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  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, FEBRUARY 27, 2014
    [Differentiation] The secret ingredient for successful small business blogging
    But I can differentiate my restaurant and strongly appeal to a specific audience. But I can differentiate my restaurant and strongly appeal to a specific audience. Henneke Duistermaat, {grow} Community Member. The internet world is a very crowded place indeed. Everyone is pumping out content. Noise levels are soaring. What can you do if you’re a solo-entrepreneur, freelancer, or small business owner? Can you still win business online?
  • PAUL GILLIN  |  THURSDAY, JANUARY 24, 2013
    [Differentiation] Attack of the Customers Press Release
    Delighting the customer is the only sustainable source of competitive advantage today, because product differentiation is fleeting and price differentiation is unprofitable, ” said co-author Greg Gianforte. I’ve read thousands of press releases over the years but don’t believe I ever wrote one until now. It was more difficult than I expected! Links and tweets are appreciated, but Amazon reviews will get you undying devotion.
  • MODERN MARKETING  |  WEDNESDAY, OCTOBER 19, 2011
    [Differentiation] 5 Reasons Thought Leadership Marketing Matters
    The market has a short attention span, which means it’s on you to develop thought leadership that differentiates you from the crowd and gets you heard through the noise. by Jesse Noyes | Tweet this The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. And of those people delivering a big picture talk will be Jeff Ernst , principal analyst at Forrester Research.
  • 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.
  • 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.
  • THE ROI GUY  |  FRIDAY, OCTOBER 24, 2014
    [Differentiation] The new ABCs of Selling: Always Be Challenging!
    Buying Experience is THE Differentiator Did you know that 53 % indicate customer experience in the sales process is more important than brand, product, service and price in creating meaningful differentiation and customer loyalty? This week, CEB held their annual Sales and Marketing Summit, with 1,200 celebrating all things and revealing some of the latest research on how to more effectively evolve your sales and marketing for a new breed of buyer.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, DECEMBER 8, 2016
    [Differentiation] Learn to create effective content by putting it through the RITE test
    Thinking in terms of “entertainment” may create a point of differentiation for you. By Mark Schaefer. Here’s a proven method to consistently create effective content: Put it to the RITE test. RITE is an acronym that stands for Relevant, Interesting, Timely, and Entertaining. If you create content that hits at least three out of these four angles, you’ll be spinning gold my friend. Let’s take a deeper look. Relevant. What if you have multiple interests like books, pets, and cars?
  • MODERN MARKETING  |  THURSDAY, JULY 23, 2015
    [Differentiation] New Data Centre Support for Australian Marketers
    Businesses must provide world-class customer experiences to differentiate their products and services in the digital age however few businesses succeed at this. Oracle Marketing Cloud customers in Australia are now set to benefit from the expansion of our data centre in Sydney.
  • MODERN MARKETING  |  MONDAY, NOVEMBER 23, 2015
    [Differentiation] How to Generate Sales Leads Using Personality Quizzes
    ” It’s subtle differentiation, but makes a difference. Imagine using a personality quiz that your audience loves to bring in leads that you know a ton about and can be followed up with in a human way. That is possible, and today we’re going to look at how to do it for your brand.
  • EMAGINE B2B BLOG  |  TUESDAY, AUGUST 12, 2014
    [Differentiation] B2B Content Marketing: 3 “Must Haves”
    As a B2B company, your content marketing can play a significant role in differentiating your brand, grabbing the attention of prospects, and assisting in lead generation efforts. By Allie Viau | Digital Marketing Strategist & SEO Specialist. To remain competitive in B2B content marketing, you must provide at least three different forms of marketing collateral on your website: white papers, case studies, and blog posts. Why are these so crucial for B2B content marketing?
