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  • BEYOND  |  MONDAY, AUGUST 19, 2013
    [Differentiation] The Winning Habits of Successful B2B Brands
    Differentiation by product, price and location. What do successful B2B brands do that you don't? We asked the buyers themselves. Check out the 4th and final part of our Buyersphere B2B research series. In the 1980s Stephen Covey wrote about The 7 Habits of Highly Effective People.
  • DIGITAL B2B MARKETING  |  TUESDAY, OCTOBER 23, 2012
    [Differentiation] LinkedIn Just Went Into the Publishing Business
    LinkedIn’s content is differentiated. A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. However, labeling it the ability to follow thought leaders (as LinkedIn did) misses the real point. LinkedIn did not launch a new feature to follow thought leaders or the ability for select individuals to publish articles on LinkedIn.
  • CRIMSON MARKETING  |  THURSDAY, NOVEMBER 5, 2015
    [Differentiation] Infographic: 4 Ways to Generate Leads with Marketing Automation Software
    ” Challenges that marketers face when it comes to marketing automation is differentiating between martech products and figuring out how the software will fit into their organization. . Producing a steady stream of leads is typically the top strategy for producing revenue for many organizations. Securing that steady stream of leads is not as easy as it sounds and continues to make measuring ROI difficult for most marketers.
  • THE B2B RESEARCH BLOG  |  TUESDAY, FEBRUARY 18, 2014
    [Differentiation] Branding is b t
    It is a point of differentiation, especially in commodity markets. “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side. And anyway our brand is just fine, the logo is great.”. Sound familiar? As a marketer you no doubt recognise the value of a strong brand.
  • CRIMSON MARKETING  |  TUESDAY, SEPTEMBER 15, 2015
    [Differentiation] Digital Display Advertising in the Data Analytics Age (with Jennifer Davis, VP Marketing and Product Strategy at Planar Systems)
    NASDAQ: PLNR), a leader in differentiated display systems and digital signage with offices in North America, Europe, and Asia. The practice of using data analytics in go to market strategy, already par for the course online and in mobile, is finding its way into channel marketing and real world engagement. Tracking data, identifying buyers and following leads throughout the entire sales cycle has become a conventional practice, even in areas like digital display signage.
  • HINGE MARKETING  |  TUESDAY, APRIL 14, 2015
    [Differentiation] 5 Brand Building Facts Every Marketing Director Should Know
    Don't be afraid to differentiate yourself from your competitors—it will make your brand even stronger. Branding is an Opportunity for Differentiation Brand building is an opportunity for your firm to stake out a unique corner of your market. But to do so, you need to differentiate yourself from your competitors. When laying out strategies for your brand building efforts, consider how you can differentiate your brand on different platforms.
  • B2B LEAD GENERATION BLOG  |  MONDAY, FEBRUARY 21, 2011
    [Differentiation] The Future of Marketing: The Evolution from Demand Generation to Revenue Performance Management
    In the free B2B Lead Roundtable webinar replay below, Paul Teshima, Senior Vice President of Customer Strategy and success for Eloqua, explains what revenue performance management is, and how the fastest-growing companies are using it to optimize return on marketing investment and achieve unprecedented competitive differentiation.
  • SCRIBBLELIVE  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] 5 Things Spotify Can Teach You about Content Curation
    Takeaway: Anyone can curate content, but you need to add unique value to differentiate yourself from the competition. Music streaming is a competitive service, and Spotify is leading the charge as far as differentiating itself from its competitors like Pandora and SoundCloud. With a business model that allows customers to start and stop service at their leisure, Spotify is doing an amazing job of keeping them around.
  • DIGITAL B2B MARKETING  |  WEDNESDAY, MARCH 21, 2012
    [Differentiation] What Will Marketing Look Like in 2030?
    In order to stand out, marketing will move to the extremes in order to differentiate and get our attention. The final way to differentiate is the one we, as consumers, prefer and the path I pursue as a marketer. We just welcomed our third son, Caleb, into our family. Over the last few months, I have been thinking about the world he is coming in to, how it is changing and what marketing, one of my focuses, will look like as grows up.
  • VIEWPOINT  |  TUESDAY, JULY 28, 2015
    [Differentiation] "Marketing is too important to be left to marketers."
    And this leads to even greater distortion in the marketplace because competition then becomes based on image rather than substance, on choices rather than differentiation. This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do.
  • DIGITAL B2B MARKETING  |  TUESDAY, AUGUST 20, 2013
    [Differentiation] 5 Metrics Every B2B Marketer Should Track
    Pay attention to how your conversion rate changes over time and how it varies by traffic source and landing page to differentiate between improvements in your traffic mix and in the effectiveness of your site. You have a lead generation program. An influencer program. An advertising program. A marketing automation program. You measure every detail about every program. And your programs are doing great. There is just one little problem: you are reporting on a series of programs.
  • B2B MARKETING TRACTION  |  TUESDAY, JULY 9, 2013
    [Differentiation] Why Google Doesn’t Like Your Flat Website
    It’s time to understand your value proposition, have a differentiator, be unique and get creative when you generate content on your website.
  • RADIUS  |  MONDAY, OCTOBER 17, 2016
    [Differentiation] 3 Seismic B2B Marketing Trends Seen At Dreamforce 2016
    2) Data is the differentiator. Although dozens of companies at Dreamforce were touting their predictive/AI capabilities, very few were attempting to differentiate their offerings based on modeling, machine learning, or algorithmic performance. Rather, most companies in the predictive/AI space are arguing that data is the differentiator. If this is not the next big thing, I don’t know what is. When the CEO of a $50 billion company says those words, you listen.
