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  • 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?
  • TRADESMEN INSIGHTS  |  TUESDAY, MAY 8, 2012
    [Differentiation] How Are You Using Social Media to Find and Engage Your Target Audience?
    What are you doing to tell your story and points of differentiation? Do you know where your customers and prospects are spending their time online? Wouldn’t that be an important part of an overall social media strategy to find and engage them? If trends continue, social networks will soon surpass internet portals like AOL and Yahoo!
  • BIZNOLOGY  |  MONDAY, JULY 23, 2012
    [Differentiation] The Second Layer of Web Sales Success
    In fact, when we’re actually doing window-shopping or more serious product-comparison shopping, we’re able to differentiate between whatever offers we find, even to the point of knowing when we’re spending a bit more than we could, if certain other circumstances were present. Basically, In last month’s post on this. Getting more sales?
  • BUYEROLOGY  |  MONDAY, OCTOBER 3, 2011
    [Differentiation] Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value
      Differential : Using the scorecard approach can help in identifying the largest differentials between what buyers consider of high value and where the organization is falling short in the minds of buyers. Image by J. McPherskesen via Flickr.   The goal becoming how to score a perfect 10 on all value attributes.
  • 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.
  • CMO ESSENTIALS  |  THURSDAY, NOVEMBER 13, 2014
    [Differentiation] Misinterpreting Customer Data: Good Data Can’t Save Bad Marketing
    Though the HBR article seems to conflate simplicity and lack of gimmicks as differentiators in the UK, in the US, the ability to deliver value through sales, coupons, and loyalty cards is something that’s significantly appreciated by consumers. To be blunt, this idea is just wrong. annually. could not. in-store, web and etc.)
  • 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.
  • 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. ). And that’s what we say when we are being nice. The Buzz Commercial Teaching Procurement
  • REPUTATION TO REVENUE  |  THURSDAY, NOVEMBER 5, 2009
    [Differentiation] Winning with thought leadership: Six lessons from IBM and Deloitte
    Thought leadership without a differentiated point of view is just an echo of conventional wisdom. Deloitte takes a similar approach, focusing on competitive differentiation, influencer relations, client connections, and business development support. How should we produce and package thought leadership content? How should we promote it?
  • LEADER NETWORKS  |  FRIDAY, OCTOBER 1, 2010
    [Differentiation] Top 15 Ways to Kill an Online Community -- Again
    Assume the members will do all the work from the start and they don't need content or assistance after they have joined. 9) Bigger is always better, size is THE critical differentiator. About a year ago I blogged about the top 10 ways to kill engagement. While the tools have evolved, many of the best practice tenets remain the same.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, MARCH 2, 2012
    [Differentiation] 3 Cool Lead Nurturing Programs You’re Not Running
    Why not use lead nurturing programs to help differentiate your solution? by Jennifer Talcott | Tweet this I’ve been in the marketing automation community for about 7 years. In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. The “Introduction to Sales” Nurturing.
  • 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!
  • 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.
  • 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?
  • SALES CHALLENGER  |  TUESDAY, SEPTEMBER 11, 2012
    [Differentiation] Getting Challenger Skills to Stick
    the ability to teach for differentiation, tailor for resonance, and take control of the sale) are tacit in nature, and therefore require a different-in-kind approach to be taught effectively. Over the last few years, we’ve worked with countless members on their journey to become a Challenger sales organization. Because Challenger skills (i.e.,
  • NUSPARK  |  FRIDAY, NOVEMBER 4, 2011
    [Differentiation] Permission Marketing Drives White Paper Relevance
    Show competitive differentiation. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior. Your prospects have access to vast amounts of content, and they want it on their terms.
  • INSIGHTIQ BLOG  |  TUESDAY, MARCH 6, 2012
    [Differentiation] The Bacon of Client Engagement
    What are key differentiators/attributes of new customers that have purchased for those who have not responded? “Bacon makes everything better,” is a sign I have in my kitchen.  I thought of it recently w hile working with two clients that are implementing new technologies into their organizations.  Marketing Impact. Financial Impact. Focus.