  • HUBSPOT  |  MONDAY, APRIL 4, 2016
    [Differentiation] 10 Things Every B2B Tech Marketer Needs to Know
    Also, look out for acronyms or terms that may mean different things – and can be differentiated based on the industry context. This is key to any marketing strategy, but in the tech sector, understanding the competition helps differentiate your client in your mind and to your customers. For B2B tech marketers, it's crucial to understand the real value of the technology you're promoting - whether it’s a simple consumer product or a complicated enterprise service.
  • THE ROI GUY  |  FRIDAY, AUGUST 26, 2011
    [Differentiation] “Value” Remains Most Significant Sales Challenge
    Engage Earlier & Prove Value When asked what the biggest capability gaps were, the sales executives didn’t pull any punches, indicating that they need their sales professionals to engage sooner and more proactively with prospects, be more adept at economically justifying solutions and be able to better differentiate the unique value versus competitors. Getting procurement to recognize our differentiation 6.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 26, 2011
    [Differentiation] 6 Steps to Defining Your Value Proposition from MarketingSherpa
    To truly stand out, you need to frame this question on three different levels: the prospect level, where you address the needs of the buyer; the product level, where you differentiate what you’re selling; and the process level, where you make clear the value of going through the process, be it a click or a purchase. To succeed, you’ll need two claims of exclusivity – you need to be desired and differentiated.
  • THE ROI GUY  |  SUNDAY, MARCH 1, 2015
    [Differentiation] 3 Big Takeaways from SiriusDecisions Sales Leadership Exchange
    2: Differentiate from Your Competition In a brand new survey by SiriusDecisions, 100% of sales executives indicated that they expect sales to grow, with the majority targeting between 10% and 20%. So how can you address the Competition challenge, assuring that your sales reps can differentiate your solution from the competition?
  • 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.
  • MODERN B2B MARKETING  |  MONDAY, JANUARY 11, 2016
    [Differentiation] Less is More: 4 Reasons Why Twitter’s Character Limit is a Good Thing
    The unique differentiators of social media platforms help you define and test your content strategies. By expanding the word count to 10,000 characters, there is not much that differentiates Twitter from other social media channels. Author: Elaine Ip Last week, a little bird told us that Twitter is considering increasing their 140 character limit count to 10,000 characters, and then the news spread like wildfire across (you guessed it) social media.
  • 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.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 7, 2015
    [Differentiation] [Ebook] 4 Steps to a Successful Global Deployment of Marketing Automation
    Going global with marketing automation requires a broader set of thinking that covers not only issues related to identifying and segmenting differential, regional buyer personas, but also the concurrent challenges inherent to managing your marketing operations. Author: Shyna Zhang In my work, I have had the pleasure of speaking with numerous enterprise marketers from around the world.
  • GREAT B2B MARKETING  |  THURSDAY, MARCH 15, 2012
    [Differentiation] B2B Marketing Game Changing Ideas
    Differentiate yourself. While you may indeed need a new message if you aren’t differentiated from your competition, it is just as likely that what you need is to relentlessly and consistently share your existing message. Sometimes it is not enough to simply make incremental progress on the small things. There are times when you need a marketing or sales accelerator – something that takes you to an entire new level. Here are six ideas to get you started.
  • HUBSPOT  |  WEDNESDAY, AUGUST 10, 2011
    [Differentiation] How Google+, Facebook, Twitter, LinkedIn and Tumblr Compare [Infographic]
    Does it help you differentiate between the features of these popular social networks and clarify how your particular business can take advantage of them? With new social networks and social media services popping up all the time, it's easy for us marketers to feel daunted. With each network often coining its own social media lingo, learning the ins and outs of new platforms can seem almost as difficult as learning a foreign language.
  • VISIONEDGE  |  TUESDAY, APRIL 29, 2014
    [Differentiation] Four Models Every Marketer Should Master
    There are all kinds of mathematical models-statistical models, differential equations, and game theory. We know–models can be intimidating. But as the need to add analytics and science to our work continues to increase, models have become one of the primary vehicles every marketer needs to know how to develop and leverage. If you’ve already dived into the deep end on models, congratulations.
