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  • SNAPAPP  |  FRIDAY, JUNE 12, 2015
    [Differentiation] How Ecova Expanded a Campaign and Pre-Qualified New Leads With Interactive Content
    The assessment is featured on their Good Utility Data campaign landing page, and offers a differentiated call-to-action alongside the related campaign assets to capture a wider range of Ecova’s target audience. The Challenge. Ecova’s mission is to help their customers understand their energy usage and find ways to optimize. The Solution.
  • JUNTA 42  |  SATURDAY, FEBRUARY 6, 2016
    [Differentiation] This Week in Content Marketing: The Guardian Gets Aggressive with Native Advertising Terms
    Chief Optimist by Xerox: When the marketing team at Xerox was looking for a way to differentiate its messaging from its numerous competitors, the big, audacious idea it came up with was optimism. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. This week’s show. Sponsor (33:10).
  • 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.
  • 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?
  • 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.
  • 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?
  • HINGE MARKETING  |  WEDNESDAY, FEBRUARY 17, 2016
    [Differentiation] How to Convey a Unified Brand Message After a Merger or Acquisition
    As new firms emerge, they must establish its unified identity and brand message to differentiate from both competitors and earlier iterations of themselves. The leaders of each firm must agree on a new brand that accurately reflects the combined strengths, differentiators and value propositions of the united organization. Land Ho.
  • 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.
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 13, 2011
    [Differentiation] When are Interactive White Papers best used in the sales & marketing process?
    When solutions are being investigated, during the consideration phase, buyers need help in understanding the differentiating various solution options and alternatives, and quantifying the economic justification. interactive smart content interactive white paper Demand Generation Pisello Alinean
  • 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
  • MARKETRI  |  SUNDAY, SEPTEMBER 30, 2012
    [Differentiation] Making Rain: Our Young Professionals Best Practice Guidelines to Becoming a Marketing Superstar
    Become familiar with all of your firm’s differentiators, history, services and niches. In our recent blog post, Learn to Market Now! Why Young CPAs, Lawyers, Engineers and Other Professionals Need to Hone Their Skills from Day One , we stressed the importance of embracing marketing in the early years of a professional’s career.
  • 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.
  • BIZNOLOGY  |  WEDNESDAY, JULY 30, 2014
    [Differentiation] Is your SEO content suffering from Useless Box Kit Syndrome?
    But you’ll also want to determine how your Title can differentiate your listing and pop off the page. Your company is blogging on a regular basis. Your site has all the social media bells and whistles. But sadly, your SEO content could still be pretty useless. I was thinking about this after I watched ThinkGeek’s Useless Box Kit video.
  • BIZNOLOGY  |  TUESDAY, MAY 3, 2011
    [Differentiation] Digital marketing success: Do you have "the one thing"?
    If you want to know the one thing, the most important thing, the thing that differentiates the winners than the losers the great majority of the time, then check out my latest post on Search Engine Guide, " Digital marketing success: Do you have 'the one thing'? ". Image by cogdogblog via Flickr. They want to know what it takes.
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, MAY 21, 2014
    [Differentiation] Your Teleprospecting Question Workbench
    Great questioning skills and the ability to interpret the answers you hear is one of the core differentiators that top sales guides possess over others. Sales Prospecting Perspectives is pleased to bring you a guest post from John Jantsch , a marketing consultant, speaker, and the acclaimed author of several bestselling books.
  • 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).
  • 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  |  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?
  • 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?
  • GREAT B2B MARKETING  |  TUESDAY, JUNE 3, 2014
    [Differentiation] Three Essential Content Marketing Practices
    You should also write in a way that establishes thought leadership by differentiating you from the many others who are vying for your prospects’ attention. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Essential 2: Write well.
