| | | Marketing Interactions | |  Differentiation | 49 articles |
| Page 1 of 1 | Previous | Next | MARKETING INTERACTIONS JANUARY 7, 2010 No Differentiation in Corporate Messaging Here are a few places to look for that secret sauce that can source differentiated messaging: Your approach to solving your customers' problems. I just read the short and sweet Quarterly Sales Messaging Report produced by Corporate Visions. Let's get right to the focus of today's rant: 62% of sales and marketing executives asked said their company's message DOESN'T stand out in the marketplace. So fix it! I've long been a big fan of David Meerman Scott's Gobbledygook Manifesto. In fact, I wrote about it in my book. No, you can't. Don't you | MARKETING INTERACTIONS OCTOBER 28, 2009 What Nuances Differentiate Your Company? B2B marketers are so used to talking about their products that they forget about what makes them unique to specific markets. You've got to get your marketing content refined down to nuances to attract prospects who will become buyers. Because, unless you do this, you sound like every other vendor selling the same product or solution that you sell. Seriously. Think about it. Do you want to do battle based on feeds and speeds? Companies can spin numbers to say the same things—or better—than you do. Numbers, usually used without enough context for clarity, are funny that way. So what is it? | | | | | |
| MARKETING INTERACTIONS JANUARY 16, 2013  The Power of Positioning in B2B Content Strategy The problem is that corporate positioning has traditionally been seen as a way to differentiate a company from its competition. Brand positioning is becoming critical as more B2B marketers turn to content marketing across a range of channels to cultivate standoffish, self-service buyers. Your corporate positioning should be used as the backbone for your content strategy. Probably not many. | MARKETING INTERACTIONS APRIL 26, 2012  Designing Calls to Action for B2B Marketing Content Differentiate your company's expertise from the competition. During my keynote at the B2B Content 2 Conversion conference on Tuesday, one of the questions the audience asked was about a slide I used when discussing how to create a content flow. To sum it up, I suggested that each "touch" should be based on three components: The question your content will answer for a persona. | MARKETING INTERACTIONS FEBRUARY 6, 2012 Expectations and Experience are the New Competition They spent a considerable amount of effort trying to differentiate their features and prove their offering is better than another company's version of something similar. However, the columns requested information all about the products, unique product value proposition and product differentiators. The only true differentiators left are your expertise and the experience your company provides to help buyers achieve their goals. For years, B2B marketers have been worried about competitors' products and solutions. Online publishing is the new version of one-upping. | MARKETING INTERACTIONS FEBRUARY 20, 2012 Convince Execs to Convert to Content Marketing Differentiate with interactivity for competitive advantage. The way your company chooses to interact with your prospects and customers is the biggest differentiator left. The way marketing has always been done will not produce the results B2B marketers need to grow their businesses today. You know it, you've heard it — haven't we all? The question that remains is often about how to get executive buy-in and support to shift dollars? Buyer preferences are changing faster than ever. Channels are exploding and access to them has never been easier. Use that as your proof case. | | | | | | | |
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MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011 Are B2B Salespeople Thought Leaders?
scoremoresales: 70% mktg & sales execs rank "inability to differentiate as primary inhibit to growth via @TMcCormick2011 #s20c. Not just for your company's benefit, but to help them prove they differentiate your company from others, and that they're worth speaking with because they have fresh, relevant and valuable ideas. I was reading Opportunity Nurturing: Sending Stuff Isn't Always the Best Solution over on the Openview Blog where Devon McDonald interviewed Trish Bertuzzi , from The Bridge Group Inc. " Notice that last sentence? emphasis mine). MORE >> -
MARKETING INTERACTIONS | THURSDAY, DECEMBER 8, 2011 The Difference Between Benefits and Features
How you present them is a source of differentiation for your company. One of the things I find in working with B2B marketers is that it's so dang easy to reference features rather than benefits in marketing content. Some of this is just because we know so much about our product and solution features. But, it's also because those dang features have a sneaky way of masquerading as benefits. Feature or benefit? Customized reporting that enables you to pull data from a variety of sources with a few clicks. Segment your database by demographics or activity to create customized lists. MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012  Robotic Email Campaigns Miss the Point