  • HINGE MARKETING  |  THURSDAY, FEBRUARY 19, 2015
    [Differentiation] 4 Tips to Incorporate Visuals into Your B2B Content Marketing Strategy
    There are a number of different ways your firm can use videos to connect with your buyers and showcase your brand, communicating your differentiators and establishing your personal approach and values. Related Stories Top 5 Marketing Initiatives for Accounting & Financial Services Firms 3 Steps to Repurpose Your Content in B2B Content Marketing How to Differentiate Content Curation on Social Media.
  • CONTENTLY  |  TUESDAY, MARCH 7, 2017
    [Differentiation] How Big Is Your Marketing Stack?
    Most of these companies publish boilerplate content marketing to sell their software, but audiences need a differentiator in such a crowded field. Every year, ChiefMartec publishes a chart of the marketing technology landscape, dotted with the vast library of industry players. In 2012, around 350 martech logos filled the poster. By 2016, that number had jumped to over 3,800 , broken down into six main categories and 49 subdivisions.
  • THE ROI GUY  |  TUESDAY, JANUARY 15, 2013
    [Differentiation] Sales and Marketing Alignment in 2013? Not so Fast!
    The result: More competitive losses, as Buyers don’t properly frame your differentiating value and commoditize the offerings, Longer decision cycles as Buyers struggle to properly understand the “cost of doing nothing” and value of change, More discounting, as purchase price becomes the key differentiator.
  • KOMARKETING ASSOCIATES  |  TUESDAY, JULY 14, 2015
    [Differentiation] 5 Surefire Ways to Drive B2B Brand Awareness via Content Marketing
    As someone who truly appreciates the art (and differentiation ) of news writing and blogging, this one took me a while to warm up to. There’s no denying that content is widely considered a critical ingredient to a successful B2B marketing recipe.
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 15, 2015
    [Differentiation] Driving Long-Term B2B Growth with an Omni-Channel Presence
    These days, delivering a great customer experience is a genuine marketplace differentiator, so companies that take a more rational, integrated approach to customer communication can gain a competitive edge. Guest post by Robert C. Johnson. 68% of B2B buyers now purchase goods online via their phone or tablet (and soon maybe their Apple watch).
  • KAON  |  MONDAY, JULY 27, 2015
    [Differentiation] Marketing Moves to Center Stage
    Today, marketing’s impact is manifold, and includes a leadership role in building consistent, sustainable, differentiated value for the entire company. In previous generations, marketers have been thought of as “lead generators” for the sales department. But recent research into how corporate CEOs view the role of marketing reveals that now, more than ever, marketing is perceived to be strategic to a company’s success. CMOs Play a Comprehensive Role.
  • HINGE MARKETING  |  WEDNESDAY, MARCH 22, 2017
    [Differentiation] How to Develop Thought Leadership Insights 1: Narrow Your Focus [VIDEO]
    Download the “Differentiation Guide” for free. This is the first in a five-part series, in which Lee Frederiksen explains how to develop thought leadership insights. Video Transcription. Hi, I’m Lee Frederiksen and I want to talk about how to develop thought leadership insights – really getting that thought behind it, that’s insightful. Now there are 5 strategies I’m going to talk about and today I want to talk about the first one – narrowing your focus.
  • HUBSPOT  |  THURSDAY, MARCH 8, 2012
    [Differentiation] 7 Components That Comprise a Comprehensive Brand Strategy
    If it doesn’t tie back to your brand's message, you will have trouble differentiating yourself from competitors. By harping on every move your competitor makes, you lose that differentiation. Your brand’s strategy should be based on company goals. And just like James Bond wouldn't have gotten too far without a plan, your business will eventually hit a wall without a cohesive brand strategy.
  • VIEWPOINT  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] 4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
    Matt differentiates between copywriters, content creation, and product planners and reminds us that customers are human, and they react very well to messages with emotion. In a recent interview, I sat down with Matt Heinz to pick his brain. I pitched him the question, “What makes a dream marketing team and how should a CMO build one?”
