INSIGHTIQ BLOG | THURSDAY, JUNE 7, 2012
[Differentiation] Four Steps to Defend Against Audience Commoditization
Incorporating key metrics such as avg exposure time for display ads and average % complete for video ads by DMP segment on the publisher’s site vs. industry averages can be a key differentiator for publishers where the results are above the norm. What do I mean by audience commoditization in this case? So what should an online publisher do?
SALES LEAD DYNAMICS | TUESDAY, APRIL 5, 2011
[Differentiation] Publish or Perish. Become a Thought Leader.or Else
That’s differentiated him from other employment attorneys while enriching his personal network and opening up new business opportunities’. In academia, it’s “publish or perish.” It’s getting that way in professional services, too. Thought leadership” (a.k.a. But it’s not just a great marketing tool. It’s becoming a necessity.
HUBSPOT | TUESDAY, MARCH 26, 2013
[Differentiation] How to Conduct a Competitive SEO Audit to Outrank Industry Rivals
What you need to do is differentiate yourself. A lot of marketers are interested in keeping tabs on their competitors' search engine optimization (SEO). do you know who shows up, and where, in the SERPs? Do you know how your competitors' SEO strategies should impact yours? Dive in to learn how to perform your own competitive SEO analysis!
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.
CUSTOMER EXPERIENCE MATRIX | WEDNESDAY, JUNE 30, 2010
[Differentiation] LoopFuse Offers Free Marketing Automation System: Another Step Towards Industry Consolidation
The window for new entrants is rapidly closing, so any new player will need a major differentiator that creates a clear advantage and distinct identity. Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users.
MODERN B2B MARKETING | FRIDAY, MARCH 28, 2014
[Differentiation] Your Expo Hall Game Plan: Make the Most of Marketo’s Marketing Nation Summit 2014
How do you differentiate from your competitors? 'Author: Julie Ritchie If you’ve ever been to an industry conference, you know that expo halls, while full of fun schwag and interesting people to meet, can quickly become overwhelming. That’s why you need a game plan. Plan Ahead. New to Marketing Automation: A Broad Approach. Innovation.
PAUL GILLIN | TUESDAY, DECEMBER 18, 2012
[Differentiation] My New Book, ‘Attack of the Customers,’ is now available
In the age of the empowered customer, service is one of the few points of differentiation left. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later, Attack of the Customers on sale on Amazon ! Farming Out Customer Care. Goodbye to all that, and good riddance.
HUBSPOT | THURSDAY, JUNE 20, 2013
[Differentiation] Facebook Launches Video on Instagram, Giving Twitter a Run for Its Money
Videos appear in users'' feeds just as photos do, and they are easy to differentiate from photos because they have the video icon in the top right corner. 'Twitter beware. According to Systrom, video on Instagram is "the same Instagram we all know and love. but it moves.". or later) and Android (4.1 or later). The Scoop on Instagram Video.
SALES PROSPECTING PERSPECTIVES | WEDNESDAY, DECEMBER 4, 2013
[Differentiation] 30 Seconds or Less: 10 Best Practices for Delivering an Efficient Buying Experience
You have to be able to deliver the value prop and differentiation in 30 seconds. 'Sales Prospecting Perspectives is pleased to bring you a guest post from Craig Rosenberg, the Funnelholic and a co-founder of Topo. Follow him on Google+ or Twitter. Don’t get me wrong, you have to optimize your sales and marketing processes for efficiency.
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.
TRADESMEN INSIGHTS | TUESDAY, DECEMBER 18, 2012
[Differentiation] Podcast: Manufacturers and Distributors – What Are You Doing to Stay Relevant? New Rules of Engagement
Manufacturers, manufacturer representatives and distributors have to integrate traditional systems of record (transaction-based) with systems of engagement (differentiated value-based) to stay competitive in their markets. Staying relevant to customers today has become much more complex. Customers want to pay less for faster, better service.
HINGE MARKETING | WEDNESDAY, JANUARY 15, 2014
[Differentiation] Top 3 Ways to Use Infographics for B2B Marketing
With this being the case, it has become increasingly hard for content marketing professionals to differentiate their data visualizations from the rest. 'Content marketers in business-to-business industries have jumped on the infographic bandwagon over the last few years. We interact with and use them everyday without thinking about it.
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.
