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  • KOMARKETING ASSOCIATES  |  TUESDAY, JUNE 16, 2015
    [Differentiation] How B2B Advertisers Can Leverage Callout Extensions for Better Ad Messaging
    Here, it’s important to differentiate yourself by relying on pedigree statements that can really explain or pronounce the experience of distinction of your brand. While some may feel that Google’s callout extension is only useful for advertisers in the B2C space, B2B advertisers can still benefit from the ability to grab more real estate and use short, targeted messages to really differentiate from others in the same ad space.
  • ACT-ON  |  MONDAY, OCTOBER 17, 2016
    [Differentiation] Why (and How) Your Team Should Personalize the Customer Experience
    In fact, many marketing thought leaders name customer experience as the next new market differentiator. We all have good intentions when it comes to customer experience and treating our customers well, but sometimes there are disconnects. The classic example of this is when you get put on hold by a company. They tell you at the beginning of your wait, “Your call is important to us.” They tell you that again five minutes later. Then ten minutes later.
  • 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.
  • HINGE MARKETING  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] Elements of a Successful Brand 8: Messaging
    A core brand message communicates the values and key differentiators that define the brand. A firm that struggles to differentiate itself in the marketplace, for instance, may formulate a tagline or marketing campaign theme that contrasts itself with the rest of the industry (Avis’s “We try harder” comes to mind). A brand is a complex organism. This is part eight in a series of articles in which we examine a successful brand's component parts.
  • THE ROI GUY  |  WEDNESDAY, MARCH 9, 2011
    [Differentiation] The Demand Spectrum and Value-Based Sales & Marketing
    Buyers seeking solutions in established categories usually know the problem that needs to be solved, but might not be clear on how important it is to solve the problem, or what differentiates the different solutions and providers. Vendors in established categories struggle to differentiate their solutions and compete beyond price.
  • MODERN MARKETING  |  TUESDAY, JULY 15, 2014
    [Differentiation] Marketers Have Gained Their “Seat at the Table,” Now it’s Time to Prove Why They Deserve it
    Traditional methods of competitive differentiation are less effective; the customer experience is now viewed as the only source of sustainable competitive advantage. by Kevin Akeroyd | Tweet this The onus is on us. Piecing back together the now fragmented customer experience requires marketing leaders to ramp up their activities far beyond basic brand awareness and meaningfully engage with customers across all marketing channels.
  • 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”.
  • THE ROI GUY  |  THURSDAY, APRIL 3, 2014
    [Differentiation] A Failure to Communicate Value
    Quantify the ROI / payback and total cost of ownership (TCO) from the differentiating features that separate you from the competition. By Mark Schlueter & Tom Pisello It''s the responsibility sales and marketing, not the customer , to prove the value of your proposal. If you provide value proof in the form of a few marketing slogans, you won’t win the deal, as IDC indicates 95% of B2B purchases now require formal financial justification.
  • MODERN MARKETING  |  MONDAY, MARCH 30, 2015
    [Differentiation] 6 Simple Steps to Creating Your Content Marketing Strategy
    ” So how do you make your content unique and differentiate yourself from other people out they’re writing about the same topics? Creating a content marketing strategy is no simple task. In fact, 2/3 of marketers feel they aren’t successful with their content marketing. For both small and large businesses, the content you create is the main bridge connecting your brand to your customer.
  • 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.
  • MARKETING INSIDER GROUP  |  TUESDAY, DECEMBER 20, 2011
    [Differentiation] How To Generate ROI (Return On Interesting) With Content Marketing
    But they typically aren’t very engaging or interesting , and do little to differentiate the company from other vendors. Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics? You have heard me rant before about the biggest marketing mistake when we use our website and too much outbound promotion to just talk about ourselves. So you can eliminate product as the starting point.
  • 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.
  • TONY ZAMBITO  |  MONDAY, SEPTEMBER 12, 2011
    [Differentiation] Experiential Buying Behavior Takes B2B Center Stage
      In such a way that it allows for buyers themselves to create their own adaptive differentiated experiences.  Image by davidking via Flickr. In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying. 
  • HUBSPOT  |  THURSDAY, SEPTEMBER 5, 2013
    [Differentiation] What Exactly Does Google Consider High Quality Marketing Content?
    Invest significant time and resources into differentiating within your niche, and providing value. Does continual effort to differentiate in search of quality mean you should exclusively focus on newsjacking, or pick a very narrow focus and stick with it permanently? Every 24 hours, 2 million unique blog posts are published.
  • MARKETING CRAFTMANSHIP  |  MONDAY, DECEMBER 30, 2013
    [Differentiation] Stop the Insanity. Fire Your PR Firm in 2014.
    PR firms often justify their value by the sheer volume of media exposure they generate…regardless of whether it stakes out intellectual territory, supports a client’s value proposition, or differentiates them in the marketplace. The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.”
