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  • CUSTOMER EXPERIENCE MATRIX   |  THURSDAY, MAY 21, 2015
    [Differentiation] A Tale of Two Sittings: Best of Times with HubSpot and Teradata
    Teradata itself sees its primary differentiator as analytics. Yes, that title is a pun on Dickens’ Tale of Two Cities. Just be glad I don’t review housewares, or this could be about rating knives and forks: A Tale of Two Settings: It Was The Best of Tines, It Was The Worst of Tines. But I digress. Where was I? Ah yes, in Las Vegas, at ONE: Teradata Marketing Festival, which is Teradata's conference for users of its marketing applications.
  • 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.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, NOVEMBER 19, 2017
    [Differentiation] Research Says B2B Buyers Want Strategic Partners
    A recent study by the Aberdeen Group (in collaboration with PJA Advertising and Marketing) indicates that B2B buyers are looking for vendors who can help them achieve strategic company goals, improve competitive differentiation, and identify new growth opportunities. of respondents said the vendor can help sharpen our competitive differentiation , and over half (55.7%) said the vendor can help me identify new possibilities and avenues for revenue.
  • GREAT B2B MARKETING  |  WEDNESDAY, OCTOBER 24, 2012
    [Differentiation] Creating an Effective B2B Marketing Machine
    Most important, all messages should be based on a compelling brand promise and a differentiated value proposition. Dan Kennedy, author of No BS Guide to Trust-Based Marketing and many other books about marketing and entrepreneurship, made the following observation in a recent blog post : “When prospects are properly selected, properly attracted, properly prepared and conditioned, and isolated in a no-competition zone, selling takes care of itself, closing is automatic.”
  • HUBSPOT  |  TUESDAY, SEPTEMBER 13, 2016
    [Differentiation] Why You're Thinking About Digital Marketing Analytics All Wrong
    Let's highlight three of the main differentiators: 1. As we mentioned earlier, a key differentiator between web analytics and digital marketing analytics is that the latter uses the person -- not the page view -- as the focal point. Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations.
  • HUBSPOT  |  THURSDAY, MARCH 8, 2012
    [Differentiation] Why You Need Marketing Analytics, Not Web Analytics
    Let's highlight three of the main differentiators: 1. As you learned earlier, a key differentiator between web analytics and marketing analytics is that the latter uses the person -- not the page view -- as the focal point. Measuring marketing effectiveness has always been a challenge. According to Unica's State of Marketing in 2011 report , 57% of marketers cited "measurement, analysis, and learning" as the biggest bottleneck they face within their organizations.
  • NUSPARK  |  FRIDAY, FEBRUARY 24, 2017
    [Differentiation] How to Create Content for a Winning Account-Based Marketing Strategy
    Today, you have to find ways to differentiate your content from your competitors’, and account-based marketing offers the solution. You’ve finally honed your content strategy for inbound marketing. But now a new strategy is on your doorstep — account-based marketing — and you have to create content to fulfill the vision. Before panicking about how you’re going to do this, let’s consider why it’s a worthwhile venture.
  • GREAT B2B MARKETING  |  SUNDAY, SEPTEMBER 12, 2010
    [Differentiation] Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan
    But the most important thing you can do is to make sure you have a compelling and differentiated brand. Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. . We first defined the terms “brand” and “brand promise”.
  • HINGE MARKETING  |  TUESDAY, JULY 19, 2016
    [Differentiation] 6 Brand Value Strategies to Promote Your Firm
    He was stymied because the junior staff, while technically excellent, did not communicate the firm’s differentiators as clearly as he could. Uncover your firm’s true differentiators in Hinge University’s course, Differentiation, Positioning & Messaging. Most professional services firms experience a natural ebb and flow in their business cycle. During slow times, firms focus on marketing efforts designed to attract new clients and grow the business.
  • OPENTOPIC  |  MONDAY, JULY 13, 2015
    [Differentiation] Content Marketing Spotlight Series: A Q&A With Robert Rose
    What I mean by that is that before the true nature of fragmented audiences (even 10 years ago we were still only dealing with the Web site as a “digital channel”), the brand differentiated based on the ability of its product and depth of relationship with its customer base. But today, loyalty and differentiation is in the approach, not the product.
