SAVVY B2B MARKETING | THURSDAY, JANUARY 21, 2010
[Differentiation] 78 Questions to Ask Before Launching a Blog
How can you differentiate your brand? How can you differentiate your content? So, you've decided to launch a blog for your business. Congratulations! Welcome to the exciting worlds of content marketing and social media - all wrapped up into one bundle of bloggy joy that will require your nurturing attention for a long time to come.
HUBSPOT | TUESDAY, AUGUST 9, 2011
[Differentiation] How to Protect Your Website Content From Future Panda Updates
The answer is simple: differentiate, improve, grow, and focus your content. Differentiate Your Content. It used to be that video was the perfect way to differentiate your brand from any other while positively serving your audience and gaining inbound traffic. Easier said than done, right? Here are a few ideas to get started: 1.
DIGITAL BODY LANGUAGE | TUESDAY, JULY 28, 2009
[Differentiation] Marketing Automation - What does it mean?
The New Importance of Data What we’re seeing in the above discussion is a shift away from batch communications that are not highly differentiated to true one-to-one personalization. Consistently, the term “marketing automation” is applied to our industry. Let's look at why. The Changing Buyer First, let’s look at our buyers.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | TUESDAY, JANUARY 14, 2014
[Differentiation] What Do You Think of These 2014 Sales Predictions?
So here''s my 2014 sales prediction: And, it''s very much related to my new book, Agile Selling , which I''ve been thinking about for two years now: In today''s ever-changing business world, sellers are now the key differentiator. Every year sales pundits offer their best guesses about the year ahead. Are they right? Who knows.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, FEBRUARY 9, 2012
[Differentiation] NurtureHQ Offers "Dead Easy Marketing Automation". Is That Enough?
NurtureHQ hopes to differentiate itself as “dead easy marketing automation”, which it arguably is. Still, I’m not entirely ready to give up on technology as a major differentiator. I don’t know whether to laugh or cry. New-ish marketing automation vendor NurtureHQ showed me its product recently. It’s really nice. think not.
SAVVY B2B MARKETING | THURSDAY, MAY 5, 2011
[Differentiation] Want to be Essential and Memorable? Teach Your Prospects!
Acknowledge them and differentiate. also want to point out that Researchers and SME’s are not the same thing but are often hard to differentiate in early meetings. I have always been someone who leaped before I looked. Impulsive, I believe is the word my teachers wrote on my report cards. The Subject Matter Expert.
AVITAGE | TUESDAY, MARCH 11, 2014
[Differentiation] What is Strategy?
Differentiation arises from both the choice of activities […] The post What is Strategy? Lack of clarity about content strategy might have roots in a universal confusion about strategy. He points out “most businesses don’t have a strategy for their organization.” Well, no wonder we struggle with content strategy. And why don’t they?
VIEWPOINT | THURSDAY, JUNE 6, 2013
[Differentiation] Good Reads for B2B Marketing - 5 Buyer Behaviors Reshaping B2B Marketing
He noted that booths look the same with little differentiation and are staffed with untrained talent. Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. Via GreatB2BMarketing.
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.
IT'S ALL ABOUT REVENUE | MONDAY, AUGUST 19, 2013
[Differentiation] Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee
by Amanda Batista | Tweet this Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. Albee will present during the event, and highlight how content marketing tips for marketers and help you learn how to: Elevate your brand in the minds of buyers.
KOMARKETING ASSOCIATES | TUESDAY, MARCH 3, 2015
[Differentiation] A PPC Optimization Checklist for the B2B Marketer
AdWords offers an extensive list of advertising extensions that help differentiate or highlight aspects of your campaign and advertising communications. One of the key responsibilities of a search marketing agency is in staying up to date on enhancements, features, and new functionality associated with the search engine marketing space.
MI6 MARKETING AGENCY | THURSDAY, NOVEMBER 18, 2010
[Differentiation] Twitter for B2B Marketing
think the differentiator is HOW twitter is used. For B2B compet differentiation is always about how well you solve customer probs/needs, enable cust success – do same on Twitter. Author: Chris Herbert. Every Thursday night Jeremy Victor and a group of B2B marketers hold a B2B Twitter Chat session. Learn more here ). Meet people.