  • HINGE MARKETING  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] Elements of a Successful Brand 1: Brand Positioning
    It’s possible, of course, to take differentiation too far. Differentiation provides needed contrast and helps people make choices. A company can be highly differentiated and specialized, but if few people actually want its services, the company won't make any money. A brand is a complex organism. This is the first in a series of articles in which we examine a successful brand's component parts. What makes a successful brand?
  • 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.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, OCTOBER 10, 2011
    [Differentiation] Beanstalk Data Adds Service to the Marketing Automation Recipe
    Beanstalk sees its marketing services as a major point of differentiation. Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration.
  • MODERN MARKETING  |  WEDNESDAY, JANUARY 2, 2013
    [Differentiation] 9 Trends That Will Upset Your Marketing in 2013
    Progressive marketers will harness the power of direct mail in conjunction with online marketing programs to differentiate their service offerings. by Jesse Noyes | Tweet this Today’s guest post was written by Amanda F. Batista , a freelance writer, editor and content developer.
  • HINGE MARKETING  |  FRIDAY, APRIL 22, 2016
    [Differentiation] Positioning Strategy: 5 Common-Sense Approaches that Never Work
    So the key elements of a positioning strategy are 1) it differentiates and 2) it appeals to a specific set of buyers. You see, process isn’t a differentiator, it’s a prerequisite. No matter how “excellent” your team is, no prospective client is going to give this so-called differentiator even a nod of recognition. SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed. “We Need help with differentiation?
  • HUBSPOT  |  TUESDAY, FEBRUARY 11, 2014
    [Differentiation] Twitter Tests Out New, More Visual Layout
    Whatever happened to differentiation? The closer these networks get to each other on features, layout, and audience size, the harder it''ll become to establish that competitive differentiation to their target customers -- the businesses they want to hang out (and spend money) there. One of the cool things about working at a popular tech blog like Mashable is that you''re really in-the-know about industry news.
  • MARKETING INSIDER GROUP  |  THURSDAY, MARCH 21, 2013
    [Differentiation] Getting Back to Basics In The Future of Marketing
    Simplicity, clarity, differentiation, coherence – that’s what strong branding brings to marketing. In this Future of Marketing series, we have covered topics such as Agile Marketing , Big Data , Customer Experience , Thought Leadership , Culture , Content , and so much more. We also cannot forget the importance of getting back to the basics of marketing.
  • MARKETING INSIDER GROUP  |  THURSDAY, APRIL 18, 2013
    [Differentiation] Marketing Transformation: 3 Leadership Skills You Need To Succeed
    As organizations seek to differentiate themselves, Marketing has taken on a more prominent role in many organizations. Has the rise of digital, social and mobile technologies affected your marketing organization? In response to these rapid changes in the way everyone on the planet gets and processes information, governments, businesses and individuals are all facing the challenges of adapting to continuous change.
  • HEINZ MARKETING  |  TUESDAY, NOVEMBER 28, 2017
    [Differentiation] Buying vs shopping
    One is most definitely a commodity, the other is ripe for differentiation and delight. What are you doing, proactively, to create differentiation and delight? One is transactional, the other is experiential. Many people will pay more (in dollars and/or time) for a better shopping experience – either to ensure they make the right selection or simply because they enjoy the experience itself. We don’t always buy the best, sometimes we buy from our favorite.
  • HINGE MARKETING  |  WEDNESDAY, JULY 2, 2014
    [Differentiation] The 3 D’s of Brand Building In A/E/C
    Here’s something to think about for all the A/E/C firms who think brand building isn’t important: if your firm had no branding, how would you differentiate yourself from other A/E/C firms? And if you couldn’t differentiate yourself, how would you expect to see long-term growth and profitability? So let me introduce you to the 3 D’s of branding: Differentiate, Demonstrate and Dominate. Differentiate Your Brand.
  • THE ROI GUY  |  TUESDAY, AUGUST 19, 2014
    [Differentiation] How do you Develop and Communicate your Unique Business Benefits?
    While buyers are scrutinizing proposals with a keen eye on value / ROI, the average rep still reverts to a less than effective product centric sales pitch – focusing on your product, features and price vs. the buyer challenges and the differentiated value you can deliver in helping overcome these challenges. Value Map™ It is important to have a framework to help your team derive the best differentiating benefits.
  • CONTENTLY  |  MONDAY, JANUARY 23, 2017
    [Differentiation] Why We Stopped Using the Word ‘Authentic’
    Language is certainly an important differentiator in marketing, yet every company wants to be authentic and sell authentic products. This kind of thinking obscures the good qualities and differentiators that brands should actually emphasize. Every night, when I come home from work, I walk by a little billboard in the Hoboken PATH station that makes me gnash my teeth. It’s an ad for a yoga studio. I’ve seen two variations, one for men and one for women.
