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  • VIEWPOINT  |  WEDNESDAY, MAY 15, 2013
    [Differentiation] The Real Reason Sales People Struggle to Close Opportunities
    As CEO of UK-based Inflexion-Point Strategy Partners , Bob works with the leadership teams of technology-based B2B-focused companies, enabling them to make the critical connections between their marketing messages, their sales conversations, their true differentiators, and their customer''s priorities. This article was originally published by Bob Apollo on his blog Accelerating Revenue Growth: the Inflexion-Point Blog.
  • KOMARKETING ASSOCIATES  |  MONDAY, JUNE 2, 2014
    [Differentiation] Is There A Connection Between SEO Link Building and PR-Based Brand Mentions?
    SEOs need to better understand the organization’s brand, including its objectives, target markets, points of differentiation, and the competitive landscape in a more traditional sense. Google might be doing it’s best to create a divide between PR professionals and SEO practitioners. Last year Google updated their webmaster guidelines to specifically call out questionable link building practices used in press releases.
  • HUBSPOT  |  MONDAY, JANUARY 20, 2014
    [Differentiation] Marketing Campaigns That Broke the Internet [SlideShare]
    For this list, Pouy sought out a mix of innovation, creativity, and differentiation in campaigns. "Do you want to break the internet?". That''s what Grégory Pouy , founder of French digital consulting firm La Mercatique , poses in his latest SlideShare in which he breaks down the best digital campaigns of 2013. The answer is of course (or at least presumably), "yes." The problem is that the formula for acquiring that kind of exposure remains largely secretive.
  • MODERN MARKETING  |  THURSDAY, JUNE 11, 2015
    [Differentiation] Map Your B2B Content Marketing Plans to Your Personas with These 5 Easy Steps
    Keep in mind what makes your story unique and what differentiates you from your competitors. The growth of digital content has exploded. According to the Content Marketing Institute, B2B marketers created 70% more content last year than they did the previous year – while 42% published new content multiple times per week. That’s right. Multiple times per week. The question we need to ask ourselves is do we really need new content daily?
  • BIZNOLOGY  |  MONDAY, APRIL 1, 2013
    [Differentiation] Does brand marketing still matter in the digital age?
    How do you differentiate when being the one down the street no longer matters? Photo credit: DavidErickson. Most of you know that Biznology is all about digital marketing, which is a nice hot topic to cover. And you’ll be forgiven if you think that all this focus on shiny new marketing techniques leave little room for the tried and true. But you’d be wrong. Digital marketing, in fact, is way more about marketing than about digital.
  • HUBSPOT  |  TUESDAY, APRIL 19, 2016
    [Differentiation] The Top 3 Ways to Use User-Generated Content in Ecommerce
    Customer reviews differentiate your company and products from all of the other search results that come up. Social proof is essential to any marketing strategy. User-generated content (UGC) in the form of customer reviews and pictures addresses the ecommerce pain point of uncertainty that affects shoppers and store owners alike, while providing social proof.
  • MODERN B2B MARKETING  |  TUESDAY, MARCH 28, 2017
    [Differentiation] 4 Content Promotion Strategies to Increase Engagement
    In order to get your content seen by your intended audience, you need to differentiate your brand and rise above the noise by offering value. Author: Alan Cassinelli There’s no doubt that inbound marketing has fundamentally changed demand generation.
  • FATHOM  |  MONDAY, JUNE 1, 2015
    [Differentiation] Content Marketing Drives Sales Productivity [List]
    You can leverage your Content Marketing mission statement as a point of differentiation from your competition. Our brand voice questionnaire will help you differentiate and communicate clear value, no matter who is sending the message. Has Content Marketing boosted your sales productivity?
  • BIZNOLOGY  |  WEDNESDAY, NOVEMBER 20, 2013
    [Differentiation] Build a Breakthrough Brand with a Clear Competitive Positioning
    Do you need to strengthen your brand’s differentiation vs. competitors? three strategies to establish meaningful and lasting differentiation. Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning. Are new brands entering your category and changing the competitive dynamics? Do you know how to establish and maintain your competitive advantage? A clear, definitive competitive brand positioning is essential to brand building.
  • FATHOM  |  TUESDAY, JUNE 17, 2014
    [Differentiation] The Case for Higher-Ed Non-Branded Site Optimization
    Fill that informational gap by identifying your college’s best assets, differentiators, unique programs and scholarship options, and then creating a healthy mix of branded and non-branded content around them. On more than one occasion, I’ve been asked the value of optimizing a university’s site for non-branded search terms. This area of concern is often accompanied by the argument, “Students have a short list of universities that they’re selecting from.
