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  • MODERN MARKETING  |  TUESDAY, JULY 18, 2017
    [Differentiation] CMOs - A High Level View
    " Here's some highlights: The digital shift both elevated and complicated the role of the Chief Marketing Officer, with an increasing focus on aspects such as differentiating the customer experience and fostering stronger, more loyal customer relationships, much of which is built on the underlying foundation of connecting marketing with the organization as a whole, rather than maintaining marketing as a stand-alone, isolated function.
  • MODERN MARKETING  |  WEDNESDAY, APRIL 20, 2016
    [Differentiation] Oracle Named Leader in Gartner's New Multichannel Campaign Management Report
    Oracle is strategically building on competencies in two key aspects of MCCM— Marketing Automation and Cross-Channel Orchestration —and this year, Gartner acknowledged these dual strengths as a unifying differentiator unique to Oracle.
  • 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
  • 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.
  • 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.
  • MARKETING INSIDER GROUP  |  WEDNESDAY, NOVEMBER 8, 2017
    [Differentiation] How to Keep Your Branding, Voice, and Style Intact No Matter Where You’re Selling
    As the world of ecommerce continues to get more and more competitive, companies are finding it increasingly difficult to differentiate from competitors, connect with their target audience, and convince people to actually buy from them. Without clear and established guidelines about brand personality, voice, and style in place, new ecommerce companies seem to struggle to […].
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.”
  • 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.
  • MODERN MARKETING  |  MONDAY, OCTOBER 17, 2016
    [Differentiation] Customer Experience Simplified
    Another 89% believe customer experience will be their main differentiator by 2017. I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels.
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, SEPTEMBER 18, 2012
    [Differentiation] How to Build Company Value in a Down Economy
    Here are some examples of audacious goals for your consideration: Double the sales team’s quota Triple the number of inbound sales leads Cut the cost of new customer acquisition by 50 percent Increase your web traffic by 250 percent Two or more of the above Differentiate – Most successful companies are highly differentiated.
  • 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?
  • 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.
  • MARKETING INSIDER GROUP  |  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.
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, FEBRUARY 4, 2014
    [Differentiation] Big Bang Marketing is Out – Agile is In
    Big Bang and agile campaigns have one major thing in common – they require compelling and differentiated messaging to be successful. I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC. Burton made some great points in the interview, including the fact that he believes the big B2B marketing trends going forward are the use of video, analytics, and process automation.
  • 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.
  • CONTENT STANDARD  |  FRIDAY, OCTOBER 20, 2017
    [Differentiation] The Secret Digital Marketing Ingredient: Whimsy
    One key problem many brands face is differentiating themselves from the crowd. When a colleague gushed about her latest shoe obsession, she mentioned the great fit and unique materials. But what really got her excited? The shipping confirmation email. “Isn’t it cool?” ” she said, her phone flashing an image of an animated, anthropomorphic sheep. “I’ve never seen a company care about a shipping email!”
  • MODERN MARKETING  |  TUESDAY, JANUARY 3, 2017
    [Differentiation] 2017: The Year of the Data Driven CMO
    Download The Truth About the Martech Stack to learn what differentiates leading marketing technology platforms from the rest. Happy New Year everyone! I hope everyone had a great holiday season and I wish nothing but the best for everyone in 2017 and beyond. Now, as for you, the CMOs of the world, as we wave goodbye to 2016, the time has come to wave goodbye to some bad habits when it comes to the use of data and data driven marketing.
  • 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.
  • 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.
  • 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.
  • CONTENTLY  |  FRIDAY, OCTOBER 6, 2017
    [Differentiation] Infographic: The Science of Brand Voice
    If all companies use those goals to guide their creative process, then they’re not really differentiating themselves in a meaningful way. It can identify trends and opportunities in your industry that helps brands differentiate themselves from competitors. Whenever I talk to brand marketers, I always make sure to ask them one question: How is your content different than what your competitors create?
  • 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.
  • MARKETING CRAFTMANSHIP  |  TUESDAY, JULY 1, 2014
    [Differentiation] The Attention Web: What B2B Marketers Need to Know
    The most successful B2B firms only associate their brand with highly relevant content, most often home-grown, that supports their value proposition, stakes out intellectual territory, avoids self-serving claims and truly differentiates their company from competitors.
  • 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”.
  • 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  |  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.
  • 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.
  • 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  |  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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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."
  • GREAT B2B MARKETING  |  WEDNESDAY, NOVEMBER 28, 2012
    [Differentiation] Are You a Branded Authority or One of the Crowd?
    The alternative to being perceived as a commodity provider is to create a perception of differentiation. I use the word “perception” because it is the marketplace’s perception of who you are that gets you invited to the sales dance, and not your actual competitive differentiation. I recently attended an excellent presentation by David Avrin, who is known as the Visibility Coach and author of It’s Not Who You Know, It’s Who Knows You.
  • 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.
  • CONTENT MARKETING INSTITUTE  |  MONDAY, OCTOBER 23, 2017
    [Differentiation] How to Do a Competitive Content Marketing Analysis
    What’s the first step to creating unique, differentiated content? You need to know what your neighbors, friends, and competitors are publishing to ensure that you’re creating the most engaging, differentiated content. In other words, you will create a map that shows how to differentiate and win with your content marketing. Analyze the content created in your market.
  • 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  |  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.
  • 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.
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, APRIL 1, 2014
    [Differentiation] The Pros and Cons of Competitive Marketing
    You have an identified differentiation. Even if all the stars are lined up—you have a unique differentiation, it is easy to switch and there is a precipitous event—you still need to give prospects a good reason to give up on the competitor. As a B2B marketing outsource provider, our clients sometimes ask about the advisability of running a competitive marketing campaign. This is a decision that is rich with opportunity but also fraught with peril.
