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  • AMPLIFINITY  |  TUESDAY, OCTOBER 27, 2015
    [Differentiation] Why your referral marketing recipe needs to include CAN SPAM
    But do you know how to differentiate your referral program recruitment emails from spam? By keeping your emails compliant with the CAN SPAM Act you can easily differentiate your referral program emails from spam. How well does your referral program walk the CAN SPAM line? Let’s be honest, most people detest spam in both the digital and the supposedly food based form. That’s why it was inevitable that the Federal Trade Commission passed the CAN SPAM Act in 2003.
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, MARCH 13, 2017
    [Differentiation] The Perfect Close
    The illustrations on this topic must be studied and reinforced to fully utilize this approach-they are certainly a sales differentiation technique that will change your approach and add thousands of dollars to your commission account. The Perfect Close. -a a book review-. 21 page corners turned over! For those past readers of this blog and my book reviews you know that is an excellent rating.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 24, 2015
    [Differentiation] Seven fascinating marketing lessons of 2015
    Related Stories A solution to the content marketing measurement puzzle The real problem with real time marketing Case study: Social media engagement as a point of differentiation. 2015 is going down in the books as a transformational year for the discipline of marketing. There is just so much going on … and it’s going on so FAST!
  • 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.
  • 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.
  • EMAGINE B2B BLOG  |  TUESDAY, MARCH 26, 2013
    [Differentiation] 10 Reasons to Redesign Your Website Now
    To truly differentiate yourself as an industry leader. Are you thinking about redesigning your website, but hesitant to begin because of the time it would take and the costs associated with it? Here are 10 reasons why you shouldn’t wait: 1. To ensure that it utilizes Responsive Design and is optimized for Desktops, Laptops, Tablets and Smartphones. Mobile web usage is exploding.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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. 
  • 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.
  • 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  |  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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, SEPTEMBER 28, 2016
    [Differentiation] Economist Study: B2B leaders conflicted about content marketing
    Marketers see thought leadership as a flexible strategy that can help with a range of goals: differentiation (47%), recognition for company or individuals; (42%) building brand awareness (34%), increase revenue (27%), pave the way for a change of direction or entry into a new market (20%); support the policy agenda (17%). By Mark Schaefer.
  • 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.
  • 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.
  • 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.
  • 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?
  • WRITTENT  |  FRIDAY, JANUARY 17, 2014
    [Differentiation] 8 Deep Questions to Define Your Blogging Strategy
    You’ve got to differentiate. Defining the deeper aspects of your blogging strategy means you need to understand the content that’s already being created in your niche, and be prepared to differentiate. The majority of blogs aren’t a success. While that truth is harsh and depressing, don’t let it deter you from establishing a content strategy. Anyone can launch and maintain a legendary business blog, provided they have sufficient dedication and direction.
  • B2B MARKETING INSIDER  |  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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, AUGUST 12, 2015
    [Differentiation] Three uncomfortable lessons about criticism I learned from publishing my book
    If you can differentiate between the two, your writing will improve but you can also stay true to yourself. If you can differentiate between the two, your writing will improve but you can also stay true to yourself. By Mars Dorian, {grow} Contributing Columnist. I have a new baby. It’s about two months old, has a compelling name and is loved by me, my family, and close friends. Of course I’m talking about the new sci-fi novel. Fear The Liberator: A Space Opera Novel.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 5, 2012
    [Differentiation] Successful? It might be time to replace yourself.
    It’s probably the hardest task in business but it’s absolutely essential because it unearths your points of differentiation, the nature of competition, the needs of your customers, and ultimately, your strategy. A few miles from my house there was a very successful Wal-Mart store. It was in a great location and the parking lot was always packed. I had heard that this was actually one of the chain’s most successful stores.
  • B2B MARKETING INSIDER  |  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.
  • 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.
  • B2B MARKETING INSIDER  |  WEDNESDAY, APRIL 26, 2017
    [Differentiation] How Merriam-Webster’s Witty, Sarcastic, Amazing Twitter Found Its Voice [Podcast]
    Luckily, the most powerful way to differentiate from all of that is obvious and free. We live in the era of experts. If we don’t have an idea or answer, we can find and follow everyone else’s. This creates copycat, forgettable work. The only question is whether we have the courage to deploy it. Stories about Lisa Schneider, Chief Digital. Read More. The post How Merriam-Webster’s Witty, Sarcastic, Amazing Twitter Found Its Voice appeared first on Unthinkable.