HUBSPOT | WEDNESDAY, AUGUST 8, 2012
[Differentiation] 7 Habits of Remarkably Charismatic Marketers
They differentiate themselves by really caring about their customers. Kind of crazy "caring" is a differentiator, eh? You know those people everyone wants to be around? The ones that light up the room with their smiles? The ones that make every person they talk to feel like the most important person in the world? love those people.
CUSTOMER EXPERIENCE MATRIX | SUNDAY, MAY 15, 2011
[Differentiation] DIGIDAY:TARGET, or, Yogi Berra Meets Data in the Online World.
Where is the differentiation potential? I was scheduled to attend the DIGIDAY:TARGET conference on May 4 but wasn't able to be there. Download the conference agenda and presentations.) Happily, my colleague and big-data guru Matt Doering was able to take my place. Here are Matt's thoughts: Yogi Berra meets data in the online world.
TRADESMEN INSIGHTS | THURSDAY, FEBRUARY 18, 2010
[Differentiation] Are B2B Social Tactics Different Than B2C ?
In that study, both use the same basic tools, but how they use them differentiates the two groups. Marketing to the professional tradesman in the Construction, Industrial and MRO markets Home About Me Contact Market Overviews Newsletter Podcasts Services Are B2B Social Tactics Different Than B2C ? B2B an B2C are more aligned than you think.
THE ROI GUY | SUNDAY, MARCH 24, 2013
[Differentiation] Are White Papers Dead?
Likely your traditional white paper fueled marketing campaigns are getting lost in a sea of look-alikes, with little to differentiate your white papers from the hundreds of others. Traditional white papers are likely the staple of your content marketing portfolio, and for good reason. You can’t get any more vague than that for a follow-up.
EVERYTHING TECHNOLOGY MARKETING | MONDAY, MAY 24, 2010
[Differentiation] The Brave New World of B2B Marketing - Are You Ready?
Also, consider how you will make sure that your content is on message and consistent (this is not trivial when you have multiple writers) - for example, do you have message maps that capture your key messages, differentiators, value proposition and positioning - by audience and segment? Your B2B markets are changing rapidly.
VIEWPOINT | THURSDAY, AUGUST 22, 2013
[Differentiation] Good Reads for B2B Marketing - Are You Achieving High Performance Marketing?
His approach can be applied to marketers and are valuable reminders of what differentiates mediocre marketing from great marketing. 'Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.
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?
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.
INBOUND SALES NETWORK | THURSDAY, NOVEMBER 15, 2012
[Differentiation] The 7 Keys to Becoming a Business Development Powerhouse
Differentiate (In order to sell, your customers need to know how your solution is different in the key areas that pertain to their specific problem). If you’re like most companies, you have heard about the importance of getting sales and marketing on the same page. By contrast, companies with poor alignment saw revenues decline by 4%.
HUBSPOT | WEDNESDAY, DECEMBER 28, 2011
[Differentiation] 5 Savvy Ways to Segment Your Marketing Emails
Take a look at your audience, and see if there are any stand-outs or natural differentiations. Relevancy is becoming more and more central to today's marketing strategy, and buyers have come to expect personalization in their communications. There are a number of different ways to start segmenting your audience. Geographic Segmentation.
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.
LEAD VIEWS | FRIDAY, FEBRUARY 11, 2011
[Differentiation] ‘Woo Your Prospects, Make Them Fall In Love With Your Solution’
Also like I mentioned in the post earlier, your positioning should also help you differentiate your offerings from your competitors. Valentine’s day is round the corner and the season of expressing love is right here. But the point is can you make someone fall in love with you, your brand, your product, your services? Happy Wooing!
ANNUITAS GROUP | THURSDAY, JUNE 28, 2012
[Differentiation] 9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2
Yes, differentiate yourself from the competition, but be truthful. In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. Hence, the list. Our first four things that marketers need from us are…. More education beyond the technology. More transparency. Honest sales pitches.
HUBSPOT | TUESDAY, JULY 30, 2013
[Differentiation] The Power of Google Rich Snippets for Ecommerce SEO
In working with hundreds of ecommerce sites, we know that the use of rich snippets is one of the key differentiators in helping you dominate your market share. 'If you spend much time reading "the blogs," you’ve probably read that rich snippets are an overlooked but essential component of your SEO success. Fantastic. That’s great news.
