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  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • MODERN MARKETING  |  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.
  • MODERN MARKETING  |  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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.”
  • MODERN MARKETING  |  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.
  • MODERN MARKETING  |  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  |  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.
  • 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.
  • 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.”
  • 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.
  • 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.
  • MODERN MARKETING  |  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.
  • HINGE MARKETING  |  MONDAY, OCTOBER 7, 2013
    [Differentiation] Strong Brand, Weak Brand: 5 Brand Killing Beliefs You Must Avoid
    ” This is the sad reason that so many websites look the same and so many “differentiators” are not really differentiators. Our research on high growth professional services firms shows that clearly communicated, strong differentiators are associated with faster growth and higher profitability. No differentiators, no margin. If you ask your firm’s senior management, most would probably say that they want a strong brand.
  • 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.
  • FATHOM  |  FRIDAY, SEPTEMBER 25, 2015
    [Differentiation] How Health Systems Can Avoid Duplicate Hospital Content
    While there isn’t necessarily a quick fix for this issue, there are several details to explore and pieces of information to gather that can be used to help differentiate between hospitals that seem identical. In addition to facts, digital healthcare marketers can differentiate web copy across facilities by adding in patient testimonials. Even a small differentiator can make a big difference when it comes to healthcare content and marketing.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MARCH 9, 2016
    [Differentiation] How to create engagement with customer flow
    What differentiates us from our competition? That however makes it difficult to differentiate ourselves from the competition. What differentiates us from our competition? That however makes it difficult to differentiate ourselves from the competition. by Ger van den Buijs, {grow} Community member. Most articles present Customer Journey as a given fact. They presume customers are happy with their purchasing journey. I doubt that.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, MAY 26, 2013
    [Differentiation] 10 Maxims of Successful Blogging
    Your point of differentiation is you. I enjoy coaching people with their blogging efforts and there are 10 pieces of advice I seem to dispense the most often. So I thought you might be interested in these ideas. Whether you are blogging for your business or for the pure joy of it, I think these ideas will help you: 1. We live in an increasingly information-dense world. The only way to stand out is to dig down deep and bring your own story to the world.
  • MODERN MARKETING  |  TUESDAY, JANUARY 31, 2017
    [Differentiation] To Be Agile CMOs Must Align Digital and Traditional Marketing Strategies
    But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives. One of the definitions of the word align is to bring into cooperation or agreement with a particular group.
  • DIGITAL B2B MARKETING  |  THURSDAY, FEBRUARY 9, 2012
    [Differentiation] 4 Problems Killing Thought Leadership Marketing
    This is a position that creates differentiation for a company, before getting to any individual product or service. Chris Koch shared Four Reasons to Hate Thought Leadership earlier this week. He made some great points in his call to end the use of the phrase thought leadership, but ultimately I disagree with his conclusion. We don’t need to stop using the phrase, we need to start using it right.
  • HINGE MARKETING  |  WEDNESDAY, APRIL 22, 2015
    [Differentiation] 9 Steps to Building a Unique Value Proposition in Management Consulting
    Not only will it help differentiate you from the competition, prospective clients will be more likely to engage your services knowing that you really understand their business. Next, make sure that your statement is clear, no longer than a few sentences, and offers some kind of differentiator from the competition.
  • DIGITAL B2B MARKETING  |  THURSDAY, JUNE 14, 2012
    [Differentiation] 7 Steps to Find Your Content Marketing Sweet Spot
    Your Turn Will we see a major trend towards companies using content marketing to broadly differentiate themselves in the market, or will companies focus on using content in the buying process? You are ready to take your content marketing to the next level. Until now, you have been producing mostly mid and late stage content. Your content supports the sales process and effectively communicates the value of your solutions to prospects.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] The number one business opportunity in marketing today
    I believe that just a basic knowledge of measurement tools can go a LONG WAY in helping to propel and differentiate your business … and so does Tom Webster, the co-host on the Marketing Companion podcast. I believe that just a basic knowledge of measurement tools can go a LONG WAY in helping to propel and differentiate your business … and so does Tom Webster, the co-host on the Marketing Companion podcast.
  • VERTICAL RESPONSE  |  WEDNESDAY, OCTOBER 23, 2013
    [Differentiation] The Psychology of Color & Marketing – What Actually Works?