  • SALES LEAD DYNAMICS  |  WEDNESDAY, OCTOBER 20, 2010
    [Differentiation] Extra, Extra: To Get More Leads, Harness the Power of the Press Release
    Differentiate your firm and your services”. Once upon a time a press release was designed solely to get media attention. The goal was a (favorable) mention in print or on the air. The media were the messengers. Things have changed. You are now the messenger. With online press releases you can certainly reach the media. Why Publicity Matters.
  • ENGAGE  |  TUESDAY, NOVEMBER 19, 2013
    [Differentiation] Content is the New Clutter: Here’s How to Break Through
    Differentiate the causes and efforts served from the competition. The rise of content marketing is closely tied to fundamental shifts in the attention economy. People are more distracted than the­­y’ve ever been. That’s because there are more people competing for attention than ever before. People are more distracted than the­­y’ve ever been.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 21, 2013
    [Differentiation] Top 5 Brand Building Tools for Technology Firms
    Start with your differentiator. High growth firms are 3X more likely to have a strong, easy-to-understand differentiator. Here is a quick test to see if you have a true differentiator. If the answer is “no,” it is probably not a good differentiator. But how do you do it? Your brand is partly your reputation.
  • SAVVY B2B MARKETING  |  THURSDAY, FEBRUARY 2, 2012
    [Differentiation] Want to be a Rock Star Guest Poster? Read This!
    How did those who got published differentiate themselves? We get a decent amount of Guest Post requests here at Savvy. Early on we thought this was great! The more guest posters the less work for us! Well the joke is on us because managing guest post submissions has become at times more laborious than simply writing the posts! If not move on.
  • SAVVY B2B MARKETING  |  THURSDAY, MAY 10, 2012
    [Differentiation] B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience?
    According to Caroline Morris with the marketing research organization Sky IQ, " They [consumers] don't differentiate in terms such as channels or devices like marketers do, they are just engaging." The fact that buyers are now in control causes no end of frustration in B2B organizations. B2B Buyers are Consumers Too.
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 17, 2013
    [Differentiation] How to Design Emails to Reach the Inbox
    Email deliverability and trust is important to your reputation as an email sender , but what are some best practices to maximize the probability that it reaches the intended inbox and differentiates you from a dreaded spammer? by Dayna Rothman When you send out an email blast you hope and pray that it reaches your intended recipients. Forms.
  • HUBSPOT  |  THURSDAY, DECEMBER 8, 2011
    [Differentiation] Twitter Launches Brand Pages for Business Accounts
    Separating @Replies From @Mentions: Brands will also now be able to easily differentiate between their @replies (tweets directed at the brand) and their @mentions (tweets just mentioning the brand with @username), as Brand Pages will separate these tweets into two buckets for account administrators. Business Benefits of Twitter's Redesign. 1.
  • 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. 
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, OCTOBER 10, 2013
    [Differentiation] Study Shows SMB Marketers Want to Communicate Value with Metrics
    This is why SMB marketers say the implementation of Modern Marketing best practices will help to increase revenue performance and differentiate with preferred customer experiences. Advertising, engineering, construction, architecture and transportation companies also participated. More SMBs are Becoming Modern Marketers. Action Items: .
  • TRADESMEN INSIGHTS  |  THURSDAY, FEBRUARY 18, 2010
    [Differentiation] Are B2B Social Tactics Different Than B2C ?
    In that study, both use the same basic tools, but how they use them differentiates the two groups. Marketing to the professional tradesman in the Construction, Industrial and MRO markets Home About Me Contact Market Overviews Newsletter Podcasts Services Are B2B Social Tactics Different Than B2C ? B2B an B2C are more aligned than you think.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, AUGUST 8, 2010
    [Differentiation] Can you answer the most painful question in marketing?
    The other night I was having a beer with a friend who is a beginner blogger. He was lamenting that he was not attracting many new readers or comments. I let him go on for awhile but finally had to hit him with the most painful question in all of blogging … marketing… perhaps in all of business: “What makes you special?&#.