SAZBEAN | FRIDAY, JULY 20, 2012
[Differentiation] How to Stalk Your Competitors in Social Media (So You Can Crush Them)
know Woody Allen said 80% of success is just showing up, but if everyone’s already nailed the showing up part, it’s no longer much of a differentiator. Alright, I think marketers have jumped on the social media gravy train. Wait, no, that’s decidedly not what it means. And use it well. News & Notes
CONTENT MARKETING FOR BI | TUESDAY, NOVEMBER 30, 2010
[Differentiation] Who Am I? Regularly Revisiting Your Brand
Defining your personality attributes will give a greater dimension to your image and should help differentiate your brand. As the New Year approaches, it’s a good time to take a step back and ask a fundamental question, “Who am I?” I don’t mean this from a personal perspective, though that is always helpful, too. Customers’ needs change.
MODERN B2B MARKETING | MONDAY, MAY 14, 2012
[Differentiation] Loosening your Prospect’s Status Quo is Demand Generation Job #1: Three Ideas for How to Do It
In this case, marketing automation needs differentiated, compelling messaging content to ensure that your investment goes the distance. by Jason Miller I’m pleased to welcome Tim Riesterer, Chief Strategy and Marketing Officer at Corporate Visions, as a guest blogger. We are thrilled to welcome him. Messaging to Stimulate the Old Brain.
IT'S ALL ABOUT REVENUE | THURSDAY, OCTOBER 10, 2013
[Differentiation] Study Shows SMB Marketers Want to Communicate Value with Metrics
This is why SMB marketers say the implementation of Modern Marketing best practices will help to increase revenue performance and differentiate with preferred customer experiences. Advertising, engineering, construction, architecture and transportation companies also participated. More SMBs are Becoming Modern Marketers. Action Items: .
SALES PROSPECTING PERSPECTIVES | TUESDAY, JULY 3, 2012
[Differentiation] Is Your Marketing Content Leaving Footprints In The Sand?
What can you do to differentiate yourself and get more views for your content? You just created the best blog, case study, or ebook ever and want people to know it. So how do you get your information out into the industry? Here are a few things you can do to help get your content more publicity and out into the social world.
WINDMILL NETWORKING | WEDNESDAY, JUNE 1, 2011
[Differentiation] Why I Blog, and Why You (and Your Business) Should Too
Blogging Helps Differentiate You from Everyone Else. It’s hard to believe it’s been 5 weeks since my last blog post. This is the first time in many months that I haven’t blogged for such a long period of time. If you don’t have time for business blogging, hire an expert. Blogging Brings You New Opportunities.
SAVVY B2B MARKETING | THURSDAY, FEBRUARY 2, 2012
[Differentiation] Want to be a Rock Star Guest Poster? Read This!
How did those who got published differentiate themselves? We get a decent amount of Guest Post requests here at Savvy. Early on we thought this was great! The more guest posters the less work for us! Well the joke is on us because managing guest post submissions has become at times more laborious than simply writing the posts! If not move on.
DIANNA HUFF - B2B MARCOM | WEDNESDAY, DECEMBER 8, 2010
[Differentiation] Make Your B2B Website Stand Out with a Compelling Message
My client, Greenway Golf , for example, differentiates itself from other golf course maintenance companies by stating that they help golf course owners and managers significantly lower costs while vastly improving playing surfaces. Choose any B2B vertical / industry, a professional service or a product and then do an online search.
HUBSPOT | FRIDAY, DECEMBER 21, 2012
[Differentiation] 9 Undeniable Advantages of Using Personalized Content in Your Marketing
It differentiates your company as one that cares enough to listen to leads and customers, and deliver the information they want. I like going to a coffee shop and being asked “the usual?” I can smile, nod, and pay for my drink. It's more than the convenience of not even having to place an order -- it's also nice to be remembered. Step 2.
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.” Who knew? Share email.
CUSTOMER EXPERIENCE MATRIX | THURSDAY, AUGUST 29, 2013
[Differentiation] LeadSpace Offers A No-Memory Approach to B2B Lead Scoring
This is one of the major points of differentiation among vendors in this space, so it’s worth understanding exactly what kind of scores each company provides. 'My discussion last week of Infer , Mintigo , and Lattice Engines raised the question of what other B2B data vendors might be considered Customer Data Platforms. Here’s what I found.
