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  • 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.
  • PAUL GILLIN  |  WEDNESDAY, SEPTEMBER 8, 2010
    [Differentiation] Tribes Rule the Hyper-Social Organization
    Any line of business that does not provide the opportunity for clear competitive differentiation should be discarded, the authors say. wasn’t disappointed. In this groundbreaking book, the authors expand upon ideas laid down in their early research that are both simple to grasp and momentous in their implications. Rules Have Changed.
  • SALES LEAD DYNAMICS  |  TUESDAY, JANUARY 4, 2011
    [Differentiation] The Phone Has Stopped Ringing. Now What?
    Differentiate between “deliverables” (a marketing plan) and benefits (more revenue). When times were good, many successful professionals didn’t need a well defined niche. All their business came via “R & R” (Repeat and Referral). They relied on their reputations and connections. The The phone rang. Business flowed in. What’s Your Niche?
  • VOICE-BASED MARKETING  |  WEDNESDAY, JANUARY 22, 2014
    [Differentiation] The Hipster’s Guide to Better Business
    You need a differentiator that sets you apart from the competition. If you want to appeal to a crowd that treasures differentiators, not only do you need to do something unique…you need to do something that flies in the face of the norm. You see, hipsters don’t buy into a product or service unless a few boxes are checked. Tell a story.
  • SALES CHALLENGER  |  MONDAY, FEBRUARY 24, 2014
    [Differentiation] STOP! Is This Really Commercial Insight?
    In an environment where customers are increasingly unable to appreciate differences in quality, reputation, service delivery, and product value between suppliers, commercial insight is what differentiates you from the competition and drives the greatest loyalty impact. Commercial insight is the holy grail of today’s sales organization.
  • TRADESMEN INSIGHTS  |  WEDNESDAY, MAY 30, 2012
    [Differentiation] Manufacturers – Do you Have These Five Essential Website Elements?
    Show Off Your Facility & Processes - It’s important to use your website to show off what differentiates you from the competition. With all the marketing activities we are all doing today, we sometimes forget to review some of the old standbys like your website to make sure it’s current. Enjoy.
  • 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."
  • 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  |  MONDAY, SEPTEMBER 16, 2013
    [Differentiation] The 6 critical questions guaranteed to drive your social media strategy
    They can actually use their marketing platform as a point of differentiation. If you made ladders for a living and sold them to big chain stores, how much of your budget should you spend on social media marketing? Should you step it up? Sorry, I can’t help myself sometimes). You want to do it. You don’t know where to start.
  • ENGAGE  |  WEDNESDAY, JULY 2, 2014
    [Differentiation] So You Want To Be A Thought Leader?
    If everyone’s trying to be a thought leader, how can you differentiate yourself and your organization and really be an authoritative and influential voice in your industry? Differentiate yourself from your competition. Probably one of the most oft-used buzzwords of the moment, ‘ thought leader ’ turns up more than 43.5 Be authentic.
  • 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.
  • FUNNEL FOCUS  |  TUESDAY, JULY 20, 2010
    [Differentiation] Thought Leadership Interview: Jill Konrath on Closing the Gap between Marketing and Sales
    Finally, the prospect's 3 rd Decision is to "select resources." At this phase, sellers need content that differentiates them from other vendors and supports the company's strengths. If only companies were that brave. CD: What does marketing need to do to get salespeople to use the content they provide? JK: Write good content. Make it simple.
  • SALES CHALLENGER  |  SUNDAY, NOVEMBER 11, 2012
    [Differentiation] Deal Reviews Are NOT Sales Coaching
    “The only thing worse than coaching someone and having them leave is NOT coaching them and having them stay.”. This powerful statement about the importance of sales coaching was made by one of our members during a panel discussion at last month’s CEB Sales and Marketing Summit in Las Vegas. One is about behaviors, the other is about beliefs.”  .
  • B2B IDEAS @ WORK  |  MONDAY, JULY 12, 2010
    [Differentiation] Will Your B2B Brand Stand the Test of Time?
    Seeing these displays reminded me of how far we’ve come as marketers, and how far we’ll need to go to truly differentiate our brands. On a recent trip to London, one of many tourist stops was the Museum of Brands, Packaging and Advertising , in Notting Hill. Less “push,” more “pull.”