    According to KissMetrics , “Color increases brand recognition by 80 percent,” so differentiation is key for creating brand identity. “It It has been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple),” Ciotti says. “It’s How do the colors red or purple make you feel?
  • HINGE MARKETING  |  MONDAY, JUNE 19, 2017
    [Differentiation] Brand Research for Professional Services: What Every Executive Needs to Know to Grow Their Brand
    All too often in the professional services field, you see lots of competition with very little differentiation. In fact, most firms rely on “me too” differentiators, so they all sound pretty much the same. Brand research can give you solid answers to questions you were guessing at before: for instance, the differentiators that matter most to your clients or the services they would most like to see you offer.
  • 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.
  • HINGE MARKETING  |  MONDAY, JUNE 29, 2015
    [Differentiation] Top 7 Branding Ideas for Your Consulting Firm
    Position your brand based on real differentiators. Not only does it help you ground your branding in the reality of the marketplace, it helps you identify or find new and relevant differentiators that will set your firm apart from the rest of the pack. The answers to these questions will help you identify differentiators on which to build your new brand. Either way, your differentiators must pass three tests.
  • RADIUS  |  WEDNESDAY, MAY 24, 2017
    [Differentiation] Future Of B2B Marketing And Sales: 20 Experts Share Their 2017 Predictions
    This year will be the year of differentiation. Data Science, Machine Learning, or Predictive no longer function as a differentiator. Differentiating offerings, especially in buzz-heavy spaces, and implementing mature strategies are key trends. Revenue, that’s the name of the game in 2017. And has been for a long time. We’ve heard a lot this year about AI, machine learning, and the like.
  • MODERN MARKETING  |  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."
  • MODERN MARKETING  |  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  |  MONDAY, SEPTEMBER 21, 2015
    [Differentiation] The Business Case for Blab: Trust Acceleration
    Related Stories Creating the beautiful blog with Stanford Smith A new process to quantify content marketing success 5 Big tips to make LinkedIn ads work for you Case study: Social media engagement as a point of differentiation A solution to the content marketing measurement puzzle. The new streaming video platform Blab is all the rage. Is it really this good? Is it going to “stick” or is it the Ello of the month?
  • GREAT B2B MARKETING  |  MONDAY, FEBRUARY 23, 2015
    [Differentiation] How to Beat Larger Competitors at B2B Marketing and Sales
    Your mission is to differentiate yourself in ways that translate into perceived market needs, and then present an offer to take advantage of these unique market segments. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness.
  • MODERN MARKETING  |  SUNDAY, APRIL 20, 2014
    [Differentiation] 4 Must Dos For Sales and Marketing Pros
    What differentiated the winning seller was that he or she: 1. by Melissa Madian | Tweet this “I know I need to be unique and different when talking to customers; but I don’t know how?”. I had just finished running a sales training session for a group of major account reps, when a colleague came up to me and very quietly uttered the above quote. He was clearly embarrassed, lost and distraught.
  • MODERN MARKETING  |  TUESDAY, DECEMBER 29, 2015
    [Differentiation] The 10 Challenges Facing a CMO Faces When Trying to Lead the Customer Experience
    Digital media serves as a strategic resource for sharpening customer focus because it is full of highly differentiated market and customer data, providing critical information from around the world, 24/7 and at a minimal cost. Today's CMO faces a multitude of challenges and at or near the top of the list is overseeing the customer experience, assuming you believe the CMO should oversee it in first place.
  • WEBBIQUITY  |  TUESDAY, DECEMBER 15, 2015
    [Differentiation] Customer Experience Starts with Your Employees
    As products, stores, and services increasingly begin to look alike, customer experience will increasingly define and differentiate a brand. This post originally appeared on Medium. Providing a great customer experience creates sustainable competitive advantage and higher profits. Here’s why that starts with designing a great employee experience—and how to do that. There’s a solid argument to be made that “customer experience” isn’t just another business buzzword.
  • WEBBIQUITY  |  TUESDAY, MAY 31, 2011
    [Differentiation] Trust Me: Why Trust is Crucial for Business Success, and How to Built It
    Differentiate yourself, with disparaging your competition. According to a recent presentation from HubSpot , “selling is 10X easier once you have established trust.&# Other than having something of value to offer, trust is the most essential element for business success. It removes psychological barriers and objections to buying, and makes people want to do business with you because they are comfortable.