MANHATTAN MARKETING MAVEN | SUNDAY, SEPTEMBER 12, 2010
[Differentiation] The 6 Most Important Issues in Social Media
Differentiation. Even after you filter out his competitive need to differentiate mass from class, he might have a point. The move to differentiate networks is even more critical for the second tier networks like Hi5, Tagged, Bebo, Plaxo, MyYearbook, BlackPlanet or Yelp.
SALES PROSPECTING PERSPECTIVES | THURSDAY, SEPTEMBER 22, 2011
[Differentiation] Know Less About The Product & You’ll Pass More Leads (I Swear It Works)
You need to teach your reps the elevator pitch (based on value not features), top objections, key differentiators, industry terms and most importantly how to navigate through a company and get to the right person. I talk to a lot of marketing/sales executives that have no idea why their inside team’s lead numbers are down.
MARKETING ACTION | THURSDAY, APRIL 3, 2014
[Differentiation] Find the Right Content Marketing Mix
More created and curated content and slightly less syndicated content will allow these marketers to differentiate themselves and produce valuable content that builds trust in their brand. Curata surveyed over 500 marketers from both the B2B and B2C worlds about their mix of content marketing. percent created, 24 percent curated and 12.6
WEBBIQUITY | TUESDAY, SEPTEMBER 21, 2010
[Differentiation] Content Aggregation: The Future of (B2B and Consumer) Media?
Content aggregation offers PR firms a way to build relationships with bloggers, increase exposure for their clients through more social media coverage, increase billings by providing clients with a differentiated offering, and serve the market by collecting relevant, independent third-party content on one site. Paper.li Share this on Bebo.
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.
WINDMILL NETWORKING | WEDNESDAY, JUNE 27, 2012
[Differentiation] What is the Key Ingredient for Successfully Adding Social Media to Your Marketing Mix?
Organizations that add social to the marketing mix develop a different mindset, recognizing that a differentiating customer experience requires internal alignment of values. Has your company’s claim to embrace social media gone unfulfilled? Have your efforts to establish a social media presence fallen flat? High morale and productivity.
HUBSPOT | MONDAY, NOVEMBER 14, 2011
[Differentiation] 4 Detrimental Dont's in Higher Education Marketing
Don't Ignore Content Creation Opportunities to Emphasize Differentiation. Imagine a prospective college student just set out on a search for the right institution. This student isn't yet ready to sit down with an admissions counselor, apply for financial aid, or even visit the school. Don't Ignore the Top of the Funnel. Deadline Reminders.
PAUL GILLIN | THURSDAY, JANUARY 24, 2013
[Differentiation] Attack of the Customers Press Release
Delighting the customer is the only sustainable source of competitive advantage today, because product differentiation is fleeting and price differentiation is unprofitable, ” said co-author Greg Gianforte. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. About The Authors.
LEADER NETWORKS | FRIDAY, MARCH 1, 2013
[Differentiation] Spotlight on Cognizant's B2B Online Community
Question: Does Cognizant differentiate between social media marketing and social business? B2B online customer communities are often the elusive queen of the social business world- gated, private and not often in the limelight, but powerful to the companies that host them. Now on to Alan’s insights…. Why do you do it?
MARKETING GENIUS BLOG | WEDNESDAY, AUGUST 4, 2010
[Differentiation] Releasing Every Fortnight
Ease of use is a key differentiator at Genius, as is performance. Genius.com’s successful adoption of agile practices has been covered at some length in earlier postings, including Presenting on Going Agile with Scrum and An Agile Fortnight. So, how did we get here and how long did it take? Testing as the foundation. When is a story done?
BLOG MY CALLS | THURSDAY, AUGUST 29, 2013
[Differentiation] Marketing Q&A With WiderFunnel's Chris Goward #CRO #LPO
Plus, the biggest differentiator with optimization strategists is how many tests they''re exposed to. 'This is a guest Q&A with Chris Goward of WiderFunnel. Chris has optimized conversion rates for companies like eBay, SAP, Google and Outrigger Hotels. _. First of all, tell us a little bit about WiderFunnel.
HUBSPOT | FRIDAY, JANUARY 6, 2012
[Differentiation] 6 Propaganda Tactics to Empower Your Marketing
” Differentiating yourself from your biggest competitor in your messaging is a great way to do this. Propaganda has been used in some way by every political movement or government since the dawn of time. Its main goal is to influence. It can be used to sway opinion, to move people to act, or to affect decisions. Sound familiar?