  • VIEWPOINT  |  TUESDAY, MAY 7, 2013
    [Differentiation] PowerViews with Tony Zambito: Buyer Predictability
    Click to start video at this point — The ability to build a model of your buyers and to predict their behavior will be a key differentiator between successful companies in the near future. My guest today is Tony Zambito. In 2002, Tony established the first buyer persona research methodology designed specifically for B2B marketing and sales. This innovation helps leading companies gain better understanding of their buyers, leading to improved lead generation and revenue performance.
  • WEBBIQUITY  |  MONDAY, JUNE 24, 2013
    [Differentiation] Book Review: Content Rules
    To differentiate their content, and companies, in a crowded market, content creators must “expand their traditional notions of corporate identity to include language, the words a company uses, and tone of voice. Branding, after all, is about differentiation. The phrase “content marketing” may well disappear at some point in the not-too-distant future.
  • DIGITAL B2B MARKETING  |  MONDAY, OCTOBER 24, 2011
    [Differentiation] Thought Leadership in B2B Marketing [#B2Bchat Recap]
    It is easy to look to other spaces and see companies as thought leaders, but it was notable that when the group looked within the space they know best, where they are most likely to recognize true differentiated thought leadership, all the thought leaders identified were individuals. Why should companies invest in thought leadership? And just what does thought leadership mean anyways?
  • WEBBIQUITY  |  THURSDAY, JUNE 30, 2011
    [Differentiation] Enterprise Social Media and Personal Branding
    And smart companies, big or small, who recognize that in a social media world, their people are their differentiation , will find ways to capitalize on personal branding. Personal branding is a hot topic for entrepreneurs and solo consultants, by does it matter to large enterprises? Oh yeah. Consultants and small business owners get the concept of personal branding , because in one-person or very small companies, one person is the “corporate&# brand.
  • WEBBIQUITY  |  THURSDAY, JULY 18, 2013
    [Differentiation] Book Preview: The Social Employee
    In an era of increasingly transparent pricing, interchangeable products, and uniformly adequate service, the only remaining differentiator may be the “soul” of a company: is your organization the type of enterprise that people want to do business with?
  • DIGITAL B2B MARKETING  |  TUESDAY, APRIL 29, 2014
    [Differentiation] The Dark Future of Native Advertising
    But content marketers committed to producing valuable and differentiated content have an alternative. Native advertising, and specifically native publishing programs, will struggle in the future. It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content. It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing.
  • 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.
  • MARKETING INSIDER GROUP  |  THURSDAY, MAY 24, 2012
    [Differentiation] 5 Steps to Achieve Content Marketing Success [Slides]
    You need to differentiate between tools vs. strategy and you need to integrate your advertising into pull-marketing tactics. #ContentMarketing: The Hottest Marketing Buzzword of 2012. Because as consumers are tuning out marketing messages at all stages of the buying process, conversion rates are starting to plummet. And the cost per lead of many marketing programs is starting to soar.
  • ANNUITAS  |  THURSDAY, OCTOBER 8, 2015
    [Differentiation] Why Demand Generation Should Be Perpetual
    By not differentiating the content for each individual, marketers are more than likely to be irrelevant to one, if not more of the people that serve on the buying committee. This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation.
  • CRIMSON MARKETING  |  MONDAY, AUGUST 19, 2013
    [Differentiation] Digital Marketing Ain’t Enough – Why the Data Marketer Will Own the Future
    The first is that Digital Marketing is becoming less of a competitive advantage and differentiator. Many of you are sophisticated in your use of Digital Marketing, and plan to continue investing in this area. But if you want a clear competitive advantage, try shifting your focus to Data Marketing. Being a “Digital” Marketer (i.e., proficient in email, SEO, SEM, online display, content, nurturing, social, etc.) isn’t enough in the modern competitive landscape.
  • TOMORROW PEOPLE  |  WEDNESDAY, APRIL 25, 2012
    [Differentiation] The Death of Copy Writing
    Companies now use copywriting to differentiate what they have to offer, by developing a clear tone of voice or house style. Is copywriting really dying? After all, it plays a central role in creating a company’s brand and credibility. It helps to shape public perception of a business and what it has to offer. A strong, clear written message forms the core of marketing content for many businesses, from the big budget adverts - to the growth of business websites and SEO copywriting.
  • ACT-ON  |  THURSDAY, MAY 19, 2016
    [Differentiation] Blog ROI: 4 Tactics to Capture Greater Results
    Differentiate yourself from the others if you can, so you’re not a me-too publication. The majority of B2B companies are blogging. In fact, 81 percent are participating in this well-proven marketing activity, according to the Content Marketing Institute. But not all are experiencing excellent results. In fact, some are really struggling. Mark Twain said, “Whenever you find yourself on the side of the majority, it is time to pause and reflect.”
  • 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.
  • INFER  |  THURSDAY, FEBRUARY 23, 2017
    [Differentiation] UserVoice Increases MQLs by 37% Using Predictive Marketing
    Many of our customers come to us with a common problem: they have no good way to differentiate best-fit prospects from the tire-kickers, and are often left to rely on “gut instinct” when it comes to prioritizing who they should target.