  • HUBSPOT  |  THURSDAY, DECEMBER 27, 2012
    [Differentiation] The 5 Questions You Should Ask to Nail Your Product Messaging
    With a broadly known slogan, “Tapped From the Rockies,” one of Coors' biggest brand differentiations was the freshness of the water used in its beers' brewing process. 4) How will the message differentiate us from our competitors? Market differentiation is partly product and partly message. In all likelihood, Coors Water didn't fail because the product wasn't any good or because it didn't have enough differentiation.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, NOVEMBER 7, 2010
    [Differentiation] Ten reasons to blog – even if nobody reads it
    2) Marketing differentiation – Finding a way to stand-out may be the most difficult chore a business faces. . Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all. There must be some good business reason they do it, right? . There better be.
  • ACT-ON  |  WEDNESDAY, AUGUST 10, 2016
    [Differentiation] The Devil’s in the Details: Best Practices For Email From Names and Addresses
    Use slightly different names to differentiate among subscription categories or types of communication. Here’s how the New York Times differentiates breaking news: The “Southwest Click’n’Save” sender name is how Southwest Airlines makes an offer: And it’s always a good idea to have a separate sending name for Support or Account Services.
  • WEBBIQUITY  |  TUESDAY, OCTOBER 4, 2016
    [Differentiation] The Single Most Important Element for Increasing B2B Lead Gen and Sales
    A human voice on the other end of the line can be both a powerful differentiator and friction-reducer. In sales situations where vendors are unfamiliar and product differentiation is unclear or insignificant, buyers will seek broader information about the companies in order to arrive at a decision. This post originally appeared on MarketingProfs.
  • CRIMSON MARKETING  |  THURSDAY, APRIL 16, 2015
    [Differentiation] 4 Ways To Make Your B2B Content Marketing Strategy Stand Out
    Reaching that goal requires a focus in strategy and at the same time, in order to stand out, marketers need to differentiate.” Content marketing has reached a pinnacle. Creating more content isn’t the answer anymore. We’ve now entered a world of content overload. IBM reports that 90% of the world’s data has been created in the past 2 years. That’s a staggering number! .
  • BUZZ MARKETING FOR TECHNOLOGY  |  WEDNESDAY, OCTOBER 15, 2014
    [Differentiation] Interview with Simon Sinek – Start With Why
    It’s whatever you call it, your differentiating value proposition, your USP, the things that you think make you different or stand out from the crowd. I had a chance to catch up with fellow author, Simon Sinek to discuss his book called – Start With Why at the World Business Forum held in New York at Radio City Music Hall on October 7-8. My goal was to go a bit more in-depth on how to get started for B2B marketers, hope you enjoy the interview.
  • MODERN MARKETING  |  TUESDAY, OCTOBER 18, 2016
    [Differentiation] CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality
    It is important to differentiate between cross channel coordination and orchestration. After reading the following sentence your reaction should be something along the lines of "tell me something I don't know."Marketers "Marketers must keep pace with the modern customer – who is fast, digital and unstructured – to outpace the competition. Of course you already know that.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 30, 2013
    [Differentiation] Time to re-think your business: “Competitive advantage” no longer exists
    Michael Porter says competitive advantage means having low costs, differentiation or a successful focus (niche) strategy. But you can’t use any of these definitions (other than low costs, differentiation or successful focus) to know whether a firm in fact has a competitive advantage. Michael Porter says competitive advantage means having low costs, differentiation or a successful focus (niche) strategy. By Dr. Milind Lele, {grow} Community Member.
  • ACT-ON  |  THURSDAY, FEBRUARY 11, 2016
    [Differentiation] Why Customer Experience is the Hot New Thing in Marketing
    Your customers’ experience is part of your product – and a way to differentiate yourself in the market. Customer experience is also a way to differentiate yourself from your competition. It’s a view of the customer lifecycle powerful enough to differentiate companies, spike stock values, retain and attract better hires, and dramatically increase ROI. “The customer experience is the next competitive battleground.”. Jerry Gregoire, former CIO of Dell and Pepsi.