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 15, 2014
    [Differentiation] The Chasm of Expectations Between B2B Marketers and Buyers
    To differentiate our content, to get it seen in the ever expanding sea of freely accessible and discoverable content, we strive to create higher and higher quality content. To differentiate our content, to get it seen in the ever expanding sea of freely accessible and discoverable content, we strive to create higher and higher quality content. By Eric Wittlake, {grow} Contributing Columnist.
  • MODERN MARKETING  |  THURSDAY, MAY 22, 2014
    [Differentiation] How Kele Developed a Personalized Email Strategy
    It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. by Contributor Friendly | Tweet this Editor's Note: Today's post comes courtesy of Jennifer Igartua , Marketing Automation Consultant at Bluewolf, an agile business consulting firm. She focuses on the implementation and ongoing innovation of marketing automation tools, and their integration with CRM solutions.
  • EVERYTHING TECHNOLOGY MARKETING  |  SATURDAY, JANUARY 1, 2011
    [Differentiation] The Top-10 B2B Marketing Trends for 2011
    And all other things being equal, an educated and motivated sales force and their consultative selling skills will be the ultimate differentiator. Happy New Year! It is January and time again for the obligatory 2011 predictions. Many marketing experts have strong opinions on what they think will happen in 2011.
  • HINGE MARKETING  |  TUESDAY, MARCH 29, 2016
    [Differentiation] Creating Stronger Brand Value Wins More Business
    He was stymied because the junior staff, while technically excellent, did not communicate the firm’s differentiators as clearly as he could. Internally , begin by educating all employees on your firm’s core differentiators. Create a well-differentiated brand with our free Differentiation Guide for Professional Services Firms.
  • WEBBIQUITY  |  TUESDAY, DECEMBER 16, 2014
    [Differentiation] 23 Outstanding Social Media Marketing Guides
    Basic presence and listening tactics will no longer suffice, and certainly won’t differentiate brands. Though the use of social media and social networks for marketing is now nearly ubiquitous, and 78% of companies have dedicated social media teams, many marketers sill struggle with certain aspects of social marketing, such as formalizing strategies and measuring results.
  • 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.
  • HINGE MARKETING  |  TUESDAY, JUNE 21, 2016
    [Differentiation] Best Brand Strategy: Branded House or House of Brands?
    Our research indicates that strong professional services brands are twice as likely to favor the inclusion of easy-to-prove and relevant differentiators in their brand strategy. That is because differentiation (or specialization [link to Lee’s Monday post]) helps the firm generate leads and improve closing percentages. Uncover your firms true differentiators in Hinge University’s course, Differentiation, Positioning & Messaging.
  • HUBSPOT  |  FRIDAY, FEBRUARY 17, 2017
    [Differentiation] 9 Marketing Books to Read Before Q1 Ends
    Janessa Lantz , Principal Content Marketing Strategist, ThinkGrowth.org : Differentiation is the most important and least talked about marketing principle. I would recommend it for any marketer in 2017, especially as differentiating yourself and content becomes the key to attracting organic traffic.". Simply put, marketers comprise an impressively busy population.
  • WRITTENT  |  THURSDAY, JANUARY 16, 2014
    [Differentiation] 7 Ways Google Changed in 2013, and How it Should Affect Content Creation
    Hummingbird’s Power of Differentiation. What it means for 2014 content creation: Hummingbird’s power of differentiation is something of an untapped goldmine for marketers. This means you’ll need to identify how your organization can differentiate, and perform original research and analysis within this vertical. 2013 was a pretty dramatic year for marketers when it came to SEO.
  • GREAT B2B MARKETING  |  TUESDAY, JULY 3, 2012
    [Differentiation] B2B Marketing: Do This, Don’t Do That
    Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this. First, the top three things that you should start doing, or do more of if you are already doing these things: Resolve to become a “branded authority”.