Let's face it, perceived value, expertise and credibility are the true differentiators in today's marketplace. Do not differentiate your company. In addition to learning that lead generation is the top marketing priority for tech marketers, IDC's 2012 Tech Marketing Barometer Study asked them about their perceived effectiveness at lead nurturing. I talk to a lot of our clients and people in the industry, and I know for sure that people are not nurturing well.”. Based on what I've seen, I agree with her. '" Hence the need for this post. Yet again. MORE >> -
MARKETING INTERACTIONS | THURSDAY, MARCH 31, 2011 When Best Practices May Not Be Best
But even more concerning is that your differentiation can be diminished if you're seen as a wannabe or imitator of the developer of the best practice. Ask yourself a few questions: Can you add in some of your own secret sauce to put a spin on a best practice that more closely aligns with what differentiates your company? Many companies are obsessed with learing about best practices for their industry and creating a roadmap that mirrors those practices within their own strategies. Based upon what they're doing, we think - Gotta get me some of that! Is that achievable? MORE >> -
MARKETING INTERACTIONS | SUNDAY, JANUARY 29, 2012  The Content Marketing Continuum: Part 1
How to differentiate your content to get found amidst the vast clutter of online content. Online publishing has changed the game. Yes, the Internet changed everything. You've heard it before. But, what many B2B marketers haven't yet grasped is the shift from start and stop marketing campaigns to approaching online publishing as a Content Marketing Continuum. To make this shift, marketers need a framework, not just the ability to publish content. Marketers are under pressure to create a sustainable buyer experience that results in a profitable outcome. Download your copy today MORE >>
- The New B2B Marketing Manifesto MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 23, 2010
- Does Your Marketing Content Match Your Goals? MARKETING INTERACTIONS | WEDNESDAY, MARCH 16, 2011
- Deliver a Psychic Pizza with B2B Marketing MARKETING INTERACTIONS | SUNDAY, OCTOBER 23, 2011
- Take Your Content Strategy Up Stream MARKETING INTERACTIONS | WEDNESDAY, JUNE 2, 2010
- Does Your Content Marketing Make You Different? MARKETING INTERACTIONS | WEDNESDAY, MARCH 3, 2010
- The Fallacy of Control for B2B Marketers MARKETING INTERACTIONS | SATURDAY, MAY 1, 2010
- Marketing Above the Noise MARKETING INTERACTIONS | WEDNESDAY, AUGUST 18, 2010
- Why Buyers Need Educational Content MARKETING INTERACTIONS | TUESDAY, AUGUST 11, 2009
- Spin Your Marketing Dialogue Wisely MARKETING INTERACTIONS | FRIDAY, AUGUST 6, 2010
- The Fallacy of No Competition MARKETING INTERACTIONS | SUNDAY, JULY 25, 2010
- eMarketing is Not a Formula MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 11, 2009
- Content Marketing for Product Customization MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 27, 2009
- B2B Prospects in Funnels more than Pipelines MARKETING INTERACTIONS | SUNDAY, JULY 5, 2009
- Does Curated Content Drive Vendor Preference? MARKETING INTERACTIONS | FRIDAY, MARCH 19, 2010
- Sales Executive Enablement Summit - John Aiello MARKETING INTERACTIONS | MONDAY, OCTOBER 5, 2009
- Back Story as foundation for your content marketing plan - Marketing Interactions MARKETING INTERACTIONS | MONDAY, AUGUST 4, 2008
- Get Back to Work Faster MARKETING INTERACTIONS | THURSDAY, JUNE 11, 2009
- Marketing is NOT One-Size-Fits-All - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, JUNE 14, 2006
- Conversations About CRM - Marketing Interactions MARKETING INTERACTIONS | SUNDAY, JULY 16, 2006
- Do your Marketing Stories Stretch the Truth? - Marketing Interactions MARKETING INTERACTIONS | FRIDAY, APRIL 27, 2007
- Bring the Love Back - Marketing Interactions MARKETING INTERACTIONS | FRIDAY, MAY 18, 2007
- The Cost of Doing Nothing - Marketing Interactions MARKETING INTERACTIONS | TUESDAY, JUNE 19, 2007
- Marketing Automation is Way More Than Technology - Marketing Interactions MARKETING INTERACTIONS | TUESDAY, JULY 10, 2007
- Sales Wiz: A Transformation Ebook - Marketing Interactions MARKETING INTERACTIONS | MONDAY, JULY 23, 2007
- The Core Element of Your Marketing Content Strategy - Marketing Interactions MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 13, 2007
- Tech Target Online ROI Summit - Part II - Marketing Interactions MARKETING INTERACTIONS | FRIDAY, SEPTEMBER 21, 2007
- Define Your Customers - Marketing Interactions MARKETING INTERACTIONS | SUNDAY, OCTOBER 16, 2005
- Microsites for Responsive Marketing - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 19, 2007
- Free Preview Calls with Sales SheBang Speakers - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, AUGUST 13, 2008
- Marketing Content Salespeople Actually Use - Marketing Interactions MARKETING INTERACTIONS | WEDNESDAY, SEPTEMBER 3, 2008
- B2B Websites Need to Focus on the Long Term - Marketing Interactions MARKETING INTERACTIONS | MONDAY, SEPTEMBER 15, 2008
- Is Sales Connecting the Dots with Buyers? MARKETING INTERACTIONS | THURSDAY, JULY 23, 2009
- E-Book: It's Not About You Anymore MARKETING INTERACTIONS | TUESDAY, JUNE 23, 2009
- B2B Content Marketing Tips MARKETING INTERACTIONS | THURSDAY, MAY 21, 2009
- Strategy Beyond the Send MARKETING INTERACTIONS | WEDNESDAY, APRIL 15, 2009
- Define Your Target Market MARKETING INTERACTIONS | MONDAY, MARCH 23, 2009
- Marketing Vision 2009 expanded - Part 2: Listening MARKETING INTERACTIONS | TUESDAY, DECEMBER 16, 2008
- A lead is a terrible thing to waste MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 5, 2008
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