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  • FATHOM  |  THURSDAY, JANUARY 21, 2016
    [Differentiation] Marketing Vision: Inspiring Transformation
    To inspire transformation means creating strategic differentiation. Does your marketing have a real purpose ? Do you know why you create content? Are you telling people something they have not heard before? In marketing, going through the motions can be easy. Manuals can help you “paint by numbers.” ” Software exists that allows you to program messages without thinking, on a very wide scale.
  • FATHOM  |  TUESDAY, JANUARY 5, 2016
    [Differentiation] 5 Things Your Customers Wish You Knew About Them
    A more customer-centric approach will add value to your business by enabling it to differentiate itself from others who do not offer the same experience. Recently, I stumbled upon a quote that said something to the effect of, “…customers don’t care about your logo, they care about what you do”, and it got me thinking. Marketing strategies for any business are moving towards [and are more focused on] a more human to human approach.
  • HUBSPOT  |  TUESDAY, NOVEMBER 29, 2016
    [Differentiation] How to Validate Your Blog Post Topics: A 3-Step Process
    What content has already been published about the topic, and what angle can I pursue to differentiate mine? Imagine you own a business that films and produces yoga routines for at-home practice. As search engine results pages become more crowded, your chances of ranking for a popular industry keyword -- such as "yoga" -- begin to diminish. But as it turns out, that's not the end of the world.
  • MARKETRI  |  MONDAY, FEBRUARY 11, 2013
    [Differentiation] Get the Best Return for Your Marketing Investment (and Make Sure Your Plan Doesn't Flop!)
    This blog post describes some of the differentiation in roles, but to put it simply – marketing strategizes, positions the firm positively, creates awareness and essentially "warms up the market;" business development focuses on making direct connections and relationships, hopefully "closing red hot prospects." They learn the firm's values and differentiators, and begin to build skills and knowledge through researching and writing.
  • FATHOM  |  MONDAY, DECEMBER 14, 2015
    [Differentiation] How Amazon Dominated Black Friday & Cyber Monday 2015
    Our key takeaway: In order to compete in this retailer-crowded holiday sales season, the consumer brand must think like their customer and truly understand what they desire in order to craft a differentiating online strategy. Photo credit: CNN News. Take Notes, Consumer Brands: How Amazon Crushed the 2015 Holiday Season.
  • FATHOM  |  MONDAY, MARCH 9, 2015
    [Differentiation] Hospital Search Implications of Google’s Healthcare Knowledge Graph
    With the same basic information available on most websites and now directly on Google, the way a hospital website can differentiate itself is by providing an experience that competitors aren’t. Differentiators. A month ago, Google announced that health information will now be shown in the Knowledge Graph , as the company says 1 out of 20 (5%) Google searches is health-related. The goal of this update from Google was to help users find health information quickly and easily.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JUNE 27, 2013
    [Differentiation] Ways B2B PPC Advertisers Deal with Ad Blindness on Google AdWords
    It uses up more space on the results page, differentiates your ad with the G+ button next to it, and serves as a symbol of trust, showing the size and scope of your following and activity on Google Plus. B2B customers and searchers are literally bombarded with advertisements every day through all different types of media, so it’s important that advertisers take every and any step they can to differentiate themselves from the competition. .
  • HUBSPOT  |  FRIDAY, MAY 27, 2016
    [Differentiation] 9 Resources to Help You Become a Better Leader
    While public speaking isn't a requirement for being a strong leader, it certainly can help you differentiate yourself at work. Some things in life are relatively straightforward to learn. Want to knit a scarf? Head the local craft store, pick up a book, and get to work. Sure, your gauge might be all over the place and your transitions between balls of yarn might be haphazard, but you'll still end up with something good enough to keep you warm during the winter.
  • ACT-ON  |  TUESDAY, MARCH 1, 2016
    [Differentiation] 5 Common Marketing Challenges Agencies (and Companies) Face
    Don’t be afraid to differentiate your client’s company by helping them carve out their niche. Marketing is hard. When you’re faced with a limited budget or a tough marketplace, your job becomes even harder. But as marketers we thrive on these kinds of challenges, right? Right! Our agency has built a business on marketing in two relatively challenging verticals: B2B healthcare and B2B technology.
  • VERTICAL RESPONSE  |  TUESDAY, OCTOBER 15, 2013
    [Differentiation] How to Find Your Brand’s Content Marketing Narrative
    How do you differentiate yourself from similar brands? Using email marketing and social media allows you to not only provide valuable information to prospective customers, but to showcase who you are and what your business is all about. Sharing a compelling story through those platforms is a memorable and extremely powerful content marketing strategy, especially for prospective customers.