  • MARKETING INSIDER GROUP  |  TUESDAY, MAY 13, 2014
    [Differentiation] Six Steps For Delivering On The New Vision In Marketing
    And companies with complex product lines, delivered across multiple channels will seek to differentiate themselves based on customer experience. A recent report by The Economist Intelligence Unit called “ Visions in Marketing ” highlights the innovations in Marketing, marketing strategy and the practical applications of those marketing strategies in forward-thinking companies.
  • MARKETRI  |  SUNDAY, SEPTEMBER 30, 2012
    [Differentiation] Making Rain: Our Young Professionals Best Practice Guidelines to Becoming a Marketing Superstar
    Become familiar with all of your firm’s differentiators, history, services and niches. In our recent blog post, Learn to Market Now! Why Young CPAs, Lawyers, Engineers and Other Professionals Need to Hone Their Skills from Day One , we stressed the importance of embracing marketing in the early years of a professional’s career.
  • 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.
  • HINGE MARKETING  |  FRIDAY, MAY 27, 2016
    [Differentiation] Expanding Your Professional Visibility is Critical for Both You and Your Firm
    But providing top-notch expertise is just not enough to differentiate your firm in today’s marketplace. Knowledgeable professionals are the foundation of every firm. Research found that firms with Visible Experts® —professionals who are well known in the industry—enjoy a multitude of additional benefits, making it easier to accelerate growth and command higher fees. To find out how Visible Experts help firms move onto center stage, check out our infographic below.
  • MODERN MARKETING  |  WEDNESDAY, MARCH 30, 2016
    [Differentiation] 6 Examples of Lead Nurturing Campaigns
    Competitive differentiation points are a big part of this kind of nurture campaign. Sometimes our impression of marketing tactics is more monolithic than the reality. Setting up a lead nurturing campaign in your marketing automation platform is usually about contacting prospects early in their journey and building a relationship with them as they come closer to purchase.
  • MODERN B2B MARKETING  |  TUESDAY, JANUARY 17, 2012
    [Differentiation] 5 Tips for a Social Media Profile Extreme Makeover
    by Jason Miller It can be difficult to stand out in the fast paced world of social media, but having a well branded cohesive design across your social profiles can help differentiate your business from the masses. Doing so will help reinforce your brand with existing customers and give a fantastic first impression to new prospects. We just finished a complete social media profile redesign across all of our channels and we are thrilled with the results.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JANUARY 15, 2015
    [Differentiation] 5 Game Changers Content Marketers Can Steal from House of Cards
    content marketers need to find some way to differentiate their content from what’s already out there. Strategies for Content Marketing Differentiation: Stand Out From the Crowd. The stretch of winter after the holidays can be long and hard. In my corner of the world, where we’re currently covered in snow and ice, the inclination is to hibernate. And I’ll tell you what: If I didn’t have Netflix to binge watch during this time of year, I don’t know where I’d be.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, AUGUST 22, 2016
    [Differentiation] ABM Vendor Guide: What to Look for in External Data Sources
    The idea was that functions define major categories of systems, while the sub-functions differentiate systems within each category. Last week’s posts introduced our new Raab Guide to ABM Vendors ( buy it here ) and introduced a framework four process ABM steps, six system functions, and six key sub-functions. The world isn’t really quite this simple, if only because many systems provide more than one function. But the sub-functions are still important for stack design and vendor selection.
  • MARKETING INSIDER GROUP  |  FRIDAY, SEPTEMBER 11, 2015
    [Differentiation] 5 Best Paid Distribution Methods And When to Use Them
    Nativo’s core differentiator is that it allows you to drop a retargeting pixel so companies can use their existing bottom-funnel mechanisms. The fundamental core of successful content marketing programs is, well, creating great content. Even great content, however, needs a push. Paid distribution a great way for brands to quickly grow their audiences and jumpstart engagement with their content.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JULY 6, 2016
    [Differentiation] How To Get the Most Out of AdWords Expanded Text Ads
    You generally want your headline to be eye catching in order to differentiate yourself from the competition. So, by now, several of you have been given access to Google AdWords expanded text ads beta , which offers some really exciting and sweeping changes to the length and parameters of ad creative. The table below tells you some key differences and advantages of expanded text ads compared to their vanilla counterpart.
  • MARKETING INSIDER GROUP  |  MONDAY, OCTOBER 19, 2015
    [Differentiation] 20 Experts Provide Their Content Marketing Predictions For 2016
    As digital advertising continues to become more difficult and complicated, companies will begin flowing much more money into differentiated customer experiences as a way to capture and hold attention. Last week I ran my own content marketing prediction : A Correction In The Advertising Market. The leading marketing trend of 2016 will be the maturing of the age of ad blocking. I think we’ll see a massive correction in the advertising market.
  • TONY ZAMBITO  |  SUNDAY, JUNE 5, 2016
    [Differentiation] Use Buyer Persona Research To Improve B2B Customer Experience
    Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. by Creative Stall. Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.
