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  • ACT-ON  |  THURSDAY, DECEMBER 31, 2015
    [Differentiation] From 0 to 21.5 Million Visitors in 8 Years: 4 Lessons on Content Marketing
    Content marketing today is much more than blogging, and with a little creativity you will be able to differentiate yourself greatly from your competition. Some of that differentiation should come in quality. Editor’s note: No matter where you do business, marketers share the same challenges and can often solve them with the same solutions.
  • HUBSPOT  |  THURSDAY, OCTOBER 23, 2014
    [Differentiation] 7 Easy-to-Fix Mistakes You're Making With Your Personal Brand
    If you follow best practices -- and only best practices -- you won''t be doing much to differentiate yourself. When you sign into LinkedIn every morning, what do you see? You see that flag icon in the upper right-hand corner of the site (unless you’re on mobile, in which case it’s on the left-hand side), and it’s red. But when you click through, the notifications aren''t about you.
  • NUSPARK  |  THURSDAY, AUGUST 22, 2013
    [Differentiation] The Many Roles of an SEO Professional; What an SEO Tactician Does
    Keyword tools help us identify these, but it starts from being an expert on your products and services, and how they differentiate from competition. . What is a search engine optimization tactician. I have a new SEO book being published next month, and as a preview, I just wanted to shed some light on what an SEO professional does, because there seems to be some confusion on what we do on a daily/weekly/monthly basis.
  • MODERN MARKETING  |  FRIDAY, MARCH 2, 2012
    [Differentiation] 3 Cool Lead Nurturing Programs You’re Not Running
    Why not use lead nurturing programs to help differentiate your solution? by Jennifer Talcott | Tweet this I’ve been in the marketing automation community for about 7 years. In that time, I’ve seen lead nurturing go from “nice to have” to a hard-set business requirement for major, fast-growing businesses. What gets me really excited, though, is the sheer creativity that I’ve seen.
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 30, 2014
    [Differentiation] The Colossal Content Marketing Report: Blogging Basics and Beyond
    In fact, you may want to differentiate your blog by posting at a less crowded time. Author: Maggie Jones Last week, competitive intelligence platform TrackMaven released their “ Colossal Content Marketing Report ” – an analysis of blogging culture, pain points, analytics, and more. As you’d expect from a company whose bread and butter is organizing huge amounts of information, TrackMaven didn’t skimp on the data collection. For this report, they analyzed over 1.2
  • HINGE MARKETING  |  WEDNESDAY, FEBRUARY 26, 2014
    [Differentiation] How Can Professional Services Firms Boost Their Value?
    Their communications are driven by a strong marketplace positioning built on differentiators that are true, demonstrable and highly relevant to target audiences. To learn more about identifying differentiators, download our brand new Differentiation Guide for Professional Services. At Hinge, we’ve spent quite a bit of time researching the drivers of growing professional services firms.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, JUNE 1, 2016
    [Differentiation] The stress of authenticity and other reasons social media is exhausting
    How to differentiate your blog based on the time you can put into it. By Brooke Sellas, {grow} Contributing Columnist. I teach a class at Baruch College in NYC on consumer behavior. We talk a lot about personalization, customization and selling yourself (as a human behind the logo) to potential buyers. I truly believe in being authentic and transparent. But how far does it have to go? Transparency & Authenticity Are Not The Same. First, a quick lesson.
  • MODERN MARKETING  |  MONDAY, JUNE 29, 2015
    [Differentiation] The Long Term Value of an Email Marketing Welcome Programme
    In a crowded retail market, service is a huge differentiator; if customers have a bad experience of a brand they are unlikely to return. From making a guest feel at home when they visit for the first time to solidifying a new business relationship with a firm handshake, a warm welcome is essential for any relationship to get off on the right foot.
  • KAON  |  THURSDAY, MARCH 24, 2016
    [Differentiation] How To: Build loyalty through customer engagement
    As people do their own research prior to engaging with individuals from your company, make it easy for them to find interactive experiences that help them learn even more about your business, products and differentiated value. Gavin Finn, President and CEO, Kaon Interactive , presents three ways to better engage your customers. As B2B customers’ purchasing choices have expanded, their expectations have increased, and brand loyalty has sharply declined.
  • FATHOM  |  WEDNESDAY, FEBRUARY 26, 2014
    [Differentiation] The Importance of Establishing a Strong Brand Identity
    Accompanied with intricate audience persona research and development, mapping out your core values, mission statement and differentiators will guide you as you map out your company’s exterior-facing identity. Fathom recently created and released the 2014 edition of the Fathom Brand Guide – an 80-page document that functions as a toolbox for individuals throughout the organization to utilize and maintain a strong and effective brand image.
  • HINGE MARKETING  |  TUESDAY, MARCH 29, 2016
    [Differentiation] How Developing Your Brand Value Can Win You New 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.
  • HUBSPOT  |  FRIDAY, FEBRUARY 3, 2017
    [Differentiation] Amazon Echo vs. Google Home: 5 Important Distinctions
    We had a look at each device, and selected five key differentiators that can help you decide which one is best for you. What really seems to differentiate Google Home, however, is the fact that it’s built by Google. It's official. We live in an era when we can speak commands to machines -- without the push of a button -- and, most of the time, they will acquiesce. On top of that, we have access to more than one type of such technology and our choice of devices.
  • MARKETING ACTION  |  TUESDAY, APRIL 16, 2013
    [Differentiation] Linking Content Marketing to Sales Results: Ian Michiels’ Webinar, Thursday April 18
    Ian’s webinar will include a discussion of how to measure inbound as a profitability lever, attribution, the cause and effect relationships between content and sales, and how to differentiate your content from your competitors’, all leading to understanding which bait works, which leads to economies of scale. Content marketing is a huge trend, but it’s not a fad. Everybody’s doing it, and everybody wants to do it better.
