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    [Differentiation] Master the Changing Sales Landscape: 8 Key Strategies to Becoming a B2B Salesperson of the Future
    That user experience in itself will differentiate you from the competition. Author: Amy Guarino Forrester’s pronouncement of the death of the B2B salesperson recently made headlines. But, I ask, is it really a death, or a chance at reinvention ? Here’s the situation: it’s not news that the buying process has changed. And at Marketo, we talk about this a lot from the marketers perspective, but what about sales?
  • BIZIBLE  |  MONDAY, MARCH 7, 2016
    [Differentiation] 5 Steps to Build an Impressive B2B Account-Based Marketing Framework
    In an age where everything is done online, a way to really stand out and differentiate your company from others is to send something through the mail. As account-based marketing continues to gain traction, more and more B2B marketers are looking to create the perfect campaign. Although what constitutes “perfect” will be different for each company, there are general guidelines that one can follow to develop a reliable account-based marketing framework.
    [Differentiation] Increasing Sales Tool Adoption – A Proven Customer Perspective
    Explicit linkage of the TCO outcomes to differentiating solution features / functions and associated value messages. We recently asked the developer of a very successful ROI/TCO tool what it took to get the tool to have such a big impact on driving incremental business, increasing competitive win rates and reduced discounting. The short answer – “You can’t just build it and expect folks to come.
  • HUBSPOT  |  TUESDAY, MARCH 24, 2015
    [Differentiation] Starting a New Job? 8 Tips for Having a Great First Day
    That could mean differentiating yourself from your peers with a new idea, leading a new project to success, or simply showing your team that you are a curious lifelong learner. Congrats! After all the time you spent perfecting your resume, networking with people, and researching the company, you landed an interview -- and nailed it. The next day, you were offered the job (and gleefully accepted it). The hard part is over, right? Truthfully, the hard part is just beginning.
    [Differentiation] 3 Reasons to Adopt a Scalable Marketing Automation Platform
    Instead of just classifying leads as “qualified” or “not qualified,” we can define what actions differentiate a marketing engaged lead (opened an email) from a marketing qualified lead (filled out a form and matches our target criteria) from a sales qualified lead (received a demo from a salesperson). Author: Cassidy Milder Every growing organization has important thresholds to cross.
    [Differentiation] Top 5 Peer-Approved B2B Marketing Stories on
    Among those key predictions, Martech Advisor writer Dennis Syracuse predicts that, “84% of top performing businesses will use marketing automation in 2016, and this year we expect predictive data, aka “intent data,” to be the differentiator as it moves from “nice-to-have” data to data that drives business…” ( read more ). The revenue-focused B2B marketing community site, , has had a fantastic few months on the story feed.
    [Differentiation] Event and Trade Show Etiquette: 4 Tips to Make Your Booth a Success
    Why not pull them into your booth with a statement about your value proposition or a differentiator from your competition? As the new year approaches, are industry events and trade shows part of your marketing plan? Before you go, make sure you’re set up for success by considering the importance of booth etiquette. Here are four tips to think about the next time you’re on the show floor: 1. Be aware of your body language. Remember you’re acting as host of your booth.
    [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.
    [Differentiation] 8 Effective Ways to Improve Your Firm's Niche Marketing Strategy
    In the increasingly competitive world of professional services, targeting a specific industry sector or niche audience is among the most effective ways for a firm to differentiate itself from the competition and build its bottom line. By focusing on a small, healthy market segment, your firm can become a market leader within that niche.
    [Differentiation] Five ways to calm down and not be overwhelmed by social media change
    Related Stories Why conversation hierarchy is important to your marketing strategy Seven fascinating marketing lessons of 2015 Case study: Social media engagement as a point of differentiation. It’s impossible for a person — or even a company — to keep up with the constantly shifting platforms that make up our social media world today.
    [Differentiation] 12 Critical Building Blocks to a Successful Digital Marketing Campaign
    Understanding how to properly connect with those personas and differentiate yourself from your competition in a succinct manner is another. While your sales team may already know how to approach prospective customers in a way that connects to their goals and challenges while differentiating themselves from their competition, do you as a marketer know how to do the same with your content? How does your solution differentiate positively from your direct competitors?