  • BUZZ MARKETING FOR TECHNOLOGY  |  FRIDAY, JUNE 27, 2008
    [Differentiation] A Behavioral Model of Information Seeking on the Web
    One version of the model describes six categories of information seeking activities as generic: starting, chaining, browsing, differentiating, monitoring, and extracting. During Differentiating , the individual filters and selects from among the sources scanned by noticing differences between the nature and quality of the information offered.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, MAY 4, 2011
    [Differentiation] Intuit / Salesforce.com Alliance Is No April Fool's Joke
    The revenue differential isn’t as large ($3.5 Am I the only one who missed the April 1 announcement of a strategic alliance between Salesforce.com and Intuit ? For those of us used to thinking of Salesforce.com as the 900 pound gorilla, it’s disorienting to see Salesforce on the Intuit App Center, rather than the other way around.
  • SAZBEAN  |  MONDAY, DECEMBER 10, 2012
    [Differentiation] 5 Content Marketing Lessons from Guns N Roses
    Just as GnR stood out from the masses, you must differentiate your content from the competition. A few weeks ago I went to see Guns N Roses perform in Las Vegas. It was an amazing show and brought me back to the days when I used to celebrate this band’s entire catalog. Welcome to the jungle. News & Notes
  • DIGITAL VOICES  |  TUESDAY, JULY 23, 2013
    [Differentiation] Excellent Customer Engagement is both a Science and an Art
    Analytics are the brain power driving this automatic persona differentiation, and statistics show that companies that apply advanced analytics to revise and refine customer profiles have 33% more profit and twelve times more profit growth than companies that don't. Analytics and Digital Maturity.
  • VIEWPOINT  |  TUESDAY, MAY 1, 2012
    [Differentiation] The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 2 of 3)
    In a previous blog on the power of the human voice in lead qualification and lead nurturing, I looked at eight characteristics that differentiate one-to-one personal contact from inbound marketing media. In this post, we’ll review three critical elements that impact B2B lead generation costs in the complex sale. 1.
  • BLUE FOCUS MARKETING  |  SATURDAY, NOVEMBER 8, 2014
    [Differentiation] REGISTER NOW Join #TED Speaker & Author, @mnburgess, for AMA #ContentMarketing Workshop
    From the  AMA : This workshop will focus on how to create and leverage the myriad forms of content to promote businesses, retain customers, influence word of mouth, close the decision gap on prospects and leverage content as a brand differentiator. In 2014, Content marketing is a marketer’s number one priority.
  • VIEWPOINT  |  TUESDAY, MARCH 22, 2011
    [Differentiation] B2B Marketers, Analyze This: How Do Prospects Score YOU on Their Experience?
    Delivering a great prospect experience can help you differentiate and become one of those B2B brands that businesspeople talk about like consumers rave about Zappos! Imagine going into bank to open up a checking account with a few dollars you've managed to scrape together. What do you do when you leave that bank? OK, this a consumer example.
  • SAVVY B2B MARKETING  |  THURSDAY, JUNE 18, 2009
    [Differentiation] Does Your B2B Website Content Create Competitive Advantage?
    Your content should also provide an immediate, competitive advantage by differentiating your company from the competition. At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Ardath Albee. More fantastic guests are planned for the weeks ahead, so stay tuned.
  • SAVVY B2B MARKETING  |  THURSDAY, JUNE 18, 2009
    [Differentiation] Does Your B2B Website Content Create Competitive Advantage?
    Your content should also provide an immediate, competitive advantage by differentiating your company from the competition. At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Ardath Albee. More fantastic guests are planned for the weeks ahead, so stay tuned.
  • WRITING ON THE WEB  |  MONDAY, NOVEMBER 15, 2010
    [Differentiation] The Ladder of Emotional Values: Pleasure Reigns
    This is where greater differentiation and profitability become evident. The only way to differentiate a company’s products and services is through adding emotional value. What emotions are people seeking to satisfy online? What can we understand about human motivations and values in order for content marketing to work? Videos.
  • EVERYTHING TECHNOLOGY MARKETING  |  SUNDAY, OCTOBER 10, 2010
    [Differentiation] B2B Market Segmentation – Part 2: How to Approach Segmentation
    Price Sensitivity Do you position your product in segments that are price sensitive and invite vendors to complete on price or segments that pay a premium for a solution that is highly differentiated? In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. HOW DO I MARKET TO SEGMENTS?
  • INDUSTRIAL MARKETING TODAY  |  SUNDAY, APRIL 3, 2011
    [Differentiation] Content is the Foundation of Good Relationship Marketing
    That is its key differentiator from other forms of marketing that tend to focus more on advertising and promotional messages. Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Here’s a quote from billionaire industrialist H. Think again!
  • 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?