  • 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?
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  SUNDAY, JUNE 12, 2016
    [Differentiation] Should your content generate leads or relationships?
    Hubspot is offering marketing automation, a business that has become far less differentiated over the years (and there needs to be some consolidation in this field). A few years ago I had an interesting conversation with a Hubspot executive (now a former executive … but that’s another story). His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MAY 16, 2012
    [Differentiation] Following your passion – Easier said than done
    In marketing terms, what is the “point of differentiation?” A guest post from {grow} community member Jeremy Floyd. From Donald Trump to Oprah Winfrey , the “secret” to success seems always to be “follow your passion.” ” I get lost with this directive. To me, it’s akin to telling someone to embrace their “freedom.” Okay, what the hell am I supposed to do with that? Passion is a loaded term.
  • B2B MARKETING INSIDER  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] 17 Questions On How To Build A Content Marketing Strategy [Q&A]
    Commit to differentiating yourself by how helpful your content is going to be , not what your voice is. Is there really a clear differentiation in the types of content that we should match with each stage of the buyer’s journey? I would say there is more of a tendency than a differentiation. We had nearly 1,600 people sign up for our webinar last week on “ How To Plan And Build An Effective Content Marketing Strategy.
  • B2B MARKETING INSIDER  |  TUESDAY, APRIL 30, 2013
    [Differentiation] 5 Mindset Shifts Marketing Leaders Must Make
    Firms need to differentiate through brand experience. We all know that real change starts with a shift in thinking. And so we are winding down the Future of Marketing series (for now) with this post on the 5 mindset shifts marketing leaders need to make. Previous interviews covered Social Business , Creativity , Big Data , Customer Experience , Thought Leadership , Content Culture , the Future of Search , the Science of Marketing , Content Brands and much more.
  • 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.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, NOVEMBER 7, 2011
    [Differentiation] The Seven Sins of Marketeing Automation System Selection
    In fact, given that most systems can meet your basic needs, functions may not be the most important differentiator. I’ll be giving a Webinar this Thursday on evaluating marketing automation software, sponsored by Neolane. Part of the content will be a list of Seven Deadly Sins of Marketing System Selection. I thought that was worth a blog post of its own. So here goes. Ignoring Users.
  • TOMORROW PEOPLE  |  MONDAY, MARCH 26, 2012
    [Differentiation] The Death of Branding [INFOGRAPHIC]
    This provides a better ROI and ensures that your branding shows what differentiates you from the competition. What is branding and why does it matter? Branding is a word that is used a great deal these days. But what does it actually mean? The Design Council defines a brand as: “a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation.
  • 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 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.
  • 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.
  • CUSTOMER EXPERIENCE MATRIX   |  MONDAY, MARCH 2, 2015
    [Differentiation] Reborn AutoPilot Aims to Simplify Multi-Channel Marketing
    But from Autopilot’s own perspective, its real differentiator is simplicity. The company’s other differentiator is a seriously aggressive pricing model. Autopilot *, formerly AutopilotHQ and Bislr before that, relaunched itself today. I wrote about Bislr in November 2013. Back then, they positioned themselves as a “marketing operating system” that provided core functions but would ultimately let users connect with third party apps.
  • B2B MARKETING INSIDER  |  SUNDAY, JUNE 14, 2015
    [Differentiation] How Retailers Use Content to Tie Online And Offline Experiences
    In marrying the online and offline experience, mobile is the key differentiator we’re expecting to see soar in 2015. People today don’t shop like they used to. Over the past few years, e-commerce and mobile shopping have experienced radical growth, shifting retailers’ focus, rightfully so, on improving those digital user experiences. Those experiences, however, are still inherently limited.