  • SAVVY B2B MARKETING  |  FRIDAY, OCTOBER 21, 2011
    [Differentiation] Savvy Week in Review - October 21
    Eric Wittlake sparks a terrific discussion by putting forth his belief that content is now the norm, not a differentiator. We can't believe that another week has flown by. If you're like some of us, you've been soaked in rain the last couple of days, so it's been nice to be indoors. catching up on the blogosphere, of course!
  • KOMARKETING ASSOCIATES  |  FRIDAY, NOVEMBER 15, 2013
    [Differentiation] 5 Must-Watch Google Webmaster Videos for the B2B Marketer
    The bottom line: Google knows how to differentiate between natural and paid links; the latter are usually off-topic, keyword stuffed, and include keyword rich anchor text. Every search marketer has a go-to industry source that they rely on for thought-provoking SEO content. Underrated Content Marketing Assets for B2B SEO. Schema 101.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 1, 2015
    [Differentiation] Master the Changing Sales Landscape: 8 Key Strategies to Becoming a B2B Salesperson of the Future
    That user experience in itself will differentiate you from the competition. 6. Author: Amy Guarino Forrester’s pronouncement of the death of the B2B salesperson recently made headlines. But, I ask, is it really a death, or a chance at reinvention ? Here’s the situation: it’s not news that the buying process has changed. Sales b2
  • MODERN B2B MARKETING  |  WEDNESDAY, JUNE 5, 2013
    [Differentiation] Don’t Get Left Behind: The Rise of Digital Marketing in Financial Services
    Trend – The nature of financial services products make offerings easy to copy and hard to differentiate. This not only engages clients more and with higher results, it differentiates firms from those who are ignoring this growing trend. Author: Fab Capodicasa Every business is different. Mobile Marketing is Exploding. Modern Marketin
  • BLOG MY CALLS  |  FRIDAY, SEPTEMBER 27, 2013
    [Differentiation] The Call Tracking Landscape
    And while there are a few minor differences between these companies—basically boiling down to UI, reporting, and integration techniques--ultimately, there are no major differentiators. When we launched LogMyCalls in the Summer of 2012, we joined about a dozen serious call tracking competitors. Call tracking doesn''t change that much. Period.
  • SALES PROSPECTING PERSPECTIVES  |  FRIDAY, APRIL 6, 2012
    [Differentiation] Hunger Games and Sales - How to Make the Odds Ever in Your Favor
    In inside sales, a quality list or training and direction from your mentor can be the differential in whether or not you make bonus. In the hungry and cut throat world of sales, you have to be smart about how you play the game. The keys to success are the tools and support you must employ to find your opportunities. &rdquo
  • 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.
  • NUSPARK  |  SUNDAY, FEBRUARY 24, 2013
    [Differentiation] Targeting Audiences Not Looking for You; Advertising Options for B2B
    What is your value proposition and your points of differentiation? Marketing Strategy:  You Still Need to Persuade with Content ; Before Search and Social. The two firms have similarities: They only wish to target regional markets due to competition and limited sales staff size. Be there when your prospects are looking; or lose a lead.
  • VERTICAL RESPONSE  |  THURSDAY, JUNE 12, 2014
    [Differentiation] Online Banner Ads: Out with the Old, in with Interactive
    Anytime you can differentiate yourself, it’s a win. The world of online advertising is evolving. Soon those rectangular display banner ads that sit at the top of your screen will disappear and new interactive ads will take their place. After all, display banner ads have been around since the early 2000s. Watch this video for an example.
  • 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?
  • BIZNOLOGY  |  MONDAY, DECEMBER 1, 2014
    [Differentiation] Is your company ready for higher standards of behavior?
    If you do it now, you can actually crow about how consumer-friendly you are–it can be a differentiator. But I think it is hard to argue that businesses aren’t more ethical. Some will scream at this notion and say that businessmen are evil. Some are. Undoubtedly there are many conscience-free business people walking around.
  • 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.