  • HUBSPOT  |  FRIDAY, JANUARY 20, 2017
    [Differentiation] The Year of Customer Experience: How Ecommerce Brands Can Prepare
    And, Walker insights indicate that by 2020, customer experience will overtake price and product as the key brand differentiators. This year will be an important one for ecommerce brands, hinging largely on one specific element -- customer experience (CX). According to Gartner data, 42% of CEOs say that better CX was “ the key change that has driven more wins.” Furthermore, for 80% of B2B customers, CX is the biggest influencer in the decision to work with a certain vendor.
  • MODERN B2B MARKETING  |  MONDAY, JUNE 26, 2017
    [Differentiation] How Technology is Creating More Opportunities for the Modern Marketer
    As customer experience becomes a key brand differentiator , marketers have to harness the data available to them to succeed. The modern marketing landscape is not what it used to be. Creative thinkers and innovative “ideas people” are still at the heart of the department, but it has become a measurable, monitorable and data-driven discipline.
  • CONTENT STANDARD  |  FRIDAY, APRIL 29, 2016
    [Differentiation] Why Facebook’s Future Is Brighter Than All of Social Media’s
    What was once a core differentiator—community—is now table stakes in social media. For more stories about what truly differentiates a brand in a crowded market, subscribe to the Content Standard Newsletter. When the world opened its arms to social media, early platforms like Facebook, Twitter, and LinkedIn quickly shot to the top of the industry.
  • CONTENT STANDARD  |  WEDNESDAY, JUNE 22, 2016
    [Differentiation] Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?
    What differentiates press releases from news stories is that they are biased, and they balance professionalism with the brand’s voice. Call me old-fashioned, but I like press releases. When starting to execute a PR strategy, press releases have served as the central point of crafting the message. Words are chosen carefully, reviewed thoroughly, and approved only if all major stakeholders are onboard.
  • HINGE MARKETING  |  MONDAY, AUGUST 22, 2016
    [Differentiation] Finding Experts Using 5 Visibility Techniques
    And with recognized expertise in the house, you’ve got a rock-solid differentiator that will help set your firm apart from all runners-up. We have found that using expertise as a differentiation strategy is the key to consistently winning new business and driving growth. Publications — Creating valuable content is a key component to any differentiation strategy. Buyers of professional services can be very particular when it comes to who they work with.
  • HINGE MARKETING  |  WEDNESDAY, JANUARY 28, 2015
    [Differentiation] 5 B2B Content Marketing Techniques to Revamp Your Marketing Strategy
    Research - This is the most time consuming of the three, but can be a great way differentiate your brand. Related Stories How to Differentiate Content Curation on Social Media 5 Ways to Better Connect With Your Technology Audience The Road to Revenue, Part 4: How to Start Marketing your Expertise. Research shows that content is the backbone of successful online marketing.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 22, 2017
    [Differentiation] 7 Examples of Email Signatures That Drive Conversions
    How does your email differentiate from the 121 others? Email is still the workhorse of digital marketing. In fact, the number of emails sent and received per day total over 205 billion, according to The Radicati Group Email Statistics Report. There are no other marketing channels as effective and efficient as email -- but there still might be a use for email your team is overlooking: employee email.
  • ENGAGIO  |  WEDNESDAY, FEBRUARY 1, 2017
    [Differentiation] How to Start ABM and Create a Custom Scoring for Account Selection
    Historical data was not as relevant for the new outbound initiatives, instead, we used our core differentiators and value propositions as a guide and created a research plan to find targets best aligned to benefit from the Auth0 feature-set and value drivers. If this applies to your organization, start with a specific use case and your differentiators and values.
  • MODERN B2B MARKETING  |  FRIDAY, DECEMBER 4, 2015
    [Differentiation] Higher Education and Beyond: A Changing World for Marketers
    Institutions are becoming more and more aware of the importance of creating a unique brand presence to differentiate themselves from their competition. Author: Vyoma Kapur Class is now in session! Marketers can learn about a lot more than just textbook knowledge from higher education. Marketing has undergone significant changes in the past few years as consumers have shifted their interests to online and mobile channels.
  • HINGE MARKETING  |  FRIDAY, AUGUST 19, 2016
    [Differentiation] 5 Recruiting Ideas to Attract Top Talent to Your Professional Services Firm
    So you already know that your firm’s brand is essential in conveying its strengths and unique differentiators to your clients and prospects. Hinge’s research on buying behavior tells us that firms and professionals that have a specific niche and produce educational content around this specialization are more likely to be perceived as experts and are more often preferred over their less differentiated competitors.
