| |  Differentiation + Vendor | 229 articles |
| Page 1 of 3 | Previous | Next | CUSTOMER EXPERIENCE MATRIX DECEMBER 29, 2010  Ranking B2B Marketing Automation Vendors: Part 3 The third and final post describes scoring for vendor strength. Beyond assessing a vendor's current product, buyers also want to understand the current and future market position of the vendor itself. had much less data to work with relating to vendor strength and there are many fewer conceptual issues. Specific rationales are in the table. Well, maybe I peeked a little.) | MARKETING INTERACTIONS OCTOBER 28, 2009 What Nuances Differentiate Your Company? Because, unless you do this, you sound like every other vendor selling the same product or solution that you sell. 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. 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. Right now. | | | | | |
| BIZNOLOGY MAY 2, 2012  Differentiate or die! It’s the digital marketing curse… While I am usually preaching differentiation to large businesses , I have been working with a lot of small businesses lately in my workshops and online courses. And some of them aren’t always happy about my advice, because their differentiation has always been about their location. With digital marketing, you must differentiate or die. 0 (Photo credit: Wikipedia). | CUSTOMER EXPERIENCE MATRIX NOVEMBER 7, 2011  The Seven Sins of Marketeing Automation System Selection The immediate result is you can’t factor those items into your vendor evaluation. Formal, written requirements provide a framework to prioritize your needs, explore them with vendors, and make a complete, consistent assessment of what you learn. Let the Vendor Drive. Marketers who don’t know what they want often rely on the vendors to tell them what’s important. Poorly.) | DIGITAL VOICES SEPTEMBER 11, 2010 Enterprise Content Management Vendor Predictions Here are four forward-looking ECM vendor predictions for the next 12-18 months: Autonomy (LON: AU) is going to get it right: Over the last few years, Autonomy has slowly and steadily built (or acquired) a wide spectrum of offerings that meet the content collection, storage, and retrieval needs of the enterprise. As a result, we expect that enterprises will choose Sharepoint for internal needs and other vendors for External Content Management. The market is primed for a SaaS (Software as a Service) based approach to ECM, so this might be a potent platform differentiator for Big G. | WEBBIQUITY AUGUST 8, 2011  5 Questions Every Business Website Must Answer The problem is defined, the solution set narrowed, and now it’s time to choose between competing vendors. This is where you differentiate yourself from the pack. Differentiate your organization from competitors make it an effective sales tool by concisely answering these key questions for your prospective customers. Who are you? What do you sell? Who do you sell to? | | | | | | | |
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ANNUITAS GROUP | THURSDAY, JUNE 28, 2012 9 Things Marketers Need from Marketing Automation Vendors and Consultants – Part 2
In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Over the last few years, many consultants and vendors have been using the “quick and easy” language in their marketing and sales lingo. As a vendor or provider, focus on what you do best and how you can help them. Yes, differentiate yourself from the competition, but be truthful. MORE >> -
MARKETING INTERACTIONS | FRIDAY, MARCH 19, 2010 Does Curated Content Drive Vendor Preference?
Actually, if someone else is actually telling your story as their own, then I'd suggest you've got a differentiation issue. Using curated content instead of producing your own can disappoint if you're counting on it to drive vendor preference. I've read quite a bit lately about the suggestion that marketers become content curators in lieu of developing content of their own. If you have a strategy for integrating this content with your storyline this can be effective. Second, they need to be interested enough to digest the ideas. agree with that. What do you think MORE >> -
MARKETRI | TUESDAY, JANUARY 17, 2012  Spotlight on Staff Bios as a Marketing Tool
As a B2B marketer with a focus on the professional services industries, I can’t stress enough the importance of “selling” people over services in this battle for differentiation. In fact, the staff makes up every point of differentiation, expertise, background, specific niches, relationships. When I choose a vendor specifically for a service the most important element is trust. differentiation Staff bios Video bios Marketing StrategyThe one thing that cannot be duplicated is your staff. Remember to highlight your staff, not just your services. MORE >> -
LOOPFUSE | MONDAY, FEBRUARY 27, 2012  The Marketing Technology Landscape [Infographic]
Too much noise being made by the largest vendors? This is a great (and thorough) visual landscape of marketing technology vendors. We’re dropping the image below but be sure to read the entire post to get a good feel for how he suggests approaching your needs and desired outcomes including differentiating among promotion, experience, and management. Trying to get a handle on all the various marketing technologies available out there? Trying to understand the difference between search ad management and video search ad management? Nice work Scott! MORE >> -
 5 Steps to B2B Marketing Success
By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach. Prospects and customers are becoming more sophisticated and better informed than ever before. Customers are are in the driver’s seat today. MORE >>
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- Three Reasons Content Curation is Overrated DIGITAL B2B MARKETING | MONDAY, JUNE 11, 2012
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- B2B Marketers, Analyze This: How Do Prospects Score YOU on Their Experience? VIEWPOINT | TUESDAY, MARCH 22, 2011
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- The Demand Spectrum and Value-Based Sales & Marketing THE ROI GUY | WEDNESDAY, MARCH 9, 2011
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