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?
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.,
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.
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.
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.
MODERN B2B MARKETING | FRIDAY, AUGUST 24, 2012
[Differentiation] Don’t Stop A-Meme-In’ – Using Memes for Lead Generation and Buzz Building
Adding a bit of humor to the world of B2B marketing can be a great way to differentiate your business and chances are your customers and prospects will appreciate the laugh. by Jason Miller Looking for a fun way to engage with customers and prospects through your social media channels? Try using a meme tied back to a specific offer.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | WEDNESDAY, FEBRUARY 23, 2011
[Differentiation] Ever Wondered About the Secrets to Prospecting Success?
Jonathan is now training and coaching small to medium businesses who need to learn how to differentiate themselves in today's crazy-busy business environment. Today They should also “plant seeds” which highlight their key differentiators and influence the prospect's thinking. DIFFERENTIATION. Why both? Because
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.
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.
BIZNOLOGY | MONDAY, APRIL 20, 2015
[Differentiation] The business of data
Understanding this shift is critical, as knowledge is a competitive differentiator. Do you know what business you are in? It seems like such a straightforward question that every business person should be able to answer it without hesitation. Yet things are changing so rapidly, I am not quite certain that all would answer correctly.
BUSINESS GROWTH DEVELOPMENT | MONDAY, AUGUST 20, 2012
[Differentiation] UK B2B Marketing Trends 2012 Show A Growing Support For Sales
It suggests a greater need to cut through the clutter and have an effective brand presence, or better and greater differentiation. Digital channels were expected to take 31% of budgets. However, B2B marketers also recognised the importance of face-to-face, with 22% of budget allocation. But is their approach effective? Related articles.
GREAT B2B MARKETING | WEDNESDAY, MARCH 18, 2015
[Differentiation] How to Rejuvenate a Troubled B2B Brand
The downside is that few people know about you – the upside is that you can start with a fresh and differentiated brand position. Two months ago, I wrote an article titled The Economic Value of Your Company Brand. One of the points I made in the article is that you are sometimes better off if you are starting off with a clean branding slate.
B2B MARKETING INSIDER | TUESDAY, APRIL 30, 2013
[Differentiation] 5 Mindset Shifts Marketing Leaders Must Make
Firms need to differentiate through brand experience. We all know that real change starts with a shift in thinking. And so we are winding down the Future of Marketing series (for now) with this post on the 5 mindset shifts marketing leaders need to make. CMOs must walk in customers’ shoes. Think scalable programs.”. Photo Source.
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. Find New Customers is certified in Buyer Personas.).
BUYEROLOGY | SUNDAY, NOVEMBER 28, 2010
[Differentiation] How Social Media is Transforming the B2B Buying Experience
The key differentiator is that buyers will contribute to brand advocacy organically versus being asked to through whatever promoted means designed to “compel” them to do so. While B2C promoted advocacy can catch on, B2B buyers are astute in differentiating organic advocacy from promoted advocacy.
SMASHMOUTH MARKETING | FRIDAY, JUNE 11, 2010
[Differentiation] B2B Marketing and Sales Books: What's On Your Summer Reading List?
eMarketing Strategies for the Complex Sale - Ardath Albee's book on eMarketing is a great book that teaches its readers how to differentiate themselves from every other organization in their space. The Catcher in the Rye. Moby Dick. Pride and Prejudice. The Grapes of Wrath. Tale of Two Cities. Remember those? Pick this one up. What about you?
DIGITAL B2B MARKETING | THURSDAY, FEBRUARY 9, 2012
[Differentiation] 4 Problems Killing Thought Leadership Marketing
This is a position that creates differentiation for a company, before getting to any individual product or service. Chris Koch shared Four Reasons to Hate Thought Leadership earlier this week. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion.
LEAD VIEWS | FRIDAY, JULY 22, 2011
[Differentiation] Demand Generation Necessary For Lead Generation!