  • DISCOVERORG  |  FRIDAY, AUGUST 19, 2016
    [Differentiation] Why Recruiting is Like Marketing
    So, we set up training for recruiters to help them message and speak about the company’s strengths and differentiators just like we did for sales and marketing; the training involved role-playing, one-minute pitches, email messaging, cold call prospecting, and SLAs for response times. Five years ago, I was asked to lead a recruiting department for the first time ever – and to double the size of the company within 6 months!
  • WEBBIQUITY  |  TUESDAY, APRIL 5, 2011
    [Differentiation] The “Social Media Certificate” – Smart Move or Scam?
    When companies hire, does having a social media certificate really differentiate a job candidate? A growing number of community colleges, vocational schools, online universities, technical colleges and even big-name universities are now offering social media certificate programs (Google this if you like, I don’t want to legitimize any of them with a link).
  • HINGE MARKETING  |  MONDAY, MARCH 10, 2014
    [Differentiation] Visible Expert Profile: Rick Telberg
    And while other firms faltered during the banking crisis of 2007, Rick seized the opportunity to differentiate. Related Stories Differentiation Strategy Not Working? Here’s How To Make It Better Webinar Recap: 21 Best Differentiators and How to Find Yours How Can Professional Services Firms Boost Their Value
  • B2B MARKETING INSIDER  |  WEDNESDAY, JANUARY 14, 2015
    [Differentiation] Everybody Writes — My Interview With Ann Handley
    So I want people to think of writing and their words not as boring drudgery… but as a way to differentiate themselves online. Ann Handley – writing in her “Tiny Little House” A few years ago I went to a MarketingProfs event and met someone who literally changed my life. It wasn’t Steve Jobs or Barrack Obama or anyone my Mom ever heard of. It was Ann Handley who was speaking on a panel about this up and coming thing called “content marketing.”
  • B2B MARKETING INSIDER  |  TUESDAY, SEPTEMBER 15, 2015
    [Differentiation] The 15 Best Content Marketing Videos Of 2015
    This 2:13 video gives a quick tutorial on differentiating your brand from others in the social media space. We’ve got news for you, content marketers: video isn’t going anywhere. By 2016, Cisco predicts that online video traffic will account for 55% of total consumer traffic on the internet. In a landscape where YouTube already boasts 1 billion monthly unique visitors , these two stats alone should be enough for serious marketers to consider a content marketing video strategy.
  • HINGE MARKETING  |  WEDNESDAY, JANUARY 15, 2014
    [Differentiation] SlideShare Presentation: How a Meeting of the Minds Can Grow Your Professional Services Firm
    Related Stories Find Your Differentiator: 21 Ways to Gain a Competitive Advantage for Your Firm 5 Steps to Revamp Your Email Marketing Strategy in 2014 3 Tips for Professional Services Firms on LinkedIn It’s a common problem: professional services buyers and sellers don’t see eye-to-eye on one another’s services, needs, and priorities. Hinge recently asked buyers and sellers a series of key questions. When we analyzed the results, five gaps stood out.
  • HUBSPOT  |  THURSDAY, APRIL 24, 2014
    [Differentiation] New Data Reveals How Nonprofits Are Segmenting Their Communications
    Age, in particular, can be a very powerful differentiator. Nonprofits have a lot to communicate. From gift solicitations to gift acknowledgements, there''s no shortage of touch-points to prospective and current supporters. When you factor in communication preference -- email, print, and digital -- along with past interaction data, the intricacies of a robust fundraising campaign can rival that of any major marketing initiative in the for-profit sector.
  • NUSPARK  |  WEDNESDAY, NOVEMBER 16, 2016
    [Differentiation] How Long Does it Take to Get Results from Content Marketing?
    Differentiate or die. “ Marketing is impatient. Everything we do feels like we need to do it faster.”. – Ann Handley. How the chef prepares, combines and cooks quality, fresh ingredients determines how delicious a seafood paella will be. If she wants to serve up a mouth-watering dish, she’ll also sample her cooking during preparation to make sure she blends the ingredients to perfection. What does this have to do with how long it takes for content marketing to create leads and demand?
  • HINGE MARKETING  |  THURSDAY, JUNE 16, 2016
    [Differentiation] How to Grow a Business: 3 Research-Backed Insights
    Insight #1: Focus —Develop clear differentiators and specialized targeting. On average, the fastest growing firms are far more differentiated from their competitors. But it isn’t just the quantity of these differentiators; it is the quality as well. Good differentiators may not be perfect, but they are both provable and relevant to potential clients. Clarify provable and relevant differentiators and specialize your practice wherever possible.
  • BIZNOLOGY  |  WEDNESDAY, MAY 1, 2013
    [Differentiation] Beyond the Google Privacy Policy to Free Market Privacy
    Can companies use privacy as a differentiator? Photo credit: Sean MacEntee. Last year I took a look at Google’s new privacy policy and wasn’t that happy with the way it was presented. Too many links to click, hard to backtrack to make sure you read everything, not sure which parts were boilerplate web safety advice vs. Google’s specific policy, and more.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, DECEMBER 3, 2013
    [Differentiation] Sponsored Content: Edge of integrity or the salvation of advertising?
    Radical honesty as a point of differentiation. Radical honesty as a point of differentiation. Sponsored content is probably the hottest — and most controversial — marketing trend around. Embedding advertising messages in the editorial portion of online properties is an act of desperation — Traditional advertising is in decline as technology allows people to avoid ads.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MARCH 3, 2015
    [Differentiation] A PPC Optimization Checklist for the B2B Marketer
    AdWords offers an extensive list of advertising extensions that help differentiate or highlight aspects of your campaign and advertising communications. One of the key responsibilities of a search marketing agency is in staying up to date on enhancements, features, and new functionality associated with the search engine marketing space.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, OCTOBER 7, 2015
    [Differentiation] Is your online presence too safe for your own good?