  • MARKETING INSIDER GROUP  |  TUESDAY, JUNE 9, 2015
    [Differentiation] Experiences: The 7th Era of Marketing
    I’d also venture to say that you’re finding it harder to differentiate your product from the rest of the marketplace. Instead, marketing’s role needs to be to evolve a customer using differentiating, content-driven experiences across the entire lifecycle. Instead of just describing the value of the products and services that a company sells, marketing must now create differentiated experiential value that’s separate and distinct from a product or service.
  • THE FORWARD OBSERVER  |  TUESDAY, APRIL 7, 2015
    [Differentiation] 6 Steps To A More Successful B2B Sales Approach
    2) Ask – The more information you get, the more you can help, add value, differentiate yourself from your competition and close sales. Are you adjusting to the changing way B2B prospects are buying? They want to learn but not be pitched. They prefer a consultative approach. I’ve been going to sales training for over ten years. Occasionally, my friend the sales trainer shows movie clips or tells stories about sales people who are “doing it wrong.”
  • HINGE MARKETING  |  FRIDAY, DECEMBER 12, 2014
    [Differentiation] Why Asking Clients About Your Competitors is Critical
    Uncovering the nuances that go into clients’ decision-making processes is critical to identifying and understanding your real competitors and ensuring your branding and messaging truly differentiates your firm. Think you know who your firm’s competitors are?
  • CRIMSON MARKETING  |  THURSDAY, APRIL 9, 2015
    [Differentiation] 7 Reasons CEOs Say Yes To Marketing Automation
    Since then, acquiring marketing automation has become a huge competitive differentiator. . The marketing automation industry grew by 50% in revenue to reach $1.2 billion in 2014, and is “expected to grow another 50% in 2015 to $1.8 billion.” ” What is driving this astronomical growth? Only a mere decade ago, most companies were not implementing B2B marketing technology whatsoever.
  • MODERN MARKETING  |  TUESDAY, SEPTEMBER 6, 2016
    [Differentiation] The CMO Struggle For True Marketing Integration Rages On
    But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives.
  • THE ROI GUY  |  MONDAY, MARCH 24, 2014
    [Differentiation] Gartner: The Technology Sales Rep Has Lost Their Mojo!
    In later phases, Selection, sales reps need to help differentiate the lower Total Cost of Ownership (TCO) and unique value – “Prove You Are Not the Same”. As technology buyers have changed, now more knowledgeable, empowered and in control of the purchase decision process, technology sales reps have not evolved to keep pace, this according to a recent article by Gartner.
  • 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.
  • MARKETING INSIDER GROUP  |  TUESDAY, JUNE 11, 2013
    [Differentiation] 9 Internet Trends Charts You Need To See
    Key Consideration: Like content, technology and innovation will become key differentiators for all kinds of business. I have covered Mary Meeker’s Internet Trends charts for a couple of years, starting in 2010 when she talked about the commercial impact of the developing world getting on the internet. Mary claimed that Mobile accessibility was driving rapid changes in the way we advertise, sell and innovate. In 2011 , Mary updated her views on the above but also covered Content Marketing.
  • HINGE MARKETING  |  TUESDAY, JUNE 21, 2016
    [Differentiation] Best Brand Strategy: Branded House or House of Brands?
    Our research indicates that strong professional services brands are twice as likely to favor the inclusion of easy-to-prove and relevant differentiators in their brand strategy. That is because differentiation (or specialization [link to Lee’s Monday post]) helps the firm generate leads and improve closing percentages. Uncover your firms true differentiators in Hinge University’s course, Differentiation, Positioning & Messaging.
  • HINGE MARKETING  |  FRIDAY, JUNE 17, 2016
    [Differentiation] How Niche Marketing Can Be A Successful Strategy
    Differentiation is the most common—and often the most difficult—marketing issue for professional services firms. Competition within the professional services space is fierce, and many industries are incredibly homogeneous—which makes differentiation that much more difficult. I’ve written about differentiation before and warned against the perils of not differentiating.
  • BIZNOLOGY  |  FRIDAY, OCTOBER 16, 2015
    [Differentiation] Two reasons to invest in online business video production
    So if you decide to differentiate your business by having corporate sales and promotional videos on your website, these decision makers are going to get more out of it compared to reading. To get informed and educated quickly, the people who make decisions are watching more and more online business videos every single day for a reason.
  • WEBBIQUITY  |  TUESDAY, MARCH 15, 2016
    [Differentiation] 16 Enigmatic Business Blogging and Other Marketing Stats
    These research findings address high-level topics like the value of marketing and the future of brand differentiation. As winter comes to an end, so too does the Winter Wonderland of Marketing Stats series that’s been running here over the past few months. This final installment covers some fascinating though sometimes contradictory and confusing stats about business blogging and the value of marketing. For example, what percentage of businesses maintain company blogs?