    [Differentiation] 5 Content Marketing Lessons from Guns N Roses
    Just as GnR stood out from the masses, you must differentiate your content from the competition. by Jason Miller A few weeks ago I went to see Guns N Roses perform in Las Vegas. It was an amazing show and brought me back to the days when I used to celebrate this band’s entire catalog. Axl Rose has kept Guns n Roses going for more than 20 years, and they are just as popular now as they were in their heyday.
    [Differentiation] Why Marketers Are the New Wingmen
    If your visitor needs more information on pricing or key differentiators, introduce them to the sales team. Author: Michael Powers Chances are if you’re in events marketing at a B2B company, your schedule is full of trade shows. As someone who’s traveled around the world to hundreds of events, I’ve learned some very important tricks of the trade (pun intended): always give away good swag, plan ahead like it’s your wedding, and, most importantly, bring your A-team.
    [Differentiation] Content Marketing Tips: Find Your Online Voice
    If you are a coach, doctor, lawyer, any professional, you are trying to differentiate yourself in a crowded market. How do you find your voice and create your brand story so that readers are inspired and emotionally triggered? How do you get content marketing results? This and other key tips will be discussed Wednesday April 20, 2011 on an open webinar I’m giving: Time-Saving Tips for Content Marketing Results.
    [Differentiation] Be Relevant or Die: The New Nature of Nurture
    Many marketing organizations are struggling to differentiate segmentation from personalization ; others are still pushing out batch and blast email campaigns. Author: Will Spendlove Nearly three-quarters of online customers are frustrated by brands that showcase irrelevant content and promotions. Is your marketing department contributing to your prospects’ frustration and harming your pipeline – or even worse, your bottom line?
    [Differentiation] Cohort Analysis: 2 Simple Steps to Better Understand Your Leads
    In this scenario, “lead source” is the common characteristic for each cohort, which differentiates each from the other. Therefore, it is good to have them differentiated. Cohort analysis is an often-overlooked area of marketing analytics. It involves tracking a group that shares a common characteristic (a “cohort”) over a certain period of time and evaluating outcomes. In this post, we will talk about cohort analysis of leads.
  • SNAPAPP  |  MONDAY, MAY 23, 2016
    [Differentiation] 11 Overused Stock Photos to Ban From Your B2B Marketing
    If you want to stand out in this explosion of digital content, you need to get smarter with your content and create content that differentiates your brand and supports your message. Content production is only going to continue to increase, so there is no better time to focus on differentiating your brand. Have you ever seen a piece of content and had a déjà-vu moment? You say to yourself, “I’ve read this before, and I know I’ve seen the gray-haired man holding an iPad somewhere.”.
    [Differentiation] The Science Behind AEC Brand Research
    Without a doubt, differentiation is the foundation of a solid brand. Particularly within the AEC industry, a differentiated brand can help tip the scales in favor of your firm over another. So whether a firm is looking to refine its differentiators, introduce new services or expand its market share, brand research is the way to go. However, firms often find themselves falling prey to their own misperceptions about their audiences’ priorities.
    [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).
  • HUBSPOT  |  TUESDAY, MAY 24, 2016
    [Differentiation] 10 of the Best Brands on Twitter (And Why They're So Successful)
    But JetBlue is on another level -- and they've done a fantastic job differentiating themselves on Twitter by finding clever ways to exceed our expectations. When it was first created, Twitter was designed mostly for individuals. It was a place for people to share succinct versions of their thoughts and ideas with the world. As it grew in popularity, brands jumped on board and began using the platform to communicate with consumers.
  • HUBSPOT  |  TUESDAY, MAY 7, 2013
    [Differentiation] HubSpot Announces Social Inbox: An Integrated App to Make Social Media Personal Again
    She can respond right away and bring up points of differentiation between your company and your competitor on her next call. At HubSpot, we’ve been using social media as part of our inbound marketing strategy since before Twitter was born and back when Facebook was only accessible to students. Since then, we’ve accumulated a half-million Facebook fans and a quarter-million Twitter followers, been among the first businesses using Google+, and dove into Pinterest, Instagram, and more.
  • 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.
  • VISIONEDGE  |  TUESDAY, MAY 20, 2014
    [Differentiation] Craft a Killer Sales Playbook
    With a practical sales playbook, you can leverage strengths, differentiate offers, prove business value, and ultimately improve your win/loss ratio. The Sales Playbook, Defined. A sales playbook is a collection of tactics or methods that characterizes the roles and responsibilities for you (and your sales team), lays out clear objectives, identifies metrics for measurement, and provides a common framework and approach for closing sales.