  • HINGE MARKETING  |  MONDAY, MARCH 10, 2014
    [Differentiation] Visible Expert Profile: Rick Telberg
    And while other firms faltered during the banking crisis of 2007, Rick seized the opportunity to differentiate. Related Stories Differentiation Strategy Not Working? Here’s How To Make It Better Webinar Recap: 21 Best Differentiators and How to Find Yours How Can Professional Services Firms Boost Their Value
  • 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.
  • 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.
  • 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!  .
  • B2B MARKETING TRACTION  |  THURSDAY, FEBRUARY 14, 2013
    [Differentiation] How to Love Your Customers with Inbound Marketing
    Differentiate your company and products. In today’s busy, information congested world, you need to love your customer to stand out. Don’t sell to them, spam them, tolerate or ignore them. Love them. Don’t sell, nurture. Nurture? What does that have to do with marketing? Don’t spam them. 70% are from marketers.
  • FATHOM  |  TUESDAY, JUNE 17, 2014
    [Differentiation] The Case for Higher-Ed Non-Branded Site Optimization
    Fill that informational gap by identifying your college’s best assets, differentiators, unique programs and scholarship options, and then creating a healthy mix of branded and non-branded content around them. On more than one occasion, I’ve been asked the value of optimizing a university’s site for non-branded search terms. 
  • FEARLESS COMPETITOR  |  WEDNESDAY, MARCH 6, 2013
    [Differentiation] Awash in an Ocean of Content, Companies with the best Buyer Insights win the digital marketing battle
    If customers hold the keys to relevance, more and more BtoB sellers will differentiate themselves based on buyer insights – what you know about those customers. Buffer Buyer Insights are what separate the best marketers in their digital marketing campaigns. suggest you leave buyer insights to the pros. But what is compelling content?
  • JUNTA 42  |  SATURDAY, NOVEMBER 21, 2015
    [Differentiation] This Week in Content Marketing: Does Dollar Shave Club’s Content Launch Have Transparency Issues?
    We propose to clear up the confusion by clearly differentiating between content, promoted content, and native advertising. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. Next, another pundit is hating on native advertising , but it’s not clear what he’s asking us to do instead. link]. 3.
  • 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.
  • CAPTORA  |  WEDNESDAY, APRIL 13, 2016
    [Differentiation] Winning Executive Buy-In for Martech Investments
    How could anyone differentiate between thousands of different marketing solutions, or even hundreds in a particular category — all claiming to be innovative, mission-critical, and superior to competitors? Marketers occupy more and more real estate in the customer lifecycle every year. Let’s take a closer look. The MarTech Landscape.
  • 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.
  • 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. 
  • B2B MARKETING INSIDER  |  MONDAY, AUGUST 3, 2015
    [Differentiation] How GoPro’s Content Marketing Puts Experience Before E-Commerce
    The Share button is the only one that is differentiated as blue, which pops out at the user, grabbing his or her attention. GoPro has always been a brand that represents amazing experiences and adventure. Share over shop. GoPro, on the other hand, emphasizes a share call-to-action over shop. Content for everyone. million views. The
  • 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. 
  • HINGE MARKETING  |  MONDAY, NOVEMBER 16, 2015
    [Differentiation] Research Shows Firms with Employee Advocacy Programs Grow Faster
    Other noteworthy benefits include the ability to develop skills that are in high demand, differentiate themselves from their peers and become recognized as thought leaders. Firms know there’s an opportunity to turn their employees into brand ambassadors via their personal social networks. But to be successful, it must go deeper.
  • SALESFUSION  |  MONDAY, FEBRUARY 15, 2016
    [Differentiation] Why and How to Improve Audience Segmentation for B2B Marketing
    In addition to differentiating people based on more static characteristics like influence level and location, you also need to consider dynamic characteristics like stage in the buyer’s journey, since someone who has just entered the sales cycle will require a different, higher level message than someone who is further down the funnel.