  • FEARLESS COMPETITOR  |  WEDNESDAY, DECEMBER 14, 2011
    [Differentiation] My review of the book, Find Your Next: Using the Business Genome Approach to Find Your Company’s Next Competitive Edge
    This is the special recipe that will differentiate a company and create a competitive advantage in a new world of unprecedented transparency. 4 out of 5 stars. recommend this book for top business executives looking for fresh ideas for dramatic growth. Note about our reviews. We are tough and honest graders. Product + service + innovation.
  • 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.
  • TRADESMEN INSIGHTS  |  TUESDAY, FEBRUARY 3, 2015
    [Differentiation] What Will our B-to-B Marketing Responsibilities Look Like in 2 Years?
    But the ultimate end game was to differentiate your brand and help identify and create good leads for sales to follow-up on. Marketing’s role over the last decade has been pretty simple. Focus on your brand and identify new potential sales. The article claims that the top 3 current responsibilities won’t even be on their list.
  • BUYEROLOGY  |  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.
  • MARKETING INTERACTIONS  |  SATURDAY, MAY 1, 2010
    [Differentiation] The Fallacy of Control for B2B Marketers
    If you want to differentiate your company and improve prospect relationships, it's time to give up control and focus on freely serving the educational and expertise needs of your potential customers. See if any of these sound familiar: We don't want to send prospects to any page not on our website. Yes, it's true. Give it a shot.
  • ONPATH  |  WEDNESDAY, FEBRUARY 1, 2012
    [Differentiation] Email Marketing vs. Marketing Automation
    Four Important Differentiators 1. It's been more than 10 years since Marketing Automation (MA) systems hit the market. Yet people still get confused about the differences between marketing automation and email marketing. So what exactly are the differences? Below are some highlights from Lauren's article. What Kind of Buyer Are You?
  • HINGE MARKETING  |  THURSDAY, FEBRUARY 5, 2015
    [Differentiation] What are Technology Firms’ Top Business Challenges of 2015?
    When competing for business opportunities, it’s important for firms to differentiate themselves—to find ways of setting themselves apart culturally or technologically. As with innovation, finding top differentiators takes research and deep insight into how your firm stands out from others. And tech firms are no different.
  • EMAGINE B2B BLOG  |  TUESDAY, MARCH 31, 2015
    [Differentiation] Designer 101: The User Experience Design Umbrella
    There is no specific user group or target audience, but the experience is still guided through differentiated design elements and/or a hierarchy of elements. This post is the beginning of a new Web Design series written by our Senior UX Designer, Fallon Boegmann. Enjoy! Who is your designer, really? Source . UX Design (User Experience).
  • MARKETING INTERACTIONS  |  SUNDAY, SEPTEMBER 27, 2009
    [Differentiation] Content Marketing for Product Customization
    " With the high level of commoditization across B2B products and solutions, often what differentiates a company is how they help their customers use them to gain the best business outcomes. I was reading the AMA's Journal of Marketing and came across an article, Testing the Value of Customization [Sep '09]. Global or regional?
  • WEBBIQUITY  |  MONDAY, JULY 15, 2013
    [Differentiation] Funny Business: The Best Digital Marketing Humor, 2013 Edition
    Noting that the concept of a Facebbok phone “looks to be a derivative product developed a few years too late into a market that it can’t differentiate in,” the prolific Jim Dougherty suggests a handful of enhancements that could nevertheless turn this product into a winner, among them: “Game thwart. by Bit Rebels.
  • B2B IDEAS @ WORK  |  THURSDAY, JUNE 10, 2010
    [Differentiation] Brogan to B2B Marketers: "I See You" at BMA Engage 2010
    You must differentiate your product, even if you're selling something really boring. The last day of the BMA Engage 2010 conference in Chicago last week began on a high note, with Chris Brogan delivering a rousing keynote. With just a Sharpie, a digital camera and a copy of Trust Agents, he delivered an innovative, one-of-a-kind presentation.
  • VERTICAL RESPONSE  |  WEDNESDAY, OCTOBER 23, 2013
    [Differentiation] The Psychology of Color & Marketing – What Actually Works?
    How do the colors red or purple make you feel? Excited, sophisticated? Hunches behind the psychology of color in marketing have been long-standing and intriguing, but are they actually true? Can you really use particular colors to enhance your customers’ moods, influence a click, establish brand recognition or affect their purchasing habits?
  • INBOUND SALES NETWORK  |  TUESDAY, MAY 8, 2012
    [Differentiation] If Your Website Is Designed To Sell, Why Do You Need Sales People?