  • CONTENTLY  |  THURSDAY, NOVEMBER 3, 2016
    [Differentiation] How Content Marketing Helped Make Google the Most Attractive Employer in the World
    ” That’s all well and fine, but this approach doesn’t exactly differentiate companies from the crowd. For three years in a row , Google has been the most attractive employer in the world for business and computer science graduates, according to research from advisory firm Universum. In the U.S., Google is second only to NASA for engineering graduates, and in 2015, it snuck into the top three for humanities and reached number six for natural sciences. But why?
  • CHIEFMARTECH  |  WEDNESDAY, JUNE 7, 2017
    [Differentiation] What anchors your martech mall? A marketing metaphor
    But you should also identify anchor platforms and ensure that you’re performing well in those areas — giving you the freedom to experiment on all the intriguing sets of boutique services that could differentiate your customer engagement going forward. The following is a guest post by Tony Byrne , founder of Real Story Group , a research and advisory firm that evaluates digital workplace and marketing technology vendors.
  • MODERN B2B MARKETING  |  WEDNESDAY, JUNE 5, 2013
    [Differentiation] Don’t Get Left Behind: The Rise of Digital Marketing in Financial Services
    Trend – The nature of financial services products make offerings easy to copy and hard to differentiate. This not only engages clients more and with higher results, it differentiates firms from those who are ignoring this growing trend. Author: Fab Capodicasa Every business is different. In today’s rapidly changing financial services industry, it’s more critical than ever that marketers understand the trends affecting their industry.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 14, 2016
    [Differentiation] Content with a Purpose: 5 Tips to Map Your Content to the Buyer’s Journey 
    For buyers further along in the purchasing journey, we used it to establish authority and differentiate ourselves from our competitors. Author: Scott Hogrefe You’ve heard the stats. You’ve read the articles. Today, the majority of the buyer’s journey is self-directed and happens before you even know who they are. This reality has made marketing teams accountable for engaging buyers sooner and getting them to that first “hello” faster.
  • CHIEFMARTECH  |  WEDNESDAY, MAY 10, 2017
    [Differentiation] Marketing Techniology Landscape Supergraphic (2017): Martech 5000
    Remember, marketing is about differentiation. I’m delighted to release the 2017 edition of the marketing technology landscape , which we’ve nicknamed the Martech 5000 , here at the MarTech conference in San Francisco. As you’ve probably guessed from that moniker: the landscape grew again this year, by about 40% , to a total of 5,381 solutions (from 4,891 unique companies).
  • CONTENTLY  |  FRIDAY, JULY 22, 2016
    [Differentiation] Why Cisco Is Hiring Over 200 Content Marketers
    Neal said the company’s content mix will be “80 percent editorial to 20 percent ‘advertorial'” that’s clearly differentiated. Last November, Cisco surprised the tech world with an unexpected round of layoffs: Over 100 people from global marketing and corporate communications were let go.
  • MODERN MARKETING  |  TUESDAY, JULY 19, 2011
    [Differentiation] 5 Common Stages of B2B Lead Nurturing
    This is an excellent period to start showing off your credentials, provide list of industry reports and accolades you’ve received, cost comparisons, relevant facts and figures that differentiate you from your competitors. by Jesse Noyes | Tweet this If you work in the complex b2b marketing industry, you know just how long the journey from prospect to closed deal can take. Let’s just say it can feel more like an odyssey than a simple business transaction.
  • THE FORWARD OBSERVER  |  MONDAY, APRIL 3, 2017
    [Differentiation] The 6 Scientific Reasons Prospects Are Not Buying From You
    There are two types of primary advantage: 1) cost, and 2) differentiation. To differentiate, Hoffeld’s research showed that offering a concept he calls distinct value is most effective. There are six reasons why prospects don't buy from you, but just one is enough to kill a sale. Preempt these objections and you'll sell more. Is your sales team meeting its quota? Surveys show that nearly half of all salespeople fail to meet their quota every year.
  • ACT-ON  |  WEDNESDAY, SEPTEMBER 21, 2016
    [Differentiation] Plan Your Q4 Email Sending Strategy to Beat the Coming Logjam
    Try job title, geographic region, or any sort of applicable area that helps divide your recipients into well-organized, well-differentiated groups. This is one of the key differentiators in holiday sends, as you need to make sure your message sticks out above the rest. Can you believe it? September’s almost done, another year has almost passed us by, and if you are like us – the days just keep getting busier and busier.
  • 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.
  • MODERN B2B MARKETING  |  FRIDAY, OCTOBER 2, 2015
    [Differentiation] 2016 Marketing Events That Will Shine as Bright as Gold
    Learn how to differentiate your company from your competitors through your content. Author: Michael Powers Last year I decided to take a leap of faith and move from Boston to San Francisco, not knowing anyone. Nearly 25, I thought to myself, when would there be a better time to disrupt my life and explore a new adventure? So, I packed up my bags and went for it.