  • TRADESMEN INSIGHTS  |  TUESDAY, JANUARY 29, 2013
    [Differentiation] 3 Tips to Help Your Social Media Break Through all the Clutter
    With all the clutter and noise out there, you need to differentiate yourself (branding) and engage your potential customers. So you finally got in the social media game and you’re trying to make your mark. Let’s work smart and not hard. Locate where your potential customers hang out.
  • 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!
  • ENGAGE  |  TUESDAY, MAY 17, 2011
    [Differentiation] 4 Lessons from Matt Drudge on Serving Your Audience
    Hone your differentiating skill. Q uick: what’s black and white, ignores SEO, scoffs at design best practices and is one of the most wildly successful websites in history? If you guessed Craigslist.org you earn partial credit (only because their SEO is formidable). If you guessed DrudgeReport.com , congratulations, you go the lightning round.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, MAY 27, 2011
    [Differentiation] What PR Pros Can Learn from The Huffington Post
    by Joe Chernov | Tweet this The Huffington Post built a media empire on the back of the digital zeitgeist.  The blog’s hiding-in-plain-sight genius involved a nose for water cooler conversation and an eye for resultant keyword searches. For the sake of comparison, Newsweek sold for $1. Normally this development would be shared solely with users. 
  • SAZBEAN  |  WEDNESDAY, NOVEMBER 17, 2010
    [Differentiation] How P&G Designed Success with the Old Spice Guy Campaign
    Smell was clearly an important differentiator. Proctor & Gamble (P&G) came to the Ross School of Business at the University of Michigan about their recently successful Old Spice guy campaign. These thoughts were gleaned from that presentation. They also knew what attributes made their product stand out.
  • 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.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 4, 2015
    [Differentiation] Why Website Engagement is the New Marketing “Must-Have”
    This will help secure your company’s position as an industry thought-leader, and encourage prospects to return to your website multiple times to educate themselves about your offering and differentiation—ultimately becoming truly qualified leads. How crucial is website engagement to revenue generation? Wouldn’t that be grand?
  • THE ROI GUY  |  THURSDAY, JULY 19, 2012
    [Differentiation] Personalize, Challenge & Engage
    via quantifying the differentiating value and competitive cost advantages of your solution versus competitive offerings. You have two options 1. Receive a sure $800 that I am offering you 2. Take a chance with an 85% chance for you to win $1,000 Which do you choose? So why do most select the sure bet?
  • SYNECORE  |  MONDAY, OCTOBER 20, 2014
    [Differentiation] Align Your Brand Messaging, Start From the Ground Up
    The right voice will show your personality, elicit an emotional response from your customers, differentiate you from competitors, and help to attract the right audience for your brand. There are still far too many organizations conveying inconsistent messaging in their online presence. This is an issue that necessitates attention. Essence.
  • 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. Here are a few observations. What is the same: Booth giveaways can still attract an audience. Almost every vendor at the show I attended had a giveaway offer of some type. Trust me on this one. ROI is crucial.
  • SALES INTELLIGENCE VIEW  |  THURSDAY, OCTOBER 18, 2012
    [Differentiation] New Playbook: Lead Qualification with Sales Intelligence
    Read why Discipline, Determination, and Curiosity differentiate the cream of a crop of job candidates. As technology and social media continue to disrupt traditional sales methodologies, many companies fall behind in their business strategies – and their sales results show it. How is your company adjusting to modern sales tools?
  • FEARLESS COMPETITOR  |  WEDNESDAY, NOVEMBER 30, 2011
    [Differentiation] The BIG problem in job search – finishing second…and what to do about it
    That enables you to change the entire process – and differentiate you from the other job seekers. I usually write about B2B demand generation and marketing, but I’m sick of hearing the lament from senior level job seekers. They tell me about a great opportunity, and then weeks later I learn they lost out. But only one frame wins. Want
  • SAVVY B2B MARKETING  |  THURSDAY, AUGUST 16, 2012
    [Differentiation] How Converged Media is Changing Content Marketing
    They don't differentiate terms such as channels or devices like marketers do, they are just engaging." As if marketers aren’t juggling enough balls in the air, they now need to wrap their heads around the concept of converging their various content efforts. B2B Buyers are Also Consumers. The world moves faster in general.