  • BIZIBLE  |  THURSDAY, FEBRUARY 9, 2017
    [Differentiation] Leveraging Unique Data For Powerful Content Marketing
    For many companies, especially those in the martech space, a key product differentiator is a unique approach or a unique perspective on data. This is where we use our unique dataset and our unique perspective as a differentiator. As a content marketer, I’m always trying to deepen my understanding of our audience. What information are they looking for and how can I provide something that’s valuable? To figure this out, we look at the data.
  • B2B MARKETING INSIDER  |  MONDAY, APRIL 13, 2015
    [Differentiation] 5 Storytelling Lessons From Game of Thrones
    The differentiator is amazing, engaging content. Did you watch the Season 5 opener? Well I am totally obsessed about HBO’s The Game of Thrones. Not only is it just great programming. It’s also an amazing opportunity to learn about the art of storytelling and apply that to your brand’s desire to connect with your own target audience. Just in time for the season 5 opener, Lauren B. Mangiaforte shares these 5 Storytelling Lessons from Game of Thrones.
  • HINGE MARKETING  |  MONDAY, JANUARY 18, 2016
    [Differentiation] Elements of a Successful Brand 5: The Name
    But firms with an eye to the future may want to choose a name with better long-term branding prospects — one that is short, differentiated from competitors, and unlikely to metamorphose over time. But if you are in a highly competitive market with little differentiation among firms, a distinctive name could give you a leg up. You are looking for a way to differentiate your firm. Differentiate you; contrast you against competitors. A brand is a complex organism.
  • VIDYARD  |  WEDNESDAY, MARCH 1, 2017
    [Differentiation] Leveraging Video to Get More Sales Meetings [Podcast]
    When I’m focusing, a big part of that is trying to think differently and strategically to differentiate myself. Differentiation and being strategic are the two biggest sales philosophies I stick with. The more we talk to sales people, the more we realize that cold calling just isn’t cutting it anymore. And when you’re targeting large, enterprise companies, you need every edge you can get just to get your prospects’ attention — let alone land a meeting.
  • WEBBIQUITY  |  TUESDAY, MAY 13, 2014
    [Differentiation] The Most Important Force for Increasing Leads and Sales
    A human voice on the other end of the line can be both a powerful differentiator and friction-reducer. In sales situations where vendors are unfamiliar and product differentiation is unclear or insignificant, buyers will seek broader information about the companies in order to arrive at a decision. A version of this post previously appeared on MarketingProfs.
  • HUBSPOT  |  FRIDAY, FEBRUARY 6, 2015
    [Differentiation] Should You Hire Marketing Specialists or Generalists?
    Weak to strong Highly differentiated. Strong Moderately Differentiated. Overcrowded Little to No Differentiation. This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post. For many years now a debate has been raging on about whether it’s better to hire a marketing generalist or a specialist.
  • KOMARKETING ASSOCIATES  |  TUESDAY, AUGUST 18, 2015
    [Differentiation] 6 Content Marketing Lessons to Learn from Monopoly
    Additionally, a consistent, unique voice will allow organizations to differentiate themselves from the competition. She explained how important it is for brands to rethink the way they communicate to their audience, with a focus on “differentiating the message.” A few weeks ago, I was with some friends and family and we decided to dust off the Monopoly box for some old-fashioned fun.
  • B2B LEAD GENERATION BLOG  |  MONDAY, AUGUST 18, 2014
    [Differentiation] Why Servant Marketing Matters
    This is especially true for companies that have a complex sale where B2B buyers face daunting decisions that involve huge risks, and sellers struggle to articulate their value propositions and differentiate themselves from competitors. Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.”
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, JUNE 22, 2015
    [Differentiation] Tealium Grows from Tag Manager to Customer Data Platform
    It’s an important differentiator compared with other Customer Data Platforms, which often don’t support true real-time interactions. It took me an embarrassingly long time to recognize why Tealium ’s AudienceStream is just a bit odd. The oddity itself I saw immediately: while most marketing systems focus on sending messages to customers, AudienceStream is organized around overwriting data and sending it to other systems.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, DECEMBER 13, 2014
    [Differentiation] BlueConic User-Driven Marketing Maturity Model: Surprises on the Road to Customer-Centric Marketing
    The very first stage of the model, Level 0, involves no differentiation at all: every customer is treated the same; in fact, customers may not even be identified. I’m as fond of hearing my voice as most consultants, which is very fond indeed.