  • HINGE MARKETING  |  TUESDAY, FEBRUARY 2, 2016
    [Differentiation] AEC Marketing: The Upcoming Elections Demand Change
    ” Such responses, however noble, cannot help your firm differentiate itself in a crowded federal marketplace. And, even if a virtue is a differentiator, a client will not experience the value of your virtue until they’ve been working with your firm for some time. Differentiating your AEC firm in the federal marketplace is no easy task. Your firm can then begin to formulate a strong marketplace positioning that conveys a differentiated message.
  • 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.
  • B2B MEMES  |  THURSDAY, SEPTEMBER 15, 2011
    [Differentiation] Facebook Subscriptions: Overdrive for Journalists?
    That’s why I’ve so far stuck with Twitter and its follower model and dallied with Google Plus and its concept of differentiated social circles. Though I understand its appeal, I’ve never found Facebook compelling. What I’ve taken to be its core assumptions—that one’s world is divided into friends and everyone else, and that all your friends are friends in exactly the same way—just don’t work for me.
  • INDUSTRIAL MARKETING TODAY  |  THURSDAY, DECEMBER 15, 2011
    [Differentiation] 2012 Content Marketing Trends for Manufacturers and Industrial Companies
    Blog posts written by internal experts establish thought leadership and help to differentiate you from your competition. I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies.
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 20, 2016
    [Differentiation] How long should your online business video production be?
    Giving your clients what they want by integrating online business video communications into your everyday marketing efforts will differentiate you from your competition, provide highly valued sales assets, social media content, build relationships, and motivate customers to move into and through the buying process… yes, it will really do all of that!
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 20, 2014
    [Differentiation] The True Detective Approach to Content Marketing
    According to Copyblogger, “it’s crucial that you write and use stories in your content marketing efforts as a way to differentiate yourself from the mass of mediocre media publishers out there.”. If you’re like me, you spent the bulk of this winter obsessing over True Detective on HBO. More specifically, Rust Cohle (i.e., Matthew McConaughey), one of two homicide detectives tasked with investigating a series of murders along the Louisiana Gulf Coast over a period of 17 years.
  • 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.
  • MARKETING INSIDER GROUP  |  THURSDAY, JANUARY 31, 2013
    [Differentiation] The Future of Marketing: Is The Science of Marketing Taking Over?
    Mark identified culture as the key differentiator of a successful social business. Last week we kicked of this Future of Marketing series with an interview with Mark Schaefer. He also predicted that Facebook search would begin to impact the balance of power that Google has with consumers and over advertisers, as more millennials enter and rise in the workforce. I have already stated my own marketing predictions on the future of marketing myself.
  • MODERN B2B MARKETING  |  FRIDAY, SEPTEMBER 1, 2017
    [Differentiation] The 10 Pillars of Successful Branding
    The position your brand takes in the market comes down to your audience, competition, and differentiators. Differentiators are why your audience will remember you. Now that you know your audience, position, and personality of your brand, you have the information needed to craft an effective core message the cornerstone of which is your differentiator. That one thing is your differentiator and your core message needs to be built around that.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 21, 2013
    [Differentiation] Top 5 Brand Building Tools for Technology Firms
    Start with your differentiator. High growth firms are 3X more likely to have a strong, easy-to-understand differentiator. Here is a quick test to see if you have a true differentiator. If the answer is “no,” it is probably not a good differentiator. Produce content that supports your differentiator and showcases your expertise. It’s hard to overestimate the value of a strong brand for a technology services firm.
  • 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.
  • SALESFUSION  |  FRIDAY, DECEMBER 11, 2015
    [Differentiation] Webinar Replay: Tips for Using Social Media in B2B Marketing
    In addition to the cadence of posting, the effectiveness of social platforms also serves as a differentiator between the two. Did you miss our #InsightfulMarketer webinar with Oktopost on tips for using social media in B2B marketing? Daniel Kushner, CEO of Oktopost, shared some great insights around social media in the world of B2B marketing and best practices for successfully generating leads through social efforts. B2B Social vs. B2C Social.
  • MODERN MARKETING  |  FRIDAY, SEPTEMBER 7, 2012
    [Differentiation] The 4 Things I Never Want to Hear on a Sales Call
    “Our claim to fame is [insert vendor babble]…” If you have to start with that statement, it completely deflates the impact of the differentiator. by Melissa Madian | Tweet this I’m a sales person’s worst nightmare. It’s my job to research new selling techniques, dissect sales processes, and apply the techniques so our sales team can sell more, sell better and sell faster. That means I can purchase tools and services for the team.
  • HINGE MARKETING  |  WEDNESDAY, JULY 15, 2015
    [Differentiation] A 10 Step Brand Development Strategy for Your Professional Services Firm
    A strong, well differentiated brand will make growing your firm much easier. SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed. Related Stories Why Professional Services Firms Must Differentiate to Succeed Stop Selling: How To Turn Your Expert Reputation Into New Relationships (And Revenue) 7 New Rules in AEC Marketing. Your brand is perhaps your professional services firm's most valuable asset.