  • HINGE MARKETING  |  WEDNESDAY, JANUARY 15, 2014
    [Differentiation] SlideShare Presentation: How a Meeting of the Minds Can Grow Your Professional Services Firm
    Related Stories Find Your Differentiator: 21 Ways to Gain a Competitive Advantage for Your Firm 5 Steps to Revamp Your Email Marketing Strategy in 2014 3 Tips for Professional Services Firms on LinkedIn Hinge recently asked buyers and sellers a series of key questions. When we analyzed the results, five gaps stood out. On Twitter or LinkedIn?
  • SAVVY B2B MARKETING  |  THURSDAY, NOVEMBER 1, 2012
    [Differentiation] 4 Mistakes You Are Making With Your Case Studies
    It is fine to put a direct quote from a client about the product feature that has been most beneficial to them or the one that differentiated you from your competitors and thus served as the tipping point but don’t try and get them to quote every last feature or sneak them in to the body of your case study. The Fix. The Fix. The Fix.
  • GREAT B2B MARKETING  |  THURSDAY, MARCH 15, 2012
    [Differentiation] B2B Marketing Game Changing Ideas
    Differentiate yourself.   Do a web search on your six toughest competitors and write down their tagline and value propositions.  If what you are saying on your website is the same as any of these competitors, it’s time to do a branding exercise and come up with your unique value proposition. Here are six ideas to get you started.
  • BIZNOLOGY  |  FRIDAY, FEBRUARY 26, 2016
    [Differentiation] Make the most of your CRM this year
    Customer service is expected to be the key differentiator , even over price, by 2020. Maybe you started working with a CRM last year, but you didn’t get it set up in the most efficient way to meet your business needs. Maybe it’s one of your goals in 2016, and you’re just not there yet. CRM and Customer Service. Want to keep customers happy?
  • FEARLESS COMPETITOR  |  TUESDAY, APRIL 19, 2011
    [Differentiation] The Shrinking Cloud
    The ones who differentiate themselves. In 24 months, 8 out of 10 (or more) “Cloud&# companies will be out of business. You heard it here first. Most are goners. First in get the easy money. Then the big guns come in – like IBM and Amazon.com. When the money’s gone, they are gone. Who will survive? What do you think?
  • MODERN B2B MARKETING  |  MONDAY, JULY 20, 2015
    [Differentiation] Ring, Ring! 10 Powerful Insights Marketers Can Only Get from Phone Calls
    Understanding the competition can help you beat the competition and highlight your unique differentiators. 5. Author: Amber Tiffany Marketers are trained masters in the art of digital analytics. We can follow the digital customer journey in our sleep. Email open rates, content downloads, social shares—easy! What could we possibly be missing?
  • SOCIAL MEDIA B2B  |  WEDNESDAY, AUGUST 17, 2011
    [Differentiation] 6 Ways To Beat Your B2B Competition Using Social Media
    Related posts: 5 Ways To Influence B2B Group Buying Decisions One of the biggest differentiators in B2B marketing is that. B2B companies looking to get a leg up on their competition should consider how social media can help. Do Your Research. Setting up the tools and keywords/phrases to monitor your industry is imperative.
  • B2B MARKETING INSIDER  |  TUESDAY, SEPTEMBER 3, 2013
    [Differentiation] The Four Biggest Content Marketing Pain Points
    Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance. Brands face multiple obstacles when organizing the content function. Brands  identify multiple pain points when dealing with content strategy and the execution of content marketing programs. Content Marketing
  • VIEWPOINT  |  TUESDAY, MAY 7, 2013
    [Differentiation] PowerViews with Tony Zambito: Buyer Predictability
    Click to start video at this point — The ability to build a model of your buyers and to predict their behavior will be a key differentiator between successful companies in the near future. My guest today is Tony Zambito. In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JUNE 25, 2015
    [Differentiation] Key Takeaways & Brand Storytelling Insights From The Skyword #ContentRising Summit
    The question then becomes: How can content marketers differentiate themselves from the noise and sea of information being presented everywhere, all the time? Think for a moment about the last time you consumed a memorable piece of content. What in particular stood out to you? Finding storytellers. Creating a storytelling engine. Analysts.