    Related Stories Gamergate and the great Twitter Debate As digital ad options dry up, marketers turn desperate A new process to quantify content marketing success Case study: Social media engagement as a point of differentiation 10 Ways to Drive More Social Proof. By Mars Dorian, {grow} Contributing Columnist. I open my browser bookmarks, read through my daily news blogs and find a common theme nowadays: offended people everywhere.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, NOVEMBER 16, 2015
    [Differentiation] 25 Nuggets of Essential Social Media Wisdom
    Related Stories How to differentiate your blog based on the time you can put into it A new process to quantify content marketing success Five ways to calm down and not be overwhelmed by social media change Why conversation hierarchy is important to your marketing strategy Content Shock is here. I spend a tremendous amount of time coaching young people and others who are new to the marketing scene.
  • HUBSPOT  |  MONDAY, FEBRUARY 6, 2017
    [Differentiation] 8 Timeless Business Lessons From Bill Belichick
    From the book and the interview, it struck me that Belichick uses a sophisticated information technology platform to help unearth counter-intuitive insights about his business to create competitive differentiation. Editor's Note: This post was published in 2006. Stats were updated in 2016 to reflect Belichick's current coaching record -- and the CD and TiVo references were left for posterity. Many of you who are football fans or are from New England probably know who Bill Belichick is.
  • HUBSPOT  |  WEDNESDAY, JULY 24, 2013
    [Differentiation] Why Media Companies Are Struggling (And How Inbound Can Help)
    2) No Differentiation From Other Media Companies. As media companies have taken their content and advertising digital, it’s hard for readers to differentiate one media company from the next. But how can you do that in a way that differentiates you from the competition? Magazines, newspapers, TV stations, radio stations, and online publishers -- let’s call them media companies -- have been producing news content for years, with the aim of attracting an audience.
  • MODERN MARKETING  |  TUESDAY, DECEMBER 27, 2016
    [Differentiation] 7 Engaging CMO Interviews From 2016
    But as Xerox prepares to spin off its $7 billion business process services arm into a standalone company called Conduent in January, it is borrowing more B2C tactics as it seeks to differentiate both of its brands. As the year comes to a close and we make final plans for the New Year and celebrations and the like, I figured it was a good time to take a look back at some CMO Interviews from 2016 before we move onto 2017. Below are 7 CMO interviews from 2016. Well, sort of.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, JANUARY 20, 2014
    [Differentiation] Case study: Creating social media benefits in a regulated industry
    ” Baker learned quickly that a combination of human connection and helpful content was creating a point of differentiation in a field that is typically “too stiff.” Baker learned quickly that a combination of human connection and helpful content was creating a point of differentiation in a field that is typically “too stiff.”. “I
  • THE ROI GUY  |  MONDAY, MARCH 28, 2016
    [Differentiation] Forbes Insights: Value First
    In this new environment the research is clear: top performing sales reps are enabled to connect with buyers using more personalized content, to help interactively diagnose and assess challenges, and communicate and quantify differentiating value “Content has got to be used to build credibility and open up a rich and meaningful customer conversation,” says Dan Smoot, executive vice president of market readiness at Salesforce.com. “If
  • HUBSPOT  |  WEDNESDAY, DECEMBER 7, 2011
    [Differentiation] The Ultimate Cheat Sheet for Creating Social Media Buttons
    But with so many social media platforms providing their own individual content sharing and follow buttons, it's often difficult to differentiate between which social media button to use for what purpose. The first step in understanding the nuances of all the various social media buttons is being able to differentiate between social sharing buttons/links and social media follow buttons, and identify which type of button you should be using.
  • HUBSPOT  |  TUESDAY, SEPTEMBER 27, 2016
    [Differentiation] How to Build a Social Media Army
    Not only does it give your business a distinct identity, it also differentiates your business from your competitors, ensures your message stands out in customer’s minds and increases customer loyalty. The superheroes in Marvel Comics’ Avengers series often join forces, commonly in some sort of shiny form-fitting clothing, to defend the weak and powerless.
  • SALESFUSION  |  MONDAY, FEBRUARY 15, 2016
    [Differentiation] Why and How to Improve Audience Segmentation for B2B Marketing
    In addition to differentiating people based on more static characteristics like influence level and location, you also need to consider dynamic characteristics like stage in the buyer’s journey, since someone who has just entered the sales cycle will require a different, higher level message than someone who is further down the funnel. 10 ways to segment your audience to meet the growing demand for personalization. The times they are a-changin’.
  • THE ROI GUY  |  THURSDAY, MAY 1, 2014
    [Differentiation] The Three E's of Boosting Sales Productivity
    2) A Failure to Advance: As a result of not being able to provide valuable insight or differentiate the value of their solutions to buyers, up to 80% of marketing leads don''t advance , and only 7% of sales reps get a 2nd meeting , this according to research by Forrester.
  • INFLUITIVE B2B  |  TUESDAY, JUNE 2, 2015
    [Differentiation] B2B Customer Review Websites: 3 Tips For Blowing Past Competitors
    Code42’s thousands of happy and highly vocal customers are one of our strongest market differentiators,” said Angela. If you sell B2B software, then you know that the quality of your online reviews can make or break your sales. After all, a Google study found that 60 percent of B2B technology buyers search for peer reviews during the decision-making process. That’s why Angela Higgins , Manager, Customer Engagement at Code42, made getting high-quality customer reviews a top priority.