  • SNAPAPP  |  FRIDAY, FEBRUARY 24, 2017
    [Differentiation] Interactive Storytelling: How to Make Your Content Strategy Soar in 2017 (with Examples and Stats)
    One of the keys to content marketing success is differentiation. You need to differentiate yourself, and find a more effective way to engage your readers. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors. This is where the real potential to differentiate your brand and maximize conversion rates exists. Interactive storytelling can differentiate your brand and level-up your content marketing.
  • MARKETRI  |  THURSDAY, MAY 2, 2013
    [Differentiation] The Elevator Pitch: How to Craft an Effective "30 Second Commercial"
    ” Part 3: Differentiation. The goal of the third part of the 30 second commercial is to differentiate your firm from your competitors. A primary goal of marketing is to create and deliver a consistent message at every point of contact with the target audience. This means that your website, brochures, ads, social media, etc. should all communicate similar strengths, services, and core values to a similar audience in a similar way.
  • KOMARKETING ASSOCIATES  |  MONDAY, FEBRUARY 2, 2015
    [Differentiation] What B2B Marketers Need To Know About Social Media Advertising in 2015
    Facebook differentiates itself from AdMob the same way it does with AdWords: by targeting the user’s personal data. Over the past few years, advertising on social media has grown in sophistication. What started as a few advertisements on the side of the screen has evolved into a full and mostly seamless blend of the overall social media experience.
  • TAYLORMADEIN KEW  |  SUNDAY, MAY 14, 2017
    [Differentiation] Profit or purpose? What matters in B2B marketing?
    Nevertheless, it’s my belief that in a commercial landscape that’s becoming increasingly commoditised, we can no longer depend on differentiating our products or services on features, benefits or price. Purpose may well be the only differentiator we have to our competitors. I’m a huge fan of Mark Ritson. For me, he’s an important (and irreverent) voice for anyone in marketing.
  • TAYLORMADEIN KEW  |  SUNDAY, JULY 9, 2017
    [Differentiation] What’s the best B2B marketing advice you’ve ever received?
    In the B2B space, especially in the services sectors, there is little to differentiate what we sell, but then and even now the bulk of our marketing effort continues to be done on features, benefits and price. This is how we create differentiation in an undifferentiated world. It’s the compelling and lasting nature of ideas that has the potential to transform and differentiate what we do as marketers.
  • CONTENTLY  |  TUESDAY, MARCH 7, 2017
    [Differentiation] How Big Is Your Marketing Stack?
    Most of these companies publish boilerplate content marketing to sell their software, but audiences need a differentiator in such a crowded field. Every year, ChiefMartec publishes a chart of the marketing technology landscape, dotted with the vast library of industry players. In 2012, around 350 martech logos filled the poster. By 2016, that number had jumped to over 3,800 , broken down into six main categories and 49 subdivisions.
  • BUZZ MARKETING FOR TECHNOLOGY  |  THURSDAY, NOVEMBER 17, 2011
    [Differentiation] Romi Mahajan leaves Microsoft to Join Metavana as CMO
    Again, it’s a crowded market, so how will the Metavana solution differentiate from players like Clarabridge, Verint, Questback, Netbase, etc…? We believe we have accuracy as a differentiator and, further, that we can create categories for action better than others. Long time friend and well respected CMO buddy of mine Romi Mahajan is leaving Microsoft to join Metavana. Romi has been profiled on my blog several times so its only fitting that reached out to find out why.
  • ACT-ON  |  THURSDAY, DECEMBER 31, 2015
    [Differentiation] From 0 to 21.5 Million Visitors in 8 Years: 4 Lessons on Content Marketing
    Content marketing today is much more than blogging, and with a little creativity you will be able to differentiate yourself greatly from your competition. Some of that differentiation should come in quality. Editor’s note: No matter where you do business, marketers share the same challenges and can often solve them with the same solutions.
  • VIDYARD  |  THURSDAY, MARCH 9, 2017
    [Differentiation] Introducing Vidyard for SalesLoft: Skyrocket Sales Team Impact with Personalized Video Emails
    Sales leaders at SalesLoft’s Rainmaker 2017 conference project that in the next 12-18 months video selling will become the norm, which means the window to differentiate your sales message through video is limited. Today we’re excited to announce that, in partnership with SalesLoft, the platform for modern day sales engagement, we’re launching a new integration that will help sales teams supercharge sales emails with personalized, custom videos boosting response rates by 8x!
  • WEBBIQUITY  |  WEDNESDAY, JUNE 24, 2015
    [Differentiation] What CMOs Need to Know That Will Keep CEOs and CFOs Happy
    There are several types of market structures , each defined by the number of buyers and sellers, barriers to entry and exit, product differentiation, and pricing power. >>Yes, This guest post from Kirsten Chapman was originally published on LinkedIn. Modern marketing and business are defined by one thing: The Web. It’s safe to say that CMOs, CEOs and CFOs are keenly aware of the huge hole when it comes to measuring the business value of web marketing.