  • MODERN MARKETING  |  MONDAY, OCTOBER 2, 2017
    [Differentiation] How Can Brands Deliver Robust Customer Experiences?
    According to a study by Walker , customer experience will be the key differentiator for consumers by the year 2020. Currently, price and product are the key drivers for the decision-making process. The speed of change is rapid and companies will learn to adapt quickly or fail based on the inability to effectively compete. Long gone are the days of profiting despite touchpoints being misaligned with the core essence of the brand.
  • HUBSPOT  |  THURSDAY, DECEMBER 22, 2016
    [Differentiation] How HubSpot Customers Grow: The Key Technologies Used by 19,000 Marketers
    As more customers expect on-demand service, businesses who hoping to leverage superior service as a differentiator will continue to invest in both support and chat technologies. Here at HubSpot, we've been giving a lot of thought to the concept of a growth stack -- the set of tools that marketers and sales teams use to drive growth. As you might imagine, we're working to build our products to serve as a strong foundation for your growth stack. But what does that look like?
  • FATHOM  |  TUESDAY, JUNE 16, 2015
    [Differentiation] Why SaaS Software Companies Fail with Free Trial Approaches
    Now, does pushing Easy & Simple as true differentiators make sense? Putting in the hard work to really define the value proposition, differentiators and solved pain points for the customer early on will pay dividends when it comes time for conversions and revenue. We have all seen it before. Our search online to find a SaaS software solution that will make our life, workplace, shopping or anything we hope to do – better.
  • CONTENTLY  |  MONDAY, NOVEMBER 28, 2016
    [Differentiation] Why All Brands Need an Editorial Workflow
    But regardless of the differentiating factors, there are ways you can simplify your publishing process. When I first imagined being an editor in New York City, I saw myself tucked away beside a fireplace in a cozy cafe—article and red pen in hand. While this fantasy remains a weekly ambition, it looks nothing like my actual life as a digital editor in 2016. Unlike my fireplace reverie, digital publishing involves a regimented system of checks and balances.
  • MARKETING ACTION  |  THURSDAY, MAY 9, 2013
    [Differentiation] Email Marketing: Best Practices in a Multichannel, Multi-Device World
    Phil Dolan, CMO of Navicure, spoke about some of his company’s challenges, including complacency and differentiation. In the last twenty years, email’s become a well established, stalwart marketing channel with dependable ROI. But best practices for email evolve continuously, as today’s marketing mix progressively includes new channels and devices.
  • MARKETING ACTION  |  THURSDAY, MARCH 28, 2013
    [Differentiation] Content Prospecting: How to Enable Sales Reps with Lead Nurture Best Practices
    You’ll learn how to: Differentiate yourself from the rest of the sales pack by becoming your prospect’s trusted expert. Content marketing gets a lot of attention, and rightly so; it can bring potential customers to your door through SEO and social, carry your brand messages into the world, and position your company as a trustworthy authority in your field.
  • CONTENTLY  |  MONDAY, APRIL 10, 2017
    [Differentiation] Why Performance Data Isn’t Enough
    It’s been a differentiator for me as a boss—and Contently as a business. Readers of a certain age may remember a ’90s commercial for a product called Hair Club for Men, featuring a gentleman who proclaimed “ I’m not only the president, I’m also a client.” ” For lack of a better metaphor, that’s basically how I’d sum up my role at Contently.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 10, 2013
    [Differentiation] Revenue Acceleration Through Content Marketing Is A New Opportunity For Marketing Service Providers
    In a Forrester report last year on content marketing being the new differentiation, I described the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers. Did you know that B2B buyers say that 70% of the content they read and study before making a purchase decision is actually found by – well, themselves?
  • HUBSPOT  |  TUESDAY, DECEMBER 18, 2012
    [Differentiation] 5 Excessive Marketing Tactics to Stop Wasting Your Time On
    That differential isn’t too big. The fast-paced world of digital marketing -- with all its technological advancements and iterative improvements to our marketing processes -- has theoretically made marketers’ lives easier. We have more options, tools, and resources to be better, faster, and stronger. But the flip side of the coin -- and probably the more realistic manifestation of all these advancements -- is that marketers are overwhelmed.
  • 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.
  • KOMARKETING ASSOCIATES  |  THURSDAY, AUGUST 4, 2016
    [Differentiation] So You Want to Be a Thought Leader…
    What are some of your organizations’ key differentiators? As more companies realize the benefits of building an online presence beyond their own website, one thing we increasingly hear is, “We want to be thought leaders.” Or more cringe-worthy, someone in the organization wants to be seen as a thought leader. Saying you want to be a thought leader is sort of like saying you want to be called by a cool nickname…that you made up. It doesn’t really work that way.
  • 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.