  • MODERN MARKETING  |  THURSDAY, JANUARY 9, 2014
    [Differentiation] 5 Customer Experience Cues From Retail
    In fact, many sources who contributed to Retail TouchPoints’ annual Outlook Guide emphasized that personalization would be a key differentiator for retailers in 2014. by contributor | Tweet this Editor’s Note : Today’s post comes courtesy of Alicia Fiorletta , Senior Editor of Retail TouchPoints , an online publishing network for retail executives, offering content focused on optimizing the customer experience across all channels.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 23, 2016
    [Differentiation] Google AdWords Expanded Text Ads: Best Practices For The New Format
    2) Utilize the Description to Differentiate Your Product or Service. Be sure to differentiate your product or service from the competition and make sure that users know why your brand is their best option. However, ETAs don’t differentiate between devices, which means that the same ad and the same copy will be displayed to searchers across all devices.
  • ACT-ON  |  WEDNESDAY, JUNE 21, 2017
    [Differentiation] How to Develop a Brand Voice You Can Live With
    Or it might be that it’s just easier to recognize (and differentiate) a particular shade of blue than it is to recognize, say, a professional, upbeat tone with a sly sense of humor. If you read a piece of your company’s content out loud at a conference – with no introduction, and no attribution ‒ would the audience recognize it as yours? That’s the ultimate test of a brand “voice.”. The conference challenge might be a bit unrealistic, but it’s still a worthy goal.
  • NUSPARK  |  SUNDAY, FEBRUARY 24, 2013
    [Differentiation] Targeting Audiences Not Looking for You; Advertising Options for B2B
    What is your value proposition and your points of differentiation? Marketing Strategy: You Still Need to Persuade with Content ; Before Search and Social. With so much marketing noise out there talking about inbound marketing, social media, and SEO, sometimes we forget one mission-critical component to marketing strategy; advertising. I have recently been engaged with some regional b2b firms, and have been asked to help generate leads and conversions.
  • MARKETRI  |  FRIDAY, JULY 27, 2012
    [Differentiation] Marketing Myself: How the Right Marketing Plan Got Me Hired
    • How can I differentiate myself from the competition? The Problem. "Oh, jeez, good luck with that!" " That was the common sentiment when I said I studied marketing. “So you plan on flipping burgers, huh…” was another popular response. You see, on every college campus there are certain classes you KNOW won’t get you a job. They include: basket weaving, art history, animal husbandry, and Marketing 101.
  • MODERN B2B MARKETING  |  FRIDAY, FEBRUARY 3, 2017
    [Differentiation] How to Drive Considered Purchases in Consumer Marketing
    In this information age where self-education and research define most of the criteria used to make a final purchase, ensuring that your brand’s differentiated value reaches your audience at the optimal time is critical. In this blog, I’ll cover five features of an engagement platform that allow you to differentiate your brand and keep it top-of-mind, while properly supporting the downstream conversion of purchases: 1.
  • HINGE MARKETING  |  WEDNESDAY, JULY 26, 2017
    [Differentiation] 7 Reasons Every Firm Needs Thought Leaders
    They also enjoy a tangible new differentiator — their high-profile expertise — that they can promote to prospective clients, partners and recruits. Related Stories Making Thought Leadership Visible 2: Writing [VIDEO] Outsourcing Marketing for Professional Services Firms Competitive Differentiation: A Playbook for Winning in a Congested Marketplace. We’ve said it before but we can’t emphasize it enough: today’s marketplace is in the midst of a fundamental change.
  • BIZNOLOGY  |  THURSDAY, AUGUST 24, 2017
    [Differentiation] Should brands take a public stand on social or political issues?
    Companies are beginning to realize that an authentic, relevant, and compelling point of view will help differentiate a brand from competition and define it in a way that can significantly enhance customer loyalty. The year 2017 is just half over, and it is already proving to be amazingly transformative with the number and nature of emotional changes in our culture and political world. Traditionally brands rarely get involved in social or political issues.