  • 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.
  • FIFTH GEAR ANALYTICS  |  MONDAY, AUGUST 16, 2010
    [Differentiation] Winning With Customers – B2B Playbook Review
    George Hollister. I’m reading a newly published book – “Winning with Customers – A Playbook for B2B” by Keith Pigues and Jerry Alderman.  Before we can understand how to win with customers, we need to first understand why we lose.   Start with “Friendlies”. What value-premium are you bringing to your customers? Tweet This! Digg this!
  • FEARLESS COMPETITOR  |  TUESDAY, NOVEMBER 15, 2011
    [Differentiation] How to Find Real Talent (Go Beyond the Resume)
    Dan Paulson of InVision Business Development  wrote this great post. (We reviewed his new book on company differentiation, Apples to Apples , here.) Resumes are poor predictors of people performance. LeadershipIQ found the vast majority of new hires were so-so and almost as many failed. Learn more about Dan   here. By Dan Paulson. Amen, Dan.
  • TYPE A COMMUNICATIONS  |  THURSDAY, OCTOBER 30, 2014
    [Differentiation] 31 Scary B2B Marketing Statistics
    41% of American workers say they don’t know what their employer stands for and what differentiates its brand from others. October 28, 2014. The scariest holiday of the year is just a few days away. Stein IAS). Stein IAS). Twitter users who see tweets from B2B tech brands are more likely to visit the sites of these brands. Twitter). Pardot).
  • AVITAGE  |  FRIDAY, JUNE 15, 2012
    [Differentiation] New Thought Leadership Metric for Buyer Driven Markets
    The new realities of B2B marketing has made thought leadership, and the development of big ideas, an important differentiator.  The new realities are also driving a change in buyers’ expectations.   Buyers want relevant and actionable content that enables them to turn big ideas into operating realities.
  • CLIENT BRIDGE  |  THURSDAY, AUGUST 4, 2011
    [Differentiation] Consumer Behavior Secrets to Grow Sales
    Everyone in your organization should be able to articulate what your brand essence and points of differentiation are. From Jamie Turner on the Hubspot Blog, here are some tips about why people pick one brand over another. People buy for emotional reasons, then rationalize the purchase with logic." Most buy because of how it makes them feel.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  FRIDAY, OCTOBER 14, 2011
    [Differentiation] Bad Sales Messages: 1-Stop Shopping & Other Worthless Tripe
    Marketing has convinced them that these words are exactly what customers want to hear - that prospects will be impressed with their vast capabilities which differentiate them from everyone else in the market. These killer phrases are detrimental to their sales objective and actually create massive roadblocks for them. Try these approaches.
  • THE ROI GUY  |  FRIDAY, APRIL 5, 2013
    [Differentiation] How can you Be Provocative without being Arrogant?
    Your Sales teams are even more stressed, to deliver a more compelling reason to be invited earlier, and when invited later, empowered to quickly diagnose customer issues and potentially reframe the decision criteria towards your key differentiators. have to say, time-out. Let me ask you a few important questions about what ails you.
  • 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.
  • SAVVY B2B MARKETING  |  THURSDAY, JULY 23, 2009
    [Differentiation] Ebooks and White Papers: A Complementary Pair
    love this differentiation by Jonathan Kranz, author of the new (and very engaging) The Ebook Ebook: How to Turn Your Expertise Into Magnetic Marketing Material : "A successful ebook is more collegial, reader-friendly and visually interesting than the traditional white paper." I have been thinking a lot about ebooks lately.
  • SAVVY B2B MARKETING  |  THURSDAY, JULY 23, 2009
    [Differentiation] Ebooks and White Papers: A Complementary Pair
    love this differentiation by Jonathan Kranz, author of the new (and very engaging) The Ebook Ebook: How to Turn Your Expertise Into Magnetic Marketing Material : "A successful ebook is more collegial, reader-friendly and visually interesting than the traditional white paper." I have been thinking a lot about ebooks lately.
