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  • CMO ESSENTIALS  |  TUESDAY, FEBRUARY 2, 2016
    [Differentiation] Is Account-Based Marketing Ready for Take-Off?
    When the Wright brothers realized that air flowing over a wing at the right speed created a pressure differential that caused lift, flight was no longer about wings alone. Like powered flight, account-based marketing has never been a bad idea. Why, though, has talk of ABM seemed to sky-rocket over the past year or so? Birds had wings.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 28, 2015
    [Differentiation] Why conversation hierarchy is important to your marketing strategy
    Related Stories Seven fascinating marketing lessons of 2015 Case study: Social media engagement as a point of differentiation A solution to the content marketing measurement puzzle A new process to quantify content marketing success The real problem with real time marketing. They’re not. But COULD you do it? How conversational are you?
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 10, 2016
    [Differentiation] 3 Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns
    However, coupled with a sophisticated marketing automation platform, direct mail is getting a facelift that may make it a channel that helps you differentiate your go-to-market strategy. Author: Patrick Groover Have you taken a close look at your direct mail lately? To some, direct mail may seem like a marketing method of the past.
  • 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.
  • B2B MARKETING INSIDER  |  TUESDAY, MAY 13, 2014
    [Differentiation] Six Steps For Delivering On The New Vision In Marketing
    And companies with complex product lines, delivered across multiple channels will seek to differentiate themselves based on customer experience. The report states that “The role of marketing is changing” as companies further leverage data and customer insights to deliver content across a wider variety of consumer channels. Strategy
  • HINGE MARKETING  |  MONDAY, DECEMBER 28, 2015
    [Differentiation] Elements of a Successful Brand 3: Personality
    The effervescent personality that fuels existing relationships and referrals is exchanged for an accepted corporate facade—a stock mix of familiar messages and visuals that do little to differentiate, clarify or define. It's an easy way to differentiate yourself. A brand is a complex organism. Understanding Brand Personality.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, SEPTEMBER 16, 2015
    [Differentiation] 5 Big tips to make LinkedIn ads work for you
    Case study: Social media engagement as a point of differentiation. By Eric Wittlake, {grow} Contributing Columnist. LinkedIn is today’s B2B media powerhouse. If you are a B2B marketer, in nearly any sector, chances are you are paying attention to LinkedIn, as well you should. Scale. Content Distribution. Nail your targeting. It is 2015.
  • 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?
  • 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.
  • KAON  |  MONDAY, JULY 27, 2015
    [Differentiation] Marketing Moves to Center Stage
    Today, marketing’s impact is manifold, and includes a leadership role in building consistent, sustainable, differentiated value for the entire company. In previous generations, marketers have been thought of as “lead generators” for the sales department. CMOs Play a Comprehensive Role. CEOs Need CMOs to Be Visionaries. based Kaon Interactive.
  • SALESFUSION  |  FRIDAY, DECEMBER 11, 2015
    [Differentiation] Webinar Replay: Tips for Using Social Media in B2B Marketing
    In addition to the cadence of posting, the effectiveness of social platforms also serves as a differentiator between the two. Did you miss our #InsightfulMarketer webinar with Oktopost on tips for using social media in B2B marketing? B2B Social vs. B2C Social. It’s important to understand how social differs between B2B and B2C.
  • CMO ESSENTIALS  |  FRIDAY, AUGUST 21, 2015
    [Differentiation] What Oracle’s Acquisition of Maxymiser Means
    Although this Oracle/Maxymiser story is a technology story, consistently delivering a differentiating customer experience (or at least ensuring that customer interactions meet customer expectations) isn’t just about technology. Only 4% of companies out there are satisfied with their ability to use customer data. ” 3.
  • ACT-ON  |  THURSDAY, MAY 19, 2016
    [Differentiation] Blog ROI: 4 Tactics to Capture Greater Results
    Differentiate yourself from the others if you can, so you’re not a me-too publication. The majority of B2B companies are blogging. In fact, 81 percent are participating in this well-proven marketing activity, according to the Content Marketing Institute. But not all are experiencing excellent results. In fact, some are really struggling.