SALES PROSPECTING PERSPECTIVES | WEDNESDAY, MARCH 26, 2014
[Differentiation] Why Modern Marketers Fail at Big Data
Groupon had gauged success solely on sales; they didn’t take market differentiators into account when expanding. '(and how to stop failure from happening). You can find her on Google + ! Radius offers a marketing platform built on top of a database that sorts through billions of data about U.S. businesses each day. Duck Dynasty. Esurance.
SALES PROSPECTING PERSPECTIVES | TUESDAY, MAY 14, 2013
[Differentiation] A Simple Teleprospecting Pitch Can Be Easier Than You Think
Working with some of the brightest sales and marketing minds out there has helped to provide us fresh perspective on how to differentiate your product from the masses. The consistent challenge we see is being able to present those differentiators in a short 15 seconds window. Prospects will appreciate this. 2) Keep it simple!
WINDMILL NETWORKING | FRIDAY, DECEMBER 21, 2012
[Differentiation] The 20 Best Social Media Books from 2012 to Read in 2013
SOCIAL MEDIA DIFFERENTIATION. Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence by Mike Lewis. My initial list featured 15 best social media books of 2010 , followed by increasing the number listed to 25 for my best social media books of 2011 post. B2B SOCIAL.
VIEWPOINT | WEDNESDAY, MAY 2, 2012
[Differentiation] PowerViews with Paul Gillin: Social Media – Pick Your Spots & Focus
” He adds that a major challenge is differentiation by noting, “Good content is hard and expensive because the stakes are constantly being raised. ” He cites the example of infographics that were cutting edge two years ago, but inexpensive, widespread and no longer differentiating today. Social Media: What's Hot?
FATHOM | MONDAY, FEBRUARY 17, 2014
[Differentiation] Introducing Google ‘Location Groups’ in AdWords
Wal-Mart) or on differentiation (i.e. 'As part of a company’s business strategy and goal of obtaining a competitive advantage, they typically decide who their target market will be before releasing their products or services. Companies try to either focus on being a low-cost leader (i.e. Ferrari) to gain a competitive advantage. Google+).
B2BMARKETINGSMARTS | MONDAY, NOVEMBER 22, 2010
[Differentiation] B2B Marketers: Put your competition in its place.
Differentiate with the customers’ best interests at heart. When working with a client on her company’s new B2B Website, she mentioned that she was looking at what her competitors were doing with their sites. It then occurred to me to write a blog about this subject. The competitor’s focus may not be the same as yours.
SALES PROSPECTING PERSPECTIVES | FRIDAY, JULY 5, 2013
[Differentiation] Inside Sales Teams: Don’t Let Your Reps Turn into Droids
What typically happens when an inside sales rep first gets hired is that the kitchen sink gets thrown their way during training – technical functionalities, competitive differentiators, key benefits, etc. And why should prospects on the other end of the phone show interest or enthusiasm if sales reps haven’t done that themselves?
BLUE FOCUS MARKETING | MONDAY, SEPTEMBER 26, 2011
[Differentiation] How to create future brands
Social responsibility is a differentiator for products and brands that create economic value through corporate social responsibility. Brands are on a Transformational Journey. The future. Coming soon! The brand’s momentum could slow, increase or stop depending on each brand’s ability to remain relevant to customers. Engaging. Article by E.
HUBSPOT | TUESDAY, NOVEMBER 20, 2012
[Differentiation] Why the Enterprise Should Take a Lean, Process-Based Approach to Marketing
second differentiator of enterprise inbound marketing is an increased level of review required for an equally increased content production schedule. Inbound marketing has reached a tipping point. Today, large organizations are increasing their investments in content-driven lead generation and nurturing activities. What is Lean?
LEADER NETWORKS | THURSDAY, AUGUST 11, 2011
[Differentiation] Moderation Best Practice: Give Three Gifts To Every One Take
It is the connection aspect that differentiates an online community from a web site. (image credit: anankkml) My professional life and daily operations are permeated by people who want or need something, as I am sure is an experience shared by all. Do you have? Could we meet? Can you do?” And then it happened a few days ago.
WRITTENT | MONDAY, APRIL 22, 2013
[Differentiation] 20 Exclusive Copywriting Tips Even Gurus Will Be Surprised to Know
Writing web copy that truly stands out from the pack can differentiate your brand online, allowing you to retain an edge in an era of fierce competition. 'Quality content is more than king, it’s the modern equivalent of a life boat. Today’s consumer is savvier and more connected than ever. Split Long Sentences in Half. Play Devil’s Advocate.