In this post, I make an attempt to explain the various factors that differentiate Demand Generation from Lead Generation, and why one is important for the other to succeed. Demand Generation and Lead Generation, can be easily voted as the most used words in the B2B Marketing space. valid observation. Industry Vs Company. Do you agree?
CONNECT THE DOCS | SUNDAY, OCTOBER 31, 2010
[Differentiation] The B2B Marketing Manifesto
Why exposing your beliefs can be a powerful differentiator. Few weeks back, Doug Kessler , Creative Director and co-founder of Velocity , sent me an early copy of their upcoming eBook about B2B Marketing. Velocity has very high standards in creating content. The early copy of The B2B Marketing Manifesto was (of course!) brilliant.
REPUTATION TO REVENUE | SUNDAY, MARCH 28, 2010
[Differentiation] Master narratives and framing the debate with B2B marketing
It's better to have a consistent flow of thought leadership content on the same basic subject than not, but if there is not a compelling and differentiated point of view to drive a sustained and integrated program, you stand little chance of framing the debate. Politicians understand this the best. It's critical with B2B marketing, too.
BUZZ MARKETING FOR TECHNOLOGY | THURSDAY, MARCH 13, 2014
[Differentiation] CMOs Win When High-Value Customers Are Treated Personally Online
The key to obtaining a 360-degree view of high-value customers means personalizing and differentiating every message by offering an array of online content to drive maximum conversion and revenue uplifts. Instead, they are actively seeking opportunities to better understand their high-value customers across every channel and device.
HUBSPOT | WEDNESDAY, FEBRUARY 12, 2014
[Differentiation] PPC for Startup Marketers: An Introductory Guide
Do other startups offer a benefit for which you offer a strong differentiation? When looking at the competition, keep in mind to differentiate harmless competitors from dangerous ones. For startups looking to get going with PPC, it can be overwhelming. What makes us special? Where do we offer our product? to buy, to sign up)?
HINGE MARKETING | WEDNESDAY, JANUARY 28, 2015
[Differentiation] 5 B2B Content Marketing Techniques to Revamp Your Marketing Strategy
Research - This is the most time consuming of the three, but can be a great way differentiate your brand. Related Stories How to Differentiate Content Curation on Social Media 5 Ways to Better Connect With Your Technology Audience The Road to Revenue, Part 4: How to Start Marketing your Expertise. Leave a comment below!
GREAT B2B MARKETING | TUESDAY, FEBRUARY 5, 2013
[Differentiation] Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy
didn’t reproduce the boilerplate verbatim; I translated and expanded on the differentiators there. You convene some hasty brainstorming sessions and your marketing or PR person (if you have one) knocks it out like a quick and painful homework assignment and, after a few revisions, it’s baked. Congratulations.
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. First, there’s “Neurolinguistic Programming” (or, as we like to think of it, Jedi Mind Tricks ).
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?
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | WEDNESDAY, OCTOBER 30, 2013
[Differentiation] Elevator Speech vs. Unique Selling Proposition vs. Value Proposition
Its primary value is to create competitive differentiation. A USP is often used in marketing materials or in talking with customers who are ready to buy. Without a strong value proposition , it’s much harder to sell your products or services in today’s economy, much less even get in the door of big companies. But what is a value proposition?
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.
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 | 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, SEPTEMBER 12, 2011
[Differentiation] Experiential Buying Behavior Takes B2B Center Stage
In such a way that it allows for buyers themselves to create their own adaptive differentiated experiences. Image by davidking via Flickr. In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying. Assist-Enabled Buying. Related articles.
MODERN B2B MARKETING | WEDNESDAY, NOVEMBER 5, 2014
[Differentiation] [Quiz] Who’s Your Content Marketing Crush?
Just take a look at some of the top content marketing thought leaders – they each have certain skills that differentiate them from each other, but they are all still considered “grade A” content marketers. Like most other types of marketing, each person has a different approach that works best for them. Grammar skills? Check! Spelling Check?