  • HINGE MARKETING  |  WEDNESDAY, JULY 15, 2015
    [Differentiation] A 10 Step Brand Development Strategy for Your Professional Services Firm
    strong, well differentiated brand will make growing your firm much easier. SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed. 6. Your brand is perhaps your professional services firm's most valuable asset. Not convinced? Consider what a professional services brand is. Your Brand Defined.
  • JUNTA 42  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] What Content Marketing Will Look Like in 2016: 40+ Predictions
    Simply put, most brands resist telling a truly differentiated story; and even those that do aren’t consistent or patient enough to build loyal audiences over time. It’s hard to believe that this marks the eighth year of our annual content marketing predictions. Robert Rose, chief strategy officer, Content Marketing Institute.
  • THE ROI GUY  |  WEDNESDAY, OCTOBER 21, 2015
    [Differentiation] From a Business Case to a Case for Change
    Our value experts concur that going forward, the Traditional Business Case is not enough to differentiate your unique value or motivate today’s more empowered, skeptical and frugal buyers to change. Most are overloaded with too many numbers that clients have difficulty connecting with. And why is it important to focus on “Do Nothing” first?
  • HUBSPOT  |  TUESDAY, MARCH 11, 2014
    [Differentiation] 10 Drool-Worthy Product Pages (And Why We Love Them)
    Whereas other product pages depend on the text that highlights product differentiation, this page depends on a viewer taking in all of the visual elements. Coin provides their product positioning and differentiation, but also shows you how it works by taking you through a visual journey of the Coin card. Let''s dig a bit deeper.
  • 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.
  • B2B MARKETING INSIDER  |  FRIDAY, SEPTEMBER 11, 2015
    [Differentiation] 5 Best Paid Distribution Methods And When to Use Them
    Nativo’s core differentiator is that it allows you to drop a retargeting pixel so companies can use their existing bottom-funnel mechanisms.  The fundamental core of successful content marketing programs is, well, creating great content. Even great content, however, needs a push. Why Sponsored Updates? Multiple targeting options (e.g.
  • JUNTA 42  |  WEDNESDAY, APRIL 22, 2015
    [Differentiation] Do Larger Brands Really Have It Easier With Content Marketing? [New Research]
    This percentage increases to 81% if the team has a documented content marketing strategy (which is one of the key factors that differentiates effective content marketers from their less effective peers). A few weeks ago, an article on our blog generated a small debate in the comments. How are they spending their time? Creating visual content.
  • 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?
  • MARKETING CRAFTMANSHIP  |  MONDAY, DECEMBER 30, 2013
    [Differentiation] Stop the Insanity. Fire Your PR Firm in 2014.
    PR firms often justify their value by the sheer volume of media exposure they generate…regardless of whether it stakes out intellectual territory, supports a client’s value proposition, or differentiates them in the marketplace. The more publicity, the better. Publicity generates revenue. Counting Media Clips is a Zero Sum Game. and “2.
  • 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
  • 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.
  • FATHOM  |  MONDAY, MARCH 9, 2015
    [Differentiation] Four Tips to Start an Effective Law Firm Marketing Strategy
    Whether you’re interested in increasing your firm’s visibility and brand recognition, growing your client base or creating meaningful marketing differentiation, the most important point to consider is spending money on marketing that you can measure. Many firms frequently use television advertising and press releases. Build client personas.
  • 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.
  • 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.
  • B2B MARKETING INSIDER  |  THURSDAY, JANUARY 31, 2013
    [Differentiation] The Future of Marketing: Is The Science of Marketing Taking Over?
    Mark identified culture as the key differentiator of a successful social business. Last week we kicked of this Future of Marketing series with an interview with Mark Schaefer. have already stated my own  marketing predictions on the future of marketing myself. It provided me the opportunity to lead large agencies like Publicis. Image source.
  • BIZNOLOGY  |  WEDNESDAY, NOVEMBER 21, 2012
    [Differentiation] New Developments in B2B Loyalty Marketing
    For example: Data-driven segmentation and differentiated treatment.  Photo credit: Wikipedia. Business marketers have much to gain from retention marketing.  Business customers tend to be fewer and more valuable—meaning you can’t afford to lose even one.  But how do you keep your customers active and buying from you, versus the competition? 