  • THE ROI GUY  |  TUESDAY, JULY 11, 2017
    [Differentiation] Forrester: The Accelerating Death of the B2B Sales Rep
    In order to make your prospect interactions more effective, the migration to digital, especially early in the buyer journey is real, and one that will require interactive and prescriptive content marketing investments to meet buyer needs, differentiate from the competition, and motivate the purchase decision forward. Two years ago, I was sitting amongst a shocked audience, listening to analyst Andy Hoar pronounce the “Death of the B2B Sales Rep”.
  • HINGE MARKETING  |  WEDNESDAY, JANUARY 4, 2017
    [Differentiation] 3 Sales and Marketing Strategy Ideas for 2017
    The answer is differentiation. In this post on differentiation , we describe a process to uncover attributes that your firm can promote and use to separate yourself from your industry’s rank and file. The best way to differentiate your firm is to have (or create) a real difference. Whatever you think of cigarettes, the scene points a way forward for any poorly differentiated company. Once you identify your primary differentiator, don’t shy away from it.
  • BIZNOLOGY  |  THURSDAY, AUGUST 30, 2012
    [Differentiation] Digital marketing requires laser focus
    Marketing has always needed focus–focus on who your best customers are and what your biggest differentiation is. Bulls Eye (Photo credit: Jens Dahlin). Three clients. Three stories. But they are all, in a sense, the same story. a failure to focus. Because digital marketing forces you to compete with many more companies from all over the world, it requires that you have a laser-like focus on who your target market is. Because if you don’t, someone else will.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JANUARY 14, 2014
    [Differentiation] Strategies to help your business overcome information overload
    Passionate content versus content and why “helpful” is not a point of differentiation. A focus on emotional ties and “human” as a competitive strategy - Bronies and the Celine Dion play — you just have to hear it to believe it - Passionate content versus content and why “helpful” is not a point of differentiation.
  • DIGITAL B2B MARKETING  |  TUESDAY, NOVEMBER 29, 2011
    [Differentiation] Inbound Marketing: A Square Peg in a Round Hole?
    Every company is looking to differentiate by meeting specific business needs. They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. But it doesn’t make sense for all.
  • DIGITAL B2B MARKETING  |  TUESDAY, NOVEMBER 29, 2011
    [Differentiation] Inbound Marketing: A Square Peg in a Round Hole?
    Every company is looking to differentiate by meeting specific business needs. They have successfully differentiated with additional services and logistics, and they have become one of the leading businesses in their category. Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. But it doesn’t make sense for all.
  • WEBBIQUITY  |  TUESDAY, MARCH 8, 2016
    [Differentiation] 22 Tantalizing Content Marketing Stats and Facts
    But the capacity of buyers to consume content hasn’t changed, making content quality (as noted by several contributors to the 2016 B2B Marketing Trends report ) the focus of differentiation moving forward. With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, JULY 22, 2012
    [Differentiation] The Net Generation and the future of social media marketing
    If you are in an industry that is slow to innovate, is this an opportunity for differentiation and competitive advantage? I saw Don Tapscott speak at SXSW and was inspired to read his excellent book Grown Up Digital. Through extensive research, he identified the new norms and expectations of the “Net Gens,” the first generation to grow up entirely digital. How has this changed their outlook, their lifestyle, and their expectations of society?
  • CRIMSON MARKETING  |  WEDNESDAY, SEPTEMBER 4, 2013
    [Differentiation] The Three C’s of Solutions Marketing: An Interview with Bob Braham [Podcast]
    The Competitor – Differentiate yourself by attacking the problem in a unique way that creates value for your customer. Your customers care about results because they have a problem they need you to fix. Problems are nothing more than a disruption, and herein lies your opportunity. . Bob Braham provided me with some very interesting insight into what he calls the “three C’s of solutions marketing”: .
  • VERTICAL RESPONSE  |  TUESDAY, OCTOBER 20, 2015
    [Differentiation] Even the Smallest Businesses Can Sink its Teeth into These 10 Branding Lessons from Apple
    Differentiate yourself with real differences. Instead, differentiate yourself as Apple did, through innovation, superior customer service, and marketing and advertising campaigns that engage consumers’ emotions. Of course, you’ll always need to be aware of what competitors are doing, but the bulk of your energy and branding efforts should be focused on using your differentiating strengths to break new ground in your industry.
