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  • 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?
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, JANUARY 15, 2014
    [Differentiation] The 2014 Priority List for Marketers
    Killer content is the key to differentiating yourself amongst a sea of competitors. Sales Prospecting Perspectives is pleased to bring you a post from Tamara Graves , Senior Director of Demand Generation at NetProspex. The holidays have passed and marketers are focusing on what will make them more effective and successful in 2014.
  • 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.
  • SYNECORE  |  TUESDAY, FEBRUARY 12, 2013
    [Differentiation] Digital Marketing Analytics: What SMBs Need to Know
    Obstacles include, broadly: Device differentiation. Source differentiation. The majority of businesses now not only recognize but are embracing digital as a non-expendable part of their marketing strategies. A recent report from Econsultancy says that 71% of businesses are planning to spend more on digital marketing in 2013 , and of those 46% are investing in analytics.
  • 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.
  • 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?
  • 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.
  • 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.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  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.
  • FEARLESS COMPETITOR  |  TUESDAY, OCTOBER 25, 2011
    [Differentiation] Find New Customers – the Unmarketing Company
    No ads are our competitive differentiation. B2B Demand Generation | The Competitive Advantage of No Marketing. We talked about our company policy of zero paid advertising. We rely instead on fans to talk about us via word of mouth. This matches the title of the book by Scott Stratten – Unmarketing “Stop Selling. Start Engaging.” ” We live that. Frankly, this is a huge competitive advantage, I think.
  • 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.
  • 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.
  • 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.
  • SALES PROSPECTING PERSPECTIVES  |  TUESDAY, OCTOBER 1, 2013
    [Differentiation] How to Become a Thought Leader In Your Industry
    Although the term has morphed over the years, I like the definition from Thought Leadership: how to differentiate your company and stand out from the crowd. A company with a reputation for dependability, consistency and quality services or products will win consumers'' business. Your company and the people within it should be seen as the leading experts in your industry, whether that be sales, marketing or, in AG Salesworks case, both.
  • ION INTERACTIVE  |  TUESDAY, SEPTEMBER 22, 2015
    [Differentiation] 9 Examples of Interactive Content to Inspire You
    88% of marketers say interactive content is effective at differentiating their brand. While just 55% indicate that static content is effective at differentiating. Please note: This was originally published on LinkedIn September 11, 2015. Interactive content is a browser-based digital experience designed for visitor participation. Think quizzes, assessments, calculators, configurators. And, it's radically effective.
  • 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.
  • IT'S ALL ABOUT REVENUE  |  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
  • IT'S ALL ABOUT REVENUE  |  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.
  • SALES PROSPECTING PERSPECTIVES  |  FRIDAY, JUNE 14, 2013
    [Differentiation] What's the Difference Between Teleprospecting and Telemarketing?
    The term “inside sales” came about in the 1980s to differentiate from the term “telemarketing,” which had been around since late 1970s. “Please place me on your no-call list.”. This is the phrase I’ve learned to repeat whenever someone calls my house during dinner time. Some anonymous person is always trying to solicit my money for products I definitely don’t need. A Shake Weight? No thank you! A subscription to Martha Stewart Living? Certainly not!
  • 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.
  • IT'S ALL ABOUT REVENUE  |  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.
  • SAVVY B2B MARKETING  |  THURSDAY, MAY 5, 2011
    [Differentiation] Want to be Essential and Memorable? Teach Your Prospects!
    Acknowledge them and differentiate. I also want to point out that Researchers and SME’s are not the same thing but are often hard to differentiate in early meetings. I have always been someone who leaped before I looked. Impulsive, I believe is the word my teachers wrote on my report cards. Then in 6 th grade I had a wise but gruff old science teacher who made me slow down and watch experiments. He let me fail by trying to rush them but never got angry.
  • 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.
  • AVITAGE  |  WEDNESDAY, MARCH 12, 2014
    [Differentiation] What is Content?
    For example, a colleague and sales messaging expert Michael Canon writing about marketing content in an excellent article, 9 Strategies to Increase Marketing Effectiveness: Enabling Greater Competitive Differentiation and Faster Revenue Growth, said this: “What you see is that it’s often not the content that’s the problem but rather the messaging in the content.”