  • SNAPAPP  |  MONDAY, MAY 23, 2016
    [Differentiation] 11 Overused Stock Photos to Ban From Your B2B Marketing
    If you want to stand out in this explosion of digital content, you need to get smarter with your content and create content that differentiates your brand and supports your message. Content production is only going to continue to increase, so there is no better time to focus on differentiating your brand. Have you ever seen a piece of content and had a déjà-vu moment? You say to yourself, “I’ve read this before, and I know I’ve seen the gray-haired man holding an iPad somewhere.”.
  • HINGE MARKETING  |  THURSDAY, JANUARY 12, 2017
    [Differentiation] Brand Personality: An Approach for Professional Services
    Fortunately, there is an answer to this problem: differentiation. Either way, today’s conservative, me-too environment provides a rare opportunity for you to differentiate your firm and start engaging with others on a different, more personal level. Embrace it heart and soul and differentiate yourself to distinction. Professional services firms aren’t exactly known for their personality.
  • MODERN MARKETING  |  FRIDAY, APRIL 21, 2017
    [Differentiation] Connect With the Experts at #ModernCX
    Thousands of like-minded professionals will convene April 25-27 to explore the latest technology innovations designed to differentiate brands on the CX battleground. Set against the glittering backdrop of Las Vegas, the Modern Customer Experience (#ModernCX) brings CX leaders together for one expansive event.
  • NUSPARK  |  SUNDAY, FEBRUARY 10, 2013
    [Differentiation] Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic
    Besides the tools, Google your keywords yourself, review the competition, and make note on how to differentiate yourself when your SEO firm writes meta titles and descriptions. I’ve been managing multiple SEO campaigns (mostly Philadelphia area based) recently because clients have asked, and I do it well, and in my observations of the practice, I have a word of advice: Get Real.
  • HINGE MARKETING  |  THURSDAY, AUGUST 13, 2015
    [Differentiation] Why I Joined Hinge
    All marketers know that differentiation for their clients is key. And Hinge’s differentiation is anchored on proprietary research that gives them insight that delivers astounding results for clients. For those who know me or my reputation as a thought leader in construction marketing, you are probably surprised by my move.
  • HUBSPOT  |  TUESDAY, MAY 24, 2016
    [Differentiation] 10 of the Best Brands on Twitter (And Why They're So Successful)
    But JetBlue is on another level -- and they've done a fantastic job differentiating themselves on Twitter by finding clever ways to exceed our expectations. When it was first created, Twitter was designed mostly for individuals. It was a place for people to share succinct versions of their thoughts and ideas with the world. As it grew in popularity, brands jumped on board and began using the platform to communicate with consumers.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, NOVEMBER 18, 2015
    [Differentiation] To drive value from your content, focus on trust, not traffic
    This is the digital crossroad, a genuine point of business differentiation today. Case study: Social media engagement as a point of differentiation Should you create different social media posts for international clients? Here’s a word we don’t use in business too often: love. But maybe this is more important than our industry obsession with “traffic.” ” Read on.
  • HUBSPOT  |  THURSDAY, AUGUST 4, 2016
    [Differentiation] How to Use Instagram Stories: A Simple Guide for Marketers
    Each social network has its differentiating factor, and Instagram has always been a place to showcase the most beautiful, curated version of your life. On Tuesday, Instagram introduced Instagram Stories , a new feature with remarkable similarities to Snapchat. Stories provides Instagram users with a place to share posts at a higher frequency.
  • MODERN B2B MARKETING  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] How to Integrate Social Media and Blogging from The Art of Social Media
    Now, I’d like to answer a few great questions we received after the presentation: Q: What are the best practices for differentiating between a ‘professional’ social media presence and a ‘personal’ social media presence? Author: Guy Kawasaki Ideas that spread, win. Seth Godin. A few years ago, blogging and social media were separate. Blogging was long-form, serious, and crafted. Social media was short-form, personal, and spontaneous.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, JUNE 1, 2016
    [Differentiation] Baidu Limits PPC Ad Space: What This Means for B2B Marketers
    Ads are clearly differentiated from organic results with markers and highlighted in blue. On May 24, Chinese search engine Baidu made significant changes to the configuration of its paid advertising, including limiting the amount of ads that appear on the search engine results page. These changes will have lasting implications for B2B marketers. The move was not unexpected.
  • HUBSPOT  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] How to Create a Benchmark to Measure Content Marketing ROI
    Content in this phase should be more biased towards your company, displaying factors that differentiate you from your competitors in your ability to solve said problems. According to the Content Marketing Institute’s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Measurement is a key area of difficulty: 49% of B2B and 51% of B2C marketers were challenged with measuring content effectiveness in 2014.
  • VIDYARD  |  THURSDAY, JULY 28, 2016
    [Differentiation] How to Create a Video Marketing Strategy You Can Be Proud of
    Travis has an incredible story around using video content and analytics to differentiate their company, boost conversion rates, better score and qualify prospects, and deliver campaigns that get the attention of their CEO. Are you proud of your video marketing strategy? I bet the answer comes pretty quickly. Nearly every marketer I speak with these days is using video in their web, social media, demand, content marketing, or sales enablement programs.
  • VIDYARD  |  TUESDAY, JULY 12, 2016
    [Differentiation] How to Create a Video Marketing Strategy You Can Be Proud of
    Travis has an incredible story around using video content and analytics to differentiate their company, boost conversion rates, better score and qualify prospects, and deliver campaigns that get the attention of their CEO. Are you proud of your video marketing strategy? I bet the answer comes pretty quickly. Nearly every marketer I speak with these days is using video in their web, social media, demand, content marketing, or sales enablement programs.