  • HUBSPOT  |  THURSDAY, MARCH 8, 2012
    [Differentiation] Why You Need Marketing Analytics, Not Web Analytics
    Let's highlight three of the main differentiators: 1. As you learned earlier, a key differentiator between web analytics and marketing analytics is that the latter uses the person -- not the page view -- as the focal point. Measuring marketing effectiveness has always been a challenge. Enter marketing analytics. Yeah -- pretty sweet.
  • VERTICAL RESPONSE  |  THURSDAY, MARCH 12, 2015
    [Differentiation] 5 Ways to Create Added Value for Customers
    Added value is an important tactic that can be used by small businesses to acquire and retain customers , increase brand awareness, and differentiate one’s place in the marketplace. Don’t know where to start? Here are five ways to create added value that can be easily implemented into your business plan today: 1.
  • 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
  • CK'S B2B BLOG  |  SUNDAY, MAY 16, 2010
    [Differentiation] Want ROI From Today's Technologies, Marketers? Don't Just Show Up (participation), Step It Up (innovation).
    Innovative programs differentiate your brand, provide unparalleled value to your audiences, and pull customers to you vs. push more messages at them (that many times serve only to push them further away). Many B2B marketers advocate for companies to integrate emerging technologies into the marketing mix. Naturally, I count myself among them.
  • FATHOM  |  MONDAY, MARCH 9, 2015
    [Differentiation] Hospital Search Implications of Google’s Healthcare Knowledge Graph
    With the same basic information available on most websites and now directly on Google, the way a hospital website can differentiate itself is by providing an experience that competitors aren’t. Differentiators. The goal of this update from Google was to help users find health information quickly and easily. Final thoughts.
  • SOCIAL MEDIA B2B  |  MONDAY, JULY 25, 2011
    [Differentiation] 5 Ways To Influence B2B Group Buying Decisions
    One of the biggest differentiators in B2B marketing is that a B2B purchase decision is not usually a solo effort. It is a group decision. In most cases a team of people review the potential purchase, and in many situations there’s a senior level person who has to approve the purchase. Competitive Information. Unique Benefits. Value.
  • B2B MEMES  |  THURSDAY, SEPTEMBER 15, 2011
    [Differentiation] Facebook Subscriptions: Overdrive for Journalists?
    That’s why I’ve so far stuck with Twitter and its follower model and dallied with Google Plus and its concept of differentiated social circles. Though I understand its appeal, I’ve never found Facebook compelling. With Facebook’s introduction yesterday of Twitter-like subscriptions , though, that could change. Related posts: Be Yourself.
  • 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”.
  • SALES INTELLIGENCE VIEW  |  THURSDAY, JUNE 9, 2011
    [Differentiation] InsideView Helps Xactly Corporation Cement Market Leadership
    “We have been able to grow rapidly and increase market share, not only because of our highly differentiated product for incentive compensation, but also how we sell with InsideView,&#. Xactly Improves Sales Win Rate by 10%, Triples Lead Volume and Conversion Rate. This is the power of integrated sales intelligence.&#. Sales 2.0
  • MARKETING INTERACTIONS  |  TUESDAY, AUGUST 11, 2009
    [Differentiation] Why Buyers Need Educational Content
    With the commodity status of many products, differentiating by price seems the easiest way to choose when the belief is that all the products they can choose to buy enable the same outcomes. I was reading the July/August issue of Selling Power when I came across the article, Well Worth the Price. Price is understood. And therein lies the rub.
  • BIZNOLOGY  |  THURSDAY, APRIL 24, 2014
    [Differentiation] Email marketing done right (or how to keep people from unsubscribing)
    If discounts are your point of differentiation, you will live and die by the price sword and you can count on coupon-hunting customers punching the unsubscribe button the minute you stop offering discounts. I recently stumbled across an interesting website: Unroll.me. 1-800 Flowers topped the list with a 52.5% unsubscribe rate. Work the body.