  • RADIUS  |  MONDAY, OCTOBER 17, 2016
    [Differentiation] 3 Seismic B2B Marketing Trends Seen At Dreamforce 2016
    2) Data is the differentiator. Although dozens of companies at Dreamforce were touting their predictive/AI capabilities, very few were attempting to differentiate their offerings based on modeling, machine learning, or algorithmic performance. Rather, most companies in the predictive/AI space are arguing that data is the differentiator. “If this is not the next big thing, I don’t know what is.”. When the CEO of a $50 billion company says those words, you listen.
  • WEBBIQUITY  |  THURSDAY, MARCH 2, 2017
    [Differentiation] Book Review: DISCOVER Questions Get You Connected
    Knowing your product is important to be sure, but knowing how to differentiate yourself is even more vital. Asking high-value questions that position you as a trusted advisor will differentiate you. In the age of empowered buyers, business is often won by the sales person who asks the best questions. Deb Calvert, president and founder of People First Productivity Solutions , has written the essential field guide for sales professionals who want to learn how to ask those questions.
  • MODERN MARKETING  |  WEDNESDAY, APRIL 29, 2015
    [Differentiation] 12 Awesome Content Marketing Ideas That Aren’t Blog Posts (Infographic)
    There are many ways in which you can differentiate your brand message and really engage with prospects - below we have pulled together 12 of the most awesome creative media formats, from charts, text messages all the way through to content vampires, to help you really make sure that your content is noticed. Editor's Note: Today's post comes courtesy of Sylvia Jensen , Senior Director, EMEA Marketing, Oracle Marketing Cloud.
  • AKOONU  |  WEDNESDAY, MARCH 16, 2016
    [Differentiation] Akoonu's New Benchmark Report Assesses Content Marketing Maturity Across 43 B2B Industries
    It includes a foreword by Robert Rose of the Content Marketing Institute on what the results mean for B2B marketers, as well as key takeaways for marketers on how they can elevate their content marketing to differentiate themselves in their industries. Content marketing, when done well, is an incredibly powerful tactic to boost brand awareness and drive revenue. But just how "mature" has content marketing actually become at B2B organizations and how does this vary by industry?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 24, 2014
    [Differentiation] Big data and small business: The future of marketing?
    ME: Well what are your points of differentiation? We then began to work on a ways they could differentiate themselves from the competition by manipulating the data to create value-added services: Tracking the performance data could indicate if a jet needed maintenance before a scheduled outage. ME: Well what are your points of differentiation? I had a significant insight about the future of Big Data and small business this week that I wanted to share with you.
  • THE ROI GUY  |  SATURDAY, MARCH 1, 2014
    [Differentiation] Research: Improving Value Conversations Key to Sales Execution
    According to Christopher Faust, CMO at Qvidian, “The buying environment has changed and now it’s tougher than ever to cut through the clutter to better communicate and differentiate your value with prospects”. If you do, guiding sales reps to better value conversations - communicating, differentiating and quantifying your value , you can indeed drive quota achievement, reap the rewards of new rep hires, and achieve your growth goals.
  • THE ROI GUY  |  MONDAY, SEPTEMBER 22, 2014
    [Differentiation] Your Unique Value: Solution Focused versus Challenge Centric?
    Many times, when organizations try to articulate the differentiating value of their solutions, they start with a “solutions first approach”, communicating each feature they perceive as a differentiator and the value these features might deliver. What your marketing and sales enablement teams might not fully realize is that: Product / service differentiators are fleeting, especially today where new product launches are faster than ever before and solutions are quickly commoditized.
  • B2B MARKETING INSIDER  |  THURSDAY, JUNE 16, 2016
    [Differentiation] 11 Overused Stock Photos to Ban From Your B2B Marketing
    If you want to stand out in this explosion of digital content, you need to get smarter with your content and create content that differentiates your brand and supports your message. Content production is only going to continue to increase, so there is no better time to focus on differentiating your brand. Have you ever seen a piece of content and had a déjà-vu moment?
  • HINGE MARKETING  |  MONDAY, APRIL 18, 2016
    [Differentiation] How to Drive Organic Growth: 5 Proven Strategies for Professional Services Firms
    Develop strong, easy-to-understand differentiators. You’ve got a built-in differentiator. What’s a differentiator? That’s your differentiator. Firms with unique differentiators have a much easier job communicating their value to prospective clients, setting themselves apart (and above) the competition and winning more business. Three things make a high-value differentiator: Truth. If you’re in business and want to be successful (and who doesn’t?)
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, FEBRUARY 6, 2012
    [Differentiation] 25 Non-Financial Benefits of Business Blogging
    Point of differentiation — If your competitors don’t blog, is this an opportunity to stand out in your niche? While the use of blogging as a marketing and communications platform continues to grow for many organizations, you still might be facing this question from your boss — “Why are we doing this?” ” The most obvious answer is that you are ultimately trying to influence some behavior or attitude.
  • AVITAGE  |  TUESDAY, MARCH 11, 2014
    [Differentiation] What is Strategy?