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, MAY 29, 2011
    [Differentiation] Can you adapt to radical social media marketing change?
    Dr. Kelly’s research seems to indicate that expert networking skills like an ability to navigate the social web can also be a crucial differentiator in your career. The other day I was enjoying a warm spring and decided to eat my lunch outside on one of the many public plazas in New York City.  It makes a lot of sense. So there. 
  • 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.
  • HALEY MARKETING  |  FRIDAY, JANUARY 29, 2016
    [Differentiation] What Kind of Print Collateral Does My Staffing Firm Need?
    These can be used to market explanations of niché portions of your company, explain processes or provide clear market differentiation, and explain who you are. Collateral has historically been defined as a collection of printed pieces used to support the sales effort for your staffing services. Here are a few: Sell Sheets. White Papers.
  • HUBSPOT  |  TUESDAY, FEBRUARY 24, 2015
    [Differentiation] 8 Rookie Mistakes You Might Be Making With Buyer Personas
    There should be clear differentiators between each persona -- the whole idea of creating personas is to create an experience that resonates with each of them. Sure, demographic information is important to include, but it’s not the information that should differentiate your personas. Creating too many personas can be really tempting.
  • HUBSPOT  |  MONDAY, MARCH 17, 2014
    [Differentiation] A Beginner’s Guide to LinkedIn Showcase Pages
    Here''s what''s important to know to differentiate Showcase Pages in your head from the other LinkedIn Pages. Having more than one buyer persona is a balancing act. If they''re very different, you may feel like you''re constantly in danger of not giving one enough attention, or confusing your personas with untargeted content. Social Media
  • HUBSPOT  |  WEDNESDAY, JANUARY 21, 2015
    [Differentiation] How to Create a Logo: Designers Give a Look Inside Their Process
    In other words, the water droplet is exactly what differentiates his snow-skateboarding company from snowboarding companies that have a similar vibe and audience. From there, you can start thinking about how to differentiate the new logo will from the tons of pre-existing ones.". Read on to find out. What''s in a Logo?
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, JUNE 4, 2013
    [Differentiation] My Take: Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation
    The smart ones (and that''s most of them) already have a strategy in place to differentiate themselves from the big industry leaders. I''ve been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. So this fills a gap in their core product offerings. Like a broken clock, the time has come when I''m right.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, JUNE 17, 2012
    [Differentiation] B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’
    How you sell is how you’ll differentiate yourself,” Dickie notes. Related Resources: Customer-centric Marketing: Tap into your culture to differentiate from the competition. Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend. warns Dickie. Sales
  • HUBSPOT  |  TUESDAY, SEPTEMBER 13, 2016
    [Differentiation] Why You're Thinking About Digital Marketing Analytics All Wrong
    Let's highlight three of the main differentiators: 1. As we mentioned earlier, a key differentiator between web analytics and digital marketing analytics is that the latter uses the person -- not the page view -- as the focal point. Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations.
  • TONY ZAMBITO  |  SUNDAY, OCTOBER 18, 2015
    [Differentiation] Beyond Buyer Profiling To Buyer Personification
    Personalization is an extension of database marketing, whereby attempts are made to differentiate through personalized marketing. by Evan Shuster. Segmentation has been a staple of business marketing and sales for several decades. Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.
  • MI6 MARKETING AGENCY  |  MONDAY, JANUARY 10, 2011
    [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. Advice from Marketing Peers. Every Thursday night Jeremy Victor and a group of B2B marketers hold a B2B Twitter Chat session. Learn more here ). People.
  • HINGE MARKETING  |  TUESDAY, JULY 5, 2016
    [Differentiation] Brand Management for Growing Professional Service Firms
    firm that softens its focus, however, can have a harder time differentiating itself in the marketplace. significant change in services, markets or geographic region can cause a well-differentiated firm to blend in with a host of unfocused competitors. For many professional service firms, brand management is an afterthought.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 14, 2016
    [Differentiation] I love big blogs and I cannot lie.
    Another implication might be that now that content length is a shiny red ball for everyone to chase, longer posts are no longer a point of differentiation. By Mark Schaefer. recently attended a conference where the presenter claimed that people have an average attention span of eight seconds. In fact, I have an alternate theory. 1,082 words).