    Nothing is worse than getting a client to go through the whole process only to have them decide either that the problem is not big enough to solve or that they cannot differentiate you from your competitors. If you are like most B2B companies, your website is all about selling your product or service. In reality, that is not the case.
  • B2B MARKETING ONLINE  |  THURSDAY, OCTOBER 21, 2010
    [Differentiation] What’s it like to be in B2B marketing?
    The research, which Luisa and I have developed together, will allow us to differentiate between business to business and other marketers. This is the year when I get to do what I want to do – or at least most of the time. At the advanced age of 62, I experienced the benefits of formal coaching for the first time, and saw its benefits.
  • VIEWPOINT  |  TUESDAY, APRIL 23, 2013
    [Differentiation] Sales Qualification Isn’t an Event - It’s a Process
    As CEO of UK-based Inflexion-Point Strategy Partners , Bob works with the leadership teams of technology-based B2B-focused companies, enabling them to make the critical connections between their marketing messages, their sales conversations, their true differentiators, and their customer''s priorities. Parallel Thoughts. BANT Won’t Help.
  • SMASHMOUTH MARKETING  |  FRIDAY, JUNE 5, 2009
    [Differentiation] Smashmouth Review - LeadLander - Who's Really Visiting Your Site?
    It touts the ability to provide to you all the standard website visitor stats, along with one huge differentiator - the names of companies that visit your website. We thought it might be interesting to augment our thought leader interviews with some demand gen product reviews. They meet their promise. Day 1. Day 2. Day 3. Presto.Leads!
  • FEARLESS COMPETITOR  |  TUESDAY, MAY 21, 2013
    [Differentiation] Joint Forrester, ITSMA, and VisionEdge Marketing Survey Finds Marketers are Operationally Proficient but Strategically Stalled
    They work with the world’s leading professional services, technology, and communications providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. Most Marketers Measure Marketing Activity and Not Business Outcomes – Marketing Metrics are not working – a study finds.
  • HUBSPOT  |  THURSDAY, MARCH 8, 2012
    [Differentiation] 7 Components That Comprise a Comprehensive Brand Strategy
    If it doesn’t tie back to your brand's message, you will have trouble differentiating yourself from competitors. By harping on every move your competitor makes, you lose that differentiation. Your brand’s strategy should be based on company goals. So is your company's brand strategy smooth like Bond? Play the word game.
  • 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  |  FRIDAY, DECEMBER 12, 2014
    [Differentiation] 4 Strategies to Optimize Your Differences From Amazon
    To be able to be successful in such a competitive industry, they need to make the most of those points of differentiation! While many etailers view themselves as in competition with Amazon, it''s more effective to use Amazon''s success as an example and learn from it. We did that when we looked at three strategies to borrow from Amazon.
  • BLOG MY CALLS  |  MONDAY, MARCH 25, 2013
    [Differentiation] Research: Marketers Decreasing Direct Mail Spend.Sort Of
    How Does a Direct Mail Firm Differentiate Itself? One of the best methods of differentiation is call tracking. According to an article in the most recent issue of Target Marketing magazine , nearly 12% of direct marketers say they're doing to decrease direct mail spend in 2013. The Good. What Does All This Mean for Direct Mail Firms?
  • INBOUND SALES NETWORK  |  TUESDAY, JUNE 12, 2012
    [Differentiation] Your Story Sucks… and Your Sales Are Reflecting It.
    Good stories are memorable, impactful and differentiate your from your competitors. They differentiate you in such a way that your prospects and customers will never forget you or your story. Harsh? Maybe. Hell Yeah. Your bad story is costing you money in potential sales. ” That is a value proposition not a story.
  • CONVERSIONATION  |  TUESDAY, JULY 26, 2011
    [Differentiation] The Humanization of User Experiences: the Emotional and Personal Must
    In fact, it’s not even about companies, it can be about those few individuals that are very human in their interactions with customers and really can be the differentiators in a company. How genuinely human can a business be? How much does a business take human values into account? Fortunately, they are becoming exceptions.
  • VOICE-BASED MARKETING  |  THURSDAY, MAY 15, 2014
    [Differentiation] What’s On The “To-Do List” for SaaS Marketers
    This means pitching the basic idea of SaaS products is less of an uphill battle, and messaging should focus more on the details, differentiators, and special features. Because SaaS customers have a basic idea of what they want and need, marketers must approach messaging and campaigns as an opportunity to focus on differentiators.