    Differentiation arises from both the choice of activities […] The post What is Strategy? Lack of clarity about content strategy might have roots in a universal confusion about strategy. See Robert Rose in Content Marketing Institute.) In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy. He points out “most businesses don’t have a strategy for their organization.” Well, no wonder we struggle with content strategy.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  FRIDAY, JANUARY 20, 2012
    [Differentiation] 7 reasons every job-seeker needs to blog
    4) Point of differentiation. Have you ever considered the ways a blog can help you get a job? I meet a lot of young people entering the work force and I always recommend blogging as a way to get ahead … in almost any career. Here’s why: 1) Show what you’re made of. In any interview, you normally have to try to convince people that you know what you know. In a blog, you can SHOW them.
  • DIGITAL B2B MARKETING  |  THURSDAY, SEPTEMBER 1, 2011
    [Differentiation] Social Media is Lowering Our Content Standards
    When you find content you REALLY like, you have to share it differently, emphatically stating how great it is to differentiate it from the only OK content you shared before. (ie Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, JANUARY 14, 2013
    [Differentiation] Does everybody need a social media strategy?
    And, there is perhaps no product less differentiated than coal. I know commenters might argue that there are ways to differentiate any business, but the reality is, usually a contract in this market is won or lost by cutting a few cents per ton.
  • HINGE MARKETING  |  MONDAY, JANUARY 25, 2016
    [Differentiation] Elements of a Successful Brand 7: Color
    When chosen and implemented effectively, color can differentiate, motivate, and elevate a business. Color Differentiates You. Color can cut through visual clutter and commands attention—so long as the color is differentiated. You would be far better served choosing a color that strongly differentiates your firm from the competition than spinning your color wheels trying to select a color with optimal emotional and symbolic characteristics.
  • WEBBIQUITY  |  TUESDAY, OCTOBER 27, 2015
    [Differentiation] Seven Ways to Humanize B2B Marketing
    The problem is those messages themselves often aren’t differentiating, and even when they do, product and service features are generally easy for competitors to copy. It’s about differentiating your product or service in a crowded, competitive market. While B2C and B2B marketing practices are distinct in many ways, they both ultimately involve making your message resonate with people—meaning emotions a significant role.
  • MARKETRI  |  TUESDAY, MAY 28, 2013
    [Differentiation] Generating Leads is a Primary Role of the Savvy Modern Marketer
    Before Social Media: Before social media exploded onto the scene, the role of marketing was to identify target market segments; differentiate a firm within those markets; and consistently communicate effective marketing messages related to the company and its products and services.The goal was to build brand awareness and to set the sales team up for greater success. Some of the basic principles of marketing, like segmentation and differentiation, still apply.
  • B2B MARKETING INSIDER  |  WEDNESDAY, JULY 22, 2015
    [Differentiation] Content Is The Key To Social Selling Success
    This is the secret sauce to beat and differentiate yourself from the competition. Differentiate Yourself From The Competition. How differentiated would that approach make you? Content marketing is the key to open the door to your social selling success. And, to walk through that door, you need slide content through the customer’s ‘mail slot’ to make a connection, build a relationship and help close the deal.
  • HINGE MARKETING  |  WEDNESDAY, DECEMBER 24, 2014
    [Differentiation] Top 9 Professional Services Marketing Lessons Learned in 2014
    2) Strong Brand Differentiation Leads to High Growth Your professional services brand is the combined product of your reputation and visibility (reputation x visibility). So brand differentiation means just what it sounds like: making your firm’s brand different. There are some folks who say that brand differentiation doesn’t really matter.
  • YOUR SALES MANAGEMENT GURU  |  TUESDAY, JUNE 14, 2016
    [Differentiation] When are Sales Won or Lost?
    The most common reasons are: (1) failure to differentiate your offering from the competition and/or (2) failure to differentiate the buying experience from the competition. For the majority of sales opportunities this differentiation occurred weeks or months before the decision during the discovery and presentation phase. Differentiation of the buying cycle can have multiple elements: How responsive was marketing and/or the sales person to initial requests?
  • CHIEFMARTECH  |  MONDAY, MARCH 20, 2017
    [Differentiation] Microsoft shares their marketing stack in the Stackies, and it’s awesome
    They’ve separated three “tracks” of technology governance — systems of record, systems of differentiation, and systems of innovation — that can be managed according to a pace-layered application strategy (Gartner). This is a great way to balance stability (systems of record) with agility (systems of differentiation and innovation).
  • MODERN MARKETING  |  WEDNESDAY, AUGUST 17, 2016
    [Differentiation] How to Orchestrate and Personalize the Entire Customer Experience
    On one hand you have 92% of marketers who use more than one marketing channel (which is pretty much everyone) state they believe CX is the differentiator between themselves and their competition. Customer experience (CX) is, and always should be, a top priority for marketers - all marketers, be they B2B or B2C.
  • HINGE MARKETING  |  TUESDAY, JULY 7, 2015
    [Differentiation] 7 New Rules in AEC Marketing
    Your website is one of your best chances to explain who you are, what you do, and why it matters to clients – in a nutshell, your differentiators. Clearly identify your differentiators. Most firms have heard that they should differentiate themselves. But in today’s AEC landscape, you must identify your differentiators to succeed. Just as importantly, they have to be real differentiators. What makes a real differentiator?
  • HUBSPOT  |  FRIDAY, NOVEMBER 13, 2015
    [Differentiation] How to Compete With Google: One Startup's Plan to Disrupt the #1 Search Engine in the World [Podcast]
    Its differentiator? If you were starting a business today, would you decide to go after one of the most monstrous companies in the world? Back in 2007, that's precisely what Gabriel Weinberg did. He founded the company DuckDuckGo -- a search engine that directly competes with Google. When you search for something using DuckDuckGo, you are completely anonymous. This function has made DuckDuckGo a true contender against Google.