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.
SALES CHALLENGER | WEDNESDAY, APRIL 25, 2012
[Differentiation] The 3 Key Ingredients of Commercial Insight
That’s where the next two differentiators come into the picture: Be frame-breaking – Disrupt the customer’s current logic , revealing an underappreciated aspect of the customer’s environment or a flawed assumption. You know that your best sellers succeed by teaching customers something new about their business.
BUSINESS GROWTH DEVELOPMENT | MONDAY, AUGUST 20, 2012
[Differentiation] UK B2B Marketing Trends 2012 Show A Growing Support For Sales
It suggests a greater need to cut through the clutter and have an effective brand presence, or better and greater differentiation. Digital channels were expected to take 31% of budgets. However, B2B marketers also recognised the importance of face-to-face, with 22% of budget allocation. But is their approach effective? Marketing
B2B MARKETING INSIDER | TUESDAY, NOVEMBER 1, 2011
[Differentiation] 7 Ideas To Increase Your Twitter Followers
Now the main question for Twitter users is, how can we differentiate our self with 140 characters and what should we do to use Twitter effectively? All over the world, Twitter is getting more and more popular every day. Once a site for developers and bloggers, Twitter has hit the mainstream of news, politics, sports and entertainment. BABAO?LAN
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
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?
SALES PROSPECTING PERSPECTIVES | MONDAY, AUGUST 30, 2010
[Differentiation] Does your inside sales team have the tools to succeed?
Competitors/Differentiators – The number one reason that a company is not interested in your solution is because they are using something or someone else. It is extremely important to have as much information on your competitors as there is on your solution and what differentiates you in the market. Is your website up to date?
HINGE MARKETING | MONDAY, DECEMBER 23, 2013
[Differentiation] Happy Holidays from Hinge
The Value of Design in Brand Differentiation As you say goodbye to another year. Wipe away that holiday tear. Remember, whatever this season dishes. You'll always have these Hingely wishes. Happy holidays! The Hinge team.
CMO ESSENTIALS | THURSDAY, APRIL 2, 2015
[Differentiation] The Changing Role of Marketing in the Mobile Age
There has never been a more exciting time to be an online consumer. We can do more things online than we ever imagined: watch the latest episodes of our favorite TV shows, listen to virtually any album ever released, buy a car, plan a trip, pay taxes, get financial advice, or plan a wedding. But this is just half the story.
B2B MARKETING INSIDER | TUESDAY, DECEMBER 20, 2011
[Differentiation] How To Generate ROI (Return On Interesting) With Content Marketing
But they typically aren’t very engaging or interesting , and do little to differentiate the company from other vendors. Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics? So you can eliminate product as the starting point.
SAZBEAN | SATURDAY, OCTOBER 20, 2012
[Differentiation] Top Internet strategy, marketing and technology links for the week of October 20, 2012
News & Notes
B2BMARKETINGSMARTS | THURSDAY, FEBRUARY 24, 2011
[Differentiation] One great B2B marketing reminder and one new trend.
Valkre has created a new metric, called the differential value proportion or “DVP , which measures the amount of increased profit that a customer can bring in by doing business with one company versus another.. ???????Great Reminder. This isn’t a new B2B marketing thought. It sounds like a great event. YES, YES YES. New Trend.
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.
INDUSTRIAL MARKETING TODAY | TUESDAY, AUGUST 16, 2011
[Differentiation] Small Manufacturers Use Social Media Effectively
These are very important considerations in differentiating one shop from another in an industry that is highly fragmented and extremely competitive with constant price pressures from offshore suppliers. However, these have been from other industrial marketing consultants like me. Videos play a key role in manufacturing marketing.
SALES CHALLENGER | WEDNESDAY, SEPTEMBER 7, 2011
[Differentiation] Your Sales Specialists Aren’t as Effective as They Could Be…
The solution here is to help your reps differentiate between good and bad opportunities. Even if you teach reps how to differentiate between good and bad opportunities, you can’t always count on them to police themselves. So what causes the strategy to break down? Now we’re not saying don’t pursue these deals.
