Great B2B Marketing

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How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

The downside is that few people know about you – the upside is that you can start with a fresh and differentiated brand position. Two months ago, I wrote an article titled The Economic Value of Your Company Brand. One of the points I made in the article is that you are sometimes better off if you are starting off with a clean branding slate. Decide where you want to be in five years.

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B2B Content Marketing That Drives Results

Great B2B Marketing

From strategy to execution, you need to accomplish this in a consistent and on-target manner that leverages your brand’s core promise while turning your differentiators into compelling content that systematically engages your critical audiences, and causes them to take action. There is a lot of buzz in the air about content marketing. The Payoff Earned from Effective B2B Content.

The Economic Value of Your Company Brand

Great B2B Marketing

It differentiates you from all other competitors. Your biggest objective is to make sure you have a differentiated brand and not a commodity brand.  A commodity brand is something where the main difference between brand A and brand B is the price that the purchaser pays for it. Jerry was right.  A strong and differentiated brand can put you way ahead of the competition.

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How to Beat Larger Competitors at B2B Marketing and Sales

Great B2B Marketing

Your mission is to differentiate yourself in ways that translate into perceived market needs, and then present an offer to take advantage of these unique market segments. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness. This is equally true in smaller market segments. politics or personnel decisions).

Seven Simple Ways to Differentiate Your Company and Products

Great B2B Marketing

My clients probably get tired of hearing me talk about the virtues of differentiation. But it’s usually better to remove […]. B2B Brand

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this. Create quality content. Quality content is a magnet to attract customers, prospects and partners.

Creating an Effective B2B Marketing Machine

Great B2B Marketing

Most important, all messages should be based on a compelling brand promise and a differentiated value proposition. ” This comment resonated with me because it perfectly sums up our philosophy of B2B marketing. We refer to this as being “coin operated.” The key to creating a true sales and marketing machine is to be very intentional about the process.

How to Shorten the B2B Sales Cycle

Great B2B Marketing

Make sure that you have a brand promise that is clear and differentiated. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.  Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it.  The future of your company (and its stock price) may depend on getting revenue in the door faster.

Marketing Game Changers for 2013

Great B2B Marketing

Here are a couple of BHAG ideas: Differentiate your company with a compelling and differentiated value proposition. It’s the season for wrapping up the old year and prepping for the next. hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements. Tune or replace your sales model. The objective of the sales model is to produce the maximum amount of new customers and revenue at the lowest cost. Chris.

How to Build Company Value in a Down Economy

Great B2B Marketing

Here are some examples of audacious goals for your consideration: Double the sales team’s quota Triple the number of inbound sales leads Cut the cost of new customer acquisition by 50 percent Increase your web traffic by 250 percent Two or more of the above Differentiate – Most successful companies are highly differentiated. Are there low-cost ways of reaching a larger audience?

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Are You a Branded Authority or One of the Crowd?

Great B2B Marketing

The alternative to being perceived as a commodity provider is to create a perception of differentiation.  I use the word “perception” because it is the marketplace’s perception of who you are that gets you invited to the sales dance, and not your actual competitive differentiation. commodity provider is one where there is no real advantage in terms of the product, service, etc.,

Three Essential Content Marketing Practices

Great B2B Marketing

You should also write in a way that establishes thought leadership by differentiating you from the many others who are vying for your prospects’ attention. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Bryant’s latest post is a great example. Essential 2: Write well.

Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

Establish Brand Authority – The best way to use LinkedIn to establish a brand authority is to consistently post updates that reinforce your area of expertise and differentiation.  I talk about social media quite a bit in my blog posts, articles and conference presentations.  But like everything else in life, there is always a first among equals.  You might even go viral. 

Outside-the-Box B2B PR Strategies

Great B2B Marketing

Make it unique – Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. Every B2B company has its own identity, target market and products or services.  But all have one thing in common.  Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money. This is true for our Fusion Marketing Partners clients, and it is equally true for your organization. Make it personal – There are two important ways to make your PR personal.

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B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different

Great B2B Marketing

Differentiation is still a challenge. Last week, I attended a major technology conference on behalf of a B2B software client. My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners.  In prior jobs I’ve spent hundreds (maybe thousands!) of hours at industry conferences, and it was good to be back in the saddle (so to speak).  It was interesting to note how things have changed—and the many ways they have stayed the same.  Here are a few observations. Trust me on this one. ROI is crucial.

B2B Marketing Game Changing Ideas

Great B2B Marketing

Differentiate yourself.   Do a web search on your six toughest competitors and write down their tagline and value propositions.  If what you are saying on your website is the same as any of these competitors, it’s time to do a branding exercise and come up with your unique value proposition. While you may indeed need a new message if you aren’t differentiated from your competition, it is just as likely that what you need is to relentlessly and consistently share your existing message.  In other words – stop with the “new message of the month” marketing. Blockbuster). 

Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan

Great B2B Marketing

But the most important thing you can do is to make sure you have a compelling and differentiated brand.  If you want to listen to the replay of our webinar, you can find it here.  Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. . Your job is to make your brand and brand promise the same thing. Articulates the “primary” customer benefit. Establishes credibility. Creates an emotional connection. Invokes curiosity.

Marketing Statements that Show Your Company is Out of Touch

Great B2B Marketing

Creating a compelling and differentiated brand for your products and/or services is hard work but it is essential to revenue and profitability. As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives. If you hear any of your internal personnel saying any of the following, consider it a red flag and address the issue right away. Why should we spend any more time working on the website? That’s what our sales team is for.

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Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan

Great B2B Marketing

Here are five to get you started: Is what you offer a commodity or a differentiated product or service?  This is a critical question because it will determine how you must market to be successful.  A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. B2B Marketing is a tricky business with a lot of moving parts.  To do it right, you need the answers to the appropriate questions.  By contrast, a commodity product or service must often be sold on the basis of pricing or some other non-unique attribute.    .

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10 Questions to Evaluate Your Marketing Effectiveness

Great B2B Marketing

Are you differentiated from your competitors in a way that is understood and appreciated by your prospects and customers? Your Two Minute B2B Marketing Assessment. All of you hard-driven and numbers-focused marketers understand the importance of the quantitative side of B2B marketing. If you don’t understand this, you will face the displeasure of your CEO and/or CFO. You measure the number of inquiries, cost per inquiry, number of opportunities, specific media performance, and many other details. But they never tell the whole story. Is your lead handoff process well-documented?

How to Use Web Seminars to Generate B2B Leads

Great B2B Marketing

Webinars (or Webcasts if you prefer) are a great way to generate leads and customers. They are also a great way to increase awareness, move prospects to the next stage of the selling cycle, and build the database. They have a relatively low cost per prospect and give you a wide geographic reach from the comfort of your Web browser and telephone. People attend Web events for a variety of reasons.

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Marketing Life Lessons

Great B2B Marketing

One great way to do this is to make sure that you have a differentiated and compelling message and communicate it relentlessly through multiple media. There are some lessons learned in life that apply strongly to marketing (and vice versa).  Here are five for your consideration. Lesson 1:  What you don’t know can hurt you. As a marketer, you need to have better and more current information about marketing than your CEO and sales VP.  And if you are a marketing services provider, you had better know more than your client, at least about the subject in which you specialize.

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The Criteria of an Effective B2B Marketing Offer

Great B2B Marketing

There are ways to stand out from the crowd, such as having a strong and differentiated product and precise targeting of the potential audience. B2B marketing is always challenging, but even more so when you are in a crowded market space filled with tough competitors. But one of the most neglected weapons in the B2B marketing arsenal is an offer that gains attention and drives action. In simple terms, an offer is what you propose to give to the prospect, and what you are asking for in return. The offer is the “What’s in it for me?” part of the marketing equation.

Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy

Great B2B Marketing

didn’t reproduce the boilerplate verbatim; I translated and expanded on the differentiators there. As a result, the new content lines up with the positioning we chose, and, as we add more pages to our new site, we’ll have more and more content that consistently expresses the key differentiators that make us a unique choice in the marketplace. You convene some hasty brainstorming sessions and your marketing or PR person (if you have one) knocks it out like a quick and painful homework assignment and, after a few revisions, it’s baked. Congratulations.

How to Build Company Value in a Down Economy – Part Two

Great B2B Marketing

Differentiate your company.  3. Last week’s blog post discussed three major ways to use B2B marketing and sales to build company value in a tough economy.  To recap quickly, they are: 1. Set audacious goals.  2. Challenge your sales model.   Building company value has a huge payoff to all stakeholders including founders, shareholders, employees, partners and customers. Although they are more tactical than strategic, our next three company value building ideas are equally important as the first three. 1. Don’t be dissuaded by skeptics who tell you that pull marketing doesn’t work. 

Crafting Your Unique Brand Promise: Finding the Big Idea

Great B2B Marketing

Do you want truly competitive differentiation for your company—with a value-added extra that makes the products and services you offer resoundingly unique and clearly better than your competitors? If your brand promise is based on what truly differentiates your company from others, it is much easier to align the brand promise and marketplace position. What is a unique brand promise?

How to Build Company Value in a Down Economy

Great B2B Marketing

Differentiate – Most successful companies are highly differentiated. While the political battle rages over whose fault it is that the economy seems to be perpetually stuck in the doldrums, entrepreneurs and established businesses alike are faced with the task of keeping their businesses moving in a forward direction. Increasing stock prices. Triple the number of inbound sales leads.

Beating Large Competitors in Your Marketing Campaigns

Great B2B Marketing

This is why differentiation and positioning is so critical to making an ‘attack the incumbent’ strategy work. In my recently published article in Colorado BIZ magazine titled How to Hit Hard and Clean in Your Marketing Campaigns I drew a number of parallels between how the current presidential candidates are handling their campaigns and how b2b marketers should go after their competition.