  • MODERN B2B MARKETING  |  WEDNESDAY, MAY 27, 2015
    [Differentiation] Beyond the Hype: 3 Steps to Making Account-Based Marketing Work for You
    It uses ABM to target large, differentiated groups of named accounts, which are mostly high schools and colleges. Author: Mike Telem Account-based marketing (ABM) is the latest buzzword to hit the industry. In a nutshell, ABM is about focus. One customer’s experience in particular is shared later in this post. SchoolDude: ABM in Motion.
  • 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.
  • 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.
  • SOCIAL MEDIA B2B  |  THURSDAY, APRIL 10, 2014
    [Differentiation] Work in B2B? LinkedIn Can Supercharge Your Personal Brand
    It’s where you can clearly differentiate yourself from others in your field. Employees at B2B companies know that LinkedIn is the B2B network. It can meet a host of individual and business objectives such as increasing awareness, enhancing SEO, driving website traffic, dripping on prospects and lead generation. asked him what it was.
  • 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?
  • KOMARKETING ASSOCIATES  |  TUESDAY, DECEMBER 8, 2015
    [Differentiation] 50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
    78 percent of companies surveyed by Econsultancy and Adobe indicated that they planned to differentiate through customer experience in 2015. It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, Demand Generation. source ). >. source ). source ). source ).
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  WEDNESDAY, MAY 29, 2013
    [Differentiation] Top Seller LinkedIn Strategies
    Ways top sellers leverage LinkedIn to differentiate from the competition. LinkedIn can have a huge impact on sales success. However, that success depends on how you use it. Listen to the audio to discover: The LinkedIn capabilities top sellers value most. How top sellers use LinkedIn to become invaluable business resources. LinkedIn matters.
  • HUBSPOT  |  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.
  • ACT-ON  |  TUESDAY, MARCH 1, 2016
    [Differentiation] 5 Common Marketing Challenges Agencies (and Companies) Face
    Don’t be afraid to differentiate your client’s company by helping them carve out their niche. Marketing is hard. When you’re faced with a limited budget or a tough marketplace, your job becomes even harder. But as marketers we thrive on these kinds of challenges, right? Right! Let’s get started! You may say challenge, but we say opportunity!
  • 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.
  • 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.
  • 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.”
  • HINGE MARKETING  |  TUESDAY, JUNE 9, 2015
    [Differentiation] Stop Selling: How To Turn Your Expert Reputation Into New Relationships (And Revenue)
    Related Stories Why Brand Differentiation is Essential for Professional Services Firms to Succeed Why Professional Services Firms Must Differentiate to Succeed Should Your Consulting Firm Be Specialized? Back in 2009, I ran an experiment. For six months, I dedicated myself to making a number of cold calls – every single day.
  • HINGE MARKETING  |  TUESDAY, MARCH 17, 2015
    [Differentiation] The Science Behind AEC Brand Research
    Without a doubt, differentiation is the foundation of a solid brand. Particularly within the AEC industry, a differentiated brand can help tip the scales in favor of your firm over another. So whether a firm is looking to refine its differentiators, introduce new services or expand its market share, brand research is the way to go.
  • TOM PISELLO  |  WEDNESDAY, JANUARY 5, 2011
    [Differentiation] Sales Enablement and The Economic-Buyer
    Advice> Differentiating your competitive value is key with economic-focused buyers. With two recessions over the past 10 years, buyers have become more focused on quantifiable bottom-line proof points for most large investments. And this trend is not expected to end, even as the recovery takes hold. How Do You Fight Frugalnomics?
  • 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.
  • 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.
  • 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.
  • HINGE MARKETING  |  WEDNESDAY, FEBRUARY 26, 2014
    [Differentiation] How Can Professional Services Firms Boost Their Value?