  • ENGAGE  |  WEDNESDAY, JUNE 15, 2011
    [Differentiation] Want Your Message to Resonate? Say it Again. Want Your Message to Resonate? Say it Again.
    G rowing up, my mom had to constantly remind me to do the things she needed me to do. After the fifth or so reminder, I’d reluctantly get up and put my clothes in the hamper (or complete whichever menial task she’d requested of me). On my way back to couch potato land, I’d let her know how much of a nag she was under my breath.
  • FATHOM  |  FRIDAY, JULY 25, 2014
    [Differentiation] Your Website’s Four Most Important Pages
    Differentiating Services Page:  Chances are you are not the only company in the world that sells your product or service. So be sure to highlight any of those differentiating services or features.   A Personable About Us: Knowing what you do is only half the battle. Beyond your home page: What other pages demand attention?
  • VISIONEDGE  |  THURSDAY, OCTOBER 31, 2013
    [Differentiation] 10 Questions to Sharpen Competitive Advantage
    How can the competition adapt any of their existing products to differentiate them further? . 8. Although most markets are fiercely competitive, with so much focus on demand generation, many marketers cannot allocate sufficient resources to anticipating competitors’ moves. Our competitors are doing the same. In bringing a new offer to market?
  • 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
  • TRADESMEN INSIGHTS  |  TUESDAY, JUNE 4, 2013
    [Differentiation] YouTube: An Excellent Way to Reach the Professional Tradesman
    Make points of differentiation. Are you looking for ways to get in front of tradesmen? If you’re a manufacturer and don’t have anything on YouTube, you’re missing a great opportunity. What better way to show a customer or prospect how to use your product, highlight features and benefits or even have a customer testimonial. Be different.
  • HUBSPOT  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] How to Create a Benchmark to Measure Content Marketing ROI
    Content in this phase should be more biased towards your company, displaying factors that differentiate you from your competitors in your ability to solve said problems. According to the Content Marketing Institute’s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Awareness.
  • CMO ESSENTIALS  |  MONDAY, MAY 4, 2015
    [Differentiation] Is Your Business Ready for an Online Community? 5+ Strategic Considerations
    Once you understand how your community can help fulfill member needs, conduct a competitive analysis to find out what’s already out there, how your community can fit into that existing structure, and most importantly, how you can differentiate your community from or integrate it into others. 3. Your Guide to Online Community Readiness.
  • B2B MARKETING INSIDER  |  WEDNESDAY, JANUARY 14, 2015
    [Differentiation] Everybody Writes — My Interview With Ann Handley
    So I want people to think of writing and their words not as boring drudgery… but as a way to differentiate themselves online. Ann Handley – writing in her “Tiny Little House” A few years ago I went to a MarketingProfs event and met someone who literally changed my life. told her where I worked. And Why did you write it?
  • INBOUND SALES NETWORK  |  FRIDAY, APRIL 19, 2013
    [Differentiation] Why 61% of Companies Are Doing Content Marketing Incorrectly
    That way you get a complete understanding of exactly who your ideal customers are, their personal and professional buying motives as well as what it will take to move them off their status quo and realize that you have a product or service that will solve a key problem of theirs in a differentiated way. Now don’t get me wrong.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JUNE 9, 2011
    [Differentiation] Eloqua Book Review: Likeable Social Media
    What differentiates Dave, however, is his focus on the necessary behaviors to be “likeable” / successful in social media – as opposed to simply sharing how to use social tools. by Andrew Moravick | Tweet this In a recent TechCrunch article , Gary Vaynerchuk mused that, “99.5 percent of social media experts are clowns.” Share email. Facebook.
  • THE ROI GUY  |  WEDNESDAY, OCTOBER 30, 2013
    [Differentiation] SiriusDecisions – Scary Late: How to Turn a Big Sales Challenge from Trick to Treat
    If they are later in the process, it is important to differentiate proving you have a lower total cost and delivers superior value. 3) Provider initiated – the buyer is likely not even know aware of the issues they have of which you can solve, or if they are aware, the issues might not be a priority. The approach focuses on “Why Change?”
  • STORIES THAT SELL  |  THURSDAY, APRIL 21, 2011
    [Differentiation] Eek, My Own Process Broke Down!
    Understand the messages and competitive differentiators that should be reinforced in every customer story. 3 - Know the Background and Angle for Each Customer Story. In the customer story process, you can't miss any bases on your way to home plate. After 11 years of working on customer stories, I've become set in my ways. The Story.