  • DIGITAL B2B MARKETING  |  TUESDAY, NOVEMBER 5, 2013
    [Differentiation] Why Content Curation Is Not The Answer
    They must be able to differentiate between mediocre, good and great. The biggest problem in B2B content marketing is that it requires content. Somehow, this most obvious of truths has become the thorn in the side of B2B marketing (and the inspiration for 1,000s of pieces of content). So what if you could be a content marketer without actually creating content? Hallelujah! All your problems are solved! Enter curation, the glittering solution for today’s content marketers.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SATURDAY, MARCH 5, 2016
    [Differentiation] Three companies using IT for dramatic transformation
    The company repairs a lot of cars and they are using insights from Big Data as a point of competitive differentiation. The company repairs a lot of cars and they are using insights from Big Data as a point of competitive differentiation. I used to work for a big global company. Here was the management view of the IT department: It is the help desk. It is a necessary evil. It is a cost to be cut. Of course, times have changed. Or … have they?
  • THE ROI GUY  |  TUESDAY, DECEMBER 16, 2014
    [Differentiation] Value Selling and the Buyer’s Journey: 3 Conversations to Get "Do Nothing" to "Yes"
    With today’s new breed of buyer, it is vital to not just pitch products, but facilitate the buyer’s journey: sequentially delivering the provocative messaging, insights, financial justification and differentiation to advance from “Do Nothing” to “Yes”. Of course, if you engaged with the buyer early, and helped facilitate the early stages of the decision cycle, you have likely created a superior customer experience, are viewed as more consultative and are by default most differentiated.
  • MODERN MARKETING  |  TUESDAY, SEPTEMBER 27, 2011
    [Differentiation] The New 4 P’s of Marketing
    That’s made the presentation of data a key way to differentiate your brand. by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing.
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, AUGUST 11, 2014
    [Differentiation] Life Enrichment: Be a Top Performer
    Every salesperson wants to be successful, as does every sales manager, everyone has good ideas, but execution becomes the key differentiator in success. The Difference Between Average and Top Performers. In preparation to speak at a sales award banquet this week I was thinking about what kind of message I wanted to leave with the audience and in thinking though a variety of ideas I realized it maybe a common concept that ALL sales leaders must reinforce to their teams.
  • HUBSPOT  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] Go Beyond Blogging: How to Become a Great Storyteller
    That''s what differentiates an article, from a story. In fact, it''s highly effective in telling a remarkable story and differentiating your brand. This post originally appeared on Inbound Insiders , a new section of HubSpot''s Inbound Marketing Blog. Opinions are like blogs: Everyone has one. In fact, most of the business world has finally caught on to the fact that in order to succeed in a post-outbound world, you need great content.
  • HUBSPOT  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] Go Beyond Blogging: How to Become a Great Storyteller
    That''s what differentiates an article, from a story. In fact, it''s highly effective in telling a remarkable story and differentiating your brand. This post originally appeared on Inbound Insiders , a new section of HubSpot''s Inbound Marketing Blog. Opinions are like blogs: Everyone has one. In fact, most of the business world has finally caught on to the fact that in order to succeed in a post-outbound world, you need great content.
  • B2B MARKETING INSIDER  |  WEDNESDAY, MAY 7, 2014
    [Differentiation] The Future Of Digital Marketing
    It needs to be differentiated in order to stand out. Last week I was honored and thrilled to be interviewed by Outbrain in The Guardian’s Digital Content Hub. In this interview I talk about: Content and data are the future of digital marketing. Storytelling and the battle for customer attention. How Content marketers must be content curators and consumers themselves. Great content must inform, inspire or entertain. Good content is simply content someone wants.
  • BIZNOLOGY  |  FRIDAY, APRIL 5, 2013
    [Differentiation] The secret of radical innovation starts with roadside bathrooms
    Want to differentiate yourself from your competitors? Innovations in these touch points will help differentiate you from your competitors and give your customers more reasons to buy from you. Credit: Seth1492. What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not! Innovation is simply finding a way to provide a “little something extra” to your customers with things they value.