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, APRIL 18, 2012
[Differentiation] Creating Sales Collateral That Works
B2B marketers, accordingly, have spent a ton of time tackling things like messaging, competitive differentiation, thought leadership and performance measurement. As a whole, B2B marketing is becoming more strategic, as companies’ offerings, as well as buying processes, get more complex. It teaches customers something new.
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.
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.
B2B MARKETING INSIDER | TUESDAY, SEPTEMBER 3, 2013
[Differentiation] The Four Biggest Content Marketing Pain Points
Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance. Brands face multiple obstacles when organizing the content function. Brands identify multiple pain points when dealing with content strategy and the execution of content marketing programs. Content Marketing
VIEWPOINT | TUESDAY, MAY 7, 2013
[Differentiation] PowerViews with Tony Zambito: Buyer Predictability
Click to start video at this point — The ability to build a model of your buyers and to predict their behavior will be a key differentiator between successful companies in the near future. My guest today is Tony Zambito. In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales.
IT'S ALL ABOUT REVENUE | TUESDAY, JULY 19, 2011
[Differentiation] 5 Common Stages of B2B Lead Nurturing
This is an excellent period to start showing off your credentials, provide list of industry reports and accolades you’ve received, cost comparisons, relevant facts and figures that differentiate you from your competitors. Let’s just say it can feel more like an odyssey than a simple business transaction. Welcome. Progressive. Accelerator.
JUNTA 42 | WEDNESDAY, DECEMBER 14, 2011
[Differentiation] Forget Content Curation, Focus on Original Content in 2012
Compared to the creation of valuable, relevant, long-form content, curation is simple…and that’s the differentiator for you. Let’s right the ship folks. Content Curation is NOT a Strategy. To find the best and most relevant content and bring it forward. Great…but at the end of the day, we need something to curate.
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] ?
THE ROI GUY | TUESDAY, JANUARY 15, 2013
[Differentiation] Sales and Marketing Alignment in 2013? Not so Fast!
The result: More competitive losses, as Buyers don’t properly frame your differentiating value and commoditize the offerings, Longer decision cycles as Buyers struggle to properly understand the “cost of doing nothing” and value of change, More discounting, as purchase price becomes the key differentiator. It’s not on Enablement.
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.
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.
INDUSTRIAL MARKETING TODAY | TUESDAY, JUNE 5, 2012
[Differentiation] Is Your Industrial Content Marketing Reaching a Dead End?
Au contraire, such companies should use optimized content for SEO and use blog posts for thought leadership to differentiate themselves from the competition. In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Now What?” ).
STORIES THAT SELL | TUESDAY, JUNE 28, 2011
[Differentiation] The Resume is Dead: The (Story) Bio is King
We’ve been told to carefully construct a persona that will differentiate and trademark our skills into a unique value proposition. Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing.
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 CHALLENGER | MONDAY, FEBRUARY 13, 2012
[Differentiation] Putting the Swagger Back in Sales
ADAMSON: Most sales reps, when they show up in front of a customer, rely pretty heavily on their product, their brand, or the service with which they deliver that product to differentiate themselves from competitors in the eyes of that customer. Yeah, they likely differentiate the top three from everybody else. Why and how?
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.
WEBBIQUITY | TUESDAY, DECEMBER 16, 2014
[Differentiation] 23 Outstanding Social Media Marketing Guides
Basic presence and listening tactics will no longer suffice, and certainly won’t differentiate brands. Yet as buyers make increasing use of social media to evaluate the offerings of and engage with vendors, expectations will inevitably increase. What trends and changes in social media do marketers need to stay on top of?
HUBSPOT | MONDAY, JANUARY 20, 2014
[Differentiation] Marketing Campaigns That Broke the Internet [SlideShare]
For this list, Pouy sought out a mix of innovation, creativity, and differentiation in campaigns. "Do you want to break the internet?". That''s what Grégory Pouy , founder of French digital consulting firm La Mercatique , poses in his latest SlideShare in which he breaks down the best digital campaigns of 2013. Share your opinions below.