  • BIZNOLOGY  |  FRIDAY, SEPTEMBER 15, 2017
    [Differentiation] Digital herds
    To continue with the subway analogy: it’s almost as if all large cities in the world would end up with pretty much the same transit system, instead of looking for transportation infrastructure solutions that would address their specific issues and differentiate them from everybody else. In his thought-provoking podcast Revisionist History , renowned author and speaker Malcolm Gladwell investigates what he calls “the overlooked and the misunderstood.”
  • HUBSPOT  |  MONDAY, AUGUST 3, 2015
    [Differentiation] Pitching the Perfect Image: A Look at Top Publishers' Image Sizes
    With a maximum width of 1920 pixels and a main image width of 636 pixels, Lifehacker and Gizmodo have the greatest differential at 1284 pixels. There’s no denying the power of visuals -- including at least one image in your post can double your shares while also helping your audience retain more information than with text alone. This is especially true in the PR and media world. When pitching a story, many more PR pros are including images and infographics in the hope of getting a hit.
  • VERTICAL RESPONSE  |  THURSDAY, OCTOBER 3, 2013
    [Differentiation] 4 Strategies for Dealing with Negative Comments
    Since dealing with difficult comments can both drain energy and consume, it’s important to differentiate between disgruntled customers and anonymous haters, and to respond to each appropriately. There’s nothing like a negative public comment or nasty message on social media to really put a damper on your day, or your business. Even a single critical voice can have a big impact and might seem to outweigh a symphony of supportive ones.
  • HUBSPOT  |  SUNDAY, NOVEMBER 15, 2015
    [Differentiation] Adaptable, Curious, Empathetic & More: 7 Traits of Valuable Teammates
    5) Discriminating: differentiating, analytical, and mindful. This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post. The marketing and advertising industry is obsessed with shiny objects -- the shinier the better. Our attention is focused on hiring employees who understand the latest platform, process, tool, or software. We compete for talented superstars with startups, technology, design, product companies, and more.
  • MODERN MARKETING  |  MONDAY, JANUARY 16, 2012
    [Differentiation] Chart: Where Did Our Twitter Traffic Go?
    URL shortening services need to adjust their business strategy and differentiation. by Egan Cheung | Tweet this Have you noticed that your referral traffic from Twitter has basically completely dropped off since July 2011? If so, you aren’t alone.
  • CONTENTLY  |  THURSDAY, JUNE 16, 2016
    [Differentiation] How Equinox Makes Money From Luxury Content
    “It’s a major differentiator for us.” “It’s a major differentiator for us.” There’s a difference between wanting to produce high-quality luxury content and actually doing it. While 73 percent of marketers say developing more engaging content is their top priority, only a handful of brands actually run successful content programs.
  • 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.
  • MODERN MARKETING  |  WEDNESDAY, APRIL 1, 2015
    [Differentiation] New Oracle Marketing Cloud Release Aims to Balance the Marketer's Two Very Different Constituents
    This morning, at the product keynote of Modern Marketing Experience, the Oracle Marketing Cloud product leadership shared our vision for how the marketer can balance both the revenue requirements they have now, while delivering the individualized customer experience they know will drive their sustained differentiation over time. Editor's Note: Today's Modern Marketing Experience product keynote revealed some big news.
  • VIEWPOINT  |  TUESDAY, SEPTEMBER 13, 2016
    [Differentiation] Three “Lies” That Plague B2B Businesses Today (Part Two of Three)
    But when they do that, they minimize their ability to shift the customer’s thinking, to get them to consider different points of view, to create differentiated value. 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.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 22, 2016
    [Differentiation] Bringing Back the Old School: Why Phone Conversations are the Missing Link in Personalization
    Let’s say a prospect calls your business because they want to find out what differentiates you from your competition. Author: Amber Tiffany The most personal conversations happen offline. While a personalized digital experience is certainly enticing and powerful, to really get to know a prospect—their interests, burning questions, and biggest challenges—you talk to them. And what better way to talk to someone than over the phone, where chances for misinterpretation are greatly reduced.
  • HUBSPOT  |  TUESDAY, AUGUST 6, 2013
    [Differentiation] What Is a Landing Page? [FAQs]
    However many marketers, ourselves included, prefer to differentiate landing pages a little bit more than that. You know how we talk about using your blog to answer common questions that your leads and customers have ? And sometimes even popping on over to Sales and Customer Service and asking them, "Hey, what kinds of questions do you get all the time?". That''s how this post was born. Because it turns out, a lot of people are asking over and over again. just what is a landing page?
  • 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.
  • 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.
  • CAPTORA  |  WEDNESDAY, APRIL 13, 2016
    [Differentiation] Winning Executive Buy-In for Martech Investments
    How could anyone differentiate between thousands of different marketing solutions, or even hundreds in a particular category — all claiming to be innovative, mission-critical, and superior to competitors? Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates.