  • MODERN MARKETING  |  THURSDAY, OCTOBER 29, 2015
    [Differentiation] How to Use Data as a Competitive Advantage
    But that raises an important question: If everyone is “data-driven” in both theory and action, how can businesses carve out meaningful competitive differentiation through their use of information? Big Data, in short, has gone mainstream. What room exists for real commercial advantage when everyone in the marketing ecosystem is advancing from the novice to expert stages of their respective data maturities?
  • HUBSPOT  |  SUNDAY, OCTOBER 5, 2014
    [Differentiation] 5 Industry Changes Keeping CMOs Up at Night
    Access to data and ownership of this data is becoming a point of differentiation, and brands are going to be more selective about who and which agencies have access to their information. This post originally appeared on The Agency Post. To read more content like this, subscribe to The Agency Post. Change. It’s the one constant in this industry, and it’s the number one reasons brand managers are struggling to spend their nights in restful slumber.
  • HUBSPOT  |  WEDNESDAY, FEBRUARY 12, 2014
    [Differentiation] PPC for Startup Marketers: An Introductory Guide
    Do other startups offer a benefit for which you offer a strong differentiation? When looking at the competition, keep in mind to differentiate harmless competitors from dangerous ones. For startups looking to get going with PPC, it can be overwhelming. There''s so much data that can be used and so many factors to consider when setting up PPC campaigns, not to mention the cash concerns that come with any startup.
  • MODERN MARKETING  |  MONDAY, JULY 17, 2017
    [Differentiation] The Big and Small ‘T’ In Digital Marketing Transformation
    ” The key term of differentiation in this definition is "adoption of particular technologies." Much is said and written about digital marketing transformation by marketers, technologists, analysts and organizations of varying shapes and sizes.
  • THE ROI GUY  |  WEDNESDAY, OCTOBER 21, 2015
    [Differentiation] From a Business Case to a Case for Change
    Our value experts concur that going forward, the Traditional Business Case is not enough to differentiate your unique value or motivate today’s more empowered, skeptical and frugal buyers to change. Is it about your solution and ROI, ticking the required box for financial rationalization, or is it differentiating you and your selling approach: powerfully making a compelling case for change?
  • KOMARKETING ASSOCIATES  |  THURSDAY, MAY 28, 2015
    [Differentiation] 40+ B2B Marketing Statistics and Benchmarks to Inspire Performance Throughout 2015
    78% of companies will try / are trying to differentiate through customer experience in 2015. 62% of organizations view customer experience provided through contact centers as a competitive differentiator ( source ). Here in the Greater Boston area, we’ve finally shaken off a bitter winter and look forward to the warmth of summer. But as the Memorial Day holiday weekend passes us by, how does the progress of your B2B online marketing initiatives look?
  • HINGE MARKETING  |  THURSDAY, FEBRUARY 16, 2017
    [Differentiation] Lessons from 2017 AEC Research: Marketing & Growth Insights
    When it comes to breaking through the competitive noise and messaging clutter, differentiation continues to be a challenge for architecture, engineering and construction firms. The more firms that “own” a particular differentiator, the harder it is for them to stand out. “If If everyone else is doing it, we should too,” is not a winning differentiation strategy. We see this effect in the ranking of most commonly used differentiators (see Figure 3).
  • HUBSPOT  |  TUESDAY, MARCH 11, 2014
    [Differentiation] 10 Drool-Worthy Product Pages (And Why We Love Them)
    Whereas other product pages depend on the text that highlights product differentiation, this page depends on a viewer taking in all of the visual elements. Coin provides their product positioning and differentiation, but also shows you how it works by taking you through a visual journey of the Coin card. If you look at how product pages take shape from company to company, you''ll notice they truly run the gamut.
  • MODERN B2B MARKETING  |  WEDNESDAY, MARCH 4, 2015
    [Differentiation] Why Website Engagement is the New Marketing “Must-Have”
    This will help secure your company’s position as an industry thought-leader, and encourage prospects to return to your website multiple times to educate themselves about your offering and differentiation—ultimately becoming truly qualified leads. Author: Mike Telem As a marketer, you only have a few minutes—or less, to capture the attention of a website visitor with engaging content.
  • MODERN MARKETING  |  THURSDAY, APRIL 20, 2017
    [Differentiation] 3 Ways To Use Cross Channel Marketing To Reach Your Marketing Goals
    Despite those differentiations we identify 3 universal rules, to help us achieve our marketing goals, whatever they are. Despite that new media, platforms and ways to approach your customer are springing up like mushrooms, the real burning issue for marketers stays the same: what is the best strategy to reach customers and extend the business prosperity? Of course we know, there is no one, clear answer to that.