  • 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.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 23, 2016
    [Differentiation] Google AdWords Expanded Text Ads: Best Practices For The New Format
    It combines keywords (User Behavior Analytics) effectively with an attractive offer (Free Guide) and the target audience (CISO). 2) Utilize the Description to Differentiate Your Product or Service. Google’s new ETAs provide for an increase of 50 percent more ad space. Plus, ETAs pack in a few other exciting features as well. Source.
  • VERTICAL RESPONSE  |  THURSDAY, DECEMBER 3, 2015
    [Differentiation] The Ultimate Holiday Marketing Giveaway [All Entries Receive a Free Domain]
    good logo design leaves a lasting association and differentiates your brand from competitors. Looking to launch a new business in 2016? Or, maybe your brand is ready for a major boost? Either way, you’re thinking about ways to generate sales in the new year. For free? The grand prize winner receives: BUILD YOUR BRAND IDENTITY.
  • THE ROI GUY  |  TUESDAY, AUGUST 27, 2013
    [Differentiation] VMware Cloud Compass Tool (powered by Alinean)
    Starting with a few simple questions about your company and workload requirements, the tool then provides: A comparison of Total Cost of Ownership (TCO) for various compute options, differentiating the costs for on-premise with public and private cloud options, tallying differences in CapEx, OpEx and business benefits.
  • PAUL GILLIN  |  TUESDAY, DECEMBER 18, 2012
    [Differentiation] My New Book, ‘Attack of the Customers,’ is now available
    In the age of the empowered customer, service is one of the few points of differentiation left. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later,  Attack of the Customers  on sale on Amazon ! Farming Out Customer Care. Goodbye to all that, and good riddance.
  • THE ROI GUY  |  SUNDAY, MARCH 24, 2013
    [Differentiation] Are White Papers Dead?
    Likely your traditional white paper fueled marketing campaigns are getting lost in a sea of look-alikes, with little to differentiate your white papers from the hundreds of others. Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. You can’t get any more vague than that for a follow-up.
  • 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?
  • FATHOM  |  WEDNESDAY, AUGUST 26, 2015
    [Differentiation] Without SaaS Lead Nurturing Your Free Trial User, Conversions to Paid Users will Wither
    Why Pay – Comparisons/Differentiators. The first is informational, the second is a differentiator and the final two are converters. With the 30-day trial, there is double the number of emails as we have more days to work with including additional informational and differentiator messages. Sometimes you see 7-day trials. Urgency.
  • LEAD411  |  THURSDAY, OCTOBER 2, 2014
    [Differentiation] Dreamforce Cheatsheet for Sales Pros
    General. Attire : Business casual – Don’t forget to wear comfortable shoes. Weather : San Francisco 10-Day – It’s usually awesome in October. Getting Around : Dreamforce Travel Map – Uber – Lyft. Dreamforce App : I will link to to this as soon as it is live. Mon 6:00 PM. Moscone North ( map ). Mon 8:00 PM.
  • INDUSTRIAL MARKETING TODAY  |  SUNDAY, SEPTEMBER 2, 2012
    [Differentiation] Why a Content BOM is Crucial to a Successful Industrial Web Design
    How to bring your in-house subject matter experts to the forefront and differentiate your company (Thought leadership). Content BOM is not a typo in my headline. Read on…. I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign).
  • JUNTA 42  |  TUESDAY, DECEMBER 8, 2015
    [Differentiation] UK Marketers Need to Get Back to Basics [New Research]
    What UK marketers should do: Documenting the content marketing strategy and editorial mission statement are key differentiators between effective marketers and their less effective peers that we consistently see across all of our research. Eighty-eight percent say they will produce more content in 2016 than they did in 2015. What is going on?
  • SYNECORE  |  FRIDAY, SEPTEMBER 4, 2015
    [Differentiation] Tracking Email Analytics Outside of HubSpot
    Content - An optional field used to differentiate a URL tied to the same page, campaign, source, and medium as another URL (header, footer, sidebar). While working for Synecore , a Minneapolis-based inbound marketing agency, it was inevitable that I would have to become very comfortable with the ins and outs of HubSpot. Tracking URL: [link].
