| | | B2B Marketing Unplugged | |  Differentiation | 3 articles |
| Page 1 of 1 | Previous | Next | B2B MARKETING UNPLUGGED FEBRUARY 28, 2013 Six Ways to Not Suck at Selling Things to Me Here are some things that were offered up to me recently as competitive differentiators: we have a form our clients fill out before we work on a project. Even the follow up email managed not to include links to their work, though it helpfully included the form (see stunning differentiator above) and a suggestion to just go ahead and fill that in if I need some work done. Did I send some message into the universe that attracts bad sales people? Is there a rehab centre nearby for under-performers? I’m in a new role these days, one that spends more than the old role. Seriously. | B2B MARKETING UNPLUGGED JULY 28, 2011 Trout on Strategy is an Acquired Taste The first is a fun trip through differentiation (from Differentiate or Die: Survival in Our Era of Killer Competition - - affiliate link) and it’s worth reading if you are thinking of pitching customer service or quality as a point of differentiation (don’t). Trout argues that these are seen by customers as table stakes and not something on which you can build positive differentiation. Hotness is also a differentiator. There are plenty of ways to clear a room full of marketers. But the most effective has got to be the S Word. And why? affiliate link). | | | | | |
| B2B MARKETING UNPLUGGED SEPTEMBER 22, 2010 Why Your Agency Sucks at B2B Clear differentiation from our competitors (and from our consumer brand). Okay maybe your agency doesn’t suck at B2B marketing. If that’s the case, thank the deity of your choice and keep it to yourself. The chances are, however, that you and your agency are not quite seeing eye-to-eye on how to do things. If you work for a company that is also a consumer brand and you share an agency, you likely spend much of your day thinking terrible thoughts as you try, again, to explain how business people are different from teenagers even though they are both carbon-based. Less OPEX spend. | |
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