing will make your small business sexy
    Brand differentiation is now easier and a more enjoyable process than ever and our friend, social media, um, content marketing, is the ticket to the dance. By {grow} Community Member Craig McBreen. There’s a monumental shift going on and it’s affecting my little world in a profound way. But here’s the thing. Telling stories is fun. Be human.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  SATURDAY, OCTOBER 19, 2013
    [Differentiation] Simple Strategy to Turn Lost Sales Into Sales Success
    What differentiates them from other sellers is their approach to the setbacks (or ugly frogs) they invariably encounter in selling. 'The other day I was at the Olive Garden talking to a prospective client over lunch. He was telling me about all the challenges his sales organization was facing. Decisions were taking longer and longer to make.
  • 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?
  • SALES CHALLENGER  |  TUESDAY, OCTOBER 25, 2011
    [Differentiation] Behind Enemy Lines: A View from Procurement
    And the best way to do this remains  teaching customers something new in a way that leads back to suppliers’ unique differentiators. (This is a guest post by Shelley West of the Marketing Leadership Council , our sister program for heads of Marketing. ). I have to admit, it felt a bit like I had snuck behind enemy lines. 
  • FEARLESS COMPETITOR  |  TUESDAY, MARCH 30, 2010
    [Differentiation] My thought leadership interview at Marketo
    It is getting harder and hard for businesses to differentiate themselves. Jill gave me a great example of how someone might differentiate themselves. However, if they focus on restaurant menus and help the restaurant design menus that engage the diner and increase the average ticket, they can truly differentiate their offerings.
  • MARKETING INTERACTIONS  |  FRIDAY, AUGUST 6, 2010
    [Differentiation] Spin Your Marketing Dialogue Wisely
    Choice 2: You can re-frame the dialogue in a unique way - one that leads to the same desirable outcome prospects want via a differentiated path that encourages prospects to engage. Often times, I absolutely agree that the outcome they're adamant that they help their customers achieve is indeed correct. It's all in the spin.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Differentiation] A Lead Generation Plan Begins With Content Marketing Strategy
    What is your value proposition and your differentiation? How will you be differentiated? Here’s a sample excerpt of a  digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. In essence, this is what we do. Introduction. Objectives.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Differentiation] A Lead Generation Plan Begins With Content Marketing Strategy
    What is your value proposition and your differentiation? How will you be differentiated? Here’s a sample excerpt of a  digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. In essence, this is what we do. Introduction. Objectives.
  • HUBSPOT  |  WEDNESDAY, DECEMBER 28, 2011
    [Differentiation] 5 Savvy Ways to Segment Your Marketing Emails
    Take a look at your audience, and see if there are any stand-outs or natural differentiations. Relevancy is becoming more and more central to today's marketing strategy, and buyers have come to expect personalization in their communications. There are a number of different ways to start segmenting your audience. Geographic Segmentation.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MAY 21, 2014
    [Differentiation] Your Teleprospecting Question Workbench
    Great questioning skills and the ability to interpret the answers you hear is one of the core differentiators that top sales guides possess over others. 'Sales Prospecting Perspectives is pleased to bring you a guest post from John Jantsch , a marketing consultant, speaker, and the acclaimed author of several bestselling books.
  • MARKETING CRAFTMANSHIP  |  MONDAY, DECEMBER 30, 2013
    [Differentiation] Stop the Insanity. Fire Your PR Firm in 2014.
    PR firms often justify their value by the sheer volume of media exposure they generate…regardless of whether it stakes out intellectual territory, supports a client’s value proposition, or differentiates them in the marketplace. The more publicity, the better. Publicity generates revenue. Counting Media Clips is a Zero Sum Game. and “2.
  • FIFTH GEAR ANALYTICS  |  WEDNESDAY, JULY 7, 2010
    [Differentiation] There Is No Quick Fix. But Lead Generation Can Get You Off To The Races.
    Sales methodologies and good marketing techniques will insure a value-added, differentiated approach over techniques that turn people off.  Rick Volz. Bad idea, he writes. Instead, B2B pros should take a step back, breathe deeply and “look at the big picture&# to determine the best way to approach lead generation. Test and measure.
  • B2B MARKETING INSIDER  |  TUESDAY, MAY 13, 2014
    [Differentiation] Six Steps For Delivering On The New Vision In Marketing
    And companies with complex product lines, delivered across multiple channels will seek to differentiate themselves based on customer experience. The report states that “The role of marketing is changing” as companies further leverage data and customer insights to deliver content across a wider variety of consumer channels. Strategy
  • 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.
  • BUYEROLOGY  |  MONDAY, JANUARY 10, 2011
    [Differentiation] Why Buyer Experience Matters to Get B2B Buyers to Stick Around
    B2B companies that put a premium on differentiating from their competitors through buyer experience innovation will have the edge.  Image by racoles via Flickr. Two of the most compelling issues facing B2B marketers today is how to not only reach buyers but how to get buyers engaged. 
  • BUYEROLOGY  |  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. 
  • THE EFFECTIVE MARKETER  |  FRIDAY, NOVEMBER 18, 2011
    [Differentiation] Content Marketing Starts With Your Brand
    Promise: what differentiates you from everyone else? Branding used to be a high-level exercise bigger companies went through as part of their strategic marketing processes. You get an agency, brainstorm cute pictures, logos, and tag lines, come up with the visual guidelines, and move on. Fast forward to today. You are creating content.