  • BIZNOLOGY  |  WEDNESDAY, FEBRUARY 29, 2012
    [Differentiation] Five Ways to “Get Real” With B-to-B Social Media
    Social media can help you differentiate your company from your competition.   If you want to be seen as a thought leader in your industry, or a trusted advisor to businesses trying to solve problems, then it’s all about content.  Image by Getty Images via @daylife. Today, 89% of B-to-B marketers in the U.S. What should I be doing,” they ask. 
  • BIZNOLOGY  |  WEDNESDAY, OCTOBER 8, 2014
    [Differentiation] Social business and the competitive landscape
    Quite often the sole goal of advertising was to differentiate one’s business from that of key competitors, and to point out all their faults. It used to be relatively easy to determine who was a competitor and who was not. Competitors were, simply put, one’s rivals. As such, they may make their product available for minimal or no cost. 
  • 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.
  • SALES CHALLENGER  |  TUESDAY, NOVEMBER 8, 2011
    [Differentiation] What Makes a World-Class Sales Organization Tick?
    The Anatomy then covers Customer Management, a section which includes everything from best practices around segmentation to the need to develop commercial messaging that leads customers to a company’s unique differentiators. Salespeople are famously competitive and they’re often looking to improve upon how things are being done.
  • 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.
  • WEBBIQUITY  |  MONDAY, OCTOBER 29, 2012
    [Differentiation] Maximize Your Online Visibility: The Web Presence Optimization (WPO) Framework
    Recent research makes clear that, for high-value consumer purchases as well as b2b procurement, being as “findable” as possible online is critical to winning the business. are they more likely to use Facebook or a specialized discussion forum? What online publications do they read? What groups do they belong to?) How many conversions?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MAY 16, 2012
    [Differentiation] Following your passion – Easier said than done
    What can you do better than anyone else to solve that problem?  In marketing terms, what is the “point of differentiation?” A guest post from {grow} community member Jeremy Floyd. From  Donald Trump  to  Oprah Winfrey , the “secret” to success seems always to be “follow your passion.” Passion is a loaded term.
  • MARKETING ACTION  |  THURSDAY, MAY 9, 2013
    [Differentiation] Email Marketing: Best Practices in a Multichannel, Multi-Device World
    Phil Dolan, CMO of Navicure, spoke about some of his company’s challenges, including complacency and differentiation. In the last twenty years, email’s become a well established, stalwart marketing channel with dependable ROI. Hmmm…things marketing automation does well. Just sayin’.). Use trigger emails. Usage encouragement.
  • 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!
  • LEADER NETWORKS  |  FRIDAY, MARCH 1, 2013
    [Differentiation] Spotlight on Cognizant's B2B Online Community
    Question: Does Cognizant differentiate between social media marketing and social business? B2B online customer communities are often the elusive queen of the social business world- gated, private and not often in the limelight, but powerful to the companies that host them. Now on to Alan’s insights…. Why do you do it?
  • CMO ESSENTIALS  |  WEDNESDAY, OCTOBER 29, 2014
    [Differentiation] Content Marketing Street Cred: 7 Marketers Share Their Secrets
    think radical honesty can be a point of differentiation, a source of trust and loyalty. Do you have content marketing street cred? Have you taken risks, faced failures, or overcome obstacles in your content marketing efforts and still delivered results despite such challenges? How do we stand out in an increasingly dense information world?
  • EVERYTHING TECHNOLOGY MARKETING  |  MONDAY, MAY 24, 2010
    [Differentiation] The Brave New World of B2B Marketing - Are You Ready?
    Also, consider how you will make sure that your content is on message and consistent (this is not trivial when you have multiple writers) - for example, do you have message maps that capture your key messages, differentiators, value proposition and positioning - by audience and segment? Your B2B markets are changing rapidly.
  • LEAD VIEWS  |  FRIDAY, JUNE 17, 2011
    [Differentiation] Build Lead Personas For Better Lead Nurturing
    So what is it that really differentiates a lead nurturing activity from your regular email marketing activity? Lead nurturing is an important aspect of B2B marketing and plays a pivotal role in the conversion of leads into qualified leads and qualified leads into customers. Developing personas. Image courtesy – Toon Pool.com.