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, OCTOBER 2, 2011
    [Differentiation] Should we have multiple company bloggers?
    If you have a company executive who is a natural communicator and voice of authority, it may represent a unique opportunity to differentiate your brand. It takes a lot of work to have a company blog and your approach is not a decision to be taken lightly.  And that’s where you need to start — assess the strategy, resources.
  • 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?
  • B2B MARKETING INSIDER  |  MONDAY, SEPTEMBER 14, 2015
    [Differentiation] Content Marketing The Answer For Sales Success As Well?
    Better training : Training needs to enable sales professionals with “value messaging” skills to deliver better insights that differentiate themselves from competitors and communicate real customer value to close sales. We all know that today’s consumers have changed, and they are buying differently. So why has sales enablement failed?
  • HALEY MARKETING  |  MONDAY, APRIL 18, 2016
    [Differentiation] Haley Marketing CEO to Speak at FSA
    David's presentation will provide specific ideas to improve your sales, marketing, and service methods to establish real differentiation from your competitors. On Wednesday, June 15 our CEO, David Searns, will be delivering the keynote address at the Florida Staffing Association's 2016 Staffing Industry Summit. Dare to Be Different. Plain?
  • GREAT B2B MARKETING  |  WEDNESDAY, DECEMBER 26, 2012
    [Differentiation] Marketing Game Changers for 2013
    Here are a couple of BHAG ideas: Differentiate your company with a compelling and differentiated value proposition. It’s the season for wrapping up the old year and prepping for the next. Here are six ideas to get you started: 1. Understand your sales lead requirements. Tune or replace your sales model. Double your website traffic.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, OCTOBER 7, 2013
    [Differentiation] How do you use social media to promote a boring product?
    They created yet another point of differentiation by WHERE this content was being viewed because it was a wide open space. Is your business boring? Here are some products that don’t measure very high on the Schaefer Sexy Scale©: Scissors. Printer cartridges. Blenders. Waterproofing. Shipping containers. This product is burritos. tweet?
  • 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
  • HINGE MARKETING  |  FRIDAY, NOVEMBER 20, 2015
    [Differentiation] Top 5 Reasons Not to Be an Accounting “One-Stop-Shop”
    One of the biggest challenges accounting firms face today is differentiating their services from the competition in a way that is meaningful to clients and prospects. In order to become a differentiated firm, you need to first start with thorough research on your clients, prospects and influencers. Not convinced? Additional Resources.
  • 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.
  • MARKETRI  |  THURSDAY, JULY 19, 2012
    [Differentiation] Learn to Market Now! Why Young CPAs, Lawyers, Engineers and Other Professionals Need to Hone Their Skills from Day One.
    Learn how to talk about the firm, its differentiators and the benefits it provides to clients. Young accountants, engineers and lawyers enter into their respective fields because that is what they want to practice. And in some firms, young associates are told that having super high chargeability is the Holy Grail to partnership.
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 28, 2015
    [Differentiation] Top 5 Brand Building Strategies for Professional Services Firms
    Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the very best talent. But how do you do it?
  • YOUR SALES MANAGEMENT GURU  |  TUESDAY, MAY 31, 2016
    [Differentiation] Why Product Managers & Salespeople Should be Friends
    Why product managers and salespeople should be friends. In most companies, the product/service managers have limited interaction with the sale’s team except for the introduction of a new offering or at an annual customer summit. At Acumen Management, we believe that is unfortunate as there a great opportunity being missed. What’s next? Formalize. 
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, NOVEMBER 26, 2015
    [Differentiation] The one social media rule ALL businesses should follow
    Six digital marketing rants How to differentiate your blog based on the time you can put into it Are you #BreakingTheLaw by using Hashtags? By Brooke B. Sellas, {grow} Contributing Columnist. But the one social media rule I think EVERY. SINGLE. BUSINESS. should follow is this: Be the boss of your own information. Peeps know this already.”
  • 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.”
  • FEARLESS COMPETITOR  |  SUNDAY, FEBRUARY 17, 2013
    [Differentiation] In an Ocean of Content, How Do You Rise to the Top? Answer: Buyer Personas!