  • TAYLORMADEIN KEW  |  SUNDAY, JUNE 5, 2016
    [Differentiation] What’s your marketing strategy?
    Differentiate, develop, deliver. In a world where there is very little that distinguishes us from our competitors, purpose can be the real differentiator for organisations. It’s the fundamental story you tell in the marketplace, articulating your value proposition in a way that differentiates what you do. I hold ½ and full day workshops for you and your teams to articulate marketing strategy and develop subsequent plans that create impact and differentiation.
  • 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.
  • NUSPARK  |  FRIDAY, NOVEMBER 4, 2011
    [Differentiation] Permission Marketing Drives White Paper Relevance
    Show competitive differentiation. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior. Your prospects have access to vast amounts of content, and they want it on their terms.
  • 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.
  • 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.
  • THE ROI GUY  |  TUESDAY, JANUARY 9, 2018
    [Differentiation] Top Two of Three Sales Barriers for 2018 are Business Value Challenges
    This included: • Improving differentiation from the competition (31.5%) – the ability to effectively communicate and quantify the business value and TCO advantages of your solution versus the competition. Sales still lacks the ability to effectively communicate and quantify business value, this according to new research from consultancy Sales Mastery.
  • 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! .
  • 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.
  • 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.
  • HINGE MARKETING  |  MONDAY, AUGUST 7, 2017
    [Differentiation] Brand Positioning Strategy for the Professional Services
    Identify your differentiators. Strong differentiators must also meet three other criteria: they must be 1) true, 2) provable and 3) relevant to your target audience. If a differentiator isn’t true, clients will often sense it and approach your firm with skepticism. That’s why you should be able to support each differentiator with evidence. If you are struggling to think of possible differentiators, consult this list of 21 professional service differentiators for ideas.
  • GREAT B2B MARKETING  |  TUESDAY, JANUARY 27, 2015
    [Differentiation] How to be a Great B2B Marketing Coach
    You can do the marketing version of this by getting so cautious that you lose your differentiation and competitive advantage. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. But regardless if you are solely responsible for your B2B marketing efforts, or manage one or more people, you need to accept the responsibility for moving the ball forward.
  • 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.
  • VIEWPOINT  |  TUESDAY, SEPTEMBER 29, 2015
    [Differentiation] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
    Jim has done an excellent job of differentiating between target segments that are good fits for ABM and larger target markets (or what Jim calls TAM or total available marketplace) that may require marketing that is more traditional. I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies.
  • 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.
  • MARKETING INSIDER GROUP  |  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.
  • GREAT B2B MARKETING  |  THURSDAY, MARCH 15, 2012
    [Differentiation] B2B Marketing Game Changing Ideas
    Differentiate yourself. While you may indeed need a new message if you aren’t differentiated from your competition, it is just as likely that what you need is to relentlessly and consistently share your existing message. Sometimes it is not enough to simply make incremental progress on the small things. There are times when you need a marketing or sales accelerator – something that takes you to an entire new level. Here are six ideas to get you started.
  • 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.
  • SCRIBBLELIVE  |  SUNDAY, AUGUST 28, 2016
    [Differentiation] ScribbleLive Spark: Automate Content Research with Watchlists
    By studying which themes and opinion-holders are already gaining attention, you can identify unique opportunities to differentiate your own content. Welcome back to our ScribbleLive Spark series, where we outline tips and best practices to use our products for effective results. The first post in the series outlined how marketers can improve their workflows using ScribbleLive Plan.
  • 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.
  • 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.
  • 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.
  • VIEWPOINT  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] 4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
    Matt differentiates between copywriters, content creation, and product planners and reminds us that customers are human, and they react very well to messages with emotion. In a recent interview, I sat down with Matt Heinz to pick his brain. I pitched him the question, “What makes a dream marketing team and how should a CMO build one?”
  • 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.
  • 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.
  • 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”: .
  • 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.
  • GREAT B2B MARKETING  |  TUESDAY, JULY 3, 2012
    [Differentiation] B2B Marketing: Do This, Don’t Do That
    Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this. First, the top three things that you should start doing, or do more of if you are already doing these things: Resolve to become a “branded authority”.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, JUNE 18, 2017
    [Differentiation] Why It's Hard to "Manage" the Customer Experience
    In the 2017 Digital Trends report by Econsultancy and Adobe, which was based on a global survey of more than 14,000 digital marketing and ecommerce professionals, respondents said that optimizing the customer experience is their most exciting opportunity in 2017, and that customer experience is the primary way their company will seek to differentiate itself over the next five years.
  • NAVIGATE THE CHANNEL  |  TUESDAY, DECEMBER 5, 2017
    [Differentiation] The 7 Deadly Sins of Branding
    No Differentiator. Identifying what sets your brand apart—and staying true to that differentiation—is critical to finding an audience that appreciates it. Guest Contributor: Matt Hillman , Creative Director. You have a great product, great service, great people, great materials—and your brand still sucks. Competitors in the building products marketplace keep racking up sales while you struggle to get by.
  • 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.
  • MODERN MARKETING  |  MONDAY, MAY 15, 2017
    [Differentiation] 3 Innovations that Deliver Connected Cross-Channel Experiences with Oracle Eloqua
    In today’s world, buyers interact with brands across different devices and platforms, and marketing leaders have come to realize that to differentiate themselves within the market, they need to adopt a true cross-channel strategy to connect with buyers regardless of the device or platform they use. No matter what marketing article you read, thought leader you listen to, or conference you attend, everyone talks about delivering a connected customer experience.
  • 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.
  • MARKETING INSIDER GROUP  |  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.
  • 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.
  • 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.
  • 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.
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