  • 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!
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 30, 2014
    [Differentiation] The Colossal Content Marketing Report: Blogging Basics and Beyond
    In fact, you may want to differentiate your blog by posting at a less crowded time. Also, Author: Maggie Jones Last week, competitive intelligence platform TrackMaven released their “ Colossal Content Marketing Report ” – an analysis of blogging culture, pain points, analytics, and more. For this report, they analyzed over 1.2 Fair enough!
  • ILLUMINATING THE FUTURE  |  TUESDAY, MARCH 22, 2011
    [Differentiation] Level the Field, Win the Deal
    Differentiated? What's impeding your growth and undermining your success? Well, there's one detrimental factor I'm seeing quite a bit these days. I'm wondering if it's an issue that you face. They may even be relegated to people who lack the authority, influence or ambition to champion a new approach. . We should know. Provocative?
  • SOCIAL MEDIA B2B  |  TUESDAY, NOVEMBER 2, 2010
    [Differentiation] 9 Indispensable B2B Social Media White Papers
    This eBook defines content curation and presents processes, best practices and case studies to help B2B marketers differentiate their brands and gain competitive advantages through content marketing and curation. 8. White papers and eBooks can be helpful resources when they’re well-prepared and provide usable information.
  • BLUE FOCUS MARKETING  |  SUNDAY, JULY 27, 2014
    [Differentiation] REGISTER NOW Join #TEDx Speaker and Best-Selling Author, @mnburgess, for AMA #ContentMarketing Workshop
    From the AMA : This workshop will focus on how to create and leverage the myriad forms of content to promote businesses, retain customers, influence word of mouth, close the decision gap on prospects and leverage content as a brand differentiator. I am proud to announce that, on Sept. Place: Marina del Rey Marriott, Marina del Rey, CA 90292.
  • 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.
  • MARKETING ACTION  |  THURSDAY, APRIL 3, 2014
    [Differentiation] Find the Right Content Marketing Mix
    More created and curated content and slightly less syndicated content will allow these marketers to differentiate themselves and produce valuable content that builds trust in their brand. Curata surveyed over 500 marketers from both the B2B and B2C worlds about their mix of content marketing. percent created, 24 percent curated and 12.6
  • FEARLESS COMPETITOR  |  SUNDAY, MARCH 13, 2011
    [Differentiation] Sunday thoughts
    It is about differentiating your company and creating remarkable content. (So people start remarking to each other.). Brain-dead marketers are everywhere. Looking for instant results in B2b lead generation ? It ain’t there. I’m shocked at the number of companies who expect instant results. It ain’t happening. Nothing.
  • AVITAGE  |  WEDNESDAY, SEPTEMBER 5, 2012
    [Differentiation] Asking the Right Questions of Your Marketing Scoreboard
    Knowing what questions to ask of your metrics differentiates successful marketing programs from the money pits.  Your marketing metrics, or your scoreboard, should measure both activity and results.  Unfortunately it is the hidden insights into the relationship between the two that creates actionable intelligence. 
  • INBOUND SALES NETWORK  |  THURSDAY, MARCH 22, 2012
    [Differentiation] Why Your Company is NOT Better, Quicker, Faster or Smarter!!!
    If you want to truly differentiate your company or solution in the eyes of your prospect, here is a piece of advice – DON’T START WITH THE WORDS -BETTER – QUICKER – FASTER or SMARTER. These claims are pretty much made by every company out there. Of course, it is all based on their perceived advantage. The Bottom Line.
  • VIEWPOINT  |  WEDNESDAY, MAY 15, 2013
    [Differentiation] The Real Reason Sales People Struggle to Close Opportunities
    As CEO of UK-based Inflexion-Point Strategy Partners , Bob works with the leadership teams of technology-based B2B-focused companies, enabling them to make the critical connections between their marketing messages, their sales conversations, their true differentiators, and their customer''s priorities. It’s a laughable description.
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