  • B2B MARKETING INSIDER  |  TUESDAY, NOVEMBER 27, 2012
    [Differentiation] 6 Steps To Executing A Content Strategy
    There are plenty of folks out there trying to define content strategy and differentiate it from traditional marketing, content marketing, digital marketing, social media and search engine optimization. Content Strategy is a very confusing topic in business and marketing circles. But exactly how do you execute it once you have defined it, sold it in and been handed the mandate to get it done?
  • MODERN B2B MARKETING  |  WEDNESDAY, JUNE 28, 2017
    [Differentiation] Videos for Lead Nurturing? They Can Do a Lot More Than You Think
    Let’s say your product has three major differentiators, X, Y, and Z, and you usually pitch them in that order. With interactive video you can let viewers skip ahead to the differentiator that matters most to them—they’ll like that. According to SiriusDecisions, 80% of unqualified leads today—those understandably ignored by sales—will go on to buy from someone within the next 24 months. The solution is nurturing, buy how do you do that? Opportunistic Video.
  • MODERN MARKETING  |  TUESDAY, NOVEMBER 3, 2015
    [Differentiation] Ok CMOs the Time Has Come To Do This, Finally
    The time has come to stop differentiating and labeling something as "digital marketing" and start referring to it, quite simply, as marketing. Know the old expression "resistance is futile?" " I don't know exactly where it came from or who said it first but I do know that in the case of CMOs —and frankly ALL marketers, resistance to this is indeed, futile. The "this" I am referring to is.
  • MODERN MARKETING  |  WEDNESDAY, NOVEMBER 5, 2014
    [Differentiation] Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages
    The webinars and supporting collateral should also create clear points of differentiation between you and your major competitors. Editor's Note: Today's post comes courtesy of Tom Masotto, VP Product Marketing & Business Development at ON24 , a cloud-based webinar platform. This post is Part 2 of a 2-part series. You can read part 1 here.
  • VIEWPOINT  |  FRIDAY, JUNE 24, 2016
    [Differentiation] Q&A With Dave Stein and Steve Andersen
    If you don’t want to be commoditized, or pressured into discounting to win the sale, you need to help your customer understand the unique differentiable value that your organization can offer. Without an authentic relationship, the task of helping your customer understand your unique differentiable value becomes much more challenging. A remarkable new book is changing the way that B2B sales professionals think about, approach, and serve their customers.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MARCH 28, 2012
    [Differentiation] How does social media affect trust and your brand?
    To deliver meaningful and differentiated value and benefit. By Contributing {grow} Columnist “Social Steve” Goldner. You want successful social media marketing for your company or brand? Think “Trust Marketing.” You can say you heard it here on the {grow} blog first. In 2009, Chris Brogan and Julien Smith released their book Trust Agents. This book focused on trust as it relates to influence. In other words, brands need to identify the people that they want on their side.
  • MODERN MARKETING  |  TUESDAY, MARCH 29, 2016
    [Differentiation] The 5 Things a CMO Needs to Watch Out for When Leading the Customer Experience
    In part, this is because customer experience is a chief differentiator in companies that understand the strategic nature of this role. The importance of leading the customer experience cannot be understated. However, if the CMO steps into this role, there are risks along with rewards. It may mean, in some organizations, that you’ll have to start by wearing a flak jacket to repel those who want to do you in.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, DECEMBER 15, 2011
    [Differentiation] 2012 Content Marketing Trends for Manufacturers and Industrial Companies
    Blog posts written by internal experts establish thought leadership and help to differentiate you from your competition. I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies.
  • AMPLIFINITY  |  TUESDAY, OCTOBER 27, 2015
    [Differentiation] Why your referral marketing recipe needs to include CAN SPAM
    But do you know how to differentiate your referral program recruitment emails from spam? By keeping your emails compliant with the CAN SPAM Act you can easily differentiate your referral program emails from spam. How well does your referral program walk the CAN SPAM line? Let’s be honest, most people detest spam in both the digital and the supposedly food based form. That’s why it was inevitable that the Federal Trade Commission passed the CAN SPAM Act in 2003.
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, MARCH 13, 2017
    [Differentiation] The Perfect Close
    The illustrations on this topic must be studied and reinforced to fully utilize this approach-they are certainly a sales differentiation technique that will change your approach and add thousands of dollars to your commission account. The Perfect Close. -a a book review-. 21 page corners turned over! For those past readers of this blog and my book reviews you know that is an excellent rating.
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