JILL KONRATH'S FRESH SALES STRATEGIES BLOG | MONDAY, OCTOBER 15, 2012
[Differentiation] Finally! The True Secret to My Sales Success Revealed
Turns out that the ability to ask insightful, thought-provoking questions was the single biggest differentiator between top performers and average reps. I owe it all to teenage angst. That's right. wanted to be popular and have a boyfriend. But it wasn't my natural style to be a big flirt. I'd much rather have been immersed in a good book.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, JANUARY 20, 2014
[Differentiation] Case study: Creating social media benefits in a regulated industry
” Baker learned quickly that a combination of human connection and helpful content was creating a point of differentiation in a field that is typically “too stiff.” It’s been wonderful to observe the growth and progress in social media marketing over the years, but certain fields continue to lag behind. Legal. Legal.
KOMARKETING ASSOCIATES | MONDAY, JUNE 2, 2014
[Differentiation] Is There A Connection Between SEO Link Building and PR-Based Brand Mentions?
SEOs need to better understand the organization’s brand, including its objectives, target markets, points of differentiation, and the competitive landscape in a more traditional sense. Google might be doing it’s best to create a divide between PR professionals and SEO practitioners. Image / quote via SEO by the Sea. How so?
HUBSPOT | THURSDAY, SEPTEMBER 5, 2013
[Differentiation] What Exactly Does Google Consider High Quality Marketing Content?
Invest significant time and resources into differentiating within your niche, and providing value. Does continual effort to differentiate in search of quality mean you should exclusively focus on newsjacking, or pick a very narrow focus and stick with it permanently? Every 24 hours, 2 million unique blog posts are published. Cloaking.
MARKETING INTERACTIONS | WEDNESDAY, AUGUST 18, 2010
[Differentiation] Marketing Above the Noise
So, if there are only so many benefits, values or outcomes (pick your term) - how are companies going to differentiate themselves and their products to a marketplace where their prospects are hearing the same things from countless vendors? Boy is there a lot of noise in the marketplace today! Products/Solutions can INCREASE: Revenues.
HINGE MARKETING | WEDNESDAY, FEBRUARY 26, 2014
[Differentiation] How Can Professional Services Firms Boost Their Value?
Their communications are driven by a strong marketplace positioning built on differentiators that are true, demonstrable and highly relevant to target audiences. To learn more about identifying differentiators, download our brand new Differentiation Guide for Professional Services. So, what drives value?
SALES CHALLENGER | MONDAY, JUNE 17, 2013
[Differentiation] Overcoming Sales’ Unpredictability
conversation that will then lead to your unique differentiators in the markets that you compete. The “old world” of selling was defined by being a highly efficient, “Six Sigma” sales organization, meant to outperform our competitors to meet customer needs. This is how we won. What do we mean? We built scorecards. The most common? Insights.
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.
GROW - PRACTICAL MARKETING SOLUTIONS | TUESDAY, JANUARY 4, 2011
[Differentiation] The 10 Best Corporate Blogs in the World
This personal involvement has won the site loyal fans since they know they are getting the word from a real executive — a powerful point of differentiation. My reaction to most company blogs: “Blah, Blah and Double Blah!. IBM, SAP and Oracle are examples of innovative and remarkable blogs. And many of these blogs are U.S.-based
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.
MARKETING LEADERSHIP COUNCIL | WEDNESDAY, OCTOBER 26, 2011
[Differentiation] 5 Things Marketers Fear the Most
It means that brand and minor product differentiators fall out a customers’ buying equation, undoing a good deal of the hard work marketers have done to attach non-product factors (for instance, branding or insight/services for B2Bs) into the decision. In honor of that, we’re posting some of marketers’ biggest fears.
WEBBIQUITY | THURSDAY, JUNE 30, 2011
[Differentiation] Enterprise Social Media and Personal Branding
And smart companies, big or small, who recognize that in a social media world, their people are their differentiation , will find ways to capitalize on personal branding. Personal branding is a hot topic for entrepreneurs and solo consultants, by does it matter to large enterprises? Oh yeah. Not at all. How is this achieved?