  • 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.
  • YOUR SALES MANAGEMENT GURU  |  THURSDAY, AUGUST 18, 2016
    [Differentiation] 3 Magic Questions a Sales Manager Must Know
    Exploring unexpressed potential needs, linking the implications of the current issues with other functions within the enterprise and tying the project to corporate objectives will both help the prospect build momentum internally and differentiate your offering. Three Magic Questions a Sales Manager Must Know. One of the main roles of a Sales Manager is to help train your salespeople on how to stay on track during a sales cycle.
  • 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.
  • EMAGINE B2B BLOG  |  TUESDAY, AUGUST 20, 2013
    [Differentiation] The Winning Edge in Sales and Marketing
    Market truly unique offerings that are well defined and differentiate from the myriad of competing suppliers. Great sales and marketing can have a tremendously positive impact on success. The specifics, however, are what separate the winners from losers. After observing countless companies succeed and fail, I believe it comes down to a handful of attributes that make all the difference. How prepared is your organization to be a market winner.
  • 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.
  • 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?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, FEBRUARY 12, 2014
    [Differentiation] 31 business building benefits of Buyer Personas
    Buyer Personas are extremely useful for developing and evaluating messaging, content and offers that differentiate your brand from competitors. Buyer Personas are extremely useful for developing and evaluating messaging, content and offers that differentiate your brand from competitors. By Rob Petersen, {grow} Community Member. Buyer Personas rock and I’m about to show you why.
  • 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.
  • 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.
  • 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.
  • 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.
  • WRITTENT  |  MONDAY, JULY 7, 2014
    [Differentiation] The Only 7-Step Guide to Creating Content You’ll Ever Need
    Essentially, keyword research is a tool for differentiating your content creation, and providing better value within your verticle. Your graphic design skills don’t need to be super sophisticated, but any effort at all to create custom visual content will differentiate your blog from companies that rely on stock photos. Image source. Did you know the average person spends over 5 hours every day online ? And that internet usage continues to grow each year?
  • 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.
  • 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.
  • B2B MARKETING INSIDER  |  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.
  • 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.
  • B2B MARKETING INSIDER  |  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.
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, AUGUST 20, 2012
    [Differentiation] Industrial Content Marketing is Not Just for SEO
    He finds it difficult to articulate it into written words and differentiate our company. Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO).
  • 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  |  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?
  • 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.
  • 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?
  • 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.
  • 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.
  • B2B MARKETING INSIDER  |  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.
  • 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.
  • 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.
  • EARNEST ABOUT B2B  |  TUESDAY, OCTOBER 21, 2014
    [Differentiation] Emotion in B2B marketing is important. No debate needed.
    Because beyond price, it’s our biggest chance to differentiate. As I’m speaking at the upcoming B2B Marketing conference 2014 , it occurred to me that I should probably set out my stall as to why this topic is important. Especially as there’s been the odd industry comment about ‘emotion is great if you want me to donate to a charity, but not if you want to persuade me to stump up cash for my new enterprise software thingy’ Or something to that effect.
  • FATHOM  |  FRIDAY, JULY 25, 2014
    [Differentiation] Your Website’s Four Most Important Pages
    A Differentiating Services Page: Chances are you are not the only company in the world that sells your product or service. So be sure to highlight any of those differentiating services or features. Beyond your home page: What other pages demand attention? Businesses have long operated under the assumption that their homepage is their website’s most important page.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MAY 26, 2016
    [Differentiation] Keeping your content promise, even when it hurts
    I think in this information-dense world, trust is a legitimate point of differentiation for the simple reason is that it is so rare. I think in this information-dense world, trust is a legitimate point of differentiation for the simple reason is that it is so rare. I have a friend who is a hard-working mom trying to establish herself as a social media advisor. I have a soft spot for anybody trying to make their way in the world and do my best to help folks starting out in the field.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, AUGUST 8, 2011
    [Differentiation] 10 Ideas: Standing out in the social media jungle
    Find every possible way to differentiate yourself! The other day in my Twitter stream @joe_sharkey asked: &# As a new graduate, how do I stand out in the social media jungle?&#. I promised I would write him a blog post in response, so here it is! I believe today’s most successful social media marketing candidates will have three key qualifications: 1) Demonstrated understanding of marketing fundamentals.