  • OPENTOPIC  |  FRIDAY, AUGUST 19, 2016
    [Differentiation] Your Guide To Personalizing Across Every Channel In 2017
    Gartner’s 2017 predictions indicate that 87% of marketers expect customer experience to be their primary differentiator. And if you think of the experiences that stick out to you as a consumer, it’s probably when your favorite app notified you about an exclusive event in your area, or when a website offered alternative solutions when an item was out of stock. The post Your Guide To Personalizing Across Every Channel In 2017 appeared first on Opentopic. Cognitive Technology
  • B2B MARKETING INSIDER  |  MONDAY, MARCH 17, 2014
    [Differentiation] Content Marketing Is The Top Marketing Priority of 2014
    But with as much as 80% of internet traffic in the next few years coming from video, I continue to believe that visual content will be a key differentiator in the brands implementing successful content marketing strategies. Adobe and Econsultancy released a report last week following a survey of more than 2,500 marketers. The survey covered “client-side” marketers from both the B2B and B2C worlds as well as from marketing agencies.
  • WRITING ON THE WEB  |  TUESDAY, FEBRUARY 14, 2012
    [Differentiation] The Ladder of Emotional Values: Pleasure Reigns
    This is where greater differentiation and profitability become evident. The only way to differentiate a company’s products and services is through adding emotional value. What emotions are people seeking to satisfy online? What can we understand about human motivations and values in order for content marketing to work?
  • B2B MARKETING INSIDER  |  WEDNESDAY, JULY 15, 2015
    [Differentiation] 10 Customer Experiences You Need To Deliver Today
    You can claim victory by way of this competitive differentiation war by offering the lowest prices or providing a superior, surprising and spectacular customer experience! Whether it’s the one-off Google search experience or ordering a sandwich at Subway – two of the most highly ranked ’simple’ brands – a simple and easy experience differentiates your business from the competition. You have to work hard to differentiate yourself from the competition.
  • B2B MARKETING TRACTION  |  WEDNESDAY, APRIL 24, 2013
    [Differentiation] B2B Marketers – Why You Need to SAVE Your Marketing
    Value-based pricing has been used for years because B2B marketers realize that their ability to differentiate from the competition drives pricing. Then, as the market matures, you need to differentiate and perhaps choose a niche on which to focus. According to the Harvard Business Review , the four P’s of marketing are over. The new model is SAVE, Solution – Access – Value – Education. Here’s what it means for B2B marketing. Market Solutions.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, DECEMBER 18, 2013
    [Differentiation] A 6-step plan to respond to negative social media comments
    Business life on the web can be complex, but it can also be an opportunity to create a point of differentiation and undying customer loyalty if you get it right! Business life on the web can be complex, but it can also be an opportunity to create a point of differentiation and undying customer loyalty if you get it right! I have had several requests to write about handling negative comments on the web. Certainly this is a frightening prospect for many companies!
  • KAON  |  THURSDAY, FEBRUARY 11, 2016
    [Differentiation] The Three Most Important B2B Marketing Questions for 2016
    If prospects are drawing the wrong conclusions about our solutions, or not understanding our competitive differentiation, addressing those issues early on in their information-gathering processes is critical to establishing a solid foundation for sales success later. What may be surprising is that many of the answers will likely be related to a lack of understanding of our differentiated value. What is our differentiated value?
  • MODERN MARKETING  |  TUESDAY, SEPTEMBER 20, 2016
    [Differentiation] Why CMOs Need To Know the Difference Between Cross Channel Orchestration and Coordination
    It is important for CMOs and all marketers to differentiate between cross channel coordination and orchestration. Let's cut right to the chase kids. Sending messages to individual Email, SMS, Push, and Social lists might feel like cross channel orchestration, but it isn’t. Without the context of a unified individual identity, marketers are just scaling batch and blast practices across multiple channels.
  • THE ROI GUY  |  TUESDAY, MARCH 15, 2016
    [Differentiation] Gartner: Buyers Demand Less Product-Pitch, More Value-Story
    > Customer stories and case studies are the best way that providers can communicate differentiation that buyers trust , this according to 70% of the decision makers surveyed. According to a study from Gartner, most solution providers are not providing what buyers need when it comes to content and sales engagements.
  • B2B MARKETING INSIDER  |  TUESDAY, NOVEMBER 19, 2013
    [Differentiation] Marketing Is Personal – Emotion Beats Promotion By 2X
    Teach customers something new about their business needs then lead them to your differentiators. I have always believed that B2B Marketing is personal. And that brands need to connect with buyers on a personal, emotional and human level. Now we have the research to prove it. We all have to thank the Corporate Executive Board (CEB) for bringing us one of the most used statistics in B2B marketing : 57% of the purchase process is complete before buyers talk to a supplier.
  • TOMORROW PEOPLE  |  TUESDAY, SEPTEMBER 18, 2012
    [Differentiation] For a Great Online Marketing Strategy You Need Many Happy Returns from Your Website
    Am I differentiating my content , rather than repeating the same tired cliches? You’ve invested a lot of money in your website. It looks great and you’re terribly proud of it. But that doesn’t necessarily mean it’s effective in creating new business. Assuming that it’s so jazzy that it must be working is too big a risk. Your website has to be high-performing to give your inbound marketing campaign a competitive edge.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, NOVEMBER 1, 2015
    [Differentiation] The future of blogging and online publishing
    Related Stories Polish up your best content to drive content marketing value How to differentiate your blog based on the time you can put into it Four overlooked B2B marketing ideas you can use now. A lot of people out there are saying blogging is dead. I don’t think so. Is reading dead? When reading is dead … then blogging will be dead.
