Biznology

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Video for differentiation, stick to one differentiator

Biznology

According to Gartner analyst Hank Barnes , most technology marketers know they need to emphasize differentiators—so they make a list of them. Spotlight your differentiator by comparing it to something the prospect knows. Why not use video for differentiation? Explainer videos can be differentiator videos. Like this post?

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Use Video to Differentiate Your Technology Solution

Biznology

For many B2B products and services, technology itself is a big differentiator. But vendors of technology solutions that provide this competitive advantage often struggle to differentiate their own solutions. This may be true, but when it comes to differentiation , dramatizing the customer benefits may be counterproductive when.

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Technology is Not Your Differentiator; Ability to Act Is Your Differentiator

Biznology

But I also heard a warning from one of the presenters, Mei Jiang from HP , who told the audience that (especially for large companies) “differentiation does not lie in the technology.” Instead, what will differentiate the market leaders from the market laggards is their ability to act on ideas. Less than the industry average.

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Your experience and qualifications are not differentiators!

Biznology

I recently started a discussion within different LinkedIn groups where I asked consultants , sales, and marketing leaders how they were differentiating themselves from others in their industry. But experience (no matter how extensive it may be) is not a differentiator. Here are some examples to show you what I mean….

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Do you understand your digital differentiation?

Biznology

They call me in, asking me why their digital marketing isn’t working and all-too-often one of the problems is lack of differentiation. It’s not even simply that their products are not differentiated, but often I find that they don’t even know what differentiation really is.

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Does the Internet allow more differentiation?

Biznology

If you are a marketer, you can't ignore differentiation. Differentiation is not just about a difference from the competition--it's a difference that your customers care about. Without some kind of differentiation, marketers don't have much to talk about. Does the Internet allow more differentiation? Read on.

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How to think about differentiation for your business

Biznology

Agile marketing is based on testing and it is the best way to find the differentiation for your business. Above all, remember that differentiation is not solely about being different. Any business can be different–differentiation is about being different in a way that customers will pay for.