  • SALES INTELLIGENCE VIEW  |  TUESDAY, NOVEMBER 1, 2011
    [Differentiation] How to Sell to People Not Contacts
    What creates differentiation is cutting through the noise and engaging people. A New Type of Connection. What are People Insights ? Connections are more important than ever for reaching and engaging your prospects. ” Going beyond the business card. There is no competitive advantage to be gained by using basic contact data.
  • VIEWPOINT  |  FRIDAY, SEPTEMBER 23, 2011
    [Differentiation] The Power of the Human Voice in Lead Qualification & Lead Nurturing
    Following are some initial thoughts on characteristics that differentiate conversations from digital media in lead qualification and lead nurturing. 1. It’s because there’s something about a human being’s voice that is powerful and personal—a welcomed experience in today’s hyper-digital market.” Serving.
  • HUBSPOT  |  THURSDAY, FEBRUARY 26, 2015
    [Differentiation] The Growth Show: A VC's Advice on Content, Cash & Churn
    First, I wanted to find a way to differentiate myself in the ecosystem. Content marketing is a little bit like a bank account where you get the benefits of compounding returns. Tomasz Tunguz. Almost all of his writing and thought leadership is centered around one key theme: How can you grow faster? Below is an excerpt of their conversation.
  • SALES CHALLENGER  |  TUESDAY, AUGUST 27, 2013
    [Differentiation] FLIP Your Management Style
    Also access our Ideation Toolkit , which contains exercises, guides, and tools to assist FLSMs innovate and our Insight Selling Manager Competency grid to learn about differentiated manager responsibilities needed for Insight Selling. This serves to improve information sharing, and encourages reps to leverage firm-wide resources.
  • B2B MARKETING UNPLUGGED  |  MONDAY, JANUARY 20, 2014
    [Differentiation] How Marketing is Pushing Customer Service Under the Bus
    This year, marketers should resolve to find and destroy all the unrealistic proclamations of customer joy, obsequious service and free stuff we are flinging about the universe and seriously reconsider the notion that most of us can differentiate on the basis of service. Right? Deep down, however, we know that isn’t true.
  • MARKETING INTERACTIONS  |  FRIDAY, AUGUST 6, 2010
    [Differentiation] Spin Your Marketing Dialogue Wisely
    Choice 2: You can re-frame the dialogue in a unique way - one that leads to the same desirable outcome prospects want via a differentiated path that encourages prospects to engage. Often times, I absolutely agree that the outcome they're adamant that they help their customers achieve is indeed correct. Quite often this may surprise you.
  • BIZNOLOGY  |  TUESDAY, APRIL 9, 2013
    [Differentiation] Kiss your line-of-shame smack on its social media lips!
    ” And if you’re not willing to publically buzz the tower — to really set the windows rattling and maybe put some coffee down the captain’s shirtfront — you’ll never be able to differentiate yourself from all the other people who are hitting all the same points with the same tone. What do I mean?
  • TOM PISELLO  |  TUESDAY, JANUARY 25, 2011
    [Differentiation] White Papers are Influence Kings, But Need Personalization to Maintain Crown
    This results in information overload, with low response rates, a slower buying process and lack of competitive differentiation. Savvy buyers are using on-line content to set strategies, explore and select solutions, all before ever engaging a sales representative. Content that Matters Most?
  • 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.
  • EARNEST ABOUT B2B  |  WEDNESDAY, AUGUST 18, 2010
    [Differentiation] Top Infographics for b2b marketers
    Pretty useful for helping to shape your lexicon in order to drive differentiation we think.     . Infographics are all the rage: visual representations of data that are both beautiful and enlightening. Web trend map: plots the Internet’s leading names and domains onto the Tokyo metro map        . Web trend map.  2.  Social
  • B2B MARKETING UNPLUGGED  |  MONDAY, AUGUST 11, 2014
    [Differentiation] The Revenge of the Content Monster
    The people wanted differentiation. I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. New Coke, plug-in air fresheners, negative option billing, scent strips, greeting cards that make noise and those little family icons on the backs of cars come immediately to mind.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] How to Integrate Social Media and Blogging from The Art of Social Media
    Now, I’d like to answer a few great questions we received after the presentation: Q: What are the best practices for differentiating between a ‘professional’ social media presence and a ‘personal’ social media presence? A: The reality is that your personal and professional social media presence is one and the same. We hope so. Add drama.