Marketing Strategy: Too Broad, Too Narrow or Just Right?

Great B2B Marketing

True marketing leaders take your team to market with a clear idea of what differentiates you and who needs to hear your message. Getting your marketing strategy just right is critical for B2B marketing success. On the “too broad&# end, lots of B2B companies, desperate for recognition and revenue, try to be everything to everyone. Aiming too narrowly is equally fatal.

How to Build Company Value in a Down Economy – Part Two

Great B2B Marketing

Differentiate your company.  3. Last week’s blog post discussed three major ways to use B2B marketing and sales to build company value in a tough economy.  To recap quickly, they are: 1. Set audacious goals.  2. Challenge your sales model.   Building company value has a huge payoff to all stakeholders including founders, shareholders, employees, partners and customers. Although they are more tactical than strategic, our next three company value building ideas are equally important as the first three. 1. Don’t be dissuaded by skeptics who tell you that pull marketing doesn’t work. 

What’s the Big Idea? Why You Need to Pay Attention to Your Brand Promise

Great B2B Marketing

By that I mean a true competitive differentiation, and the value-add extra that makes what you offer unique and better than your competitors. Lee Iacocca once said, “When the product is right, you don’t have to be a great marketer.&#   While I agree with most of the things he said, I think Mr. Iacocca got this one wrong.  In reality, even a great product or service has to be marketed properly to succeed. And it is much easier to do a good job of marketing if you have BIG IDEA. The brand promise is what you promise people they will receive when they do business with you.

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Why Your Brand Promise Must Be Specific – by Christopher Ryan

Great B2B Marketing

In my book, articles and presentations, I often talk about the importance of a specific , compelling and differentiated Brand Promise to achieve success in B2B marketing and sales.  And although it is a B2C example, I think the following illustrates the point perfectly.   . It is almost guaranteed if you spend any time on Colorado highways you will experience one or more windshield chips. And if you don’t have them repaired, they can sometimes expand to massive cracks, and then you need a new windshield.  Okay, time to get it fixed.  Windshield replacement and repair companies.

Your experience and qualifications are not differentiators!


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. One consultant mentioned that her differentiation was defined by her extensive experience and her successful professional achievements, which contributed to the development of a variety of sectors.

How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial Marketing Today

They are: Lack of awareness about them among engineers and industrial buyers Inability to differentiate themselves from the competition Given the fact that today’s industrial buyers prefer to do their own research and rely more on a […] The post How Industrial Content Marketing Increases Awareness and Creates True Differentiation by Achinta Mitra appeared first on Industrial Marketing Today.

Is differentiation in IT staffing actually possible?

Haley Marketing

As a marketer, I’ve been trained that the secret to marketing success is differentiation—. The differentiation challenge in IT Staffing. I won’t say that differentiation in IT staffing is impossible; it’s just harder than it is in other sectors of our industry. Here’s why: Most IT staffing companies are using the same differentiation.

5 Ways B2B Marketers Can Differentiate Their Brand in Google Search Results

KoMarketing Associates

These tactics help differentiate an organization in Google search results and build trust and authenticity with potential buyers and prospects. These announcements represent a new opportunity for B2B marketers to differentiate their organization’s brand in organic search results, mobile search specifically. Google Business Listings. Why B2B Marketers Should Care. Be Patient.

Case study: Social media engagement as a point of differentiation

grow - Practical Marketing Solutions

Engagement as differentiation. The post Case study: Social media engagement as a point of differentiation appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Engagement as differentiation. by Trevor Young, {grow} Community Member. It’s pretty crazy out here in the marketing world. think I have a case study for you that demonstrates this. Many (most?)

Expertise as a Differentiation Strategy

Hinge Marketing

If you want to stop competing on price alone, it may be time to develop a stronger differentiation strategy. Differentiation Strategy Defined. This is what is known as a differentiation strategy. Three Tests for a Successful Differentiator. How do you know you have a good differentiator? Well, we recommend you put each differentiator to the test. Figure 1.

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

It provides detailed profiles of 40 ABM vendors, with contents including: introduction to Account Based Marketing description of ABM functions key subfunctions that differentiate ABM vendors vendor summary chart that shows who does what explanations of information provided in the report vendor profiles including a summary description, list of key features, and detailed information covering 37 categories including data sources, data storage, data outputs, target selection, planning, execution, analytics, operations, pricing, and vendor background.

3 Keys to Sales Growth: Motivate, Justify and Differentiate

The ROI Guy

Second, competitive win rates are an issue because sales reps are having difficulty presenting differentiation. First, product differentiation is becoming harder, as solutions become more commoditized (whether we like it or not). Instead the way sales reps engage has become the key differentiator. Unfortunately reps remain focused on product pitches versus value selling.