    [Differentiation] 20 Tools for Creating and Delivering Amazing Presentations
    PowToon’s animation software lets you easily create animations with props, characters, and more -- which can help you differentiate your company when talking with prospects. If you''re in business, you need to know how to create captivating presentations.
    [Differentiation] 5 Content Marketing Questions: Get Readers to Take Action
    Write out a few sentences about what differentiates your product/service. Get Readers to Take Action" alt=" 5 Content Marketing Questions: Get Readers to Take Action" />. Get Readers to Take Action" width="110" height="82" /> What will make your web readers take action or not? Content marketing isn’t successful without results. So when writing a blog post or a web page, keep these key questions in mind.
  • FATHOM  |  MONDAY, OCTOBER 7, 2013
    [Differentiation] If All Content is the Same, Will Anyone Read it?
    Differentiating Your Content. First, it helps to understand that differentiating your content is not the same as creating unique content. Differentiating your content is essential, especially for an E-Commerce site. If a tree falls in the woods, does it make a sound? If your content is the same as everyone else, will anyone read it? You have probably read one or two, or maybe even a million articles preaching to you about the importance of unique content.
    [Differentiation] Cost of B2B Lead Generation Services —Why Do they Vary So Dramatically?
    The true definition of a qualified lead is one that is “actionable” , so a qualified B2B lead can be used to start a meaningful dialogue with a potential customer, but the differentiator is that it has a far greater chance of resulting in a sales conversion. The history of commerce tells us that the more we buy, the cheaper each of those purchased items should be. Big box stores continue to lure and train customers to expect to pay less per-unit if they buy more.
    [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.
    [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.
    [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.
    [Differentiation] Does Your Professional Services Firm Need a High Performance or a Branding Website?
    A truly effective branding website should be built around your firm’s key messaging and differentiators. In addition to emphasizing your firm’s differentiators, a good branding website should also seek to embody your firm’s culture. You still want to focus on many aspects of a branding website – your firm’s differentiators, your key messaging, CMS, and a clear demonstration of how you can solve problems.
  • HUBSPOT  |  FRIDAY, JUNE 14, 2013
    [Differentiation] How to Write a Fluff-Free Mission Statement
    You can''t be everything to everyone -- otherwise, what''s your differentiator? Mission statements. They sound inherently business babbley , don''t they? But even if you think they''re a little. silly. they''re really important guideposts for making decisions, staying inspired, and setting a bigger picture that gives your day-to-day work purpose. Problem is, because the idea of a mission statement is so vague and broad, a lot of companies have trouble nailing one down.
    [Differentiation] Content Marketing Spotlight Series: A Q&A With Guy Kawasaki
    Question: How does the rise of content marketing as a practice and buzzword impact its efficacy as a competitive differentiator? Opentopic is excited to present the most recent interview in our Content Marketing Spotlight Series , a regular feature that provides valuable insights from thought leaders in the content marketing space. Opentopic’s Content Marketing Spotlight series is part of our ongoing mission to help marketers succeed in content marketing.
    [Differentiation] 29 (of the) Best Twitter Guides, Tips and Infographics of 2013
    Allison Stadd lists the “10 most clickable Twitter headlines that will engage your followers, draw traffic to your blog or website and help differentiate your Twitter account,” such as calls to action, how-to’s, the word “infographic,” and, not surprising, top 10 lists. Twitter became a publicly traded company on November 7 and saw the price of its shares climb 73% on the first day of trading.
    [Differentiation] How to Convey a Unified Brand Message After a Merger or Acquisition
    As new firms emerge, they must establish its unified identity and brand message to differentiate from both competitors and earlier iterations of themselves. The leaders of each firm must agree on a new brand that accurately reflects the combined strengths, differentiators and value propositions of the united organization. Which key differentiators to highlight in marketing communications.
    [Differentiation] Don’t Stop A-Meme-In’ – Using Memes for Lead Generation and Buzz Building
    Adding a bit of humor to the world of B2B marketing can be a great way to differentiate your business and chances are your customers and prospects will appreciate the laugh. by Jason Miller Looking for a fun way to engage with customers and prospects through your social media channels? Try using a meme tied back to a specific offer. You might be surprised with the results. Memes work well in B2B social media because they are often witty, funny, nostalgic or all of the above.