  • THE B2B RESEARCH BLOG  |  THURSDAY, JUNE 9, 2011
    [Differentiation] Top ten B2B marketing challenges
    Differentiation. Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. I love this question for two reasons. One, it forces a focussed answer. And two, it explores the challenges we have in common – the problems we share – thus acting as a catalyst for collective improvement.
  • FATHOM  |  MONDAY, AUGUST 17, 2015
    [Differentiation] The Manufacturing Marketing Standard
    ” What the ‘must-have’ pages for manufacturing websites are and how they help to differentiate you from competitors. Assemble Your Digital Marketing Plan. We’re excited to announce the inaugural MFG Standard, a magazine created to serve all types of manufacturing companies by providing valuable digital marketing benchmarks, trends, updates and next steps toward becoming an industry leader.
  • CONTENTLY  |  TUESDAY, OCTOBER 11, 2016
    [Differentiation] What Journalists Can Learn From Marketers
    Know your differentiators. Successful marketing depends on leaning into uniqueness, and marketers go to great lengths to define and explain their differentiators. As a reporter, you might differentiate yourself through a unique voice, perspective, or level of expertise. After returning from Content Marketing World, Contently Editor-in-Chief Joe Lazauskas wrote a piece addressing the tension between the two ideological camps in branded content: journalists vs. marketers.
  • IT'S ALL ABOUT REVENUE  |  THURSDAY, JULY 14, 2016
    [Differentiation] What the Heck is Cross Channel Marketing and Why Would I Want To Do It?
    But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives. The term "cross channel marketing" is hardly new. It's been around for hundreds of years. Ok, maybe not hundreds but in some ways it seems that way, doesn't it? Marketers the world over have espoused its virtues and sang its praises while others, well have not.
  • E-QUIP  |  MONDAY, MAY 19, 2014
    [Differentiation] Brand 101: Clearing Up the Misconceptions
    There has been a growing interest in branding and differentiation among A/E firms in recent years. But considering the composite of all I''ve read on the subject, the best definition in my opinion is: Brand is the perception in the customer''s mind that differentiates (or doesn''t) a product, service, or company. But going the extra mile is also what will differentiate your firm.
  • BIZNOLOGY  |  TUESDAY, MARCH 21, 2017
    [Differentiation] All social media sites should offer profit sharing and ad revenue
    Doing so would differentiate the company so to do in a world where the only real incentive is attention, inclusion, play, and information. Either way, it would be something new, something that would fuel conversation and attention, and adding general audience revenue share to a social networking service like Facebook or Twitter would be enough differentiation that it might fuel the success of these aging social networks for another decade.
  • SMART MARKETING  |  TUESDAY, AUGUST 29, 2006
    [Differentiation] Smart Marketing: A tagline tip - An excerpt from my new book Stand Out from the Crowd
    Smart Marketing Jay Lipes blog at the intersection of small business st. marketing ave. About Available at Amazon.com Recent Posts A Recession-Busting Marketing Offer for Small Business 10 Commandments of Successful Marketing Management SMART Objectives: A Cornerstone of your Small Business Marketing Plan Small Business Marketing Tool: A Face-to-Face Networking Guide Its time for a Balanced Scorecard for the Big Three Great Small Business Marketing?
  • IT'S ALL ABOUT REVENUE  |  WEDNESDAY, NOVEMBER 30, 2016
    [Differentiation] With Email Deliverability Comes A Huge Responsibility
    The expertise and knowledge provided by ESPs is a differentiating factor between us, and can make a big difference in helping you reach your goals. I am privileged to manage global deliverability, across all Oracle Marketing Cloud properties. As you might imagine, I have the chance to speak to all kinds of customers, across all different customer life cycle stages.
  • B2B MARKETING TRACTION  |  FRIDAY, JUNE 14, 2013
    [Differentiation] In The Rush to B2B Social Media, Don’t Forget Strategy, Analytics
    If your marketing doesn’t speak in a highly compelling way to your audience and differentiate you from your competitors, you’re just part of the increasing noise of advertisers, trade show exhibitors, Tweeters and other social media blah-blah-blahers. As many businesses jump on the social media bandwagon, I’m seeing a real lack of strategic planning and analytics as part of the effort. Why is this happening, and why is this important?