  • 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.”
  • MODERN MARKETING  |  MONDAY, AUGUST 19, 2013
    [Differentiation] Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee
    by Amanda Batista | Tweet this Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. By spinning the distinct value of what your company offers into a story that entices buyers to engage, the opportunity exists to build more-profitable customer relationships.
  • THE POINT  |  THURSDAY, OCTOBER 10, 2013
    [Differentiation] Marketing to the Person, Not the Business: The Critical Importance of Personal Value
    In many circumstances, however, personal value may be the differentiator, and even a primary factor, in the final selection process. Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. Like the ability to keep one’s job.
  • FATHOM  |  MONDAY, MARCH 9, 2015
    [Differentiation] Four Tips to Start an Effective Law Firm Marketing Strategy
    Whether you’re interested in increasing your firm’s visibility and brand recognition, growing your client base or creating meaningful marketing differentiation, the most important point to consider is spending money on marketing that you can measure.
  • MODERN B2B MARKETING  |  FRIDAY, FEBRUARY 3, 2017
    [Differentiation] How to Drive Considered Purchases in Consumer Marketing
    In this information age where self-education and research define most of the criteria used to make a final purchase, ensuring that your brand’s differentiated value reaches your audience at the optimal time is critical. In this blog, I’ll cover five features of an engagement platform that allow you to differentiate your brand and keep it top-of-mind, while properly supporting the downstream conversion of purchases: 1.
  • HINGE MARKETING  |  TUESDAY, JULY 28, 2015
    [Differentiation] 7 Strategies to Generate Better Accounting Leads
    It’s difficult to differentiate between firms, and fee pressure becomes intense. Other types of specialization that can help differentiate your firm include: Service type specialization. Well-targeted, clearly differentiated, obviously more value… sounds like a formula for better accounting leads. Why is it so challenging to generate qualified accounting leads? There are a couple of good reasons.
  • GREAT B2B MARKETING  |  WEDNESDAY, MARCH 18, 2015
    [Differentiation] How to Rejuvenate a Troubled B2B Brand
    The downside is that few people know about you – the upside is that you can start with a fresh and differentiated brand position. Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention.
  • 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.
  • MODERN B2B MARKETING  |  WEDNESDAY, NOVEMBER 5, 2014
    [Differentiation] [Quiz] Who’s Your Content Marketing Crush?
    Just take a look at some of the top content marketing thought leaders – they each have certain skills that differentiate them from each other, but they are all still considered “grade A” content marketers. Author: Lizzy Funk Whether you like to write a blog post here and there, or you get paid to write ebooks all day, every day, we all have a little love for content marketing in our blood. Like most other types of marketing, each person has a different approach that works best for them.
  • VERTICAL RESPONSE  |  THURSDAY, DECEMBER 3, 2015
    [Differentiation] The Ultimate Holiday Marketing Giveaway [All Entries Receive a Free Domain]
    A good logo design leaves a lasting association and differentiates your brand from competitors. Looking to launch a new business in 2016? Or, maybe your brand is ready for a major boost? Either way, you’re thinking about ways to generate sales in the new year. Wouldn’t it be nice to get $2,016 worth of professional marketing products and services? For free? It’s possible when you enter The Ultimate Holiday Marketing Giveaway!
  • HINGE MARKETING  |  MONDAY, JANUARY 4, 2016
    [Differentiation] Elements of a Successful Brand 4: Brand Promise
    SEE ALSO: Why Brand Differentiation is Essential for Professional Services Firms to Succeed. If a business is confident in its abilities and has developed a compelling and consistent customer experience, it can more easily differentiate itself and assume a market leadership position. A brand is a complex organism. This is part four in a series of articles in which we examine a successful brand's component parts.
  • HINGE MARKETING  |  THURSDAY, OCTOBER 27, 2016
    [Differentiation] What Is a Personal Brand Statement – And 3 Steps to Writing One
    Many professional services leaders appreciate the value of differentiating their firm’s services from those of competitors. But many of these same professionals fail to recognize that they can differentiate themselves, too, and take their careers to a new level of visibility, respect and value. Write a concluding sentence: Tie up the paragraph with a bow — speak again to your expertise or most compelling differentiator.
  • TONY ZAMBITO  |  WEDNESDAY, JUNE 1, 2011
    [Differentiation] Social Buyerology: Listening to the Social Buyer
      Areas such as peer-to-peer social networking, community memberships, subscribing to blogs, and following on Twitter or Facebook are loaded with differentiating perceptions, attitudes, beliefs, aspirations, goals, and one’s own self-determination.  Image via Wikipedia. This is the third installment of my reflection on Social Buyerology. 
  • MARKETING INSIDER GROUP  |  MONDAY, SEPTEMBER 14, 2015
    [Differentiation] Content Marketing The Answer For Sales Success As Well?