  • 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.
  • GREAT B2B MARKETING  |  THURSDAY, JUNE 16, 2011
    [Differentiation] How to Shorten the B2B Sales Cycle
    Make sure that you have a brand promise that is clear and differentiated. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it. The future of your company (and its stock price) may depend on getting revenue in the door faster. What exactly do I mean by the term “sales cycle”?
  • HUBSPOT  |  SATURDAY, MAY 30, 2015
    [Differentiation] 7 Easy-to-Use Interactive Content Tools You Should Explore
    Whether you're looking to walk a colleague through onboarding a new software or easily explain a new marketing technique or approach, this type of video-based learning is designed to differentiate instruction and keep it interesting. This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post. Imagine that a couple of your friends convince you to give speed dating a try. It'll be fun," they insist.
  • VIDYARD  |  TUESDAY, APRIL 11, 2017
    [Differentiation] 10 Deal-Closing Sales Moves You Can’t Make Over the Phone or Email
    Hubspot reports that 59% of executives would rather watch a video than read something and, if you’re looking to differentiate yourself from all the other salespeople barking at their door, personalized videos in their inbox are the way to go. They say that a picture is worth a thousand words, but what about a moving picture? For me as a sales professional, it’s worth millions.
  • 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.
  • ANNUITAS  |  THURSDAY, SEPTEMBER 29, 2016
    [Differentiation] The Real Truth About B2B Marketing And The Social Media Platforms You Need
    To be clear, nothing in the study showed me that they obviously differentiated between paid advertising and organic shares. I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. You won’t believe number three…OK, there is no number three. And this is not a listicle. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B.
  • MODERN MARKETING  |  MONDAY, OCTOBER 9, 2017
    [Differentiation] Evolution not Revolution: The Future of Marketing Automation
    If you don't have a strategy or haven't thought about how you can differentiate your brand message, you will not come out on top! I order an Uber on my smartphone, use an app to make sure my cappuccino (skinny, hold the sugar) is ready for me to pick up without waiting in the queue, and stream an episode of Stranger Things on Netflix using mobile data all on my way to work. Do I think, 'Wow, that was a revolutionary experience, how did we get here?'
  • 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  |  WEDNESDAY, APRIL 13, 2016
    [Differentiation] 3 Important Elements of a Customer Case Study
    Make it easy for them to understand your solution and differentiate it from others in the market. Author: Amy McCarthy At Marketo, I work with our partners to list them on our LaunchPoint Partner Ecosystem and connect them with our sales teams. But before our partners can get introduced to our sales teams, we require them to provide at least two case studies.
  • KOMARKETING ASSOCIATES  |  TUESDAY, DECEMBER 8, 2015
    [Differentiation] 50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
    78 percent of companies surveyed by Econsultancy and Adobe indicated that they planned to differentiate through customer experience in 2015. It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year.
  • MARKETRI  |  FRIDAY, FEBRUARY 3, 2012
    [Differentiation] B2B Professionals: Are You Getting the Most Out of Your Networking?
    It’s very common that staff members are unclear on the company’s points of differentiation and positioning. When professional services firms are looking to increase awareness in their community, professionals often seek out associations to join. Sounds like a solid recommendation, but are you reaching the goals you set out to achieve by joining these groups? Are your staff members getting tangible results from their networking efforts?
  • HUBSPOT  |  FRIDAY, DECEMBER 18, 2015
    [Differentiation] How to Be a Better Marketer Through Mindfulness and Meditation
    That same study shows that mindfulness “can reduce confirmation bias and overconfidence, allowing decision makers to better differentiate between relevant and irrelevant information.”. Let’s get this out into the open: I bite my nails. Or at least I did. Kinda gross, right?). But this past summer, I watched as my then three-year-old son chomped down on his fingernail. That was it. The final kick in the butt I needed to see to finally stop a decades-old bad habit.
  • THE FORWARD OBSERVER  |  TUESDAY, JANUARY 6, 2015
    [Differentiation] 4 Tricks To Master The Magic Of Modern Lead Generation
    The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made. Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it''s the latter, here''s how. It’s no secret that the nature of lead generation and sales is changing.
  • 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.
  • HUBSPOT  |  TUESDAY, JULY 26, 2016
    [Differentiation] 6 Overlooked Ways to Win More New Clients
    It pays in a big way to differentiate yourself. Every agency professional knows that sinking feeling -- you pursued what you thought was a warm lead for weeks, only to have them pass on your services. You don't understand where it all went wrong. Your agency has a lot to offer, so why aren't any of your prospects taking the bait? It's time to stop getting your hopes up and start incorporating these strategies into your agency's business development plan.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 13, 2017
    [Differentiation] 5 Marketing Trends and How Technology is Helping Marketers Address Them
    A team that can offer a seamless customer experience because let’s face it, the customer does not differentiate between teams when they interact with your organization. Marketers today are not shy about facing the challenges of the changing market, regardless of whether they are selling to consumers or to other businesses.