  • OPENTOPIC  |  THURSDAY, MARCH 31, 2016
    [Differentiation] Gartner Reprint
    Opentopic blog >> gartner.com As marketing leaders are handed more responsibility — for transformative business strategies, differentiated customer experiences and revenue generation — they often seek agency support in achieving their goals. This document was revised on 24 March 2016. The document you are viewing is the corrected version. For more information, see the page on gartner.com. This Magic Quadrant. Marketing Technology undefined
  • DIGITAL B2B MARKETING  |  TUESDAY, JULY 17, 2012
    [Differentiation] Are Marketers Afraid to Sell?
    If pricing is a key point of differentiation and reason for them to engage with your sales team, do not be afraid to make that clear! Sitting in a meeting recently and reviewing various B2B sites, someone said “they even have a promotional offer with pricing on their site.” ” It wasn’t a complement of their marketing prowess or focus. It was a knock, the final proof that this B2B marketer did not know how to market. Say what?
  • KAON  |  FRIDAY, JANUARY 8, 2016
    [Differentiation] Stop presenting- Start engaging!
    ” The two primary considerations that should be the focus of sales and marketing teams for companies that have complex solutions are: What are the most important differentiated value propositions that our prospects need to understand so that they will be better informed and will make the best buying decisions?
  • HINGE MARKETING  |  TUESDAY, JUNE 28, 2016
    [Differentiation] 5 Trends Redefining Sales and Marketing in 2016
    Today’s winning professional services firms seek to crystalize that value through well defined differentiators. So the extent to which you’re differentiated around expertise in turn affects the speed of your ascent to greater visibility. See also: Expertise as a Differentiation Strategy. Instead, it’s about how well your firm can communicate its value through strong differentiators.
  • HINGE MARKETING  |  MONDAY, DECEMBER 22, 2014
    [Differentiation] Top 10 Professional Services Marketing Today Posts of 2014
    Find Your Differentiator: 21 Ways to Gain a Competitive Advantage for Your Firm What makes a successful differentiator? There are three criteria that must be met: the differentiator has to be true, relevant, and provable. This is a tall order and finding real differentiators can be a large struggle for many professional services firms. This post details 21 differentiators that work. Combining differentiators can create a powerful competitive advantage.
  • BIZIBLE  |  FRIDAY, NOVEMBER 6, 2015
    [Differentiation] B2B Marketing Ops And Marketing Attribution, A Simultaneous Ascendence
    As technology and data increasingly dominate the B2B marketing sphere, the effectiveness of this role is increasingly becoming a key differentiator between successful companies and not successful companies. The effectiveness of this role is increasingly becoming a key differentiator between successful companies and not successful companies.”. The advances in marketing technology are happening so frantically, many would say it’s headache inducing.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, MARCH 30, 2015
    [Differentiation] Five ideas to discover your marketing niche
    Can you differentiate by delivery method? Can you differentiate by delivery method? A few months ago, Michael Stelzner and I had a phone conversation about the many unfulfilled business niches on the social web. Instead of pursuing these legitimate and focused opportunities, people entering the field as bloggers and consultants seem to be determined to simply copy everybody else and put out the same ideas over and over again in an already-crowded space.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, AUGUST 18, 2016
    [Differentiation] Just Released: ABM Vendor Guide Gives Detailed Comparison of 40 ABM Vendors
    Second, I needed to identify differentiating features within each function: those are what buyers should consider when deciding which vendors to use. In the table below, the comments describe the differentiators that occur within each sub-function. It’s nearly a month since my last blog post, which I think is the longest gap in the ten years I've been blogging.
  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, FEBRUARY 13, 2014
    [Differentiation] Marketing Automation 2014 Industry Overview: What the Surveys Tell Us
    But there are still significant differentiators. So far, every differentiator on this list can point to at least some measure of success. The Interwebs have delivered an unusually rich trove of data about the marketing automation industry in the past few weeks.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MAY 11, 2011
    [Differentiation] When did we forget about strategy?
    Somehow we got caught up in plastering the world with Facebook pages and lost sight of the true purpose of our business: Create shareholder value through a differentiated — and truly strategic — business proposition. Does anybody on the digital media scene pay attention to strategy? Or, are we so determined to lead our clients into social media nirvana that we dance right over that little detail?
  • CRIMSON MARKETING  |  MONDAY, DECEMBER 9, 2013
    [Differentiation] Top B2B Social Media Trends for 2014
    Differentiated Content. As we finish out 2013 with a bang and prepare for the holiday season, it’s time to start planning for the new year ahead. You have the basics down, so 2014 will be the year of social media refinement for many B2B marketers and companies. Here are the top B2B social media trend predictions for the coming year: Social Media Accountability. Now that you’re active across multiple social media networks, it’s time to get serious about your metrics.
  • GREAT B2B MARKETING  |  THURSDAY, JULY 3, 2014
    [Differentiation] B2B Content Marketing That Drives Results
    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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JANUARY 29, 2013
    [Differentiation] There will be no social media apocalypse
    Let’s not lose sight that businesses need to identify and execute upon a sustainable point of differentiation, perhaps in a global marketplace. I like and admire Eric Qualman. I’ve met him a couple of times and he is a fellow author at McGraw Hill. He is a kind man, a legitimate intellect, and one of the top speakers in our field.