    Their communications are driven by a strong marketplace positioning built on differentiators that are true, demonstrable and highly relevant to target audiences. To learn more about identifying differentiators, download our brand new Differentiation Guide for Professional Services. So, what drives value?
  • TONY ZAMBITO  |  WEDNESDAY, JUNE 1, 2011
    [Differentiation] Social Buyerology: Listening to the Social Buyer
      Areas such as peer-to-peer social networking, community memberships, subscribing to blogs, and following on Twitter or Facebook are loaded with differentiating perceptions, attitudes, beliefs, aspirations, goals, and one’s own self-determination.  Image via Wikipedia. Behavioral Listening. Social Interaction Listening.
  • 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?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 7, 2015
    [Differentiation] Is your online presence too safe for your own good?
    Related Stories Gamergate and the great Twitter Debate As digital ad options dry up, marketers turn desperate A new process to quantify content marketing success Case study: Social media engagement as a point of differentiation 10 Ways to Drive More Social Proof. By Mars Dorian, {grow} Contributing Columnist. Let’s start with Trump.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 16, 2015
    [Differentiation] 25 Nuggets of Essential Social Media Wisdom
    Related Stories How to differentiate your blog based on the time you can put into it A new process to quantify content marketing success Five ways to calm down and not be overwhelmed by social media change Why conversation hierarchy is important to your marketing strategy Content Shock is here. Just write. Or film. Or record. Begin. Be kind.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 10, 2013
    [Differentiation] Revenue Acceleration Through Content Marketing Is A New Opportunity For Marketing Service Providers
    Did you know that B2B buyers say that 70% of the content they read and study before making a purchase decision is actually found by – well, themselves?  Discover and Explore. Content marketing is so much more than product and solutions collateral, campaigns, mailings and fulfillment. BTW – there is no better company at doing this than Marketo!).
  • SALES PROSPECTING PERSPECTIVES  |  THURSDAY, JULY 31, 2014
    [Differentiation] #ProspectingChat: Experiences Outsourcing Inside Sales Functions
    We''ll ask participants to "role-play" as a new tech company and consider the various differentiators that play into the decision to insource, outsource, or create a hybrid of the two for your company''s inside sales functions. It''s time for another #ProspectingChat over at AG Saleswork''s Twitter account. Each chat lasts 1 hour long.
  • 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.
  • ACT-ON  |  MONDAY, JUNE 6, 2016
    [Differentiation] How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should
    Not long ago there was a media drumbeat of “B2C and B2B marketing techniques are merging.” Or you might have read that “B2B and B2C are passé, marketing today has to be P2P” (person to person). This all made a certain kind of sense, as marketers of every stripe were heavily focused on lead generation. In fact, many were exactly the same.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, NOVEMBER 7, 2011
    [Differentiation] The Seven Sins of Marketeing Automation System Selection
    In fact, given that most systems can meet your basic needs, functions may not be the most important differentiator. I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. So here goes. 1. Ignoring Users.
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 10, 2015
    [Differentiation] Why Marketers Are the New Wingmen
    If your visitor needs more information on pricing or key differentiators, introduce them to the sales team. Author: Michael Powers Chances are if you’re in events marketing at a B2B company, your schedule is full of trade shows. different perspective. This deep understanding of your customer provides you with two very different experiences.
  • 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. 
  • FATHOM  |  WEDNESDAY, FEBRUARY 26, 2014
    [Differentiation] The Importance of Establishing a Strong Brand Identity
    Accompanied with intricate audience persona research and development, mapping out your core values, mission statement and differentiators will guide you as you map out your company’s exterior-facing identity. Why it is so imperative to establish and define a brand image? First, you must understand that a brand is a promise. brand is an asset.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JUNE 1, 2016
    [Differentiation] The stress of authenticity and other reasons social media is exhausting
    How to differentiate your blog based on the time you can put into it. By Brooke Sellas, {grow} Contributing Columnist. teach a class at Baruch College in NYC on consumer behavior. We talk a lot about personalization, customization and selling yourself (as a human behind the logo) to potential buyers. But how far does it have to go? Brooke B.