    Buffer With almost everyone doing content marketing today, how do you differentiate? Answer: More and more, the quality of buyer research or buyer personas become your competitive edge. “Companies who best understand their buyers will have a clear competitive advantage.” ” But how do YOU compete on buyer insights?
  • WEBBIQUITY  |  WEDNESDAY, JUNE 8, 2011
    [Differentiation] How to Build the Ultimate Online Newsroom
    It’s best to provide both a short version (often just the news release boilerplate) and a longer version that includes more company history, competitive differentiation, and how the company’s products and/or services help customers solve problems (backed up with facts). by TomPick and guest blogger Maria Verven.
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, MARCH 5, 2014
    [Differentiation] Memory, Information Overload, and 3 Ways Marketers Can Maximize Content
    One thing to keep in mind when putting together a content strategy is to differentiate between short and long form content. At 73 years old he’s not moving as fast as he used to, but his mind is sharp and he has an almost limitless supply of dad jokes (if he really likes you he’ll even tell you a slightly dirty one).
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 20, 2014
    [Differentiation] The True Detective Approach to Content Marketing
    According to Copyblogger, “it’s crucial that you write and use stories in your content marketing efforts as a way to differentiate yourself from the mass of mediocre media publishers out there.”. If you’re like me, you spent the bulk of this winter obsessing over True Detective on HBO. More specifically, Rust Cohle (i.e., It applies, it does!
  • HINGE MARKETING  |  TUESDAY, JUNE 21, 2016
    [Differentiation] Best Brand Strategy: Branded House or House of Brands?
    Our research indicates that strong professional services brands are twice as likely to favor the inclusion of easy-to-prove and relevant differentiators in their brand strategy. That is because differentiation (or specialization [link to Lee’s Monday post]) helps the firm generate leads and improve closing percentages. Let me explain.
  • VIEWPOINT  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] Good Reads for B2B Marketing - Are You Achieving High Performance Marketing?
    His approach can be applied to marketers and are valuable reminders of what differentiates mediocre marketing from great marketing. Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.
  • 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.
  • HUBSPOT  |  THURSDAY, SEPTEMBER 18, 2014
    [Differentiation] 7 Common Grammar Myths You'll Never Fall For Again
    The en dash, not the em dash, can also be used to represent time spans or differentiation (e.g. Although none of us are perfect, spelling and grammar matter in marketing. And sales, too.) Consistently correct grammar makes your content more credible and could impact its performance, too. Just look at what happened to NBC. Myth #3: "i.e."
  • THE ROI GUY  |  WEDNESDAY, JANUARY 13, 2016
    [Differentiation] The Importance of Getting ROI Selling Right
    With so much on the line, the time is right for a different approach to ROI / financial justification, giving you and your team a real competitive, differentiating advantage. If you think your clients are more ROI focused, and that your ability to deliver financial justification can assure greater success, new research proves you right.
  • B2B MARKETING INSIDER  |  MONDAY, AUGUST 17, 2015
    [Differentiation] 4 Tricks To Master The Magic Of Modern Lead Generation
    The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made. Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it’s the latter, here’s how. It’s no magic trick. Your Offer.
  • HINGE MARKETING  |  TUESDAY, JULY 28, 2015
    [Differentiation] 7 Strategies to Generate Better Accounting Leads
    It’s difficult to differentiate between firms, and fee pressure becomes intense. Other types of specialization that can help differentiate your firm include: Service type specialization. Well-targeted, clearly differentiated, obviously more value… sounds like a formula for better accounting leads. But beware.
  • 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.
  • KAPOST  |  TUESDAY, MAY 24, 2016
    [Differentiation] How to Improve Your Lead Nurturing Program
    Is your marketing strategy more of the same, or are you actively taking steps to differentiate your company? Over time, many marketers will see a dip in their lead nurturing programs. It’s normal: prospective buyers may find other options for products or services. So how can you find more of your best audiences? Send Fewer Emails.
