Video for differentiation, stick to one differentiator


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?

How to differentiate your content marketing strategy in highly regulated verticals

Tomorrow People

Content marketing is fantastic for pharmaceuticals, healthcare, and financial services, as long as you play the game of differentiation. 41% of marketers don’t get the buy-in to be brave and differentiate their content marketing. Build a compliance list of dos and don’ts.

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. But experience (no matter how extensive it may be) is not a differentiator.

Five Brand Building Tips for B2B Businesses


Building a great brand is the holy grail of marketing. Many marketers believe that brand building is only for B2C companies like Nike, Coke, and Facebook. Brand building for B2B businesses is a little different from that for B2C companies. Build your own online platform.

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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.

Why Brand Differentiation Drives Tech Firm Growth

Hinge Marketing

Strong brand differentiation drives growth. “We’re a full service tech firm, won’t we be limiting ourselves—and potentially turning away business--if we differentiate too specifically?” Differentiators are not created equal.

The VP of Marketing Corner – Building a Differentiated Message


90% of small companies start out without much thought about message. They either identify an audience that needs something (good probability of success but probably not a quick homerun) or they have a great product idea that is so good that it blows away the market with a whole new

Competitive Differentiation: A Playbook for Winning in a Congested Marketplace

Hinge Marketing

I talk with professional services clients every day, and I hear a lot of confusion and anxiety around the concept of differentiation. Top executives at firms small and large have heard that differentiating their business is important, but many don’t believe they have any competitive levers to pull that will make them stand out. Others have tried out some so-called differentiators in the past but saw no results. What Is Competitive Differentiation?

Is your referral strategy tied to your differentiators?

Hinge Marketing

Differentiation is one of the most poorly understood pillars of professional services marketing. Many execs still believe differentiation isn’t a necessary component of overall growth. Differentiators make it easier for decision makers to understand why they should choose you.

5 Key Factors to Pinpoint Your Technology Differentiator

Hinge Marketing

Strong brands hinge on strong differentiators. Differentiators are the foundational components of communicating your brand clearly and consistently. In our own research , we've found that high growth firms are 3X more likely to have a strong, easy-to-understand differentiators.

5 Tips for Building a High-Performance Marketing Plan


As a modern marketer, you have a lot on your to-do list: build the brand, get leads into the funnel, and help keep those customers when it’s time to renew. As you build out your plan, be sure to identify your measurable goals for each stage of the buyer’s journey.

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10 Brands That Brilliantly Differentiated Themselves From the Competition


Understanding and differentiating from your competition. Below I’ve curated some brilliant companies that are great at differentiating themselves from their competition. This post originally appeared on the Insiders section of Inbound Hub.

11 Underdog Brands That Differentiated Themselves From the Competition


In fact, if a brand that succeeds in reaching its audience with content provided on social media, email, ads, and other media, this alone can differentiate them from other larger brands in their industry that miss the mark.

Building a Brand Through Differentiation: How to Stand Out from Your Competition

Hinge Marketing

On the other hand, high growth firms are 3X more likely to have a strong, easy-to-understand differentiator (see below). A Strong Differentiator. What’s Your Differentiator? A differentiator is what sets you apart. Differentiation How?

Differentiation Case Story: How Pariveda Solutions’ Employees Make the Difference

Hinge Marketing

Just as importantly, they set out to build a business that deserved to endure for a century and beyond, one predicated on integrity, servant leadership, and excellence. In the process of living out these ideals, that difference became the engine that drove their powerful brand differentiation.

Why Brand Differentiation is Essential for Professional Services Firms to Succeed

Hinge Marketing

Everyone has heard that you have to differentiate your firm. What exactly is brand differentiation, anyway? Brand Differentiation Defined Throughout the life of your firm, you will experience significant changes in what you do. Why is Differentiation So Important, Anyway?

Deepening B2B customer relationships with “the funnel beyond the funnel”


Plus, as product development cycles get shorter and shorter, companies are learning that the only way to create differentiation between themselves and their competition is to concentrate on the holistic customer experience.

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How To Build Landing Pages That Convert


Approximately 96% of the people who arrive at your website are not ready to buy just yet – so a targeted landing page is essential to building a positive experience and helping prospective customers find what they need. Build trust.

Leveraging digital for customer-focused insights


Listening also enables customers to reach out to customer service via social networks and this could be a real differentiator. This is how savvy businesses surface their market’s needs and act to build their business around their customers’ experience.

Building Your MarTech Stack Into an Ecosystem

Modern B2B Marketing

Marketing teams are under tremendous pressure to do more, produce better results, and to incorporate the latest technology in the hopes that it will increase competitive differentiation. The post Building Your MarTech Stack Into an Ecosystem appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. One of the biggest challenges in MarTech stack development is determining which technology categories and products should be incorporated as the stack evolves.

Content marketing en MaaS: 8 reasons why your content marketing agency is your new competitive advantage

Tomorrow People

How to build meaningful competitive advantage with your content marketing agency to differentiate your offering and stand out from the crowd. Work with a content marketing agency to build competitive advantage and differentiate in your industry.