  • MODERN MARKETING  |  MONDAY, FEBRUARY 6, 2017
    [Differentiation] Customer Experience is the Most Critical Part of Marketing Right Now
    89% of marketers expect customer experience to be their primary differentiator, according to Gartner. That is quite a high number. That means you need to pay extra close attention to the words of our global Modern Marketing experts when they talk about customer experience. This starts with every interact a customer has with your brand, but it includes the technology you leverage to make those engagements happen, as well as how your people manage those tools.
  • INDUSTRIAL MARKETING TODAY  |  TUESDAY, JUNE 5, 2012
    [Differentiation] Is Your Industrial Content Marketing Reaching a Dead End?
    Au contraire, such companies should use optimized content for SEO and use blog posts for thought leadership to differentiate themselves from the competition. In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, SEPTEMBER 30, 2014
    [Differentiation] Your social media strategy plan: Where do you START?
    Can you finish this sentence: “Only we …” To do that, you need to know your true differentiators, your customer’s un-met and under-served needs, and the competitive landscape. To do that, you need to know your true differentiators, your customer''s un-met and under-served needs, and the competitive landscape. When I work with businesses, there is often an enthusiastic attitude about moving on to the social web but confusion about how to actually get started.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 8, 2014
    [Differentiation] The Twitter strategy shift and what it means to you and your business
    By imposing algorithms to make Twitter more Facebook-like, it wouild be destroying a core point of differentiation for the channel. By imposing algorithms to make Twitter more Facebook-like, it wouild be destroying a core point of differentiation for the channel. Twitter is at a crossroads … and it might be leading down a controversial new path. Let’s look at a recent revelation about a possible Twitter strategy shift and what it could mean to you and your business.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, JULY 15, 2013
    [Differentiation] Few brands driving online influence and advocacy, study shows
    Identify and use the brand’s differentiated advocacy drivers. Identify and use the brand''s differentiated advocacy drivers. A new Ogilvy research study suggests that up to 80% of reach from marketing campaigns now comes from social media amplification through consumer influence and advocacy. However, few are doing it well! Positive advocacy mentions represented just 15% of all brand mentions, with the remainder being either neutral or negative mentions.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 17, 2014
    [Differentiation] Five 2015 digital marketing trends for your consideration
    I think we are getting to the point where Internet safety will be an important and distinguishing point of marketing differentiation. I think we are getting to the point where Internet safety will be an important and distinguishing point of marketing differentiation. It’s a popular time to look into the crystal ball for the next year and make a few predictions. It is also what I love to do most … think about what’s next!
  • EMAGINE B2B BLOG  |  THURSDAY, JULY 2, 2015
    [Differentiation] Moving Up The Food Chain: How To Find, Land And Execute Large WordPress Projects
    How to pitch large projects (value proposition, differentiation, overcoming objections). Would you like to be able to turn down any web design or WordPress project that’s under $25,000? Then join us at WordCamp Asheville for a presentation led by emagine’s President, Bill Gadless , on Sunday, July 26, 2015. As some of you may already know, 15+ years ago, emagine started as a very typical “2 guys in a garage” firm building small websites on a proprietary CMS.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, JULY 15, 2013
    [Differentiation] 3 fundamentals of a successful social selling strategy
    What would happen if you tried to differentiate yourself and embraced social helping instead of social selling ? What would happen if you tried to differentiate yourself and embraced social helping instead of social selling? One of the most pervasive mantras on the social web is “don’t sell.” ” And it is certainly true that anybody out there shilling every day on Facebook and Twitter is going to lose a lot of friends.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, FEBRUARY 10, 2014
    [Differentiation] How a small family business pulled off one of the greatest successes in YouTube history
    As his numbers and engagement grew, Stephen was able to use this data with huge wine retailers to prove a point of differentiation. This is a critical accomplishment for a business trying to show a differentiated position through social media engagement. As his numbers and engagement grew, Stephen was able to use this data with huge wine retailers to prove a point of differentiation.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, NOVEMBER 21, 2014
    [Differentiation] Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers
    In any event, there are several differentiators that determine whether a product like Sailthru is suitable for a particular situation. These predictive capabilities are among the biggest differentiators for Sailthru: predictions and recommendations are oriented to consumer marketing, not B2B lead scoring, and Sailthru doesn’t (yet) allow clients to choose what they wish to predict.
  • MODERN B2B MARKETING  |  MONDAY, MARCH 11, 2013
    [Differentiation] Make Way For The Agency of the Future [Infographic]
    The agency of the future will use marketing automation as a competitive differentiator, because technology will continue to have a greater impact on marketers. by Dayna Rothman The digital revolution has transformed marketing. With the changing buyer, budget pressures, new social channels, and content, marketers have to do more with less. And marketing automation has become the new must-have technology to help marketers increase their reach.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JUNE 30, 2015
    [Differentiation] Why Americans are secretly furious with marketers
    Why honesty can serve as a point of differentiation. You won't want to miss our observations on: - The shocking way marketers are manipulating our personal data - How most Americans overestimate the extent to which the government protects them from discriminatory pricing - Why honesty can serve as a point of differentiation - Facebook's leadership role in this issue - How companies are using personal information to institutionalize a profound form of discrimination.
  • DIGITAL B2B MARKETING  |  TUESDAY, MAY 29, 2012
    [Differentiation] 4 B2B Marketing Scenarios: One Size Does Not Fit All
    Your product has a number of elements that differentiate it, but your buyers are relatively unsophisticated about the category and it is not a priority for them to learn more about it. B2B marketing discussions on Twitter and blogs have a tendency to focus on singular topics, such as Twitter, marketing automation , or lead generation , as if they are right for everyone and we just need to do them well.