  • BIZNOLOGY  |  MONDAY, MARCH 13, 2017
    [Differentiation] How to use Instagram marketing to get new leads for your business
    However, don’t use a hashtag that is directly related to your company but rather to your industry while keeping it unique enough to differentiate your brand from others. The world has become increasingly busy leading to an explosion in demand for content that can be consumed quickly and efficiently. Lengthy blog posts, eBooks, and whitepapers have become less effective with focus shifting towards visual content such as images and videos.
  • ACT-ON  |  FRIDAY, DECEMBER 2, 2016
    [Differentiation] 6 Things to Consider When Creating Your 2017 Marketing Plan
    Knowing and confirming your differentiators is crucial when you’re creating your 2017 marketing plan. If you’re like me, you woke up yesterday unable (or unwilling) to believe that it was already December. While the holidays are are in full swing, it’s time to start making some concrete plans for your 2017 marketing team. It may seem late in the game, but it’s definitely not too late to create a solid marketing plan for the new year.
  • BIZNOLOGY  |  WEDNESDAY, AUGUST 31, 2016
    [Differentiation] How even social media & social selling experts are getting LinkedIn wrong – Part 1
    They want to see real, differentiated value, and how you turn their vision into results they want to achieve. In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. I showed how the actions of these CMOs and others are the reasons behind why 8 out of 10 sales and marketing leaders are unable to prove a clear social media ROI on LinkedIn.
  • MARKETRI  |  TUESDAY, FEBRUARY 11, 2014
    [Differentiation] Advertising in Lawyer Ratings Publications: A Goldmine. But Not for Your Law Firm!
    It won’t set you apart or differentiate you, and more than likely it won’t bring you any new business. Our law firm clients are frequently getting hit with tons of advertising opportunities from publications that compile lists of “highly rated” lawyers. These legal ratings websites and publications offer different levels of advertising and promotional packages to highlight firms’ attorneys, and oftentimes firms aren’t sure of what to do.
  • HINGE MARKETING  |  MONDAY, JUNE 5, 2017
    [Differentiation] Marketing Planning Process for Professional Services
    High-growth firms use their marketing strategy as a differentiator. By giving some thought to what makes your firm unique, you should be able to develop compelling differentiators — one or more clear reasons to select your firm over an apparently similar one. These are called your differentiators, and they must pass three tests. It’s best to try for three to five good differentiators. Sometimes one great differentiator may be enough.
  • MODERN B2B MARKETING  |  THURSDAY, MAY 1, 2014
    [Differentiation] What the Board of Directors Expects from Marketers Today
    Now that everyone has access to “big data”, it’s the way you use your data that will differentiate your company within your space. Author: Brian Kardon We’ve all heard (and will continue to hear) about the increasingly prominent role of the Chief Marketing Officer, or CMO. This is clearly a win for marketers, but with increased prominence comes increased scrutiny from your Board of Directors – especially for venture-backed companies.
  • HUBSPOT  |  THURSDAY, JANUARY 11, 2018
    [Differentiation] How I Learned the Hard Way Not to Associate My Company With Buzzwords
    Don’t Assimilate -- Differentiate. If you get caught up in the latest craze, you could lose sight of your genuine differentiators. "Ladder -- a growth hacking company" had a nice ring to it when I started my company a few years ago. As one of the few agencies in the industry using data-driven methods to launch and scale companies, I thought associating our brand with "growth hacking" would make us seem like a valuable, forward-thinking group.
  • TAYLORMADEIN KEW  |  FRIDAY, SEPTEMBER 15, 2017
    [Differentiation] Announcing my new book – B2B Marketing Strategy!
    B2B Marketing Strategy – differentiate, develop and deliver lasting customer engagement is available for pre-order now and will be released on 3rd December, just in time for Christmas! A marketing strategy organises our thinking and thus our actions around what is most important for our business, enabling us to develop and execute marketing plans that differentiate us from our competitors and drive growth. I am incredibly proud to announce my new book, published by Kogan Page.