THE ROI GUY | THURSDAY, SEPTEMBER 20, 2012
[Differentiation] ROI now Guaranteed on Value Marketing Tools
Your marketing programs need a differentiating edge in order to generate the right opportunities and drive revenue performance”, says Barry Harrigan, Chairman of Pure Incubation. Alinean announced this week an ROI Guarantee for Value Marketing Tool campaigns. Click here to learn more about Alinean Value Marketing Tools.
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.
HUBSPOT | THURSDAY, MARCH 28, 2013
[Differentiation] Native Advertising Is Broken: Here's How to Fix It
Maybe it has a shadow box behind it to differentiate it from truly organic content (it should). Native advertising is all the rage these days. In its current form, however, native advertising is destined to fail just like the banner ad failed. Rather, the content is treated as the end point. Maybe it's not. Maybe it doesn't. Maybe it doesn't.
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.
SAVVY B2B MARKETING | THURSDAY, AUGUST 16, 2012
[Differentiation] How Converged Media is Changing Content Marketing
They don't differentiate terms such as channels or devices like marketers do, they are just engaging." As if marketers aren’t juggling enough balls in the air, they now need to wrap their heads around the concept of converging their various content efforts. B2B Buyers are Also Consumers. The world moves faster in general.
ANYTHING GOES MARKETING | THURSDAY, JANUARY 25, 2007
[Differentiation] Viral Marketing in B2B - It Works!
If you're in B2B, you need to think about how you can differentiate yourself from what your competition is doing and make the web experience one that people will not forget. When comparing B2B marketing to B2C, many see B2B as having very generic campaigns that lack the excitement and creativity of B2C. It's Time to get Interactive. Chad H.
B2B VOICES | THURSDAY, MAY 31, 2012
[Differentiation] Live from BMA International Conference: Tapping Into P2P Side of B2B
One of the more interesting sessions was by Tim Riesterer, author of Conversations That Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solutions and C lose More Deals. It’s been a lot of fun and the speakers have been quite interesting. And that fact has a lot of implications for us.
TRADESMEN INSIGHTS | TUESDAY, JANUARY 29, 2013
[Differentiation] 3 Tips to Help Your Social Media Break Through all the Clutter
With all the clutter and noise out there, you need to differentiate yourself (branding) and engage your potential customers. So you finally got in the social media game and you’re trying to make your mark. Let’s work smart and not hard. Locate where your potential customers hang out.
DIANNA HUFF - B2B MARCOM | TUESDAY, SEPTEMBER 14, 2010
[Differentiation] Jargon: The Classic B2B Marketing Content Mistake
Talk about making it difficult to differentiate yourself.). Tweet September, 2010. Published by Dianna Huff. Volume 10, Number 9. Welcome! ve been working on an e-book with Mac McIntosh, the B2B sales lead expert. We polled our respective blog and Twitter followers for the top 10 B2B marketing mistakes, one of which is “jargon.”. Yikes!
FATHOM | WEDNESDAY, MARCH 12, 2014
[Differentiation] 3 Questions to Ask When Creating College Degree Pages
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. And if a school doesn’t match a new student’s expectations, often set by the website, the student is more likely to transfer. Annual events.
FATHOM | TUESDAY, NOVEMBER 26, 2013
[Differentiation] Don’t Let Your Prospects Be Like the Relatives You Only Think About When You See Them
All of this communication is essential to differentiate yourself from the competition. 'You may be traveling to see family this Thanksgiving holiday. Chances are you are going to see a relative that you have not seen since last year or even longer. It is also likely she has not thought of you, either. You – “So! Communicate.
HUBSPOT | THURSDAY, APRIL 10, 2014
[Differentiation] Nostalgia Ahead! What Your 20 Favorite Websites Used to Look Like #TBT
This word was used to help differentiate Tumblr from other blogging platforms. 'I just picked up a new hobby. call it "Waybacking.". It''s kinda like Googling, but even better. Using the Wayback Machine , I can see what my favorite websites looked like two years ago, four years ago, or even 16 years ago. My, they have come a long way!).
INDUSTRIAL MARKETING TODAY | WEDNESDAY, NOVEMBER 17, 2010
[Differentiation] Dawning of the Age of Content Marketing in the Industrial Sector
slick video not only describes who Miller is but what truly differentiates them from the competition. Manufacturers and industrial companies have a reputation of being slow to adopt new marketing strategies and techniques. As a result, many industrial companies remain in the dark about the power of content for inbound marketing.