  • PWB MARKETING BLOG  |  MONDAY, APRIL 28, 2014
    [Differentiation] Channel Your Efforts
    For me, the implications for the channel are clear – differentiation is a must. Over the years, PWB has worked with a lot of clients with independent sales channels. Earlier this year, I presented a marketing workshop for independent resellers of one of our clients. Again, they all sell the same stuff. If I can buy the new SuperWidget 3.0
  • MARKETRI  |  TUESDAY, NOVEMBER 13, 2012
    [Differentiation] The Top Questions to Ask Yourself Before Rebranding Your B2B Company
    Researching your industry and competitors will also give you an idea of what is currently being done so that your designer can help your firm find ways to differentiate itself from the crowd. What is a brand? That being said, a company rebrand should be well thought out and thoroughly researched. What are our company values and culture?
  • 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.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, MAY 21, 2015
    [Differentiation] A Tale of Two Sittings: Best of Times with HubSpot and Teradata
    Teradata itself sees its primary differentiator as analytics. Yes, that title is a pun on Dickens’ Tale of Two Cities. Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. But I digress. Where was I? No jousting there, either.)
  • HINGE MARKETING  |  TUESDAY, MARCH 29, 2016
    [Differentiation] How Developing Your Brand Value Can Win You New 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.
  • HINGE MARKETING  |  TUESDAY, SEPTEMBER 8, 2015
    [Differentiation] The Importance of Market Research — and Understanding Your Competition
    If you don’t know who your competitors are, you can’t differentiate yourself in a way that drives clients to make your firm their final decision. Based on what your competitors are or aren’t known for, your technology firm can build a brand that makes you the “go-to” for a particular differentiator.
  • FEARLESS COMPETITOR  |  MONDAY, JUNE 3, 2013
    [Differentiation] IDC Announces the 2013 Chief Marketing Officer ROI Matrix, Providing Insights Into What Makes the Technology Industry’s Best-in-Class CMOs Successful
    Taking into account differences that exist between different company sizes, industry segments, and business models, IDC identified three factors that most differentiate marketing Leaders from those that are marketing Challenged. I just wish to share the conclusion. You can read the full press release here. ” . Tweet This!  .
  • 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].
  • SALESPREDICT  |  FRIDAY, NOVEMBER 13, 2015
    [Differentiation] Traditional vs. Predictive Lead Scoring
    The key differentiator between traditional and predictive lead scoring is this: choosing and ranking the right attributes and associated point values is a subjective process in the traditional model. However, not all lead scoring is created equal. Let’s look at it this way: chances are, within an arm’s reach you probably have a smartphone.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JANUARY 20, 2015
    [Differentiation] The state of the nation on SEO, content strategy and earned media
    think that’s how companies are differentiating themselves. think that''s how companies are differentiating themselves. Lee is the go-to-guy for digital marketing trends. He’s not only a thought leader, he’s an intense student of the best practices in our field. Search doesn’t exist without content. Definitely.
  • KAON  |  THURSDAY, MARCH 24, 2016
    [Differentiation] How To: Build loyalty through customer engagement
    As people do their own research prior to engaging with individuals from your company, make it easy for them to find interactive experiences that help them learn even more about your business, products and differentiated value. Gavin Finn, President and CEO, Kaon Interactive , presents three ways to better engage your customers.
  • 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?
  • GREAT B2B MARKETING  |  WEDNESDAY, OCTOBER 24, 2012
    [Differentiation] Creating an Effective B2B Marketing Machine
    Most important, all messages should be based on a compelling brand promise and a differentiated value proposition. ” This comment resonated with me because it perfectly sums up our philosophy of B2B marketing. We refer to this as being “coin operated.” Consistency – You must have a consistent message across all media.
  • 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.
  • 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?
  • GREAT B2B MARKETING  |  SUNDAY, SEPTEMBER 12, 2010
    [Differentiation] Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan
    But the most important thing you can do is to make sure you have a compelling and differentiated brand.  If you want to listen to the replay of our webinar, you can find it here.  Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Articulates the “primary” customer benefit. Invokes curiosity.
  • B2B MARKETING INSIDER  |  MONDAY, JUNE 29, 2015
    [Differentiation] 10 Tips To Increase Eyeballs And Conversion
    Make your brand value prop crystal clear and preferably differentiated.    Consistently hit that drumbeat across all channels.  Be known for something.  Deliver a clear brand promise. What is the value you offer to customers? Say it crisply and hit a drumbeat.  Many brands do this very well.  Coke – happiness.   Red Bull – energy. 
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