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How To Build Landing Pages That Convert


Approximately 96% of the people who arrive at your website are not ready to buy just yet – so a targeted landing page is essential to building a positive experience and helping prospective customers find what they need. Build trust.

Find Your Differentiator: 21 Ways to Gain a Competitive Advantage for Your Firm

Hinge Marketing

Finding a differentiator for your professional services firm is not an easy task. Many firms struggle mightily only to come up with a differentiator that doesn’t really differentiate them at all. But take heart; there are many successful differentiators.

Does Design Matter? The Value of Design in Brand Differentiation

Hinge Marketing

Do they build on brand or marketplace research? For more tips on brand differentiation, check out our Brand Building Guide for Professional Services. When it comes to questions of design in brand development, many professional services fall into the same trap.

How To: Build loyalty through customer engagement


The most effective strategy for building loyalty in your customer base is to develop a relationship that’s based on engagement, and optimizes each customer interaction. This emotion builds a visceral connection to the experience.

How to Build an Ecommerce Business Amazon Can't Compete With


If you’re not already investing in building a great customer experience, now is the time. Build a brand that Amazon can’t touch. This gives SMBs space to build a brand and be the experts in their niche in a way that differentiates them from the giants.

The power of a ‘real-time’ content marketing strategy

Tomorrow People

The simplest argument in favour of building real-time content into your strategy is that customer engagement skyrockets. Language is an important part of rapport and relationship-building. Build trust with your audience and with Google by making sure your content is good quality, spam-free and well optimised. Content Marketing DifferentiationB2B brands need to own the moment and harness real-time content marketing to be different.

The 7 Building Blocks of a Solid Content Marketing Plan


Putting together a voice and tone guide will differentiate your brand, create a standard that you can measure quality content against, and help you create content that resonates with your audience. Now that you have the tools to build a solid foundation, it’s time to start planning !

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How to Build an Audience Without Depending on Social Media

Content Standard

” As always, the answer to the question of how to build an audience is as simple (no, not easy , but simple) as creating and maintaining a content hub that delivers a differentiated message regularly to your clearly defined niche consumer. Shhhh. do you hear that?

4 products Microsoft should build with LinkedIn

Ignite Tech

By rethinking the sense of a “user” in the Microsoft Graph (a focus at the company’s Build 2016 developer conference a few months ago) around their LinkedIn profile, Microsoft could capture more activities about that individual from before and after they joined their current company.

War and peace — managing the agency-client content marketing relationship

Tomorrow People

An agency they can build an enduring relationship with. Your content marketing agency should be equipped to differentiate your business and act as your competitive advantage. If you dare to be different read: Dare to be different: The state of B2B content marketing differentiation in 2017. Content Marketing DifferentiationStop flirting with your content marketing agency — have a loving relationship with them and get the most out of your marketing investment.

Differentiation Strategy Not Working? Here’s How To Make It Better

Hinge Marketing

Developing a winning differentiation strategy is a huge struggle for many professional services firms. It just got a little easier with the release of Hinge’s new Differentiation Guide For Professional Services Firms. Why Differentiation? Passing the Differentiation Test.

Building Blocks of a Tailored B2B Online Marketing Program

KoMarketing Associates

However, to deliver tailored online marketing programs, we must act as the buyer and have an understanding of the client’s capabilities and points of differentiation. This is where we typically access knowledge-building assets such as: Case Studies – learn more about the client’s existing relationships with customers and how they serve each of them on an individual level.

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5 Steps To Building Your Personal Brand

Altitude Branding

It takes years to build a reputation and it’s a lot of work to manage one, but it’s important if you want to build trust in your audience. A strong personal brand can provide you with greater credibility, higher perceived value and a way to differentiate yourself from your competition.

How to Build a Social Media Army


Here are a few ways that social media marketers can embrace their inner superhero and build their own social media army. Are you keen to build a social army and take your social media management to superhero heights, download our Ultimate Guide to Social Media.

How purposeful branding is driving millennials and social entrepreneurship


The world has changed dramatically in the past 10 years or since the 2008 recession. Economic and job growth is coming less from traditional industries or big corporations, but more from entrepreneurial startups.

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3 blockers of outside-in marketing


They have spent years building skills that are becoming less and less important in outside-in marketing. It takes a lot of skill to build compelling marketing experiences guided by data. In the last three years, I have spoken with hundreds of digital marketers about their challenges.

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How to Build the Ultimate Online Newsroom


These include the company logo and other important images such as the company headquarters building, product photos, software screenshots, photos of executives at industry events, etc. by TomPick and guest blogger Maria Verven.

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Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time


While laying down the basic building blocks of our strategy, something became increasingly clear: he and many other leading digital marketers seem to be wholly centered on the delivery of offers. Emotional connections on the other hand, are drivers in building customer brand equity.

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How a fearless content marketing strategy paid off Under Armour, IBM, and GE

Tomorrow People

Under Armour: Expert Community-Building. Community building is a crucial part of its content marketing strategy. Invest time and resources into building your own communities, and nurture them with useful content to reap the rewards of engagement and conversion.