  • THE ROI GUY  |  THURSDAY, APRIL 18, 2013
    [Differentiation] It Just Takes Longer. Your Sales Cycle in 2013?
    Prove you are not the same , differentiating your solution from the competition, but quantifying total cost (TCO) and value advantages Reduce the Risk – Your customers are wary of wasting precious resources and making any mistakes. A significant 43% of B2B companies indicate that sales cycles have lengthened over the past three years, this according to a recent survey of 243 solution providers by B2B Magazine.
    [Differentiation] The Secret to Success for Manufacturing Websites: Foundation Pages
    Foundation pages are fundamental content that describe a business, its services, its clients, and its differentiators. A well written about us page should include details about your company’s history , a brief overview of the products and services you provide , business locations , and differentiators that detail how you are superior to competitors. Note: The awesome robot paintings featured on this post are from artist Eric Joyner. Go check him out!
    [Differentiation] 5 Personal Assistant Tools That Actually Make Life Easier
    And another key differentiator for him? With the recent release of Google Home in the U.S., voice-activated devices are a big topic du jour lately. But which personal assistant tools are the most helpful? What do you need for each one? And how much do they cost? While a simple search for “ personal assistant apps ” seems to yield countless results, shifting through them can be a task. Today, consider us your digital personal assistant. We narrowed the options down to our very own top five.
  • 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.
    [Differentiation] How to Convert Raw Leads into Best Friends Forever
    Relationships are the new currency of the digital world, and they are the ultimate competitive differentiator. Author: Jason Thibeault Filling the pipeline with leads? Good for you. But how many of those leads – which you worked so hard to generate – get lost in the ether of the digital world? Forget that. Let’s use digital to turn those leads into buyers instead. Or even better, let’s get them applauding for our products… Why settle for buyers when you could have best friends?
  • SNAPAPP  |  MONDAY, MAY 23, 2016
    [Differentiation] 12 Overused Stock Photos to Ban From Your B2B Marketing
    If you want to stand out in this explosion of digital content, you need to get smarter with your content and create content that differentiates your brand and supports your message. Content production is only going to continue to increase, so there is no better time to focus on differentiating your brand. Have you ever seen a piece of content and had a déjà-vu moment? You say to yourself, “I’ve read this before, and I know I’ve seen the gray-haired man holding an iPad somewhere.”.
    [Differentiation] Joe Pulizzi Shares Principles of Epic Content Marketing
    So how do you differentiate yourself? by Amanda Batista | Tweet this Content Marketing isn’t just an important component of your modern marketing strategy. It’s a must-have mindset that dictates how we engage with our audiences.
  • 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."
    [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.
    [Differentiation] Three Essential Content Marketing Practices
    You should also write in a way that establishes thought leadership by differentiating you from the many others who are vying for your prospects’ attention. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. I always found Bryant to be sharp, focused, and a person who is good at grasping and presenting the essentials of complex topics in a way that makes them useful to his readership.
    [Differentiation] B2B Video Marketing Done Right
    Brand Differentiation – Why Buy? The word these days is content. Video content in particular is an increasingly compelling tactic for business marketers to deploy throughout the funnel, with numbers to support its use. Marketers are seeing positive results when they include video in the marketing mix. And on average, there’s a more than 40% uptick in traffic on websites featuring video, due to search.
    [Differentiation] Useful Tips from Inbound Marketing Summit and Hubspot User Group
    I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. These featured a flock of first-rate speakers who presented more useful information than I can jam into a single blog post. That said, here are highlights from my notes.
    [Differentiation] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
    This means that when ABM is done well it never disappoints and in fact becomes a long-term competitive differentiator rather than flavor-of-the-month. I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. So it’s with great pleasure that I conclude this series on ABM with feedback from SiriusDecisions.
    [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.
    [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.
    [Differentiation] A Thought Leadership Marketing Strategy Based on Research
    Answering this question will help you understand your differentiators. So the extent to which you’re differentiated around expertise in turn affects the speed of your ascent to greater visibility. SEE ALSO: Expertise as a Differentiation Strategy. Once you’ve completed your investigation and exploration, you’ll use your findings to inform three foundational components of thought leadership marketing: Your differentiators.