    Better training : Training needs to enable sales professionals with “value messaging” skills to deliver better insights that differentiate themselves from competitors and communicate real customer value to close sales. We all know that today’s consumers have changed, and they are buying differently. They have access to mobile, social and digital media to help them learn and gather information on their own before making a purchase decision.
  • HUBSPOT  |  MONDAY, MARCH 17, 2014
    [Differentiation] A Beginner’s Guide to LinkedIn Showcase Pages
    Here''s what''s important to know to differentiate Showcase Pages in your head from the other LinkedIn Pages. Having more than one buyer persona is a balancing act. If they''re very different, you may feel like you''re constantly in danger of not giving one enough attention, or confusing your personas with untargeted content. Add the problem of keeping all your content grouped together on one social media page, and you''re really lost.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, JUNE 4, 2013
    [Differentiation] My Take: Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation
    The smart ones (and that''s most of them) already have a strategy in place to differentiate themselves from the big industry leaders. I''ve been in meetings all day and just emerged to hear that Salesforce.com purchased ExactTarget. Having a had a few moments to digest the news (and some lunch), here are a few thoughts: - Good move for Salesforce. They have been lacking large-scale email capability, which all types of sales and marketing departments require.
  • MODERN MARKETING  |  WEDNESDAY, APRIL 6, 2016
    [Differentiation] Creating a Competitive Advantage with Data-Driven Marketing
    As brands compete vigorously for customers across multiple domains and devices, the data paradigm will potentially be a source of significant differentiation. It should come as no surprise to anyone that our world is data-driven. For proof, one only needs to look at the staggering statistics. An estimated 10 billion mobile devices will be in use by 2020. A billion searches are performed on Google each day. An astonishing 294 million e-mails are exchanged daily.
  • HUBSPOT  |  TUESDAY, FEBRUARY 24, 2015
    [Differentiation] 8 Rookie Mistakes You Might Be Making With Buyer Personas
    There should be clear differentiators between each persona -- the whole idea of creating personas is to create an experience that resonates with each of them. Sure, demographic information is important to include, but it’s not the information that should differentiate your personas. Creating buyer personas is an essential part of building a successful inbound marketing strategy.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 15, 2012
    [Differentiation] Craig Rosenberg Talks Optimizing Your Funnel, Edgy Content, and the Origins of The Funnelholic
    In the following video Craig discusses the origins of the Funnelholic, missed opportunities in the sales funnel, how he differentiates his content to stand out, and a fun story about the much sought after Funnelholic T-shirts that are now collector’s items. by Jason Miller Craig Rosenberg is a sort of legend in the world of B2B marketing and demand generation.
  • KOMARKETING ASSOCIATES  |  TUESDAY, SEPTEMBER 22, 2015
    [Differentiation] 10 Marketing Trends That Should Influence Your Content Strategy
    Corporate Visions released a survey in August that showed B2B marketers and sales reps are failing to deliver pitches that differentiate them from the competition. As someone that’s always had a passion for journalism, I enjoy staying on top of the latest news. As a B2B content marketer, staying on top of the latest news and trends that impact my clients and the B2B marketing space as a whole has become a daily part of my life and a critical factor in allowing me to do my job effectively.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, JUNE 17, 2012
    [Differentiation] B2B Sales Cycle: 4 steps to avoid the wasteful ‘no decision’
    How you sell is how you’ll differentiate yourself,” Dickie notes. Related Resources: Customer-centric Marketing: Tap into your culture to differentiate from the competition. Tweet CSO Insights , which interviews thousands of chief sales officers to benchmark B2B sales best practices, has tracked an alarming trend.
  • TYPE A COMMUNICATIONS  |  MONDAY, JANUARY 5, 2015
    [Differentiation] 12 Months of Learning From 12 Top B2B Marketers
    Products can be interchangeable, but what we stand for differentiates us. January 6, 2015. One of the things I love about looking at the clean slate of a new year is 365 days of possibilities. Part of what gets me excited is taking one idea, focusing on it, and then putting it into practice little by little. Huge change all at once can be hugely overwhelming.
  • TONY ZAMBITO  |  SUNDAY, OCTOBER 18, 2015
    [Differentiation] Beyond Buyer Profiling To Buyer Personification
    Personalization is an extension of database marketing, whereby attempts are made to differentiate through personalized marketing. by Evan Shuster. Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.
  • BIZNOLOGY  |  WEDNESDAY, NOVEMBER 21, 2012
    [Differentiation] New Developments in B2B Loyalty Marketing
    For example: Data-driven segmentation and differentiated treatment. Photo credit: Wikipedia. Business marketers have much to gain from retention marketing. Business customers tend to be fewer and more valuable—meaning you can’t afford to lose even one. But how do you keep your customers active and buying from you, versus the competition? How do you prevent defection?
  • 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.