  • VISIONEDGE  |  THURSDAY, OCTOBER 31, 2013
    [Differentiation] 10 Questions to Sharpen Competitive Advantage
    How can the competition adapt any of their existing products to differentiate them further? . Although most markets are fiercely competitive, with so much focus on demand generation, many marketers cannot allocate sufficient resources to anticipating competitors’ moves. Companies need to make a myriad of strategic and tactical decisions regarding how they will operate in the market and engage with customers.
  • HUBSPOT  |  WEDNESDAY, NOVEMBER 12, 2014
    [Differentiation] The Ultimate Smarketing Glossary: 62 Common Sales Terms Explained for Marketers
    Here''s an example of positioning statements on a sales call from Advanced Marketing Concepts : Sales Rep: I help marketing leaders who are frustrated with the inability of the sales team to differentiate their products in a crowded market. Sales Rep: I talk to a lot of marketing leaders, and lately I''m hearing the two biggest problems are weak sales pipeline and an inability to differentiate from competitors.
  • FATHOM  |  TUESDAY, MARCH 8, 2016
    [Differentiation] Staying Ahead of the Personalized Marketing Curve
    Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.” Differentiate : To get to distinguish the customers in terms of their lifetime value to the company, to know them by their priorities in terms of their needs and segment them into more restricted groups.
  • 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.
  • EVERYTHING TECHNOLOGY MARKETING  |  SUNDAY, OCTOBER 10, 2010
    [Differentiation] B2B Market Segmentation – Part 2: How to Approach Segmentation
    Price Sensitivity Do you position your product in segments that are price sensitive and invite vendors to complete on price or segments that pay a premium for a solution that is highly differentiated? In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation.
  • HUBSPOT  |  MONDAY, APRIL 3, 2017
    [Differentiation] 7 Creative Stunts People Used to Land Their Marketing Dream Jobs
    To get the attention of a hiring manager at a top agency, you'll need something that highlights your assets, proves your intense interest in the agency, and differentiates you from a crowd of people trying to do the exact same thing -- all without seeming too over-the-top, gimmicky, or creepy. If you want a creative job in a competitive industry, sometimes the traditional resume and cover letter combo just doesn't cut it.
  • INTEGRATED B2B  |  TUESDAY, OCTOBER 16, 2012
    [Differentiation] Boring is bad. Decision making needs emotional incentives.
    Find your own style and differentiate. No-one stands out and it’s too difficult for anyone to differentiate between competitive offerings. Let’s face it. So much of what goes for B2B marketing is ghastly boring. How many variations of lower cost, higher efficiency, longer lasting, better ROI, etc. have we already seen? Buyers will often take these messages for granted, so just stating and repeating them has little or no impact.
  • HUBSPOT  |  THURSDAY, JUNE 20, 2013
    [Differentiation] Facebook Launches Video on Instagram, Giving Twitter a Run for Its Money
    Videos appear in users'' feeds just as photos do, and they are easy to differentiate from photos because they have the video icon in the top right corner. Twitter beware. During today''s much-anticipated Facebook announcement, Instagram CEO Kevin Systrom took the stage and announced '' Video on Instagram '' -- a new feature that is sure to give Twitter''s Vine a run for its money. According to Systrom, video on Instagram is "the same Instagram we all know and love. but it moves.".
  • 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.
  • 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."
  • KOMARKETING ASSOCIATES  |  TUESDAY, NOVEMBER 29, 2016
    [Differentiation] How Westworld and Google Algorithm Updates Are Alike
    As you watch the show, it becomes harder and harder to differentiate between hosts and guests. I don’t know if you’ve heard yet, but HBO’s Westworld is this season’s must-see show. From sci-fi action to a shirtless James Marsden, I highly recommend it. As I was binge watching the first 8-episodes this past weekend (for the second time), I realized how much the show correlates with Google and their numerous algorithm updates.
  • THE ROI GUY  |  WEDNESDAY, JUNE 13, 2012
    [Differentiation] ROI now Guaranteed on Alinean Value Marketing Tools
    As a result, you absolutely need to invest in Value Marketing Tools to drive revenue: challenging the “do nothing” buyer to take action, justifying the investment in your proposed solutions, and quantifying your differentiating value. With Frugalnomics, buyers are more overloaded, skeptical and frugal than ever before.
  • 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.