  • 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.
  • KOMARKETING ASSOCIATES  |  TUESDAY, APRIL 5, 2016
    [Differentiation] How B2B Advertisers Can Deal With Google’s Sidebar Changes
    Even if you follow best practices, craft relevant and keyword dense ads, and use calls to action and other tricks to differentiate them from competitor ads – it’s important to note that ads that average position 5 and higher are now much less likely to be viewed by the average searcher. Emphasize Bidding for Positions 1 Through 4.
  • JUNTA 42  |  SATURDAY, DECEMBER 27, 2014
    [Differentiation] This Week in Content Marketing: Here’s What Verizon Should Have Done with SugarString
    Robert sees this as a sign of the accelerating pace of change in big media. I see it as a failure of strategy, in trying to play the same game as BuzzFeed rather than differentiating itself. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. This week’s show. Content Marketing in the News.
  • HUBSPOT  |  THURSDAY, OCTOBER 23, 2014
    [Differentiation] 7 Easy-to-Fix Mistakes You're Making With Your Personal Brand
    If you follow best practices -- and only best practices -- you won''t be doing much to differentiate yourself. When you sign into LinkedIn every morning, what do you see? You see that flag icon in the upper right-hand corner of the site (unless you’re on mobile, in which case it’s on the left-hand side), and it’s red. Inbound Marketing
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 11, 2014
    [Differentiation] Blogging vs. Journalism: Identifying the Fundamental Differences
    Cheese of writing, this ease of differentiation should apply when comparing blogging and journalism. As a content marketer, I often times have to switch my brain from news writing (journalism) to blogging, and vice versa. Tone and Structure. If you were standing on a street that just so happened to have a “Chuck E. Scope of Audience. Timing.
  • HUBSPOT  |  THURSDAY, APRIL 24, 2014
    [Differentiation] New Data Reveals How Nonprofits Are Segmenting Their Communications
    Age, in particular, can be a very powerful differentiator. Nonprofits have a lot to communicate. From gift solicitations to gift acknowledgements, there''s no shortage of touch-points to prospective and current supporters. But are nonprofits harnessing the power of communication segmentation? Survey Highlights. But are they doing it?
  • 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!
  • BIZNOLOGY  |  WEDNESDAY, MARCH 9, 2016
    [Differentiation] Scarcity and what it means to online marketing
    But if you can differentiate and market a “scarce good or service” that others can’t or don’t know how to, you can win the margin game. As marketing people, we are often reminded of the principles of supply and demand. Current digital has enabled us to adopt an “everything/anything at our fingertips” mindset. It plays something like this….
  • SAZBEAN  |  WEDNESDAY, MAY 16, 2012
    [Differentiation] Get Obsessed with Your Message
    quick dictionary moment, to differentiate between your voice, your topics and your message. Blog = up? Posts = rolling? It’s time to get obsessed with your message. Your voice is what makes your writing distinctive, compelling, unmistakably you. You’ll carry your voice from your blog, right into your book. Seamless, identifiable. Individual.
  • FATHOM  |  MONDAY, JUNE 1, 2015
    [Differentiation] Content Marketing Drives Sales Productivity [List]
    You can leverage your Content Marketing mission statement as a point of differentiation from your competition. Our  brand voice questionnaire  will help you differentiate and communicate clear value, no matter who is sending the message. Has Content Marketing boosted your sales productivity? Better yet, work on it together.
  • MODERN B2B MARKETING  |  THURSDAY, MAY 1, 2014
    [Differentiation] What the Board of Directors Expects from Marketers Today
    Now that everyone has access to “big data”, it’s the way you use your data that will differentiate your company within your space. Author: Brian Kardon We’ve all heard (and will continue to hear) about the increasingly prominent role of the Chief Marketing Officer, or CMO. Here are a few of my favorite takeaways: 1. Use Your Data.