  • HUBSPOT  |  WEDNESDAY, OCTOBER 14, 2015
    [Differentiation] Why Embracing Doubt Makes You a Better Leader [Podcast]
    How LinkedIn differentiated itself in the early days from Myspace and Facebook ( 15:13 ). It's natural to be afraid of doubt -- especially when you're leading a team. You want to be the calm, cool, and collected leader. but inside you're freaking out. Turns out, some of the best leaders and innovators are those who share their doubts with their team.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, AUGUST 13, 2015
    [Differentiation] Why this is the most difficult (and fun!) time to be in marketing
    One reason I am differentiated as a marketing consultant and writer is that I’m old … it helps me connect the dots between decades and generations, between trends and fads. One reason I am differentiated as a marketing consultant and writer is that I'm old … it helps me connect the dots between decades and generations, between trends and fads.
  • THE B2B RESEARCH BLOG  |  MONDAY, NOVEMBER 14, 2016
    [Differentiation] Brand mapping – Correspondence Analysis explained
    How differentiated is your brand and where might there be white space? We can see that attribute 2 is an especially strong differentiator. Which attributes most closely define your brand? Which other brands are challenging you for this space? These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.
  • B2B MARKETING INSIDER  |  WEDNESDAY, MARCH 26, 2014
    [Differentiation] Business Buyers Relying More On 3rd Party Content
    Buyers use content to Identify best practices and best-of-breed solutions (51%), to determine where competitive differentiation can be achieved (50%) and to set the strategic agenda understand needs and prioritize (42%). New content marketing research by the Chief Marketing Officer (CMO) Council reveals insight-hungry business buyers are increasingly reliant on trusted third-party information to make more educated decisions.
  • THE ROI GUY  |  MONDAY, SEPTEMBER 2, 2013
    [Differentiation] Developing the Best Value Messaging and Financial Justification
    Typical challenges include: Poor operational efficiency (Process issues, poor productivity & high costs) Increased risks Business growth struggles But taking just a challenge centric approach will not help you to differentiate your solutions and what they can do uniquely to help buyers overcome their issues. We are asked many times what methodology we use to help our clients develop the best value messaging and financial justification possible.
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, JULY 2, 2012
    [Differentiation] How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers
    CAD can also be a powerful differentiator for precision machining shops and fabricators. Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel. Think of 3D CAD models and 2D CAD drawings as supercharged content assets for moving leads closer to the RFQ stage much quicker than any other type of content resource.
  • HINGE MARKETING  |  FRIDAY, JUNE 19, 2015
    [Differentiation] Are Your Competitors Flying Under the Radar? Use Competitive Analysis to Adjust Your Firm’s Position
    In a recent post , we established that having true, relevant, and provable differentiators will help your firm take the lead in the marketplace. But whom do you need to differentiate your firm from? Through identifying this differentiation, your marketing team can then tailor messages that reflect your firm’s unique qualities to attract your target audience. Developing Differentiators: How Research Can Help You Pass the Test.
  • TONY ZAMBITO  |  SUNDAY, FEBRUARY 5, 2017
    [Differentiation] How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
    How to cut through the clutter and differentiate? Illustration by Hea Poh Lin. In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.
  • BIZNOLOGY  |  WEDNESDAY, OCTOBER 21, 2015
    [Differentiation] Is your content marketing using your personas and buyer’s journeys?
    Better yet, how is that particular marketing message differentiated from your competitors? I don’t generally see content being designed for personas and buyer’s journeys. I am not sure why, but I have suggested one change for clients that has helped. Create a grid of personas and buying steps and target content to each cell of the grid: Learn. Compare. Grandma. Grandpa. The steps of the buyer’s journey are across the top and the personas are down the side.
  • CUSTOMER EXPERIENCE MATRIX   |  WEDNESDAY, AUGUST 24, 2016
    [Differentiation] ABM Vendor Guide: Features to Look for in Target Scoring Vendors
    My last post used data from our new Guide to ABM Vendors to describe differentiators among companies that provide external data for account based marketing. Let’s continue the series by looking at differentiators related to Target Scoring, the second sub-function related to the ABM process of identifying target accounts.
  • MODERN MARKETING  |  MONDAY, OCTOBER 17, 2016
    [Differentiation] Customer Experience Simplified
    Another 89% believe customer experience will be their main differentiator by 2017. I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels.
  • VIEWPOINT  |  TUESDAY, MARCH 11, 2014
    [Differentiation] PowerViews with Joanne Black: No Such Thing As “Warm Calling”
    Referrals are the Biggest Competitive Differentiator. Cold calling has long been a staple of sales, but knowing just a little bit about a prospect is actually not much better. There is no such thing as “warm calling,” says my latest guest on PowerViews, Joanne Black. You’re either cold or you’re hot—lukewarm doesn’t cut it.