  • CONTENT STANDARD  |  FRIDAY, MARCH 11, 2016
    [Differentiation] How to Nail Tone of Voice in Your Email Marketing Strategy
    Tone of voice is what differentiates theSkimm from everyone else, and that’s what makes the brand’s content original. Check your inbox. How many emails do you have—opened, unopened, or deleted—that are extremely dry? If you’re like me, or anyone with a business email, your inbox is filled with same-sounding emails. Something like: “Hey, check out my company. It’s great. This is what we do. You need help. Let’s talk.” ” *Delete*.
  • 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.
  • MODERN MARKETING  |  TUESDAY, JUNE 25, 2013
    [Differentiation] European Markie Award Winners Honored in London
    This strategy moves Philips CRM capabilities from basic email marketing to differentiated and consistent multi-channel experiences with the support Eloqua. by Eloqua | Tweet this The winners of the 2013 European Markie Awards were honored last night at Eloqua Experience in London. The Markies honor strategic, collaborative, and tactical marketing and sales innovation.
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 25, 2017
    [Differentiation] Stop doing short-term digital campaigns
    But if you create a new campaign with new differentiation and branding messages, that will then compete with the previous one, preventing maturity. Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How do I know what my audience needs? How do I build content to meet their most pressing needs? How do I get this content in front of them in a timely manner?
  • VIDYARD  |  FRIDAY, APRIL 7, 2017
    [Differentiation] 20 Amazing Ways to Use ViewedIt Screen Recording and Webcam Videos
    Tina has been seeking new, innovative ways to personalize and differentiate learning for her students and fellow educators. “I Since we launched ViewedIt, a webcam and screen recording tool, in October of last year , our amazing community (that’s you!) has made more than 200,000 videos using the product. We’ve been really impressed with all the different ways you have been using ViewedIt and the diversity of ideas you’ve brought forward.
  • KEO MARKETING  |  TUESDAY, FEBRUARY 17, 2015
    [Differentiation] Mobile Usage Split Between Apps and Web
    Part of the problem seems to be the difficulty in differentiating a clear separation between app and web activities. While nobody would dispute the fact that mobile usage has exploded recently, there does seem to be some disagreement (or at least differences in opinion) as to what exactly people do with their time on mobile devices. Several recent studies have found that the overwhelming majority of time on mobile is focused on using apps.
  • HUBSPOT  |  TUESDAY, JANUARY 14, 2014
    [Differentiation] 15 Smart Marketers Share Insights on the Future of the Industry
    I believe in the next year, you''ll see more brands focus on owning a channel (instead of ''spray and pray'' in multiple channels) and move to a ''less-is-more'' strategy by focusing on truly differentiated content. Marketers, rejoice. You’ve made it through an intense Q4. Now, it’s time to start thinking about this year -- and guess what? It’s never been more exciting to be a content-loving, metrics-driven marketer.
  • 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 ).
  • MODERN B2B MARKETING  |  WEDNESDAY, DECEMBER 28, 2016
    [Differentiation] How to Leverage an Analytical Legal Strategy to Close More Deals
    In sales, if you can’t demonstrate exactly how your product solves their particular issue, then you will fail to differentiate it from others. Author: Zach French “You went to law school?” I get this question all the time, especially during my interview with Marketo last November. Yes, I graduated from law school and yes, I am now a sales development rep (SDR) selling software. So how does a legal education set you up to be successful in sales?
  • MODERN B2B MARKETING  |  WEDNESDAY, AUGUST 19, 2015
    [Differentiation] Pick Up Your Momentum! 5 Ways to Fix a Dwindling Sales Call
    If that is the case, and it’s fine that it is, I will go ahead and assume it’s X and Z (pick your two top competitors) and lay out some differentiators between the platforms as we go along to help you distinguish our solutions. Author: Nikita Ovtchinikov As salespeople, we know that the discovery call (the initial call between a sales rep and a prospect) can make or break a sales cycle.
  • 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!
  • KAPOST  |  TUESDAY, MAY 24, 2016
    [Differentiation] How to Improve Your Lead Nurturing Program
    Is your marketing strategy more of the same, or are you actively taking steps to differentiate your company? Over time, many marketers will see a dip in their lead nurturing programs. It’s normal: prospective buyers may find other options for products or services. And at some point, your less-engaged audiences may simply churn out of your funnel. The first step to improving your lead nurturing program is to understand that this natural cleansing process is healthy for your business.
  • CONTENTLY  |  THURSDAY, SEPTEMBER 15, 2016
    [Differentiation] Why Snapchat Is Already Giving Up on Not Being ‘Creepy’
    “In the early days of internet advertising, marketers relied on things like targeting to help differentiate ad products that weren’t very engaging,” he said in a video promoting the release. ” At the time, Snapchat repeatedly brought up this anti-targeting stance as a way to differentiate itself from competitors like Google and Facebook.
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