  • THE B2B RESEARCH BLOG  |  TUESDAY, SEPTEMBER 1, 2015
    [Differentiation] Social media in B2B – the latest stats
    In a world where the biggest challenge facing marketers on social media is cutting through the noise (38 per cent), YouTube is offering the promise of differentiation through rich media. It is on this differentiated footing that YouTube is preparing its ascent up the B2B social media ladder. The allure of social media in B2B is growing rapidly.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, AUGUST 22, 2016
    [Differentiation] Data-Driven Marketing Tactics: 3 Technologies Optimizing Customer Experience
    While the ability to connect the right data sources in a meaningful way for audiences is a critical business differentiator, several factors inhibit the adoption of marketing and advertising technology. A convergence of marketing and advertising technologies is occurring. Performance advertisers know that data insights and integrations form the core of a winning campaign, both from a creative and a revenue standpoint.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, APRIL 22, 2016
    [Differentiation] 3 Features Content Marketing Technology Needs to Provide
    By leveraging new content across distribution channels, marketers are able to differentiate their brand as a thought leader in their industry, gaining their audience’s trust and loyalty. By now you probably have heard the phrase "it's not big data, it's the right data."
  • SALES PROSPECTING PERSPECTIVES  |  WEDNESDAY, DECEMBER 4, 2013
    [Differentiation] 30 Seconds or Less: 10 Best Practices for Delivering an Efficient Buying Experience
    You have to be able to deliver the value prop and differentiation in 30 seconds. Sales Prospecting Perspectives is pleased to bring you a guest post from Craig Rosenberg, the Funnelholic and a co-founder of Topo. Follow him on Google+ or Twitter. Whenever we think of sales and marketing efficiency, we typically focus on what we can do internally. Don’t get me wrong, you have to optimize your sales and marketing processes for efficiency.
  • IT'S ALL ABOUT REVENUE  |  MONDAY, JULY 18, 2016
    [Differentiation] The Contextual Inbox: Moment-of-Open Email Marketing
    Inboxes are filling up with more interactive messaging during the customer life cycle, and personalization is a key differentiator. Are you one of the 40% of email marketers who don’t segment their email campaigns? Since all ESP’s have data collection functionality, customer data is abundantly available, and triggered emails are based on a basic level of segmentation already—that statistic seems out of place in 2016.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JANUARY 25, 2012
    [Differentiation] Forget demographics. It’s all about the socialgraphics
    In a noisy online world increasingly cluttered with content, understanding your customers this deeply may be the only way to create a point of differentiation for your brand in the long-term. By Neicole Crepeau, Contributing {grow} Columnist. Traditionally, marketers have researched their customers’ demographics to have a clear idea of their age, gender, income, location, and other traits.
  • B2B MARKETING INSIDER  |  TUESDAY, SEPTEMBER 10, 2013
    [Differentiation] Content Quality vs. Content Quantity – The Great Content Debate
    These bright folks will drive the answer on how to balance between the need to create enough content to increase your share of customer conversations vs. the need to represent your unique point of view and differentiate yourself from the competition. Content quality vs. content quantity. How much content is enough? How good does it need to be? Every business struggles with this question. And the quality vs. quantity debate is something marketers have always struggled with.
  • JUNTA 42  |  WEDNESDAY, DECEMBER 14, 2011
    [Differentiation] Forget Content Curation, Focus on Original Content in 2012
    Compared to the creation of valuable, relevant, long-form content, curation is simple…and that’s the differentiator for you. Brands and media companies have been “curating” content for centuries, but 2011 saw the phrase content curation rise near the top of the content marketing stack. I can’t tell you how many marketers have approached me regarding their “content curation strategy” for 2012. Let’s right the ship folks.
  • MODERN B2B MARKETING  |  MONDAY, AUGUST 1, 2016
    [Differentiation] Get Scrappy: 7 Tips for Smarter Digital Marketing
    For a company that markets to both businesses and consumers, how do you differentiate between multiple audiences? Once again, differentiate with strategy. Author: Nick Westergaard Digital marketing isn’t going anywhere. However, new technologies bring about constant shifts, making it hard to keep up without the right strategy.