  • SCRIBBLELIVE  |  SUNDAY, MAY 8, 2016
    [Differentiation] The 7 Building Blocks of a Solid Content Marketing Plan
    Putting together a voice and tone guide will differentiate your brand, create a standard that you can measure quality content against, and help you create content that resonates with your audience. Marketers are creating more content than ever. According to the Content Marketing Institute , 77% of B2C companies and 70% of B2B companies surveyed say that they are creating more content than they did just a year ago.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 16, 2013
    [Differentiation] The 6 critical questions guaranteed to drive your social media strategy
    They can actually use their marketing platform as a point of differentiation. If you made ladders for a living and sold them to big chain stores, how much of your budget should you spend on social media marketing? Should you step it up? Sorry, I can’t help myself sometimes). This was a real question posed to me by a reader last week and as I walked her through the six key questions that lead to social media strategy I thought this would be useful information to share with you.
  • MODERN B2B MARKETING  |  WEDNESDAY, NOVEMBER 25, 2015
    [Differentiation] 5 Ways To Create Interactive Content and Maximize Your Marketing Budget
    Your best content could already be in your wheelhouse just waiting to be shaped into a perfect piece of shareable, engaging content that will differentiate you from the crowd. Author: Anna Talerico It’s no secret that content marketers are churning out more whitepapers, ebooks, and online content than ever before, devoting huge portions of their budgets and resources to circulating as much information about their brands as possible.
  • SALESFUSION  |  MONDAY, MARCH 7, 2016
    [Differentiation] 8 Best Practices for Using Google AdWords
    Other factors to consider include keyword competition (the more competitive the keyword, the higher the costs will likely be), negative keywords (to filter out irrelevant searches/differentiate similar terms) and keyword matches (to designate broad, phrase and exact matches). Among the many inbound marketing tactics, one of the most valuable is search engine marketing (SEM). Afterall, using the term “Google” as a verb didn’t become part of our everyday vernacular for nothing!
  • HUBSPOT  |  THURSDAY, FEBRUARY 25, 2016
    [Differentiation] Google’s Removing Right-Side Ads, But How Will It Impact Organic Search Results?
    While some users are savvy to ads, they’re becoming more and more like organic listings -- the only thing differentiating them is the small yellow “Ad” label that can be easily missed. Google has been known to change their logo in fun, surprising ways for their Google Doodles , but major changes to the actual search engine results page (SERP) occur far less often. That’s why their recent decision to remove ads from the right-hand side of their desktop SERPs is making big news.
  • HUBSPOT  |  FRIDAY, AUGUST 28, 2015
    [Differentiation] 10 Tips That Can Drastically Improve Your Website's User Experience
    4) Use Hyperlink Differentiation. When it comes to hyperlink differentiation you do not need to reinvent the wheel. In today’s changing marketing landscape, your website has become a more powerful tool than ever. As a 24/7 salesman, your website has the potential to be your most powerful asset and the centerpiece of your marketing efforts. However, rapidly changing technology can make your website feel old and outdated.
  • BIZNOLOGY  |  WEDNESDAY, FEBRUARY 29, 2012
    [Differentiation] Five Ways to “Get Real” With B-to-B Social Media
    Social media can help you differentiate your company from your competition. Image by Getty Images via @daylife. Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused.
  • GREAT B2B MARKETING  |  MONDAY, APRIL 4, 2011
    [Differentiation] Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan
    Here are five to get you started: Is what you offer a commodity or a differentiated product or service? A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. B2B Marketing is a tricky business with a lot of moving parts. To do it right, you need the answers to the appropriate questions. This is a critical question because it will determine how you must market to be successful.
  • BIZIBLE  |  MONDAY, MARCH 7, 2016
    [Differentiation] 5 Steps to Build an Impressive B2B Account-Based Marketing Framework
    In an age where everything is done online, a way to really stand out and differentiate your company from others is to send something through the mail. As account-based marketing continues to gain traction, more and more B2B marketers are looking to create the perfect campaign. Although what constitutes “perfect” will be different for each company, there are general guidelines that one can follow to develop a reliable account-based marketing framework.
  • MODERN B2B MARKETING  |  WEDNESDAY, AUGUST 3, 2016
    [Differentiation] 5 Core Components of a Successful ABM Strategy
    Account-based marketing programs are accelerating go-to-market strategies by delivering a differentiated and coordinated experience for targeted accounts. Author: Patrick Groover “Narf!…What …What are we going to do today Brain?”. The same thing we do every night Pinky…try to take over the world!!!”.
  • SALES INTELLIGENCE VIEW  |  TUESDAY, NOVEMBER 1, 2011
    [Differentiation] How to Sell to People Not Contacts
    What creates differentiation is cutting through the noise and engaging people. A New Type of Connection. What are People Insights ? Connections are more important than ever for reaching and engaging your prospects. More than 90 percent of executives never respond to cold-call sales or unsolicited emails , while more than 80 percent do engage when referred by a connection – whether through a friend, colleague, customer or industry peer.
  • SNAPAPP  |  MONDAY, MAY 23, 2016
    [Differentiation] 12 Overused Stock Photos to Ban From Your B2B Marketing
    If you want to stand out in this explosion of digital content, you need to get smarter with your content and create content that differentiates your brand and supports your message. Content production is only going to continue to increase, so there is no better time to focus on differentiating your brand. Have you ever seen a piece of content and had a déjà-vu moment? You say to yourself, “I’ve read this before, and I know I’ve seen the gray-haired man holding an iPad somewhere.”.
  • VERTICAL RESPONSE  |  THURSDAY, MARCH 12, 2015
    [Differentiation] 5 Ways to Create Added Value for Customers
    Added value is an important tactic that can be used by small businesses to acquire and retain customers , increase brand awareness, and differentiate one’s place in the marketplace. Don’t know where to start? Here are five ways to create added value that can be easily implemented into your business plan today: 1. Always consider your customers’ perspective. The art of creating added value starts with the ability to see your business through the eyes of your customers.
