| | | B2B Voices | |  Differentiation | 6 articles |
| Page 1 of 1 | Previous | Next | B2B VOICES APRIL 2, 2013  Craft Work: What’s Your B2B Expertise? Some of you may call this differentiation, but others call it expertise or skills or leadership. Here are some areas where true craftsmanship can come into play for B2B communications: Content Management : More and more we are being asked to use content to differentiate our brands and stand out through the massive amounts of information online. Tools like Visual.ly Metrics. Voice. | B2B VOICES JULY 10, 2011 B2B Companies Discovering the Value of an Intangible Asset It’s what makes the company sustainably distinctive even while it is getting harder and harder to differentiate on product attributes alone. Functional attributes tend to be easier to deliver and therefore less differentiating and less motivating as message drivers. Emotional benefits are harder to deliver and, therefore, more differentiating and more motivating as message drivers. I’ve been getting a lot of interest in “branding” lately from B2B clients – coincidence? That’s strategically riskier but it’s also the best way forward for significant growth. What’s a brand? | | | | | |
| B2B VOICES APRIL 5, 2010 Looking for the Method Behind Your Competitors’ Madness I liked that kind of sustainable differentiation. I recently finished an extensive social media analysis of a client’s competitors recently to help inform the client’s go-forward digital strategy. It was undeniably a valuable effort, an interesting look at who’s using Facebook , who’s using Twitter , who’s getting audiences to engage, who’s not. Not only do I recommend it but the research gets even more interesting when you revisit it every six months or so. It was very effective in getting the client’s attention. But what do you do with this information? | B2B VOICES MAY 31, 2012  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. I’ve been at the Business Marketing Association’s annual conference this week in Chicago with several hundred other B2B marketing professionals. | B2B VOICES FEBRUARY 26, 2013  So, What do Financial Marketers Want? Content helps us to differentiate our brands, create discussions and build loyalty among our stakeholders. Last week in Chicago, I was able to participate on a panel discussion at the The Journal of Financial Advertising & Marketing (JFAM) conference titled, “Big Year: What do Financial Marketers Want in 2013?” Content. Trust. The most important question you can ask. | B2B VOICES SEPTEMBER 25, 2012 You Can’t Make a Great Cake Without Quality Ingredients Decommodify yourself and figure out why your differentiation really matters. Second, how does that differentiation help your customer make a better product or deliver a better service? A prospective client I met with a couple weeks ago asked us about ways to address their challenges in gaining industry exposure as an “ingredient brand.” I gave an answer, which I’ll share with you, but it got me thinking. In a way, MOST B2B companies are ingredient brands. In each case, there is an organization and a third-party professional between you/your product and the general public. | | | | | | | |
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Crimson Marketing