  • SALES INTELLIGENCE VIEW  |  WEDNESDAY, JANUARY 12, 2011
    [Differentiation] LinkedIn is Facebook With a Tie
    The thought that LinkedIn is Facebook with a Tie is a great differentiators between the two [.]. I ran across an interesting quote as I was working on the InsideView guide for Social Selling with LinkedIn. As soon as I heard it, an image popped into my head and I went to Photoshop to create it. Social Media Tips Social Selling Technology B2B b2b sales customer 2.0 facebook Inbound Marketing linkedin Sales Sales 2.0
  • MODERN MARKETING  |  WEDNESDAY, APRIL 20, 2016
    [Differentiation] Oracle Named Leader in Gartner's New Multichannel Campaign Management Report
    Oracle is strategically building on competencies in two key aspects of MCCM— Marketing Automation and Cross-Channel Orchestration —and this year, Gartner acknowledged these dual strengths as a unifying differentiator unique to Oracle.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, FEBRUARY 5, 2015
    [Differentiation] Four online marketing metrics to obsess about
    ” This is the digital crossroad, a genuine point of business differentiation today. This is the digital crossroad, a genuine point of business differentiation today. Like every new blogger, my dream of success meant getting a business superstar to share my content online. I was convinced that validation from a celebrity tweet would change everything and propel me into the sunny skies of Internet fame and fortune.
  • THE POINT  |  WEDNESDAY, MARCH 29, 2017
    [Differentiation] 5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads
    A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason?
  • DIGITAL B2B MARKETING  |  THURSDAY, JUNE 21, 2012
    [Differentiation] 7 B2B Content Marketing Lessons from Call of Duty 2
    As garnering attention for your content becomes increasingly competitive, differentiating your content will become more difficult and more important. A documentary-style video featuring Oliver North? That definitely would not be marketing. The video is entertaining. It is educational. It isn’t about a video game. But it is. If you have not seen the documentary video for Call of Duty 2 , you can watch it below.
  • VIEWPOINT  |  WEDNESDAY, AUGUST 14, 2013
    [Differentiation] PowerViews with Koka Sexton: How to Leverage Social Media
    For salespeople in particular, LinkedIn allows you to differentiate yourself—not by what’s listed on your resume, but by the people you’re connected to. Leveraging social media is a familiar tactic for individuals. Have you written a new blog post? Then go on Facebook and let your friends and family know. Have you reviewed a new book for The New York Times ? Then go on Twitter and post a link to your review, which will likely get picked up by that book’s publishing house.
  • MARKETRI  |  TUESDAY, FEBRUARY 19, 2013
    [Differentiation] Starting to Think About Purchasing B2B Marketing Services? (Part 2)
    Differentiation: Distinguishing one B2B company from another. Differentiation. If this point of differentiation is something that B2B customers’ value, your B2B company is well on its way to standing out from the crowd. Here are the Most Frequently Asked Questions for the Mid-Stage Buyer. Part Two of Three. The purchase of B2B marketing services is typically a three legged journey.
  • MODERN B2B MARKETING  |  THURSDAY, AUGUST 15, 2013
    [Differentiation] What Three Adjectives Describe Your Brand? Here’s How to Find Out
    Nouns are generally in indication that your brand needs to work more on differentiating itself. For example, if the word that the majority of people only refer to is ‘car’ when thinking of the brand Mercedes, then it means the company has not differentiated itself from other companies like Honda that also sells cars. Adjectives as primary associations, if positive, are what your company can use to differentiate itself.
  • WEBBIQUITY  |  MONDAY, JUNE 6, 2016
    [Differentiation] Your Employees May Be Your Best Untapped Brand Advocates
    Putting your brand in the hands of employees can be nerve-wracking — after all, your brand what differentiates your business in the marketplace. Guest post by Liz Greene. If you were asked to rattle off your top marketing strategies, would employee advocacy make the list? Your employees are one of the most valuable marketing assets available, and if you’re not putting them to use as part of an overall marketing strategy, you’re missing out on an incredible opportunity to increase revenue.
  • MODERN MARKETING  |  TUESDAY, JANUARY 3, 2017
    [Differentiation] 2017: The Year of the Data Driven CMO
    Download The Truth About the Martech Stack to learn what differentiates leading marketing technology platforms from the rest. Happy New Year everyone! I hope everyone had a great holiday season and I wish nothing but the best for everyone in 2017 and beyond. Now, as for you, the CMOs of the world, as we wave goodbye to 2016, the time has come to wave goodbye to some bad habits when it comes to the use of data and data driven marketing.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, MAY 4, 2015
    [Differentiation] How to be “Future Ready” for a career in marketing
    Future Ready strategy: Remember those oh-so-simple days of differentiating your product through its new lemon scent or stylish floral packaging? Future Ready strategy: Remember those oh-so-simple days of differentiating your product through its new lemon scent or stylish floral packaging? I was challenged by my friends at Dell to write a post on what it would mean to be “Future Ready” … How do we prepare and remain relevant for the next 5-10 years of business?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JUNE 9, 2015
    [Differentiation] The next generation of bloggers is here. And they are computers
    One way to differentiate in the future might very well be “100 percent human content served here.” One way to differentiate in the future might very well be “100 percent human content served here.”. The writing bots are here. Computer scientists in Finland have created an algorithm that can programmatically create better rap lyrics than actual rappers. The site bot or not challenges to you choose whether a poem was created by a human or an algorithm.
  • B2B MARKETING INSIDER  |  TUESDAY, NOVEMBER 1, 2011
    [Differentiation] 7 Ideas To Increase Your Twitter Followers
    Now the main question for Twitter users is, how can we differentiate our self with 140 characters and what should we do to use Twitter effectively? All over the world, Twitter is getting more and more popular every day. Once a site for developers and bloggers, Twitter has hit the mainstream of news, politics, sports and entertainment. That popularity affects the number of registered Twitter users and now Twitter has more than 200 million of them.
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