  • THE ROI GUY  |  WEDNESDAY, JUNE 13, 2012
    [Differentiation] ROI now Guaranteed on Alinean Value Marketing Tools
    As a result, you absolutely need to invest in Value Marketing Tools to drive revenue: challenging the “do nothing” buyer to take action, justifying the investment in your proposed solutions, and quantifying your differentiating value. With Frugalnomics, buyers are more overloaded, skeptical and frugal than ever before.
  • 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  |  FRIDAY, JANUARY 17, 2014
    [Differentiation] 10 Ways to Segment Your Donors to Improve Fundraising Effectiveness
    There is plenty of recent evidence showing that donors are looking for differentiated, personalized, and unique communications. We can be unique, differentiated, and intentional with our fundraising efforts. Thus, this differentiation in how they''re connected to your organization offers a prime segmentation method. Nobody?
  • B2B MARKETING UNPLUGGED  |  THURSDAY, JULY 25, 2013
    [Differentiation] B2B Marketers Need to Pay More Attention to HR Trends
    It sounds a little icky, but if we accept that content is a big differentiator, then it makes all kinds of sense to raid the internal knowledge bank first for some Grade A proprietary info. I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time.
  • E-QUIP  |  WEDNESDAY, JULY 16, 2014
    [Differentiation] Three Value-Adding Strategies
    Unfortunately, these assets generally don''t differentiate us; they are expected by our clients. Added value, by contrast, differentiates. Value drives business success. The premier companies are those that provide distinctive value. The management mandate seems clear: Find ways to create more customer value than your competitors.
  • HINGE MARKETING  |  MONDAY, MARCH 23, 2015
    [Differentiation] 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm
    specialization is a differentiator that proves itself. 3) A High Performance Website In today’s professional services marketplace, your firm’s website is one of your most crucial assets. Web and graphic design can influence your audience’s perceptions, aid recall, and swiftly and intuitively differentiate a business.
  • FEARLESS COMPETITOR  |  TUESDAY, MARCH 30, 2010
    [Differentiation] My thought leadership interview at Marketo
    With empowerment of buyers, companies are facing increasing demands to empower their people to have relevant and provocative conversations with prospective buyers.   It is getting harder and hard for businesses to differentiate themselves. Jill gave me a great example of how someone might differentiate themselves. Jeff).
  • WEBBIQUITY  |  TUESDAY, JULY 31, 2012
    [Differentiation] Nine B2B Marketing Lessons from College Visits
    Focus on your differentiators. I’ve spent several weekends this summer experiencing the excitement and trepidation of visiting colleges with my eldest offspring. Only the largest b2b enterprises approach that level of sales activity. So, here are several lessons b2b marketers can take from that high-volume learning. 1. Use multimedia.
  • HUBSPOT  |  WEDNESDAY, JULY 24, 2013
    [Differentiation] Why Media Companies Are Struggling (And How Inbound Can Help)
    As media companies have taken their content and advertising digital, it’s hard for readers to differentiate one media company from the next. But how can you do that in a way that differentiates you from the competition? Some might even call them inbound marketers light years ahead of their time. Why Media Companies Are Struggling.
  • FATHOM  |  THURSDAY, DECEMBER 18, 2014
    [Differentiation] The Secret to Success for Manufacturing Websites: Foundation Pages
    Foundation pages are fundamental content that describe a business, its services, its clients, and its differentiators. Consider creating separate pages for company history, business locations, employees and management, and differentiators (“Why Our Service is Unmatched,” for example). Go check him out! ABOUT US. PRODUCTS. SERVICES.
  • HINGE MARKETING  |  WEDNESDAY, MARCH 12, 2014
    [Differentiation] The Importance of Brand Reputation in Management Consulting
    And let’s not forget differentiation and messaging, those critical pieces underlining how you stand apart from competitors and the proof points. To recap thus far: Mission/Vision –> Positioning –> Differentiation/Messaging –> Brand Strategy. What comes to mind when you hear the word “brand?”
  • HUBSPOT  |  SATURDAY, NOVEMBER 15, 2014
    [Differentiation] How to Train Your Brain to Learn Faster
    Much of sales today hinges on deep understanding of prospects’ industries and problems, and positioning your product or service around personal expertise and insight can do a lot to differentiate you to buyers. This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales. Inbound Sale
  • HUBSPOT  |  TUESDAY, JULY 17, 2012
    [Differentiation] 8 Ways to EARN Media Attention Instead of Buying It
    Who says that pricing can't be a differentiator? Paying it forward" by providing tips, resources, or referring reporters to others is a great approach to differentiate yourself from all the other businesspeople who are trying to attract media attention. 7) Create Remarkable Press Releases. Looking to attract more media attention?