  • HUBSPOT  |  MONDAY, OCTOBER 24, 2016
    [Differentiation] How to Defeat Your Most Dangerous Writing Habit: 7 Ways to Lift 'The Curse of Knowledge'
    And how does a statement like that differentiate you from the competition? These days, differentiating yourself in a crowded space means getting specific, like this: Our mission is to answer every phone call to the customer service department within three rings and to resolve non-emergency calls within 6 minutes.”. When I was eight, I became stuck on a particularly tough Where’s Waldo scene.
  • 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?
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, SEPTEMBER 12, 2016
    [Differentiation] The Only Sales Guide You’ll Ever Need!
    In chapter 14, Diagnosing: The Desire to Understand, you’ll learn how to discover the truth of your client’s challenges and how to ask the questions that differentiate you, while influencing your client to take action. The Only Sales Guide You’ll Ever Need! -a a book review. It must be book time! And what a perfect time to up the performance of your entire sales organization.
  • 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.
  • 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.
  • B2B MARKETING INSIDER  |  WEDNESDAY, OCTOBER 1, 2014
    [Differentiation] The 1 Key To Success In Content Marketing (And Life)
    And my good friend Joe Pulizzi calls out the biggest insight: “There are two critical factors that differentiate effective content marketers over the rest of the pack – having a documented content marketing strategy and following it very closely. Recently Joe Pulizzi shared his secret to content marketing (and life) success: write down your goals. And then review them every day.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, NOVEMBER 30, 2010
    [Differentiation] The five elements of a perfect blog post
    There is really only one way to differentiate yourself as a blogger. “How do I create the perfect blog post?&#. That question by a young student stopped me in my tracks. After all, is there such a thing? I had to dig deep on this question and turned to the qualities of my favorite bloggers to find some common themes. They seem to fit for me — leave a comment and let me know how they land on you! Hoist a hearty headline.
  • B2B MARKETING INSIDER  |  THURSDAY, JULY 9, 2015
    [Differentiation] 4 Tips for Brands Handling Haters on Social Media
    The industries that struggle with social media interaction the most are the ones with the biggest opportunities to differentiate themselves through this channel. The use and purpose of social media for brands has evolved dramatically over the years. In one aspect, its a great way for fans to engage and stay current with the brands they love. On the other hand, its a great way for customers to bash and publicly shame brands that have provided a poor experience.
  • VERTICAL RESPONSE  |  THURSDAY, JUNE 12, 2014
    [Differentiation] Online Banner Ads: Out with the Old, in with Interactive
    Anytime you can differentiate yourself, it’s a win. The world of online advertising is evolving. Soon those rectangular display banner ads that sit at the top of your screen will disappear and new interactive ads will take their place. The Interactive Advertising Bureau, which is made up of 600 media and technology companies and is responsible for selling 86% of the online ads in the United States, is leading the change-the-ads charge.
  • 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?
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MARCH 31, 2016
    [Differentiation] Market networks bring businesses into the “enabling economy”
    Promote the service provider as a differentiated individual, helping to build long-term business benefits. At SXSW I became aware of a new marketing trend called “ market networks.” ” This new business model of an “enabling economy” seems to coming of age and I thought I would explore the idea. Market networks represent a different way to do business compared to sites like Air BNB or Uber that simply aggregate demand.
  • 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.
  • HINGE MARKETING  |  MONDAY, DECEMBER 28, 2015
    [Differentiation] Elements of a Successful Brand 3: Personality
    The effervescent personality that fuels existing relationships and referrals is exchanged for an accepted corporate facade—a stock mix of familiar messages and visuals that do little to differentiate, clarify or define. Don't be afraid to talk about your personality traits, as they will help define you to your audience — and differentiate you from less personable firms. It's an easy way to differentiate yourself. A brand is a complex organism.
  • SALES ENGINE  |  SUNDAY, MAY 22, 2016
    [Differentiation] 5 Megatrends that Have Redefined Selling - Insights from a Sales Rock Star
    The Death of Sales as a Communications Tool – A hyper active competitive landscape has squeezed the differentiation out of many product offerings, so the former role of sales in communicating “why my product is better” must be replaced by the sales representative adding “personal value” through their expertise to help the prospect to think critically, solve problems, and beat the competition.