  • HUBSPOT  |  MONDAY, DECEMBER 17, 2012
    [Differentiation] 10 of the Most Memorable Marketing Campaigns of 2012
    First, they focused on the true feature differentiation between the two products; something that every potential buyer cares about but is not always emphasized in brands' marketing. Too often, marketers attack their competitors directly to show their differentiation -- which is not something that looks very professional to potential buyers. As the year comes to a close, it's the perfect time for reflection.
  • HUBSPOT  |  WEDNESDAY, DECEMBER 18, 2013
    [Differentiation] 7 Email Newsletters We Actually Like Getting in Our Inboxes
    While the content of the emails is certainly interesting, I''m especially digging the design -- the blocks of color help break up the newsletter into sections that are easy to differentiate. When people first start doing email marketing , they usually jump into creating an email newsletter. "It''ll It''ll have everything our customers care about, all in one place," they rationalize. Our list will be different -- people will look forward to getting our newsletter," they argue.
  • HUBSPOT  |  SATURDAY, JUNE 20, 2015
    [Differentiation] New Data: Should You Include Social Media Icons on Your Homepage?
    The middle of the pack accounts for nearly one-third of homepages and is separated into three groups differentiated by providing one, two, or five links. This post originally appeared on inbound.org and is reprinted here with permission. The purpose of any homepage is to act as a launching pad for users to find relevant information that's specific to their needs. Deciding what to include on your homepage, however, is an endless conversation amongst marketers.
  • B2B MARKETING INSIDER  |  WEDNESDAY, OCTOBER 28, 2015
    [Differentiation] Are CMO Ambitions Too Low?
    But under the CMO, the CIO will focus on systems of engagement and the customer while providing a holistic view on how the IT function can be a strategic differentiator for the company. Ambitious CMOs focus on building credibility for their team. Is that enough? Some wonder if CMOs have what it takes to become the next CEO. Are we setting our sight too high? Actually, I read a report this week that points out that even these ambitions are too low.
  • ACT-ON  |  MONDAY, JUNE 6, 2016
    [Differentiation] How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should
    No matter how good your ABM or digital machine is, if you don’t have something differentiated to say and a culture that supports it, you will not break through the clutter,” said Rishi Dave, CMO of Dun and Bradstreet, in an interview with Engagio CEO Jon Miller. Not long ago there was a media drumbeat of “B2C and B2B marketing techniques are merging.” Or you might have read that “B2B and B2C are passé, marketing today has to be P2P” (person to person).
  • VIEWPOINT  |  TUESDAY, MAY 5, 2015
    [Differentiation] The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
    Use the phone and snail mail to differentiate yourself. This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. I feel so strongly that nurturing needs to be a focus, I asked a panel of 11 experts to weigh in on the best lead nurturing programs (and processes) and what to expect in the coming year.
  • GREAT B2B MARKETING  |  FRIDAY, APRIL 22, 2011
    [Differentiation] Outside-the-Box B2B PR Strategies
    Make it unique – Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. Every B2B company has its own identity, target market and products or services. But all have one thing in common. Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money.
  • HUBSPOT  |  MONDAY, OCTOBER 28, 2013
    [Differentiation] What Are Psychographics? [FAQs]
    Most importantly, going beyond the demographics of your buyer persona and really understanding their psychographics will provide you with valuable data that can differentiate your marketing from your competitors. You probably know a lot about who buys from you. Their gender, geographic location, marital status -- it’s all part of developing buyer personas.
  • ACT-ON  |  FRIDAY, APRIL 7, 2017
    [Differentiation] Email Marketing vs. MA Solutions: Which is Right for Your Business?
    Multi-channel engagement is a core differentiator for marketing automation. It wasn’t long ago that many small-business marketers were deploying email marketing, but viewed marketing automation (MA) as a tool for mid-size and enterprise organizations only. Even though top-performers are five times as likely to use MA than other organizations, the thinking was: This technology is just too expensive for the little guys.
  • BIZIBLE  |  FRIDAY, FEBRUARY 19, 2016
    [Differentiation] Top 5 Peer-Approved B2B Marketing Stories on PipelineMarketing.com
    Among those key predictions, Martech Advisor writer Dennis Syracuse predicts that, “84% of top performing businesses will use marketing automation in 2016, and this year we expect predictive data, aka “intent data,” to be the differentiator as it moves from “nice-to-have” data to data that drives business…” ( read more ). The revenue-focused B2B marketing community site, PipelineMarketing.com , has had a fantastic few months on the story feed.
  • ANNUITAS  |  TUESDAY, JUNE 17, 2014
    [Differentiation] Not All Content is the Same – Insights into Defining a Content Marketing Strategy
    However many organizations are not differentiating which is preventing them from having true success. Content marketing is center stage now in the world of B2B Marketing. Countless studies show that more and more organizations are increasing their spend on content marketing, committing to content strategies and others are developing content teams. However, many organizations are struggling to see much, if any, payback from their increased spend and efforts in content marketing.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 17, 2015
    [Differentiation] A new process to quantify content marketing success
    Related Stories Facebook content strategy is a time bomb for inbound marketing A solution to the content marketing measurement puzzle Polish up your best content to drive content marketing value Case study: Social media engagement as a point of differentiation The future of content marketing strategy. “MEASUREMENT” is the number one challenge for almost any marketer today. Do we try to attach the results of our efforts to awareness? Traffic? Sales? … or something else?