  • JUNTA 42  |  WEDNESDAY, NOVEMBER 4, 2015
    [Differentiation] 5 Things That Can Make Nonprofit Marketers More Effective [New Research]
    We’ve learned that having a documented strategy is a key differentiator among those who say their content marketing is effective and those who rate theirs as less effective. Yet, in terms of overall effectiveness, only 26% say they’re effective – a drop from last year when about one-third of marketers said they were effective.
  • WEBBIQUITY  |  MONDAY, JUNE 21, 2010
    [Differentiation] Five Benefits of Blogging for Business
    Even more importantly, if your product or service is difficult to differentiate, a blog gives you a way to create differentiation via your knowledge. Expertise is a powerful differentiator; in commoditized markets, it may even be your only effective one. Blogs are seen as key sources of information rather than just promotion.
  • HINGE MARKETING  |  MONDAY, MAY 11, 2015
    [Differentiation] New Rules of Marketing: What High-Visibility Firms Do to Market Themselves Differently
    Focus is absolutely essential to differentiate your firm and communicate your expertise in a way that is meaningful to your audience. Unfortunately, there is no one-size-fits-all answer, but there are a few items that are essential to every firm’s visibility-building efforts: A differentiated message. High performance website.
  • MODERN B2B MARKETING  |  WEDNESDAY, NOVEMBER 25, 2015
    [Differentiation] 5 Ways To Create Interactive Content and Maximize Your Marketing Budget
    Your best content could already be in your wheelhouse just waiting to be shaped into a perfect piece of shareable, engaging content that will differentiate you from the crowd. But when it comes to content marketing, is it possible to have too much of a good thing? Probably. So what’s the solution? Not so fast! Don’t let it go to waste!
  • HINGE MARKETING  |  MONDAY, FEBRUARY 15, 2016
    [Differentiation] Elements of a Successful Brand 9: Imagery
    Will it differentiate you? Related Stories Elements of a Successful Brand 8: Messaging Differentiation Strategy: Standing Out Among The Competition 3 Signs You Should Rethink Your Branding Strategy. A brand is a complex organism. This is part nine in a series of articles in which we examine a successful brand's component parts.
  • BIZNOLOGY  |  MONDAY, AUGUST 24, 2015
    [Differentiation] Branding as a full funnel journey
    However, branding as a full funnel endeavor, with a goal of nurturing or pre-selling, opens up countless opportunities to differentiate. It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. The answer is that attribution is complicated and few have the patience or expertise.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, NOVEMBER 18, 2015
    [Differentiation] To drive value from your content, focus on trust, not traffic
    This is the digital crossroad, a genuine point of business differentiation today. Case study: Social media engagement as a point of differentiation Should you create different social media posts for international clients? Here’s a word we don’t use in business too often: love. ” Read on. No surprise, right? Trust.
  • HUBSPOT  |  THURSDAY, FEBRUARY 25, 2016
    [Differentiation] Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results?
    While some users are savvy to ads, they’re becoming more and more like organic listings -- the only thing differentiating them is the small yellow “Ad” label that can be easily missed. That’s why their recent decision to remove ads from the right-hand side of their desktop SERPs is making big news. What exactly did they change? This is bad.
  • 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.
  • STORIES THAT SELL  |  TUESDAY, JUNE 28, 2011
    [Differentiation] The Resume is Dead: The (Story) Bio is King
    We’ve been told to carefully construct a persona that will differentiate and trademark our skills into a unique value proposition. Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing.
  • HINGE MARKETING  |  THURSDAY, JUNE 16, 2016
    [Differentiation] How to Grow a Business: 3 Research-Backed Insights
    Insight #1: Focus —Develop clear differentiators and specialized targeting. On average, the fastest growing firms are far more differentiated from their competitors. But it isn’t just the quantity of these differentiators; it is the quality as well. The High-Growth Club. But what do we mean by high growth? So let’s dig in.
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