  • 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.
  • CONTENT STANDARD  |  THURSDAY, NOVEMBER 13, 2014
    [Differentiation] The Virtue You Need to Become a Content Marketing Master
    Great content marketing that differentiates their brands and advances their business objectives. Marketing Strategy and Experiences Are Brand Differentiators. Your products and services are no longer your differentiators—rather, it’s your marketing approach and the experiences you create that define your brand. Selfless marketers are successful marketers.
  • BUZZ MARKETING FOR TECHNOLOGY  |  THURSDAY, MARCH 13, 2014
    [Differentiation] CMOs Win When High-Value Customers Are Treated Personally Online
    The key to obtaining a 360-degree view of high-value customers means personalizing and differentiating every message by offering an array of online content to drive maximum conversion and revenue uplifts.
  • HINGE MARKETING  |  MONDAY, NOVEMBER 16, 2015
    [Differentiation] Research Shows Firms with Employee Advocacy Programs Grow Faster
    Other noteworthy benefits include the ability to develop skills that are in high demand, differentiate themselves from their peers and become recognized as thought leaders. Firms know there’s an opportunity to turn their employees into brand ambassadors via their personal social networks. The practice is called employee advocacy — the promotion of a firm’s brand by its employees. But to be successful, it must go deeper.
  • HINGE MARKETING  |  MONDAY, MAY 11, 2015
    [Differentiation] New Rules of Marketing: What High-Visibility Firms Do to Market Themselves Differently
    Focus is absolutely essential to differentiate your firm and communicate your expertise in a way that is meaningful to your audience. Unfortunately, there is no one-size-fits-all answer, but there are a few items that are essential to every firm’s visibility-building efforts: A differentiated message. We live in a world overflowing with information vying for our attention. Even through the barrage of endless marketing messages, there are some firms that stand out in our minds.
  • MODERN B2B MARKETING  |  WEDNESDAY, MAY 27, 2015
    [Differentiation] Beyond the Hype: 3 Steps to Making Account-Based Marketing Work for You
    It uses ABM to target large, differentiated groups of named accounts, which are mostly high schools and colleges. Author: Mike Telem Account-based marketing (ABM) is the latest buzzword to hit the industry. There’s surely been lots of hype, but some marketers are still fuzzy on the details: what exactly is ABM, and how can it be beneficial to your organization? In a nutshell, ABM is about focus.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, MAY 6, 2012
    [Differentiation] Communicating Value Helps Double Inbound Leads and Increase Revenue, Site Traffic and More
    He spent six months examining what differentiated Celarity from the competitors and analyzed competitors’ performance. Tweet To successfully ride the winds of change, emphasize the positive: Look at what your customers value most about you, and make that the focus of your marketing communications.
  • PUZZLE MARKETER  |  THURSDAY, JULY 12, 2012
    [Differentiation] Make Time for the Not Urgent
    Differentiate yourself as someone who goes the extra mile and always asks “Why are we doing this?” Originally developed by President Dwight D. Eisenhower, promoted by Stephen Covey’s top-selling book 7 Habits of Highly Effective people , and echoed in Dave Ramsey’s book Entreleadership , are four areas of which people spend their time. The answers can be determined by asking two questions about a particular task. 1) Is it important? 2) Is it urgent?
  • MODERN MARKETING  |  MONDAY, JUNE 12, 2017
    [Differentiation] How To Create A White Paper That Converts
    Analyze which white paper titles already exist in your industry to get an idea of what works and how you can differentiate yourself. White papers are often perceived as the more serious older sibling of the eBook. As such, it’s not uncommon for white papers to be—well, boring. But that doesn’t have to be the case. White papers are among most requested resource formats of B2B buyers. They should be in-depth, enlightening, and also: interesting.