  • THE ROI GUY  |  MONDAY, FEBRUARY 8, 2016
    [Differentiation] Follow Your Heart to Content Marketing Success
    Research from Demand Metric indicates that interactive content is 2x greater than passive content at converting prospects, 32% better at educating buyes and 60% superior in creating differentiation. By Dan Sixsmith & Tom Pisello Promotional Content simply doesn't work.
  • HINGE MARKETING  |  MONDAY, DECEMBER 23, 2013
    [Differentiation] Happy Holidays from Hinge
    The Value of Design in Brand Differentiation As you say goodbye to another year. Wipe away that holiday tear. Remember, whatever this season dishes. You'll always have these Hingely wishes. Happy holidays! The Hinge team. Related Stories Webinar Recap: How to Use Research to Grow Your Firm 7 Steps to a Successful Blogger Outreach Campaign Does Design Matter?
  • HUBSPOT  |  MONDAY, APRIL 29, 2013
    [Differentiation] 6 Expert-Endorsed Ways to Improve Your Marketing TODAY
    He adds, “your About Us section is a unique opportunity to showcase the personality of your brand and to differentiate yourself from competitors.”. Once you’ve completed these three steps, consider optimizing your page with relevant keywords for your customers, making it easier and more intuitive for someone to try or buy your product, and further differentiating your products from competitors in your space.
  • BIZNOLOGY  |  TUESDAY, DECEMBER 25, 2012
    [Differentiation] Add a blog and blogging to your New Year’s resolution
    You need to blog in order to differentiate yourself well beyond your credentials and your experience. Photo credit: ELTMAN.
  • HUBSPOT  |  THURSDAY, DECEMBER 8, 2011
    [Differentiation] Twitter Launches Brand Pages for Business Accounts
    Separating @Replies From @Mentions: Brands will also now be able to easily differentiate between their @replies (tweets directed at the brand) and their @mentions (tweets just mentioning the brand with @username), as Brand Pages will separate these tweets into two buckets for account administrators.
  • CRIMSON MARKETING  |  MONDAY, FEBRUARY 9, 2015
    [Differentiation] 5 Ways To Battle Increasing Pressure on Marketing
    “Armed with information about customers and a company’s relationships with them, the CMO is well-positioned to help differentiate its products, services, and experiences.” Marketers are not only battling to keep up with constant changes in marketing trends – TV and online marketing channels, online/Internet retail, mobile social media and gaming – but also for the increasingly difficult to gain attention of the buyer. .
  • MODERN B2B MARKETING  |  MONDAY, JULY 21, 2014
    [Differentiation] 5 Reasons to Invest in Interactive Content
    Content marketing aims to reach buyers in the awareness stage, differentiate our brands in the consideration stage, and make our brands the clear winner in the selection stage. Author: Dennis Shiao The first time I downloaded a white paper was in 2000. The first blog post I read was in 2004, my first SlideShare viewing was in 2009, and I scanned my first infographic in 2011. Since then, I’ve consumed more B2B content than I’ve read articles about my favorite sports teams or TV shows.
  • CUSTOMER EXPERIENCE MATRIX   |  SUNDAY, FEBRUARY 7, 2016
    [Differentiation] Marketing attribution systems: a quick look at the options
    Of course, there are plenty of other points that differentiate these systems. I’ve seen a lot of attribution vendors recently. If you're a regular reader here, you saw my reviews of Claritix ( last week ) and BrightFunnel ( in December). Last week caught up with Jeff Winsper of Black Ink , which I'll hopefully review before too long.
  • THE ROI GUY  |  WEDNESDAY, OCTOBER 30, 2013
    [Differentiation] SiriusDecisions – Scary Late: How to Turn a Big Sales Challenge from Trick to Treat
    If they are later in the process, it is important to differentiate proving you have a lower total cost and delivers superior value. I recently had the pleasure of interviewing Jim Ninivaggi, SiriusDecisions’ Services Director for Sales Enablement in a recent webcast ( on-demand here ). One of the most interesting items we discussed is that although a provocative / early approach is all the talk, you can’t treat all the deals in your pipeline the same.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, OCTOBER 15, 2015
    [Differentiation] The dangerous confusion of sales and content marketing
    Related Stories Why conversation hierarchy is important to your marketing strategy Case study: Social media engagement as a point of differentiation A new process to quantify content marketing success Four overlooked B2B marketing ideas you can use now Five trends transforming content marketing. By Tom Webster, {grow} Community Member.
  • THE ROI GUY  |  FRIDAY, APRIL 5, 2013
    [Differentiation] How can you Be Provocative without being Arrogant?
    Your Sales teams are even more stressed, to deliver a more compelling reason to be invited earlier, and when invited later, empowered to quickly diagnose customer issues and potentially reframe the decision criteria towards your key differentiators. This technique is extremely effective in helping to reframe the decision making, in a very consultative way, to highlight your key differentiators and how they might best address your Prospect’s top challenges.
  • MODERN MARKETING  |  TUESDAY, MAY 6, 2014
    [Differentiation] Content2Conversion Keynote Recap: 5 Tips For The Challenger Marketer
    3, Define commercial insight - The content, or heart and soul, of how you’re going to compete, is your key differentiator and the way you demonstrate your value as a trusted advisor. by Amanda Batista | Tweet this The stats that frame the buyer’s independent research journey are frightening for us marketing and sales professionals.
  • CAPTORA  |  TUESDAY, MARCH 8, 2016
    [Differentiation] The 3-Step ToFu Recipe for Growth Marketers
    Analytics by itself is no longer a differentiator, nor is it sufficient — proactive and predictive analytics and continuous optimization across the portfolio of campaigns is what is needed. First came CRM. CRM made sales and marketing more efficient in the bottom of the funnel. Then came marketing automation, which turned middle funnel marketing from a manual and disorganized process to a more streamlined and moderately automated one.