  • MARKETING LEADERSHIP COUNCIL   |  TUESDAY, SEPTEMBER 11, 2012
    [Differentiation] 3 Steps to Better Channel Alignment
    As if working with our own direct sales forces isn’t hard enough (just kidding, Sales, we love you!), a huge segment of B2B suppliers also sell through indirect channels – brokers, agents, distributors, etc.  Reward quality, not just quantity.  Incentive structures are a commonly cited challenge in managing channel partners.  Know their customers. 
  • MARKETING LEADERSHIP COUNCIL   |  TUESDAY, NOVEMBER 22, 2011
    [Differentiation] Give Your Channel Partners the Right Incentives
    The key to growth for a large portion of B2Bs hinges on suppliers’ abilities to successfully leverage channel partnerships.  While simple to administer and easy to track, volume-based incentives often don’t deliver what we want them to. We’ve all heard the saying, “You get what you pay for.”  Use the Comments section below to share ideas.
  • FATHOM  |  WEDNESDAY, MARCH 12, 2014
    [Differentiation] 3 Questions to Ask When Creating College Degree Pages
    Adding your brand’s value propositions to the degree pages sets each program apart from your competitors’.  No other university can offer your school’s personality ; that’s your program-level differentiator. Your degree page content is critical for student recruitment and college retention rates. Challenges most students face. Annual events.
  • TRADESMEN INSIGHTS  |  TUESDAY, FEBRUARY 19, 2013
    [Differentiation] New Business Pitches: Do You Use Corporate Speak or Plain English?
    It came down to two firms who differentiated themselves by not talking about themselves, but instead talking about the client’s issues and how they might be able to help. Blah, Blah, Blah. Is this what people hear when you give your 30-second elevator pitch that explains why your firm is different? What are best practices anyway?
  • PUZZLE MARKETER  |  WEDNESDAY, FEBRUARY 6, 2013
    [Differentiation] Strategies for a Successful Paid Search Campaign
    That last part is what differentiates this kind of advertising from other forms of advertisements online, such as banner placements on websites. Originally posted here on USSCOSpeaks.com First off, let’s take a step back and understand people’s behavior online. This advertising is known as Paid Search.
  • 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).
  • BUYEROLOGY  |  MONDAY, NOVEMBER 14, 2011
    [Differentiation] Buyerology Trend: Think BIG Insights vs. BIG Data
      The quest for deeper insights will grow as it becomes the path to finding ways to differentiate in a constantly changing social world.  This is the second in a series of articles planned on looking at buyer trends that will influence marketing and sales in the near and foreseeable future.  The Future. Follow @TonyZambito.
  • KOMARKETING ASSOCIATES  |  TUESDAY, FEBRUARY 17, 2015
    [Differentiation] 20 Truths I’ve Learned as a Content Marketer
    The way you communicate and present the content is where you can differentiate yourself from the others. B2B and B2C marketers alike are more commonly implementing strategies and increasing budgets devoted to content marketing than ever before. Source ). This brings us to my next point. 2 ) Trust is not given, it’s earned. Source ). Source ).
  • IT'S ALL ABOUT REVENUE  |  TUESDAY, MAY 6, 2014
    [Differentiation] Content2Conversion Keynote Recap: 5 Tips For The Challenger Marketer
    Keep these core beliefs close to your content : Customer centricity; customer understanding; customer relationships; and customer value. 3, Define commercial insight - The content, or heart and soul, of how you’re going to compete, is your key differentiator and the way you demonstrate your value as a trusted advisor. This isn’t new.
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 12, 2011
    [Differentiation] Social media and mobile produce a commoner sense
    Having a social presence for your brand and products was once optional, a way to differentiate yourself favorably to the digital elite. In the future, every company will be discussed in one or more social presences—the only differentiation will be whether your company is part of that conversation. Image via Wikipedia.
  • MARKETING ACTION  |  TUESDAY, APRIL 7, 2015
    [Differentiation] Nurturing Leads With Webinars: Awareness is Just the Beginning
    Now’s the time to demonstrate the superior features of your solution and highlight your competitive differentiators. The buyer’s journey has changed due to the high-quality information now easily available to prospects. However, as buyers change their habits, there is an opportunity for marketers to play a bigger role. Awareness. Evaluation.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MARCH 9, 2010
    [Differentiation] How to Use the Social Web to be a Star at Work
    But 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. A few years ago, I was in a graduate leadership program at Carnegie Mellon University and took a class from a talented educator and author named Robert E. So there. 
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