  • KAON  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Differentiation] Press Release: Kaon to be Apple Launch Partner for 3D AR, Showing Interactive 3D Products in Enterprise Environments
    Users can explore differentiated value messages, run product animations and interact with the digital product. Kaon Interactive Takes Sales & Marketing Applications to the Next Level with 3D Augmented Reality. Kaon Interactive , the leading provider of 3D marketing and sales applications for global B2B brands, today announced that its augmented reality (AR) solution, Kaon AR ® , is now available on over 340 million Apple devices.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, FEBRUARY 7, 2016
    [Differentiation] What Really Makes B2B Buyers Loyal to Their Suppliers?
    And Walker Information recently wrote that by 2020, customer experience is expected to surpass product and pricing as the key business differentiator. There's no longer any doubt that providing great customer experiences has become essential for competitive success. In 2014, research by Gartner found that 89% of companies expected to compete mostly on the basis of customer experience by 2016.
  • MARKETING INSIDER GROUP  |  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.”
  • MODERN B2B MARKETING  |  MONDAY, JULY 20, 2015
    [Differentiation] Ring, Ring! 10 Powerful Insights Marketers Can Only Get from Phone Calls
    Understanding the competition can help you beat the competition and highlight your unique differentiators. Author: Amber Tiffany Marketers are trained masters in the art of digital analytics. We can follow the digital customer journey in our sleep. Email open rates, content downloads, social shares—easy! What could we possibly be missing? It turns out phone calls hold a ton of valuable (even essential) marketing insights.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Differentiation] A Lead Generation Plan Begins With Content Marketing Strategy
    What is your value proposition and your differentiation? How will you be differentiated? Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing.
  • NUSPARK  |  FRIDAY, JULY 15, 2011
    [Differentiation] A Lead Generation Plan Begins With Content Marketing Strategy
    What is your value proposition and your differentiation? How will you be differentiated? Here’s a sample excerpt of a digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing.
  • 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.
  • 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.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, JULY 5, 2015
    [Differentiation] B2B Buyers Say Interactive Content Is More Effective
    A 2014 survey by Demand Metric found that interactive content outperforms passive content at three critical marketing functions - producing prospect conversions, educating the buyer, and creating differentiation from competitors. Eighty-eight percent of interactive content users said that interactive content is somewhat or very effective at creating differentiation, while only 55% of passive content users gave such ratings to their content.
  • BIZNOLOGY  |  TUESDAY, MAY 3, 2011
    [Differentiation] Digital marketing success: Do you have "the one thing"?
    If you want to know the one thing, the most important thing, the thing that differentiates the winners than the losers the great majority of the time, then check out my latest post on Search Engine Guide, " Digital marketing success: Do you have 'the one thing'? ". Image by cogdogblog via Flickr. Lots of people ask me what it takes to succeed as a digital marketer. I often grapple with that question when I teach a class, often to at least some people who are "in transition."
  • MARKETING INSIDER GROUP  |  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  |  TUESDAY, DECEMBER 9, 2014
    [Differentiation] Top Trends in A/E/C Marketing for 2015
    Often, this knowledge will consist of many different topics and details: from brand differentiators to style guides to logo usage guidelines to social media policies. Moreover, firms should watch for signs that they may need to redefine their brand for a changing marketplace, such as dated differentiators or an aging website.
  • CONTENT STANDARD  |  WEDNESDAY, SEPTEMBER 6, 2017
    [Differentiation] 5 Innovative Brands We Can’t Wait to See at Content Marketing World
    Their content hub of career resources plays no small role in their competitive differentiation. What differentiates SAP from the many other brands dipping their toes into influencer marketing? As we got into our Uber outside the Cleveland Airport, our driver turned toward the back seat and said, “You must be here for the convention.” ” “What gave it away?” ” I asked. None of us, for the record, were wearing anything orange.).
  • CONTENT MARKETING INSTITUTE  |  TUESDAY, NOVEMBER 14, 2017
    [Differentiation] 17 Questions to Break Free From Competitive Content Issues
    It will be incredibly difficult to break through with so much competition in that area, unless you are truly able to differentiate yourself. HANDPICKED RELATED CONTENT: How to Differentiate Content in a Crowded Field [Example from Adidas]. What differentiating value do you bring to the table? If the information isn’t truly differentiated, with limited competition, there is little chance you will break through and garner attention.