  • LEADERSHIP  |  TUESDAY, AUGUST 20, 2013
    [Differentiation] 9 Search Marketing Tips for Effective B2B Lead Generation
    DIFFERENTIATE BETWEEN SEARCH MARKETING GOALS AND CAMPAIGN KPIs. “Average B2B Buyer’s Attention Span Is 8 Seconds” – REALLY? 9 Search Marketing Tips for Effective B2B Lead Generation. In a heated discussion at one of my client’s offices recently, the company’s senior executives were hung up on a study that said “the average B2B buyer’s attention span is only 8 seconds”.
  • HUBSPOT  |  TUESDAY, JANUARY 27, 2015
    [Differentiation] 9 Brands With Brilliant Facebook Marketing
    This key differentiator has kept Facebook as the most widely-used social platform, even as new networks are introduced every day. One way they differentiate themselves from their major competitors is by emphasizing the research and development that goes into every design. For example, Nike differentiates itself by emphasizing the science and research that goes into developing their products. There have been a lot of questions about Facebook lately: Are people still using it?
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 22, 2017
    [Differentiation] Make the Shift from Automation to Engagement Marketing
    This allows you to continuously differentiate yourself in the market and capture the attention of your audience. Author: Patrick Groover The shift towards ubiquitous marketing is a living reality. Simply dabbling in multi-channel marketing is no longer an option. Engagement marketin g, your ability to deliver personalized and connected messaging at scale, will determine your success over the next five years.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 1, 2015
    [Differentiation] Master the Changing Sales Landscape: 8 Key Strategies to Becoming a B2B Salesperson of the Future
    That user experience in itself will differentiate you from the competition. Author: Amy Guarino Forrester’s pronouncement of the death of the B2B salesperson recently made headlines. But, I ask, is it really a death, or a chance at reinvention ? Here’s the situation: it’s not news that the buying process has changed. And at Marketo, we talk about this a lot from the marketers perspective, but what about sales?
  • MARKETING ACTION  |  FRIDAY, JANUARY 16, 2015
    [Differentiation] Buzzword Watch: Stop Saying That. Really. Stop.
    But at the end of the day, there’s got to be a fresher approach to differentiating yourself. There was a time these phrases were meaningful differentiators … the promise that clear understanding and “next steps” could be gleaned from the muddy waters of math and confounding data points. I’ve been a business writer for a long time; long enough to admit that it’s kept me (happily) on the bright side of a penny. Long enough, too, to realize (less happily) that I’ve gotten lazy.
  • THE ROI GUY  |  FRIDAY, SEPTEMBER 6, 2013
    [Differentiation] Increasing Sales Tool Adoption – A Proven Customer Perspective
    Explicit linkage of the TCO outcomes to differentiating solution features / functions and associated value messages. We recently asked the developer of a very successful ROI/TCO tool what it took to get the tool to have such a big impact on driving incremental business, increasing competitive win rates and reduced discounting. The short answer – “You can’t just build it and expect folks to come.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 13, 2017
    [Differentiation] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    Instead of just classifying leads as “qualified” or “not qualified,” we can define what actions differentiate a marketing engaged lead (opened an email) from a marketing qualified lead (filled out a form and matches our target criteria) from a sales qualified lead (received a demo from a salesperson). Author: Cassidy Milder Every growing organization has important thresholds to cross.
  • HUBSPOT  |  TUESDAY, MARCH 24, 2015
    [Differentiation] Starting a New Job? 8 Tips for Having a Great First Day
    That could mean differentiating yourself from your peers with a new idea, leading a new project to success, or simply showing your team that you are a curious lifelong learner. Congrats! After all the time you spent perfecting your resume, networking with people, and researching the company, you landed an interview -- and nailed it. The next day, you were offered the job (and gleefully accepted it). The hard part is over, right? Truthfully, the hard part is just beginning.
  • MODERN B2B MARKETING  |  FRIDAY, DECEMBER 7, 2012
    [Differentiation] 5 Content Marketing Lessons from Guns N Roses
    Just as GnR stood out from the masses, you must differentiate your content from the competition. by Jason Miller A few weeks ago I went to see Guns N Roses perform in Las Vegas. It was an amazing show and brought me back to the days when I used to celebrate this band’s entire catalog. Axl Rose has kept Guns n Roses going for more than 20 years, and they are just as popular now as they were in their heyday.
  • VERTICAL RESPONSE  |  WEDNESDAY, NOVEMBER 25, 2015
    [Differentiation] Event and Trade Show Etiquette: 4 Tips to Make Your Booth a Success
    Why not pull them into your booth with a statement about your value proposition or a differentiator from your competition? As the new year approaches, are industry events and trade shows part of your marketing plan? Before you go, make sure you’re set up for success by considering the importance of booth etiquette. Here are four tips to think about the next time you’re on the show floor: 1. Be aware of your body language. Remember you’re acting as host of your booth.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JUNE 25, 2015
    [Differentiation] Key Takeaways & Brand Storytelling Insights From The Skyword #ContentRising Summit
    The question then becomes: How can content marketers differentiate themselves from the noise and sea of information being presented everywhere, all the time? Differentiate the message: It’s critical to create a unique communication strategy, based a brand’s own values (Ann emphasized the importance of brands finding their three keywords) and audience personalities that drive the target audience. Think for a moment about the last time you consumed a memorable piece of content.
  • MARKETRI  |  THURSDAY, JANUARY 31, 2013
    [Differentiation] 8 Effective Ways to Improve Your Firm's Niche Marketing Strategy
    In the increasingly competitive world of professional services, targeting a specific industry sector or niche audience is among the most effective ways for a firm to differentiate itself from the competition and build its bottom line. By focusing on a small, healthy market segment, your firm can become a market leader within that niche.
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