  • HALEY MARKETING  |  WEDNESDAY, MARCH 16, 2016
    [Differentiation] Why Should Your Staffing Firm Have a Blog?
    Give company a personality online and helps to differentiate. The question seems easy enough to answer, but when you think about it, there’s a lot to understand. Sure, having a blog is a quick and easy way to throw information up on your site, publish stories of interest about your company’s goings-on – but what is a blog actually good for? Consider these benefits of a blogging program: Serves as the foundation for a content marketing strategy.
  • SALES LEAD INSIGHTS  |  THURSDAY, JULY 14, 2011
    [Differentiation] Bridging the Content Chasm for B-to-B marketing automation and lead generation
    It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively. There’s a new marketing term that I’m hearing more and more often - “the Content Chasm”.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, APRIL 6, 2015
    [Differentiation] Social selling and the social enterprise: From fantasy to reality
    The third driver is the opportunity for differentiation and competitive advantage. I think we literally have the ability to completely differentiate our sales force from the competitors. The third driver is the opportunity for differentiation and competitive advantage. I think we literally have the ability to completely differentiate our sales force from the competitors. Many organizations are experiencing frustration with the concept of the “social enterprise.”
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, SEPTEMBER 25, 2015
    [Differentiation] Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing
    ” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. Despite the pervasiveness of data-driven technologies, many marketers still struggle to deliver individualized experiences when they really count.
  • B2B MARKETING TRACTION  |  WEDNESDAY, MAY 21, 2014
    [Differentiation] Discipline and a Plan Are Keys for Success in Content Marketing
    This will give you important information from which you can develop your content marketing strategy and frequency, so that you can compete effectively and perhaps differentiate from your competitors. Content marketing requires strategy and discipline for successful results. I recommend creating a strategic plan and schedule for execution. For success in content marketing, you need to be strategic and disciplined.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, DECEMBER 17, 2015
    [Differentiation] Case study: Social media success in regulated industries
    The BPV leadership team knew content marketing represents a long-term investment … but also a huge opportunity for competitive differentiation. Related Stories Sponsored content and the economics of trust 25 Nuggets of Essential Social Media Wisdom How to differentiate your blog based on the time you can put into it. I teach at Rutgers University in New Jersey, the epicenter for many major companies in pharmaceuticals, insurance, and banking.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, SEPTEMBER 25, 2015
    [Differentiation] Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing
    ” As Forrester writes: "[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. Despite the pervasiveness of data-driven technologies, many marketers still struggle to deliver individualized experiences when they really count.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  WEDNESDAY, DECEMBER 5, 2012
    [Differentiation] [Video] #1 Rule for Building Relationships With Customers
    If you don't want that to happen -- start focusing on becoming the differentiator. Are buyer's expectations of salespeople changing? They sure are. Today's crazy-busy prospects have raised their standards in the past few years. If you just want to talk with them about your product or service, they have absolutely no time for you. All that information is on the Internet -- and they can read it on their own time. They don't need you for that.
  • JILL KONRATH'S FRESH SALES STRATEGIES BLOG  |  TUESDAY, FEBRUARY 25, 2014
    [Differentiation] Why Half-Baked Ideas Are Perfect Sales Conversation Starters
    I was speaking at a sales kickoff meeting, stressing a key message—that sellers, not their products or services, are the key differentiator today. Even if your ideas won’t work for their organization, you’ve differentiated yourself from competitors and established yourself as a valuable resource. It happened again last week. I said, "Be an idea person. Today’s crazy-busy prospects love it when you bring them ideas on how to improve their business.". That’s when the hand popped up.
  • HINGE MARKETING  |  WEDNESDAY, JULY 6, 2016
    [Differentiation] Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
    Uncover your firms true differentiators in Hinge University’s course, Differentiation, Positioning & Messaging. Brand strategy in professional services goes far beyond a firm’s name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as “brand”, yet are often overlooked or underestimated for the value they bring to the table.