  • 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?
  • BIZNOLOGY  |  WEDNESDAY, AUGUST 24, 2016
    [Differentiation] How to select the perfect B2B data vendor
    Competitive differentiation. How strong are the vendor’s points of competitive differentiation? Most B2B marketers rely on customer data from third party suppliers. But how do you choose among the myriad data providers out there?
  • THE ROI GUY  |  TUESDAY, AUGUST 27, 2013
    [Differentiation] VMware Cloud Compass Tool (powered by Alinean)
    Starting with a few simple questions about your company and workload requirements, the tool then provides: A comparison of Total Cost of Ownership (TCO) for various compute options, differentiating the costs for on-premise with public and private cloud options, tallying differences in CapEx, OpEx and business benefits. It can be a challenge knowing which cloud solution is best for your particular workloads and business requirements: a private cloud, public cloud or hybrid solution?
  • PAUL GILLIN  |  TUESDAY, DECEMBER 18, 2012
    [Differentiation] My New Book, ‘Attack of the Customers,’ is now available
    In the age of the empowered customer, service is one of the few points of differentiation left. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later, Attack of the Customers on sale on Amazon ! Now I’d like to ask for your support by liking the book on the Amazon page and registering your like on the book Facebook page.
  • THE POINT  |  THURSDAY, AUGUST 8, 2013
    [Differentiation] Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)
    Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages. When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales.
  • HUBSPOT  |  THURSDAY, JULY 7, 2016
    [Differentiation] 12 Tips for Writing Clickable Search Ad Copy
    Your copy is what will differentiate your brand from others in the industry. Booking.com is likely watching their competitors very closely and knows their differentiated copy is what will attract clicks. Content creation is an essential part of a marketer's day-to-day job. From drafting ebooks to promoting webinars, we have to be creative and concise with our writing in order to engage our audience.
  • THE ROI GUY  |  SUNDAY, MARCH 24, 2013
    [Differentiation] Are White Papers Dead?
    Likely your traditional white paper fueled marketing campaigns are getting lost in a sea of look-alikes, with little to differentiate your white papers from the hundreds of others. The Bottom-Line Alinean Interactive White Papers are able to help you overcome the challenges plaguing traditional white papers, as they are more differentiated, value-focused, visual, personalized, relevant and concise.
  • FATHOM  |  WEDNESDAY, AUGUST 26, 2015
    [Differentiation] Without SaaS Lead Nurturing Your Free Trial User, Conversions to Paid Users will Wither
    Why Pay – Comparisons/Differentiators. The first is informational, the second is a differentiator and the final two are converters. With the 30-day trial, there is double the number of emails as we have more days to work with including additional informational and differentiator messages. A few months ago, you may remember a post I wrote about why SaaS software companies that offer initial free trails fail at generating revenue.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 23, 2016
    [Differentiation] Google AdWords Expanded Text Ads: Best Practices For The New Format
    2) Utilize the Description to Differentiate Your Product or Service. Be sure to differentiate your product or service from the competition and make sure that users know why your brand is their best option. However, ETAs don’t differentiate between devices, which means that the same ad and the same copy will be displayed to searchers across all devices.
  • HINGE MARKETING  |  WEDNESDAY, MAY 10, 2017
    [Differentiation] Why Merger and Acquisition (M&A) Growth Strategies Fail
    Point of Failure 2: Differentiation Dilution. If either firm has a strong differentiation strategy , there is a good chance that it’s going to take a hit after the merger. Because great differentiation demands sacrifice — sacrificing non-core services, or sacrificing a wide swath of industries that you choose not to serve. VIDEO] Finding True Differentiators for your Professional Services Firm [VIDEO].
  • HUBSPOT  |  WEDNESDAY, JANUARY 21, 2015
    [Differentiation] How to Create a Logo: Designers Give a Look Inside Their Process
    In other words, the water droplet is exactly what differentiates his snow-skateboarding company from snowboarding companies that have a similar vibe and audience. From there, you can start thinking about how to differentiate the new logo will from the tons of pre-existing ones.". These logo design discussions can even help them think more about what differentiates themselves from their competitors.".
  • MARKETING INSIDER GROUP  |  TUESDAY, SEPTEMBER 3, 2013
    [Differentiation] The Four Biggest Content Marketing Pain Points
    Overlay inputs and create a topic “Venn diagram” to determine topics best suited for brand differentiation and marketplace resonance. This is a guest post from ComBlu president and co-founder Kathy Baughman, covering their new eBook on the biggest content marketing pain points, and which they are graciously offering for us here with no registration required… Why is Content so Painful? Brands face multiple obstacles when organizing the content function.
  • 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.”