  • MARKETRI  |  TUESDAY, MAY 28, 2013
    [Differentiation] Generating Leads is a Primary Role of the Savvy Modern Marketer
    Some of the basic principles of marketing, like segmentation and differentiation, still apply. 'What should I expect from my marketing person or department? This is a question that I get asked frequently as an experienced marketer who has worked in-house for big and small companies and as a consultant. So what has changed?
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, MARCH 5, 2014
    [Differentiation] Memory, Information Overload, and 3 Ways Marketers Can Maximize Content
    One thing to keep in mind when putting together a content strategy is to differentiate between short and long form content. When he’s not buried in emails, you can find him thinking out loud on Twitter about journalism, tech/startups, data, copyright, open access, and how the brain works. . What might this mean for marketers?
  • SALES CHALLENGER  |  TUESDAY, AUGUST 2, 2011
    [Differentiation] The Sixth Sense of Selling: Teaching Jedi Mind Tricks and More…
    This is one way reps are able to assert control of the interaction- a key differentiator of what makes Challenger Reps top performers. We’ve all seen sales calls that progress with graceful momentum, and others that crash and burn. So, how can you help your reps gauge whether or not their customers are open to moving forward in a deal?
  • VIEWPOINT  |  TUESDAY, MAY 1, 2012
    [Differentiation] The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 2 of 3)
    In a previous blog on the power of the human voice in lead qualification and lead nurturing, I looked at eight characteristics that differentiate one-to-one personal contact from inbound marketing media. In this post, we’ll review three critical elements that impact B2B lead generation costs in the complex sale.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, JULY 25, 2010
    [Differentiation] The clash of the social media know-nothings
    Creating points of differentiation. The know-nothings. You know who I’m talking about right?  Social media “marketers&# who have never practiced marketing.  Maybe have never even had a sales job or a college-level marketing class. Enough has been written about that. Look at what’s happening on the demand side.  billion. Every
  • TOM PISELLO  |  MONDAY, JANUARY 17, 2011
    [Differentiation] Value Selling Tools and the Buying Lifecycle
    view the tool Differentiate Sales and marketing has worked hard to make the case for change and convinced the buyer that the solution is justified, but now the buyer has a choice: purchase your solution, or perhaps find a lower cost alternative. But how can you best develop and deliver these tools effectively to fight Frugalnomics?
  • CRIMSON MARKETING  |  WEDNESDAY, SEPTEMBER 4, 2013
    [Differentiation] The Three C’s of Solutions Marketing: An Interview with Bob Braham [Podcast]
    The Competitor – Differentiate yourself by attacking the problem in a unique way that creates value for your customer. 'Your customers care about results because they have a problem they need you to fix. Problems are nothing more than a disruption, and herein lies your opportunity. . Feature Image: Courtesy of Eprobe World .
  • WRITING ON THE WEB  |  TUESDAY, FEBRUARY 14, 2012
    [Differentiation] The Ladder of Emotional Values: Pleasure Reigns
    This is where greater differentiation and profitability become evident. The only way to differentiate a company’s products and services is through adding  emotional value. What emotions are people seeking to satisfy online? What can we understand about human motivations and values in order for content marketing to work? Videos.
  • BUYEROLOGY  |  MONDAY, NOVEMBER 1, 2010
    [Differentiation] The Design of Buyer Experience
       As products and services are subjected to increasing entry into the level playing field we call commodity, differentiation is made in designing innovative buyer experiences.  Cover via Amazon. The expression “monumental shift” is a powerful one. 
  • VISIONEDGE  |  TUESDAY, MAY 20, 2014
    [Differentiation] Craft a Killer Sales Playbook
    With a practical sales playbook, you can leverage strengths, differentiate  offers, prove business value, and ultimately improve your win/loss ratio. 'The Sales Playbook, Defined. The playbook helps you implement a common sales methodology that leverages the processes used by high performers. The outcome? Diagram the engagement experience.
  • VIEWPOINT  |  FRIDAY, APRIL 26, 2013
    [Differentiation] Good Reads for B2B Marketing - Staple Yourself to a Lead
    Most marketers (60%) report that they are not fully satisfied (neutral or dissatisfied) with their current efforts to differentiate on brand. 'Online content in the sales and marketing industries is dynamic and constantly changing. Staple Yourself to a Lead. Via Marketo. Build A Content Hub That Converts. Via B2B Marketing Insider.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, AUGUST 8, 2010
    [Differentiation] Can you answer the most painful question in marketing?
    If you can’t explain how you differentiate yourself from the rest of the pack, if you are not offering something truly unique and interesting, why WOULD anybody ever read or comment on your blog … or buy your product? The other night I was having a beer with a friend who is a beginner blogger. In fact he looked a little green.
  • SALES INTELLIGENCE VIEW  |  WEDNESDAY, JANUARY 12, 2011
    [Differentiation] LinkedIn is Facebook With a Tie
    The thought that LinkedIn is Facebook with a Tie is a great differentiators between the two [.]. I ran across an interesting quote as I was working on the InsideView guide for Social Selling with LinkedIn. As soon as I heard it, an image popped into my head and I went to Photoshop to create it.
  • CONNECT THE DOCS  |  TUESDAY, DECEMBER 8, 2009
    [Differentiation] ClickLaunch: Jonathan Kantor's Crafting White Paper 2.0
    Jonathan Kantor: There are four things that clearly differentiate The White Paper Company from other white paper writers/marketers: An exclusive focus on white papers. As the number of short, all-text white papers proliferates across the web as a result of driving the cost downward, design will become a new strategic differentiator.
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