  • BIZNOLOGY  |  WEDNESDAY, JULY 30, 2014
    [Differentiation] Is your SEO content suffering from Useless Box Kit Syndrome?
    But you’ll also want to determine how your Title can differentiate your listing and pop off the page. Your company is blogging on a regular basis. Your site has all the social media bells and whistles. But sadly, your SEO content could still be pretty useless. I was thinking about this after I watched ThinkGeek’s Useless Box Kit video. The video shows a black box with a switch on top. Once the switch is flipped, the top opens and a lever turns the switch off. The box looks cool.
  • 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.
  • HINGE MARKETING  |  TUESDAY, FEBRUARY 21, 2017
    [Differentiation] Technology Services Research Released
    We looked at top ways they differentiate themselves, what do they specialize in, what marketing techniques tend to be the ones that deliver the most impact when you’re selling technology as a service. So in this report, you’ll find the top ways tech firms tend to differentiate, you’ll find the top most effective marketing tools they’re using and what delivers the most impact.
  • SNAPAPP  |  WEDNESDAY, MAY 20, 2015
    [Differentiation] Boost Lead Scoring With Interactive Content [Infographic]
    Reaching out regularly with new, differentiated content experiences increases the likelihood that prospect will convert and impact their lead score. Lead scoring is a crucial part of a modern marketing program. Lead scoring helps us determine when leads are ready to be passed on to sales – but setting up an effective program can be difficult. Indeed, 32% of marketers say their lead scoring programs are ineffective (Salesforce 2015 State of Marketing Survey ).
  • 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.
  • 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).
  • CONTENTLY  |  THURSDAY, APRIL 20, 2017
    [Differentiation] The Content Marketing Journey, in 3 Stages
    Establishing our product marketing and key foundational elements: personas, journey maps, differentiators, etc. I’ve worked at the same company for the past three and a half years, but it feels, at times, like I’ve worked for three different companies. That’s just the nature of startups; you’re reinventing yourself more than Madonna in the ’80s. Contently’s mission is still the same as when I joined in 2013.
  • TAYLORMADEIN KEW  |  SUNDAY, OCTOBER 1, 2017
    [Differentiation] The 3 fallacies of B2B marketing
    Our job is fundamentally about engaging our customers in meaningful ways that ultimately differentiate our organisations, our people, and our products and services from our competitors. I explore these issues and more in my new book – B2B Marketing Strategy: differentiate, develop and deliver lasting customer engagement – now available to pre-order from Kogan Page publishers and Amazon everywhere. credit: HeidiTaylor. Three fallacies continue to dominate B2B marketing thinking.
  • THE B2B RESEARCH BLOG  |  MONDAY, OCTOBER 3, 2016
    [Differentiation] The benefits of a strong brand in B2B markets
    It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services. Some don’t think that branding matters in B2B markets. They say that B2B decision makers are logical beings immune to any such irrational influences. And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it? . B2B marketers disagree.
  • BIZNOLOGY  |  MONDAY, NOVEMBER 9, 2015
    [Differentiation] Automotive: an industry ready for advocacy and experience innovation
    The following are some benefits and where the industry can innovate and differentiate through throughout their business model. On top of this, advice on additional services around a car purchase will become increasingly important in differentiating dealer offerings that support the dealer’s brand. It is an extraordinary opportunity to communicate differentiation.
  • 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.
  • HINGE MARKETING  |  MONDAY, NOVEMBER 24, 2014
    [Differentiation] The Rise of the Specialist: The Advantages of Specialization in Management Consulting
    SEE ALSO: Five Steps to Find and Own Your Differentiators. By carefully choosing a focus for your firm, you can differentiate yourself from the rest of the pack while building real expertise and credibility in your niche. It’s more and more true every day: we live in the age of the specialist. Specialization has long been an effective strategy to command premium prices, generate more leads , and close sales – and it’s only growing more important.