  • DIGITAL B2B MARKETING  |  TUESDAY, OCTOBER 29, 2013
    [Differentiation] The Trick to Seeing Through Marketing Statistics
    When you see a sales pitch full of statistics, how do you differentiate the real story from the spin? If you torture the data long enough, it will confess to anything. One of the challenges with relying on research, particularly research companies use in their own marketing, is that the statistics used have been tortured. Short of dismissing all of the data presented (a good idea, but not realistic for most of us), these five methods will be a good starting point. Turn Stats Upside Down.
  • THE ROI GUY  |  WEDNESDAY, JANUARY 11, 2017
    [Differentiation] 2017 - “The Year of Value”
    From SiriusDecisions research, we learn that: 59% of your sales reps are predicted to not attain their quota goals in 2017 71% of executives indicate that the quota shortfall isn’t due to a lack of enough qualified leads, lack of social selling skills, or too little sales training, but an “inability for sales reps to effectively articulate differentiating value” And this Value Gap issue has been persistent, as the top quota challenge for the past six years.
  • NUSPARK  |  SATURDAY, APRIL 29, 2017
    [Differentiation] How to Implement an Account-Based Marketing Program in Your Firm
    Identify whether you can engage your customers in a differentiated, relevant way over the long term. For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. The burgeoning trend towards account-based marketing (ABM) takes that a step further, by customizing activities to enable a laser-sharp focus on each specific target account.
  • 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.
  • CRIMSON MARKETING  |  MONDAY, OCTOBER 28, 2013
    [Differentiation] Why B2B Customers Are Not Hearing Your Brand Message
    They are “a great source of information about the degree to which customers see your products as differentiated or worth a premium.” You work extremely hard on creating and maintaining your brand message. But what if your brand messaging doesn’t match up with your customers most valued characteristics? McKinsey recently conducted a study to help answer this question.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MAY 12, 2016
    [Differentiation] How to Leverage Content Marketing in “Boring” B2B Industries
    You’ve covered culture and writing content through the lens of problem solving, but you can take it a step further and ask yourself: What is the key differentiator between you and all your competitors? One of the most common problems I’ve heard from clients is their worry that they have such a technical or uninteresting product or service that it’s hard to come up with creative campaigns.
  • MARKETING INSIDER GROUP  |  MONDAY, FEBRUARY 23, 2015
    [Differentiation] Personas Are Great (Except When They Suck)
    And I made sure to differentiate personalized content from personas. I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. So, one of my points in the presentation: Personas are great. Except when they suck! . Before you start ranting or raving, let’s start with some basics: What is a persona?
  • 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.
  • KOMARKETING ASSOCIATES  |  THURSDAY, NOVEMBER 12, 2015
    [Differentiation] 5 Overlooked Content Marketing Assets That Can Influence SEO
    If structured correctly , e-commerce sites in particular may be able to showcase their reviews in search engine results, ultimately having an opportunity to differentiate their listing from the rest. It is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences.
  • VIEWPOINT  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] Good Reads for B2B Marketing - Are You Achieving High Performance Marketing?
    His approach can be applied to marketers and are valuable reminders of what differentiates mediocre marketing from great marketing. Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. High Performance Marketing: It’s Not What You Think. Every CMO wants a high-performance marketing team.
  • VIEWPOINT  |  THURSDAY, JUNE 6, 2013
    [Differentiation] Good Reads for B2B Marketing - 5 Buyer Behaviors Reshaping B2B Marketing
    He noted that booths look the same with little differentiation and are staffed with untrained talent. Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different. Christopher Ryan shares his observations during a recent technology conference.
  • MARKETRI  |  FRIDAY, DECEMBER 14, 2012
    [Differentiation] Accountants are Cool (No, Really!).Show the World with Video Marketing
    Be sure to identify your firm’s culture, personality, and differentiators. In fact, he saw economic downturn as an opportunity to invest in marketing -- as a means to differentiate. Everyone thinks CPA's are totally boring, right? Well, there's no reason people have to have that impression! Just recently, I was searching YouTube for some interesting samples of how accounting firms have integrated video marketing into their marketing strategy.
  • MODERN MARKETING  |  THURSDAY, DECEMBER 25, 2014
    [Differentiation] 5 Books to Recharge Your Strategy in 2015 and Beyond
    Albee outlines clear-cut strategies for developing customer-oriented communications, identifying the distinct value that differentiates your company, and making the shift from singular communications to a continuum approach that aligns outcomes to business objectives. For many this time of year is great for kicking back, celebrating the annual accomplishments of your team, and marking the moment with some downtime.