  • THE ROI GUY  |  THURSDAY, JULY 19, 2012
    [Differentiation] Personalize, Challenge & Engage
    via quantifying the differentiating value and competitive cost advantages of your solution versus competitive offerings. You have two options 1. Receive a sure $800 that I am offering you 2. Take a chance with an 85% chance for you to win $1,000 Which do you choose? If you are like most, you selected 1, the sure bet, but mathematically, choice 2 and taking a chance is actually worth more. So why do most select the sure bet?
  • HINGE MARKETING  |  WEDNESDAY, JUNE 22, 2016
    [Differentiation] A Thought Leadership Marketing Strategy Based on Research
    Answering this question will help you understand your differentiators. So the extent to which you’re differentiated around expertise in turn affects the speed of your ascent to greater visibility. SEE ALSO: Expertise as a Differentiation Strategy. Once you’ve completed your investigation and exploration, you’ll use your findings to inform three foundational components of thought leadership marketing: Your differentiators.
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 28, 2015
    [Differentiation] Top 5 Brand Building Strategies for Professional Services Firms
    Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the very best talent. But how do you do it? What are the best brand building strategies for your firm? Let’s start by defining what a brand building strategy is, then we'll describe how it works.
  • GREAT B2B MARKETING  |  WEDNESDAY, DECEMBER 26, 2012
    [Differentiation] Marketing Game Changers for 2013
    Here are a couple of BHAG ideas: Differentiate your company with a compelling and differentiated value proposition. It’s the season for wrapping up the old year and prepping for the next. I hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements.
  • HINGE MARKETING  |  MONDAY, FEBRUARY 13, 2017
    [Differentiation] The Branding Process for Professional Services Firms
    Identify Your Differentiators. With this body of data you can begin identifying differentiators — characteristics that distinguish your firm from similar competitors. Most firms can uncover 2 to 5 true differentiators. Your differentiators must meet three criteria: It must be true. Be careful that you select actual differentiators, however. If you need help working through your differentiators, we’ve put together a helpful guide.
  • RADIUS  |  THURSDAY, JULY 28, 2016
    [Differentiation] How To Boost Outbound Email Performance With Predictive
    With Predictive, marketers can extract answers to important questions about their customers by identifying key points of differentiation like: What is the purpose of the email campaign? But it’s important to differentiate email content to stand out in a prospect’s inbox and nurture them effectively. Email marketing isn’t new. It’s one of the longstanding channels used by marketers on a regular basis.
  • 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.”
  • MARKETING INSIDER GROUP  |  MONDAY, AUGUST 17, 2015
    [Differentiation] 4 Tricks To Master The Magic Of Modern Lead Generation
    The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made. Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it’s the latter, here’s how. It’s no secret that the nature of lead generation and sales is changing.
  • MARKETRI  |  THURSDAY, JULY 19, 2012
    [Differentiation] Learn to Market Now! Why Young CPAs, Lawyers, Engineers and Other Professionals Need to Hone Their Skills from Day One.
    Learn how to talk about the firm, its differentiators and the benefits it provides to clients. Young accountants, engineers and lawyers enter into their respective fields because that is what they want to practice. Many of these professionals are “left brained” because they are often said to be more logical, analytical and objective.
  • TELEVERDE  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Differentiation] Michael Brenner in the Spotlight
    Product differentiates no company. Logos and colors and fonts differentiate no company. That’s what differentiates you. Global content expert, Michael Brenner, champions the customer experience. Michael Brenner’s Marketing Insider Group is aptly named. The firm works with clients on everything from content strategies to buyer journeys, but what it does best is to look at the “guts” of an organization to help them figure out how to solve real customer problems.
  • CONTENT STANDARD  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Differentiation] Moving Beyond Vanilla CSR Stories: How Symrise and Investis Brought Sustainability to Life
    Brands today are using CSR stories, details about responsible supply chain management, and socially friendly policies to differentiate their position in the marketing—and storytelling is helping them do so in unexpected ways. However, your audiences want to see how good business practices differentiate your brand and shape the way you do business.
  • 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).
  • INFER  |  SUNDAY, OCTOBER 16, 2016
    [Differentiation] Tips for Using Retargeting to Drive ABM Success (Part 1)
    With AdRoll, we push that creative back to people who have visited our website to familiarize them with our customer community, which is one of our strongest differentiators. This article was originally published on the AdRoll Blog by Sean Zinsmeister , Senior Director of Product Marketing at Infer. Part 1 – Amplifying Your Customer Platform with B2B Retargeting. Part 2 – Infusing Predictive Insights into ABM Prospecting.
  • 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?
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 10, 2016
    [Differentiation] 3 Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns
    However, coupled with a sophisticated marketing automation platform, direct mail is getting a facelift that may make it a channel that helps you differentiate your go-to-market strategy. Author: Patrick Groover Have you taken a close look at your direct mail lately? You may have noticed a pleasant surprise: offers and newsletters that you’re actually interested in. To some, direct mail may seem like a marketing method of the past.
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