  • MARKETING ACTION  |  THURSDAY, APRIL 3, 2014
    [Differentiation] Find the Right Content Marketing Mix
    More created and curated content and slightly less syndicated content will allow these marketers to differentiate themselves and produce valuable content that builds trust in their brand. As content marketing grows in popularity, marketers are discovering that – for all but the largest and best-funded marketing teams – it’s nearly impossible to publish only original, created content at the pace expected of today’s brands.
  • 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
  • HINGE MARKETING  |  TUESDAY, JULY 12, 2016
    [Differentiation] Succession Planning as a way to Stimulate Growth in AEC
    This research can shed light into target audiences’ most pressing issues and greatest challenges — insights that can help your AEC firm highlight differentiators and position itself for growth. . Differentiators that Matter. Like other service professionals, architects, engineers and construction professionals tend to highlight differentiators that mean more to themselves than to their clients and prospects. Not differentiators.
  • 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.
  • HINGE MARKETING  |  MONDAY, MARCH 23, 2015
    [Differentiation] 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm
    A specialization is a differentiator that proves itself. Web and graphic design can influence your audience’s perceptions, aid recall, and swiftly and intuitively differentiate a business. When some firms think of B2B marketing strategies, they think primarily of direct and outbound techniques – messages that you might send straight to clients or prospective buyers that you’ve identified.
  • 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.
  • 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’.
  • VIEWPOINT  |  FRIDAY, SEPTEMBER 9, 2016
    [Differentiation] Three “Lies” That Plague B2B Businesses Today (Part One of Three)
    If you have something that makes your prospect smarter, helps them be better, it may be unexpected but they’ll appreciate how you’ve differentiated and been focused on value creation.” Cold calling is dead. 57 – 90% of the buying process is complete before a sales rep needs to get involved. Marketing and sales are aligned. Do you agree these are lies? In late August I asked industry experts that same question and asked them to substantiate their answers.
  • 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.
  • MARKETING INSIDER GROUP  |  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.
  • TONY ZAMBITO  |  SUNDAY, FEBRUARY 5, 2017
    [Differentiation] How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation
    How to cut through the clutter and differentiate? Illustration by Hea Poh Lin. In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.
  • 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.
  • 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
  • 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.
  • BIZNOLOGY  |  MONDAY, FEBRUARY 24, 2014
    [Differentiation] 11 tips and tools to jump-start your SEO
    This guides you and helps with differentiation for your brand. Photo credit: Sean MacEntee. Search Engine Optimization (SEO) is the process of maximizing the number of visitors to a particular website by ensuring the site appears high on the list of results returned by a search engine for particular keywords. If you do business on the internet, a top rank on search engines (Google, Yahoo and Bing) is a primary requirement.
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 11, 2014
    [Differentiation] Blogging vs. Journalism: Identifying the Fundamental Differences
    Cheese of writing, this ease of differentiation should apply when comparing blogging and journalism. As a content marketer, I often times have to switch my brain from news writing (journalism) to blogging, and vice versa. While both types of content creation fall under the “copywriting” umbrella, there are a number of fundamental differences that shape the two.
  • MODERN MARKETING  |  MONDAY, NOVEMBER 20, 2017
    [Differentiation] Dear marketers: An open letter about the other side
    Their target audiences perspectives are what differentiate them, right? Marketers, suppose for a moment that you’re not who you are. Suppose instead that you’re a Customer Success Manager (CSM). Suppose you have to think of the customer differently, from a different perspective than the one you normally have. You have to think of them as someone who already knows your company (albeit, to a limited extent) so you don’t have to educate them on that point.
  • HINGE MARKETING  |  TUESDAY, JULY 14, 2015
    [Differentiation] Addressing Blog Lag: 7 Content Creation Tips for Your AEC Firm’s Blog
    But many firms struggle to continually come up with blog post topics that are relevant and important to their audiences, that are related to their expertise, and that differentiate their firm from competitors. If you’ve got an alternate take on an issue or can offer a solution to a problem they raise, you can differentiate yourself from others in your industry and grow your reputation too. Struggling to come up with new content for your blog? You’re not alone.
  • 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!