  • HINGE MARKETING  |  TUESDAY, OCTOBER 20, 2015
    [Differentiation] Why Brands Fail (And Why Yours Doesn’t Have To)
    Think of ways you can differentiate your business , whether it’s your products, the way you talk about yourself, or the way you present yourself visually in the marketplace. Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. Brand failure is all over the news these days — from Volkswagen’s diesel disaster to Donald Trump’s serial bankruptcies.
  • DISCOVERORG  |  FRIDAY, JULY 15, 2016
    [Differentiation] The Human Element of Sales and Marketing
    At DiscoverOrg, while we are unabashedly a fast-growing technology company, our differentiators are actually the human element. “Knowledge is rarely enough to spark change; it takes emotion to bring knowledge to a boil.” Switch by Chip and Dan Heath.
  • MARKETING INSIDER GROUP  |  THURSDAY, MARCH 8, 2012
    [Differentiation] Is Your Content Boring? Here’s 6 Steps To Great Content
    Joe outlined 6 things that differentiate the good from the truly great content: Having a focused content mission and platform or destination. Does your content bore your audience to death? You may be surprised if you asked them, or tracked the amount of engagement your content receives or looked at how often your audience shares your content with their friends and followers.
  • HUBSPOT  |  THURSDAY, DECEMBER 17, 2015
    [Differentiation] How to Balance Innovation and Competition: Growth Secrets From Lyft's CMO [Podcast]
    These quirks help differentiate Lyft as the friendly, human option in an uber-competitive industry. If you've ever taken a Lyft, you know the ride's been a little different than those with other ride-sharing apps. Your car is adorned with a bright pink mustache. You sit right up front next to the driver. You may even give them a fist bump. and it seems to be working. The startup is one of the fastest-growing ride-sharing apps on the market.
  • 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.
  • CONTENTLY  |  WEDNESDAY, DECEMBER 28, 2016
    [Differentiation] 5 Factors That Could Impact Your Content Strategy in 2017
    With the right research and tone, they can be an important differentiator for brands. Tone isn’t just about deciding what to sound like or a tool to differentiate a brand from industry competitors—it becomes a mechanism to ensure content remains on-brand. Nobody wishes you luck unless you’re an underdog.
  • HINGE MARKETING  |  MONDAY, JUNE 20, 2016
    [Differentiation] Specialization as an Effective Brand Marketing Strategy
    SEE ALSO: Five Steps to Find and Own Your Differentiators. By carefully choosing a focus, you can differentiate your firm from the pack while building real expertise and credibility in your niche. Uncover your firm’s true differentiators and give buyers a reason to pick you out of the crowd in Differentiation, Positioning & Messaging through Hinge University.
  • KAON  |  MONDAY, JULY 27, 2015
    [Differentiation] Marketing Moves to Center Stage
    Today, marketing’s impact is manifold, and includes a leadership role in building consistent, sustainable, differentiated value for the entire company. In previous generations, marketers have been thought of as “lead generators” for the sales department. But recent research into how corporate CEOs view the role of marketing reveals that now, more than ever, marketing is perceived to be strategic to a company’s success. CMOs Play a Comprehensive Role.
  • B2B MARKETING TRACTION  |  WEDNESDAY, OCTOBER 28, 2009
    [Differentiation] 5 Secrets of Creating Successful Marketing One-Sheets
    One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide. Expect to spend 50% of your time on the one-sheet on your marketing strategy, your differentiators, and your positioning. To begin, write down your differentiator, your work philosophy, your values and life philosophy! (To Tweet.
  • LATTICE  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] Our Funnel is Flipped: ABM Takes Over #FlipMyFunnel
    Customer Lifecycle – Moderate to large number of existing customers that receive differentiated outreach. How do you know two B2B marketers are talking about account-based marketing? Their lips are moving. – Joe Chernov of InsightSquared via the Engagio blog. All jokes aside, get ready for account-based marketing to explode. More and more marketers are considering abandoning lead-based marketing tactics to focus on account-based marketing.
  • CRIMSON MARKETING  |  FRIDAY, JUNE 26, 2015
    [Differentiation] Content Mapping: Why It’s Important to Your B2B Buyer Personas
    Keep in mind what makes your story unique and what differentiates you from your competitors. Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content daily. Many marketers “have fallen into this cycle of churning out as much content as possible, but is this really the right approach?” ” A couple reasons for these content marketing tactics are: 1. Companies don’t have a documented marketing strategy.
  • MARKETING ACTION  |  TUESDAY, APRIL 16, 2013
    [Differentiation] Linking Content Marketing to Sales Results: Ian Michiels’ Webinar, Thursday April 18
    Ian’s webinar will include a discussion of how to measure inbound as a profitability lever, attribution, the cause and effect relationships between content and sales, and how to differentiate your content from your competitors’, all leading to understanding which bait works, which leads to economies of scale. Content marketing is a huge trend, but it’s not a fad. Everybody’s doing it, and everybody wants to do it better.