  • 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!
  • B2B MARKETING INSIDER  |  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.
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 28, 2015
    [Differentiation] Why conversation hierarchy is important to your marketing strategy
    Related Stories Seven fascinating marketing lessons of 2015 Case study: Social media engagement as a point of differentiation A solution to the content marketing measurement puzzle A new process to quantify content marketing success The real problem with real time marketing. One of the biggest challenges I face as a marketing strategist is unrealistic customer expectations when it comes to social media marketing.
  • 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).
  • 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.
  • 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, SEPTEMBER 16, 2015
    [Differentiation] 5 Big tips to make LinkedIn ads work for you
    Case study: Social media engagement as a point of differentiation. By Eric Wittlake, {grow} Contributing Columnist. LinkedIn is today’s B2B media powerhouse. If you are a B2B marketer, in nearly any sector, chances are you are paying attention to LinkedIn, as well you should. LinkedIn brings three things that make it stand out from other B2B media companies. Scale. According to comScore’s July 2015 rankings, LinkedIn is the 15th largest media property in the US.
  • 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. 
  • B2B MARKETING INSIDER  |  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.
  • HINGE MARKETING  |  WEDNESDAY, MARCH 12, 2014
    [Differentiation] The Importance of Brand Reputation in Management Consulting
    And let’s not forget differentiation and messaging, those critical pieces underlining how you stand apart from competitors and the proof points. To recap thus far: Mission/Vision –> Positioning –> Differentiation/Messaging –> Brand Strategy. Related Stories Visible Expert Profile: Rick Telberg Differentiation Strategy Not Working? Here’s How To Make It Better Webinar Recap: 21 Best Differentiators and How to Find Yours
  • 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.
  • 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.
  • 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?
  • 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.
  • NUSPARK  |  SATURDAY, APRIL 29, 2017
    [Differentiation] How to Implement an Account-Based Marketing Program in Your Firm
    Identify whether you can engage your customers in a differentiated, relevant way over the long term. For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. The burgeoning trend towards account-based marketing (ABM) takes that a step further, by customizing activities to enable a laser-sharp focus on each specific target account.
  • 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.
  • 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 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.
  • SCRIBBLELIVE  |  WEDNESDAY, NOVEMBER 30, 2016
    [Differentiation] Why You Need Long-form Storytelling to Become a Thought Leader
    Differentiate from the competition and rise above. This is a preview/snippet from our piece: Without Long-form Storytelling, You Will Never be a Thought Leader. Thought leadership, within the context of content marketing, exists to change and influence perspective. This is also why stories exist – and humans thrive on stories. Anecdotes fuel conversation. Great dramatic arcs are the reason why hours and hours are spent binging on television shows.
  • INFER  |  MONDAY, OCTOBER 3, 2016
    [Differentiation] CEO Insights: AI’s Last Mile
    It’s also been a major differentiator — we achieved our best-ever competitive win rate this year (despite 2016 being the most competitive) by talking less about predictive. It hurts them as that’s not something you can differentiate on any more (remember, anyone can model). Yesterday, I wrote about the timely topic of artificial intelligence (AI), and what it means to be a technology that’s built to be AI-First, as opposed to AI-Later.
  • 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.
  • 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?
  • B2B MARKETING INSIDER  |  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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, JANUARY 4, 2011
    [Differentiation] The 10 Best Corporate Blogs in the World
    This personal involvement has won the site loyal fans since they know they are getting the word from a real executive — a powerful point of differentiation. My reaction to most company blogs: “Blah, Blah and Double Blah!&#. I recently taught a class on corporate blogging at the amazing social media marketing graduate program at Rutgers University. In my research for the class, I pored through hundreds of websites looking for examples of the best company blogs in the world.
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