  • BIZNOLOGY  |  FRIDAY, JANUARY 29, 2016
    [Differentiation] Integrating mobile video branding into the auto purchase funnel
    Here the real differentiators are buried in an “About Us” text page. Now, you might have thought we already answered this question, but this is where early funnel engagement and awareness becomes a powerful differentiator. Part One. Many of us can recall moments in our childhood when we accompanied our parents to go shopping for a new car. I remember how everything was in the presentation from the swoopy new models we had not seen before, to the showroom lighting and glitz.
  • 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.
  • 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  |  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.
  • KAON  |  WEDNESDAY, OCTOBER 4, 2017
    [Differentiation] Why Augmented Reality and Virtual Reality Will be Important for Your Business
    These enhanced experiences were intended to create a deeper understanding of the company’s differentiated value propositions. Image credit: Sylvain Sonnet | Getty Images. By Gavin Finn | originally published on Entrepreneur.com , September 12, 2017. Got a product your customer wants to try out (virtually) first? This technology makes that possible. In the arc of every modern technology’s development, a great deal of attention is generally initially focused on the technology itself.
  • 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.
  • MEASURE UP MARKETING  |  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.
  • 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.
  • 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.
  • VIDYARD  |  TUESDAY, APRIL 4, 2017
    [Differentiation] Last Chance to Register for Fast Forward on April 11
    Today, customer experience is the new battlefield for competitive differentiation and personalization, intelligence, and speed are the new currencies in the age of the connective customer,” Vala told us when describing his talk, and we couldn’t agree more. Fast Forward is less than a week away, and we’re more excited than ever about what our speakers are planning to talk about.
  • HINGE MARKETING  |  WEDNESDAY, JANUARY 27, 2016
    [Differentiation] 3 Signs You Should Rethink Your Branding Strategy
    Related Stories Making a Big Impression: How to Make Your Small Tech Firm Look Big Why Brand Differentiation Drives Tech Firm Growth Elements of a Successful Brand 7: Color. When business growth stagnates, talk inevitably turns to increasing advertising, website redesign, lowering fees, etc. to earn back former clients and entice new prospects. All of those tactics can be effective, but only if they send the right message to your audience.
  • HINGE MARKETING  |  FRIDAY, APRIL 15, 2016
    [Differentiation] The Seven Factors of Company Value
    Find a strong differentiator. Whether it’s a vertical market niche, specialized expertise or a technological advantage that provides more value at less cost, try to develop a differentiator that separates the company from competitors. Even in a weak economy, some companies find ways to thrive. These firms become top acquisition prospects and can receive extraordinary valuations. What makes these companies so special that they command many times the price of an average firm?
  • ACT-ON  |  WEDNESDAY, OCTOBER 21, 2015
    [Differentiation] What’s an Open Marketing Ecosystem? And Why Should You Care?
    Doing so will allow marketers to differentiate their digital marketing experiences and be able to augment campaigns using data from other systems such as ERP [enterprise resource planning], HR [human resources], CRM and others. Yes, there are a lot of buzzwords in our industry. Joe Lazauskas over at Contently has a running, funning series that collects them.) Open marketing ecosystem” may not be one of them.
  • 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.
  • 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.
  • 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.
  • SNAPAPP  |  FRIDAY, JANUARY 30, 2015
    [Differentiation] SnapApp of the Week: Ipswitch’s Secure File Transfer Readiness Survey
    Ipswitch , a leading IT software and service provider, was looking for a way to build these relationships with their buyers and differentiate in a crowded market. The way modern buyers make decisions has changed. With so many options in the marketplace, buyers are looking for more than a great product or service – they want a relationship. And when we think about what a relationship means, we think about someone who understands us; who looks out for us; who helps us.
  • 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.
  • 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.
  • MARKETING ACTION  |  TUESDAY, APRIL 7, 2015
    [Differentiation] Nurturing Leads With Webinars: Awareness is Just the Beginning
    Now’s the time to demonstrate the superior features of your solution and highlight your competitive differentiators. The buyer’s journey has changed due to the high-quality information now easily available to prospects. B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. However, as buyers change their habits, there is an opportunity for marketers to play a bigger role.
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