  • HUBSPOT  |  WEDNESDAY, JUNE 3, 2015
    [Differentiation] 5 Simple Ways to Segment Your Social Media Audience
    Differentiating your publishing times allows you to get engagement from a larger portion of your audience. Also, if you decide to start building out more accounts, be sure that people can easily differentiate their purpose (ex: customer support, marketing materials, your yearly event, etc.) -- otherwise, you'll be creating more work for yourself. "How can I get more leads from social media?".
  • WEBBIQUITY  |  MONDAY, SEPTEMBER 16, 2013
    [Differentiation] Five Marketing Metrics that are Definitely NOT “Worthless”
    If the latter, then the “likes” differential truly doesn’t matter much. Online marketing activities preovide marketers with a wealth of metrics; actually, too much information. The challenge in deciding which strategies to pursue, increase, modify, or drop, in most cases isn’t a lack of data but an over-abundance of it. Marketers just want the competitive and multichannel metrics they need to make informed decisions, nothing more.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 24, 2013
    [Differentiation] What B2B SEO Professionals Can Learn From Journalism & The Newsroom
    We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. We already know Google Authorship is becoming more important in differentiating the B2B organization and individual brands in search engine results. Could a standard of ethics become a differentiating factor as well? Content fuels B2B SEO and social media initiatives.
  • SNAPAPP  |  FRIDAY, JUNE 12, 2015
    [Differentiation] How Ecova Expanded a Campaign and Pre-Qualified New Leads With Interactive Content
    The assessment is featured on their Good Utility Data campaign landing page, and offers a differentiated call-to-action alongside the related campaign assets to capture a wider range of Ecova’s target audience. This week we’re highlighting an assessment created by Ecova - an energy and sustainability management company which offers resource optimization solutions to help customers see more, save more, and sustain more. The Challenge.
  • MODERN MARKETING  |  WEDNESDAY, OCTOBER 19, 2011
    [Differentiation] 5 Reasons Thought Leadership Marketing Matters
    The market has a short attention span, which means it’s on you to develop thought leadership that differentiates you from the crowd and gets you heard through the noise. by Jesse Noyes | Tweet this The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. And of those people delivering a big picture talk will be Jeff Ernst , principal analyst at Forrester Research.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 26, 2011
    [Differentiation] 6 Steps to Defining Your Value Proposition from MarketingSherpa
    To truly stand out, you need to frame this question on three different levels: the prospect level, where you address the needs of the buyer; the product level, where you differentiate what you’re selling; and the process level, where you make clear the value of going through the process, be it a click or a purchase. To succeed, you’ll need two claims of exclusivity – you need to be desired and differentiated.
  • THE ROI GUY  |  TUESDAY, SEPTEMBER 13, 2011
    [Differentiation] When are Interactive White Papers best used in the sales & marketing process?
    When solutions are being investigated, during the consideration phase, buyers need help in understanding the differentiating various solution options and alternatives, and quantifying the economic justification. Interactive White Papers can be used at various stages to help facilitate the buyer’s decisions, depending on the content of the white paper itself.
  • KOMARKETING ASSOCIATES  |  TUESDAY, JULY 14, 2015
    [Differentiation] 5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing
    As someone who truly appreciates the art (and differentiation ) of news writing and blogging, this one took me a while to warm up to. There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe.
  • THE ROI GUY  |  FRIDAY, FEBRUARY 15, 2013
    [Differentiation] Are ROI Calculators Dead? Not so Fast.
    Failure to provide ROI / Financial justification content has a real cost, with IDC reporting: More stalled deals as buyers fail to properly prioritize the “cost of do nothing” and value of your proposal amongst all the other potential investments Significant delays in decision cycles as buyers struggle to put together their own internal business cases More competitive losses, as buyers fail to see the differentiating value unique to your solutions.
  • HINGE MARKETING  |  MONDAY, DECEMBER 28, 2015
    [Differentiation] Elements of a Successful Brand 3: Personality
    The effervescent personality that fuels existing relationships and referrals is exchanged for an accepted corporate facade—a stock mix of familiar messages and visuals that do little to differentiate, clarify or define. Don't be afraid to talk about your personality traits, as they will help define you to your audience — and differentiate you from less personable firms. It's an easy way to differentiate yourself. A brand is a complex organism.
  • NUSPARK  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] The Many Roles of an SEO Professional; What an SEO Tactician Does
    Keyword tools help us identify these, but it starts from being an expert on your products and services, and how they differentiate from competition. . What is a search engine optimization tactician. I have a new SEO book being published next month, and as a preview, I just wanted to shed some light on what an SEO professional does, because there seems to be some confusion on what we do on a daily/weekly/monthly basis.
  • MODERN MARKETING  |  THURSDAY, JULY 23, 2015
    [Differentiation] New Data Centre Support for Australian Marketers
    Businesses must provide world-class customer experiences to differentiate their products and services in the digital age however few businesses succeed at this. Oracle Marketing Cloud customers in Australia are now set to benefit from the expansion of our data centre in Sydney.
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