  • LATTICE  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] Our Funnel is Flipped: ABM Takes Over #FlipMyFunnel
    Customer Lifecycle – Moderate to large number of existing customers that receive differentiated outreach. How do you know two B2B marketers are talking about account-based marketing? Their lips are moving. – Joe Chernov of InsightSquared via the Engagio blog. All jokes aside, get ready for account-based marketing to explode. More and more marketers are considering abandoning lead-based marketing tactics to focus on account-based marketing.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 17, 2016
    [Differentiation] What is Brand Positioning and Why Does it Matter?
    Differentiation. Differentiation. Many firms differentiate themselves visually — with color, their logo or ad campaigns. Make a list of your top four to six differentiators. Uncover your firm’s true differentiators in Hinge University’s course, Differentiation, Positioning & Messaging. At Hinge, we’ve helped a lot of professional services firms position – and even reposition – themselves in the marketplace.
  • B2B MARKETING TRACTION  |  THURSDAY, AUGUST 11, 2011
    [Differentiation] Does Your Pricing Leave Money on the Table?
    Customers will be more sensitive to prices if they know there are substitutes or if they think your product lacks differentiation. If you are able to differentiate yourself from your competition, there is a better way to price. A value-based pricing model that has proven to be a real differentiator in today’s value-oriented culture. Tweet. Blog entry excerpted from Jennifer Beever's Marketing chapter in The Book on Business from A to Z.
  • WEBBIQUITY  |  MONDAY, OCTOBER 29, 2012
    [Differentiation] Maximize Your Online Visibility: The Web Presence Optimization (WPO) Framework
    The WPO framework has evolved over the past 34 months from the spaghetti-ish original WPO model to the refined definition of web presence optimization a year ago to today’s streamlined version focused on the five broad areas of presence: Content strategy is developed based on market interests, competitor moves and company or product differentiation then shared through one (or more often a combination) of channels.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JULY 7, 2015
    [Differentiation] Why you need to obsess about content saturation
    In this situation, you probably need to pivot: can you further differentiate by demographic audience? In this situation, you probably need to pivot: can you further differentiate by demographic audience? Recently I wrote a post stating that the most important word in marketing is “maneuver.”
  • AVITAGE  |  TUESDAY, JANUARY 19, 2016
    [Differentiation] B2B Sales Conversations — By Design
    The objective is to actually create value for customers, and differentiation for vendors, through conversations that deliver insights and useful ideas. To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible.
  • FEARLESS COMPETITOR  |  SUNDAY, MAY 19, 2013
    [Differentiation] Encore: Insights from @TheCMOClub Innovation Summit – @MargaretMolloy on Marketing Made Simple TV
    ” 2) How to differentiate your company through the brand experience. (For those who unfortunately missed the show premiere on Thursday, we share an encore show on Sunday too.). By the way, this award-winning blog is powered by WPEngine – the best and fastest hosting available. Want to supercharge your WordPress blog? Check out this to learn more and you’ll find a great offer for you.
  • INFER  |  SUNDAY, OCTOBER 2, 2016
    [Differentiation] CEO Insights: AI-First, the Overhype, and the Last Mile Problem
    This key differentiation led to their rise in popularity, and that differentiation depended on data intelligence that started on day one. AI is hot, I mean really hot. VCs love it, pouring in over $1.5B in just the first half of this year. Consumer companies like Google and Facebook also love AI, with notable apps like Newsfeed, Messenger, Google Photos, Gmail and Search leveraging machine learning to improve their relevance.
  • BIZNOLOGY  |  THURSDAY, JULY 2, 2015
    [Differentiation] What can your B2B data do for you?
    Segmenting customers for differentiated treatment. Data is all the rage in marketing today. Everyone is talking about it. “A A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems.
  • THE ROI GUY  |  MONDAY, SEPTEMBER 19, 2011
    [Differentiation] B2B Buyers: It’s all about the Benjamins
    Sales and marketing a higher-priced supplier requires proactive transparency, differentiating the higher initial price versus a superior solution with lower costs over the useful lifecycle, more business value / bottom-line benefits, and / or lower risks. Over 2/3rds of B2B buyers indicate that immediate purchase price dominates their buying decisions 60% or more of the time.
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