SAVVY B2B MARKETING | TUESDAY, FEBRUARY 16, 2010
[Differentiation] Storytelling in Marketing
Here's my take on what makes a good product story: Characteristics of a Good Product Story Illustrates the product’s differentiated value – Highlights the unique value and not just something that any product in your segment can deliver. disagree with that. Imagine what your perfect customer story would be.
FEARLESS COMPETITOR | MONDAY, MAY 20, 2013
[Differentiation] 10 Things Your CEO Needs to Know Now about B2B Demand Generation
One of the things that differentiates best in class marketers is their determination to measure and define key metrics which drive business results. 10 Things Your CEO Needs to Know Now about B2B Demand Generation. love salespeople. Are you one? feel for your suffering and want to help you. That’s the theme of this post. What can I do?
TYPE A COMMUNICATIONS | MONDAY, JANUARY 5, 2015
[Differentiation] 12 Months of Learning From 12 Top B2B Marketers
Products can be interchangeable, but what we stand for differentiates us. January 6, 2015. One of the things I love about looking at the clean slate of a new year is 365 days of possibilities. Part of what gets me excited is taking one idea, focusing on it, and then putting it into practice little by little. Clearly, it’s worked. Build It.”
DIGITAL BODY LANGUAGE | THURSDAY, AUGUST 13, 2009
[Differentiation] What is B2B Marketing?
Let’s look at a few of the areas that differentiate a B2B buying process: Information Exchange In B2B marketing, you are often dealing with a buying organization that requires a significant amount of information during their buying process. What exactly defines Business to Business (B2B) Marketing?
WEBBIQUITY | TUESDAY, APRIL 5, 2011
[Differentiation] The “Social Media Certificate” – Smart Move or Scam?
When companies hire, does having a social media certificate really differentiate a job candidate? Ultimately, social media is a tool. powerful and flexible tool, to be sure, but still a tool. Kind of like other powerful, flexible tools, like…Microsoft Excel. What do you think?
BIZNOLOGY | WEDNESDAY, APRIL 8, 2015
[Differentiation] The benefits & impact of simplicity: a case study
Achieving simplicity throughout your organization and in its focus can provide both differentiation in a crowded market and help take it to the next level. As business leaders, we know that business is rarely simple. Whatever it takes, we all need to insure that our businesses thrive. Case Study: Women United in Philanthropy. How It Works.
BIZNOLOGY | TUESDAY, AUGUST 13, 2013
[Differentiation] Are you surfing the social media wave (or are you too far ahead or behind)?
You might think that being cutting-edge with regards to tech, social media, communications channels, and advertising is the best differentiator, your secret weapon. Social media marketing and digital PR consultants spend too much time paddling and not enough time surfing. Let Be careful! It’s not true. You should do the same thing.
FEARLESS COMPETITOR | WEDNESDAY, SEPTEMBER 14, 2011
[Differentiation] Why’s B2B Marketing So Boring?
Lead generation programs depend on clear differentiation. B2B Lead Generation | Why are you all so boring? Does everyone sound alike to you too? Name any product or service and then try to explain what makes one different from the other. Good luck. So companies are trying to figure out lead generation programs. link]. great story.
PAUL GILLIN | THURSDAY, JANUARY 24, 2013
[Differentiation] Attack of the Customers Press Release
Delighting the customer is the only sustainable source of competitive advantage today, because product differentiation is fleeting and price differentiation is unprofitable, ” said co-author Greg Gianforte. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. About The Authors.
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?
LEADER NETWORKS | THURSDAY, AUGUST 11, 2011
[Differentiation] Moderation Best Practice: Give Three Gifts To Every One Take
It is the connection aspect that differentiates an online community from a web site. (image credit: anankkml) My professional life and daily operations are permeated by people who want or need something, as I am sure is an experience shared by all. “Do you have? Could we meet? Can you do?” And then it happened a few days ago.