HUBSPOT | WEDNESDAY, NOVEMBER 7, 2012
[Differentiation] 13 Types of Product Content Sales Needs to Close More Deals
In your product pages, aim to A) feature your various individual product/service offerings, B) describe how they fulfill a need or solve a problem your audience has, C) and highlight any points of differentiation. As inbound marketers, we create a lo- hot of content. It fuels our whole marketing strategy, after all! That changes today.
CONNECT THE DOCS | FRIDAY, AUGUST 27, 2010
[Differentiation] How should B2B content differ for Business and Technical Decision Maker?
Those that manage innovation most effectively not only grow faster than their peers but are also more profitable and have stronger competitive differentiation. B2B Marketing Content falls under 2 broad category - 1. Content addressed to a Technical Decision Maker 2. Content addressed to a Business Decision Maker. Ardath Albee. Tom Pick.
MARKETRI | FRIDAY, DECEMBER 14, 2012
[Differentiation] Accountants are Cool (No, Really!).Show the World with Video Marketing
Be sure to identify your firm’s culture, personality, and differentiators. In fact, he saw economic downturn as an opportunity to invest in marketing -- as a means to differentiate. Everyone thinks CPA's are totally boring, right? Well, there's no reason people have to have that impression! So, want to be famous?
MANHATTAN MARKETING MAVEN | TUESDAY, JULY 30, 2013
[Differentiation] A Snapshot of Social Media Metrics
No other tool got more than 20% of responses in an arena where 52% of agencies believe the current tools available are insufficient and seven in ten have trouble evaluating and differentiating between tools. 'Eight out of ten agencies are monitoring social media for clients.
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. Image by Getty Images via @daylife. Today, 89% of B-to-B marketers in the U.S. But the B-to-B marketers I talk to still sound confused. What should I be doing,” they ask. What’s really worth my time?” Here’s a simple plan of attack. First, get busy on LinkedIn.
CONNECT THE DOCS | WEDNESDAY, JULY 21, 2010
[Differentiation] Marketing is a Mindset
Marketers who create "experiences" where buyers can engage with them in fun or interesting ways will differentiate themselves. Brands that continue to use outdated, uninteresting methods to shout messages to buyers will get lost and lose market share. What should brands do to keep buyers interested, engaged and loyal. Bernie Borges.
PAUL GILLIN | MONDAY, JANUARY 16, 2012
[Differentiation] Live Blog: Lotusphere 2012 Opening Session
“Ultimately, Social Business is a competitive differentiator.” Michael J. Fox kicks off as guest speaker, telling about his diagnosis with Parkinson’s Disease at the age of 29 and how it sparked his interest in the Internet. “I found out I was part of a community.” Leverage skills and distribute workload.
B2B IDEAS @ WORK | TUESDAY, FEBRUARY 7, 2012
[Differentiation] Think Like a Journalist to Create B2B Content that Connects and Converts
It’s one journalists use every day in producing targeted, differentiated content that keeps their readers engaged, reading and, just as importantly, sharing their content with others. By Rachel Franco, guest blogger. There are several journalism strategies I use to create compelling content for B2B companies. Why is this?
YOUR SALES MANAGEMENT GURU | WEDNESDAY, NOVEMBER 13, 2013
[Differentiation] Advisory Boards
This committee can provide market insights and ideas for future offerings, and, like a Client Advisory Board, it can serve as a differentiator. 'Advisory Boards . At a recent client meeting we discussed the need to create a Board of Directors. Another spin is creating a “Client Advisory Board”. Both topics are covered below.
FIFTH GEAR ANALYTICS | MONDAY, SEPTEMBER 20, 2010
[Differentiation] Sales Enablement 101 – Getting Started.
Differentiate Between Global and Local. Kyle Milko. Simply put, Sales Enablement is about providing an organization’s sales force with the information needed to increase sales. Sales people need access to relevant information without having to open up a laptop, boot-up, sign in and spend a lot of time searching for the information they need.
HUBSPOT | MONDAY, OCTOBER 28, 2013
[Differentiation] What Are Psychographics? [FAQs]
Most importantly, going beyond the demographics of your buyer persona and really understanding their psychographics will provide you with valuable data that can differentiate your marketing from your competitors. 'You probably know a lot about who buys from you. But there’s another component needed to really understand your buyer. Surveys.