  • B2B MARKETING INSIDER  |  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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, AUGUST 21, 2012
    [Differentiation] Kred tries to one-up Klout by taking influence to the masses
    Mark: I imagine that it is difficult creating sustainable points of differentiation in a field where there really is no intellectual property protection. Kred , a platform to measure social influence similar to Klout, just introduced a new interface called “Story” with several very interesting new features. It is so graphically-intensive that I wanted to provide a video (below) so you can experience the changes first-hand.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MARCH 29, 2011
    [Differentiation] Is Twitter for Everybody?
    Selling differentiated personal services. Is Twitter for everybody? This is the question that eventually gets asked by every person and every company trying Twitter for the first time. In the height of your initial frustrations, you may be wondering … is Twitter really for me? Most social media hype-masters will tell you “yes.&# Indeed, there is probably some business use or benefit you could discover for everyone and every organization.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • B2B MARKETING INSIDER  |  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?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, MAY 8, 2017
    [Differentiation] The 30 possible ways you can create customer value
    ” Perhaps you can use this research to find a way to differentiate yourself in your industry. By Mark Schaefer. I’ve been immersed in the digital marketing world for many years and if somebody asked me, “what is the number one tip shared about content/social media success” it would be this: This may seem like simple — even rudimentary — advice, but it’s also quite true.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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?".
  • 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.
  • THE B2B RESEARCH BLOG  |  MONDAY, OCTOBER 3, 2016
    [Differentiation] The benefits of a strong brand in B2B markets
    It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services. Some don’t think that branding matters in B2B markets. They say that B2B decision makers are logical beings immune to any such irrational influences. And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it? . B2B marketers disagree.
  • 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.
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JULY 18, 2012
    [Differentiation] Why content marketing will make your small business sexy
    Brand differentiation is now easier and a more enjoyable process than ever and our friend, social media, um, content marketing, is the ticket to the dance. By {grow} Community Member Craig McBreen. There’s a monumental shift going on and it’s affecting my little world in a profound way. The world of visual branding solutions is kinda, sorta my bailiwick. I work with a company on their positioning statement, logo, tagline, and a website.
  • YOUR SALES MANAGEMENT GURU  |  WEDNESDAY, DECEMBER 2, 2015
    [Differentiation] If you had it to do over again?
    This commitment to become a true professional is a key to differentiating yourself in the marketplace. If you had it to do over again; what would you do differently-if anything? Self Help for Salespeople. Every high performing salesperson and sales leader most likely has used this phrase to increase their professionalism. Have you?
  • B2B MARKETING INSIDER  |  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.
  • 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  |  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.
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, DECEMBER 19, 2011
    [Differentiation] Sometimes not having a strategy is the best strategy
    Now, I need to be clear that although my strategy was in flux, being fully aware of my core competencies and points of differentiation were not. The importance of strategy is woven into the fabric of every consultation and class I teach. I shout it from the mountaintops. And yet, sometimes I break my own rules … and with good reason. In a fast-changing competitive marketplace, sometimes not locking into a strategy is the best strategy.
  • 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.
  • B2B MARKETING TRACTION  |  THURSDAY, FEBRUARY 14, 2013
    [Differentiation] How to Love Your Customers with Inbound Marketing
    Differentiate your company and products. In today’s busy, information congested world, you need to love your customer to stand out. Don’t sell to them, spam them, tolerate or ignore them. Love them. Don’t sell, nurture. Nurture? What does that have to do with marketing? It means that instead of pushing solutions on your prospects and customers, you put valuable information online and attract qualified prospects. Don’t spam them.
  • WEBBIQUITY  |  THURSDAY, FEBRUARY 23, 2012
    [Differentiation] 34 (of the) Best Google+ Tips, Tactics and Guides of 2011
    Mark Burgess explains how small business can build trust and creatively use circles on Google+ (“This insight [that people prefer to share specific information with specific groups of friends or followers] led to the creation of Google+ circles, a major differentiator between Google+ and Facebook. Google+ (or Google Plus) is many different things, depending on who you ask. It’s the fastest-growing social network ever. It’s the tool Google will use to beat Facebook.
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