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  • HINGE MARKETING  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] Elements of a Successful Brand 8: Messaging
    core brand message communicates the values and key differentiators that define the brand. firm that struggles to differentiate itself in the marketplace, for instance, may formulate a tagline or marketing campaign theme that contrasts itself with the rest of the industry (Avis’s “We try harder” comes to mind).
  • HINGE MARKETING  |  FRIDAY, DECEMBER 12, 2014
    [Differentiation] Why Asking Clients About Your Competitors is Critical
    Uncovering the nuances that go into clients’ decision-making processes is critical to identifying and understanding your real competitors and ensuring your branding and messaging truly differentiates your firm. Think you know who your firm’s competitors are? Whose perspective matters most? That’s right – your clients.
  • DIGITAL B2B MARKETING  |  MONDAY, OCTOBER 24, 2011
    [Differentiation] Thought Leadership in B2B Marketing [#B2Bchat Recap]
    It is easy to look to other spaces and see companies as thought leaders, but it was notable that when the group looked within the space they know best, where they are most likely to recognize true differentiated thought leadership, all the thought leaders identified were individuals. Why should companies invest in thought leadership?
  • KOMARKETING ASSOCIATES  |  TUESDAY, SEPTEMBER 22, 2015
    [Differentiation] 10 Marketing Trends That Should Influence Your Content Strategy
    Corporate Visions released a survey in August that showed B2B marketers and sales reps are failing to deliver pitches that differentiate them from the competition. As someone that’s always had a passion for journalism, I enjoy staying on top of the latest news. Effectiveness of Visual Content. That’s pretty low. Email is Alive and Well.
  • 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
  • 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  |  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.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, AUGUST 24, 2016
    [Differentiation] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    My last post used data from our new Guide to ABM Vendors to describe differentiators among companies that provide external data for account based marketing. Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts.
  • 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.
  • 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.
  • 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.
  • 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?”
  • 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.
  • 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.
  • 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
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 6, 2016
    [Differentiation] How To Get the Most Out of AdWords Expanded Text Ads
    You generally want your headline to be eye catching in order to differentiate yourself from the competition.  As fewer and fewer ads are beginning to take up space on the first page we’re headed back to basics: Make sure you have a great quality score and a compelling call to action. One Size Fits All Ad Formats. No More Text Wrapping.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MAY 26, 2016
    [Differentiation] Keeping your content promise, even when it hurts
    think in this information-dense world, trust is a legitimate point of differentiation for the simple reason is that it is so rare. think in this information-dense world, trust is a legitimate point of differentiation for the simple reason is that it is so rare. encouraged her to give it a shot. It was a difficult decision. Pop-ads.
  • 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!
  • 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.
  • 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.
  • JUNTA 42  |  SATURDAY, JULY 25, 2015
    [Differentiation] This Week in Content Marketing: Content Marketing Budgets Still the Size of Pluto
    In this week’s episode, Robert and I discuss the massive growth of how-to videos on YouTube and what marketers need to do to differentiate their video content. Robert and I agree that only producing how-to videos isn’t enough for brands to differentiate themselves. advertisers. This week’s show. Content marketing in the news.
  • 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 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.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  TUESDAY, MARCH 11, 2014
    [Differentiation] [Video] Dealing with Crazy-Busy Prospects
    This makes it a whole lot more challenging to differentiate yourself and keep out of price battles. How does being "crazy busy" impact selling? It affects your prospects in a huge way. First of all, your prospects put up barriers to access. They''re protecting their time at all costs so it''s much harder to set up an initial meetings.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, DECEMBER 4, 2013
    [Differentiation] 30 Seconds or Less: 10 Best Practices for Delivering an Efficient Buying Experience
    You have to be able to deliver the value prop and differentiation in 30 seconds. Sales Prospecting Perspectives is pleased to bring you a guest post from Craig Rosenberg, the Funnelholic and a co-founder of Topo. Follow him on Google+ or Twitter. Don’t get me wrong, you have to optimize your sales and marketing processes for efficiency.
  • 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
  • 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 !
  • 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!
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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?
  • 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.
  • 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.
  • 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! When I graduated from college, I thought I knew it all. Turns out, I didn’t know shit.
  • 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].
  • 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.
  • 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?
  • 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.
  • JUNTA 42  |  SATURDAY, AUGUST 6, 2016
    [Differentiation] This Week in Content Marketing: U.S. Olympic Committee Makes Huge Social Media Faux Pas
    How culture impacts brand attraction and engagement (20:45): An article on Bulldog Reporter describes a recent collaboration between the CMO Council and branding consultancy Fresh Squeezed Ideas, which explores ways consumer brands can stay relevant, authentic, and differentiated in a rapidly evolving and culturally complex global market.
  • 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.
  • 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 ).
  • 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.
  • 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 PROSPECTING PERSPECTIVES  |  TUESDAY, OCTOBER 1, 2013
    [Differentiation] How to Become a Thought Leader In Your Industry
    Although the term has morphed over the years, I like the definition from Thought Leadership: how to differentiate your company and stand out from the crowd. A company with a reputation for dependability, consistency and quality services or products will win consumers'' business. Becoming a thought leader is harder than you think. Novel ideas?
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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, 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.
  • 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?”
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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”.
  • 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.
  • 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.
  • B2B MARKETING UNPLUGGED  |  THURSDAY, JULY 28, 2011
    [Differentiation] Trout on Strategy is an Acquired Taste
    The first is a fun trip through differentiation (from Differentiate or Die: Survival in Our Era of Killer Competition  - - affiliate link) and it’s worth reading if you are thinking of pitching customer service or quality as a point of differentiation (don’t). Hotness is also a differentiator. And why? affiliate link). 
  • B2B LEAD 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.
  • 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.
  • 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. Tweet.
  • 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.
  • 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.
  • RADIUS  |  THURSDAY, JULY 28, 2016
    [Differentiation] How To Boost Outbound Email Performance With Predictive
    With Predictive, marketers can extract answers to important questions about their customers by identifying key points of differentiation like: What is the purpose of the email campaign? But it’s important to differentiate email content to stand out in a prospect’s inbox and nurture them effectively. Email marketing isn’t new.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, OCTOBER 29, 2015
    [Differentiation] How to Use Data as a Competitive Advantage
    But that raises an important question: If everyone is “data-driven” in both theory and action, how can businesses carve out meaningful competitive differentiation through their use of information? Big Data, in short, has gone mainstream. The above is an excerpt from the foreword of the white paper Data as Competitive Advantage.
  • 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.
  • 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
  • JUNTA 42  |  SATURDAY, MAY 9, 2015
    [Differentiation] This Week in Content Marketing: Why Digital Spending Is Not Growing Fast Enough
    Robert and I completely agree and point out that just calling yourself a media company doesn’t automatically differentiate you from the publishers and brands that are also doing so today. Technology alone is no longer a differentiating factor. We wrap up the show with a #ThisOldMarketing example from NFL Films. This week’s show.
  • 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.
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 15, 2015
    [Differentiation] Driving Long-Term B2B Growth with an Omni-Channel Presence
    These days, delivering a great customer experience is a genuine marketplace differentiator, so companies that take a more rational, integrated approach to customer communication can gain a competitive edge. Guest post by Robert C. Johnson. toll-free customer support line open only during local business hours used to be the norm. Robert C.
  • 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.
  • 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] ?
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, MAY 22, 2014
    [Differentiation] How Kele Developed a Personalized Email Strategy
    It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Jennifer Igartua , Marketing Automation Consultant at Bluewolf, an agile business consulting firm. Email marketing
  • 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.
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