MODERN B2B MARKETING | WEDNESDAY, JUNE 26, 2013
[Differentiation] 5 Creative Ways Cloud Software Companies Can Market Throughout The Customer Lifecycle
The self-service trial is, therefore, a powerful differentiator for Cloud software as customers can immediately take it for a test drive. Many cloud service providers see this as a chance to differentiate themselves in the marketplace and establish trust and credibility with their customers. Engage throughout the customer lifecycle.
MARKETING INTERACTIONS | FRIDAY, MARCH 19, 2010
[Differentiation] Does Curated Content Drive Vendor Preference?
Actually, if someone else is actually telling your story as their own, then I'd suggest you've got a differentiation issue. I've read quite a bit lately about the suggestion that marketers become content curators in lieu of developing content of their own. Second, they need to be interested enough to digest the ideas.
BUZZ MARKETING FOR TECHNOLOGY | FRIDAY, JUNE 27, 2008
[Differentiation] Personal anticipated information need
Higher levels of personal interest are more likely to trigger specific, well defined and clearly differentiated anticipated needs which will in turn provide clearer direction to an individual as he or she makes the choices and decisions that relate to building a personal information collection. 10 No. 3, April 2005. Contents |. Search |.
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?
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.
THE ROI GUY | WEDNESDAY, APRIL 25, 2012
[Differentiation] Alinean Challenges Frugalnomics to Drive Record 2012 Q1 Performance
The quarter also saw the return of Alinean’s founder Tom Pisello, the ROI Guy , as he re-engaged in day-to-day leadership, and assumed the role of CEO. There is a new breed of buyer, who is more in control, skeptical and frugal than ever before, a condition we call Frugalnomics ,” said Tom Pisello, CEO and Founder of Alinean.
SAVVY B2B MARKETING | WEDNESDAY, AUGUST 10, 2011
[Differentiation] Savvy Speaks: What's Your Strategy?
Buying questions are what the prospect asks at the very end of the sales cycle, and they can give you deep insight into both what drives decisions and what truly differentiates you from your competition in your customers’ eyes. We Savvy Sisters believe in planning your work and working your plan. What's a content strategy? Read on.
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.
ENGAGE | MONDAY, FEBRUARY 25, 2013
[Differentiation] Passion Project: What The Verge and Joshua Toplosky Taught Me About Content Success
I do not know Joshua Topolsky. But I feel like I should—know him, that is. Thanks to the Internet, I end up feeling that way about a lot of people I’ll probably never meet. Take Josh (Do his friends call him that?), for example. know that he is or was a drummer in a band in Brooklyn. know that he sometimes goes by the stage name Joshua Ryan.
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. Use multimedia.
THE ROI GUY | FRIDAY, APRIL 5, 2013
[Differentiation] How can you Be Provocative without being Arrogant?
Your Sales teams are even more stressed, to deliver a more compelling reason to be invited earlier, and when invited later, empowered to quickly diagnose customer issues and potentially reframe the decision criteria towards your key differentiators. have to say, time-out. Let me ask you a few important questions about what ails you.
B2B IDEAS @ WORK | FRIDAY, JULY 22, 2011
[Differentiation] B2B Aware: This Week in B2B Marketing - Week of 7/18/2011
Win with B2B customers by delivering differential value. senior VP and CMO of Ply Gem Industries and co-author of “Winning with Customers: A Playbook for B2B, " introduces a new metric, the “Differential Value Proposition Percentage,” a measure additional operating income your customer earns using your products or services.
MARKETING LEADERSHIP COUNCIL | TUESDAY, SEPTEMBER 11, 2012
[Differentiation] 3 Steps to Better Channel Alignment
A key challenge is getting channel partners to sell your products and services the way you want them to and to adopt your messaging and compellingly articulate your value proposition and differentiated value to end customers. As if working with our own direct sales forces isn’t hard enough (just kidding, Sales, we love you!), Make it easy.
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. Just finished my review copy of Find Your Next by Andrea Kates. . recommend this book for top business executives looking for fresh ideas for dramatic growth. Note about our reviews.
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. This can be particularly challenging because frequently, your marketing priorities do not 100% align with those of your partners. We’ve all heard the saying, “You get what you pay for.” Cornerstones B2B Marketing