    [Differentiation] Connect With the Experts at #ModernCX
    Thousands of like-minded professionals will convene April 25-27 to explore the latest technology innovations designed to differentiate brands on the CX battleground. Set against the glittering backdrop of Las Vegas, the Modern Customer Experience (#ModernCX) brings CX leaders together for one expansive event.
  • B2B MEMES  |  TUESDAY, NOVEMBER 22, 2011
    [Differentiation] Six New-Media Principles: Introduction
    Like many posts on this blog, the e-book aims to help traditionally trained journalists, marketers, and content creators understand the ideas and values that differentiate new media from old. But what differentiates them is where they place their emphasis. This month, besides writing these time-limited daily posts , I’ve been putting the finishing touches on an e-book to be called the New-Media Survival Guide: For Journalists and Other Print-Era Refugees.
    [Differentiation] 4 Marketing Strategies That Turned Act-On Into One of the Top 5 Fastest Growing Marketing Companies
    Think about your brand every single day, it may be the most important thing you’ll ever have as a company and may be the only thing that’s long term as a differentiator,” says Bobowski. Monday, Dec. 7 marked the second event of our monthly Pipeline Marketing Playbooks meetup.
    [Differentiation] Stop Selling: How To Turn Your Expert Reputation Into New Relationships (And Revenue)
    Related Stories Why Brand Differentiation is Essential for Professional Services Firms to Succeed Why Professional Services Firms Must Differentiate to Succeed Should Your Consulting Firm Be Specialized? Back in 2009, I ran an experiment. For six months, I dedicated myself to making a number of cold calls – every single day. It was dreary, mind-numbing work. I hated every minute of it. But it worked.
    [Differentiation] How to Train Your Brain to Learn Faster
    Much of sales today hinges on deep understanding of prospects’ industries and problems, and positioning your product or service around personal expertise and insight can do a lot to differentiate you to buyers. This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales. Jill Konrath says it’s the number one competitive advantage for salespeople today. What is "it"?
  • ACT-ON  |  FRIDAY, APRIL 7, 2017
    [Differentiation] Email Marketing vs. MA Solutions: Which is Right for Your Business?
    Multi-channel engagement is a core differentiator for marketing automation. It wasn’t long ago that many small-business marketers were deploying email marketing, but viewed marketing automation (MA) as a tool for mid-size and enterprise organizations only. Even though top-performers are five times as likely to use MA than other organizations, the thinking was: This technology is just too expensive for the little guys.
    [Differentiation] Top 5 Brand Building Tools for Technology Firms
    Start with your differentiator. High growth firms are 3X more likely to have a strong, easy-to-understand differentiator. Here is a quick test to see if you have a true differentiator. If the answer is “no,” it is probably not a good differentiator. Produce content that supports your differentiator and showcases your expertise. It’s hard to overestimate the value of a strong brand for a technology services firm.
    [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.
    [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.
    [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.
    [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.
    [Differentiation] Case study: How one blog post helped me get a job in social media
    Companies have a ton of applicants to choose from and if you don’t differentiate yourself from all the others, you won’t be successful. Antonia Harler is a friend from the {grow} community who blogged and tweeted about her challenges finding a job in social media marketing. And then, it finally happened! She has been gracious to write this post about what it’s like finding a first job these days … Getting a job is tough.
  • HUBSPOT  |  FRIDAY, MARCH 7, 2014
    [Differentiation] How to Create a Business Card That's Actually Useful
    What is the one statement that most clearly defines your value and differentiates you from your competitors? This post originally appeared on the Insiders section of Inbound Hub. To read more content like this, subscribe to Insiders. Many people would argue that face-to-face introductions leave the longest-lasting mark on the successful positioning of your brand.
    [Differentiation] 3 Key Takeaways from Social Media Marketing World
    Provide competitive differentiators and address the questions your customers really have, such as cost and value. Author: Lisa Marcyes Last week, I was in sunny San Diego for Social Media Marketing World, where I had the opportunity to attend several amazing breakout sessions, hear from industry thought leaders, and meet incredible visionaries from the social media field.
    [Differentiation] 5 Ways Nonprofits Can Improve Their Content Marketing
    This is a method in social psychology that has demonstrates just how little differentiation it takes for people to show favoritism to their own “in-group.” While many brands use content marketing to drive conversions , nonprofits have different goals in mind. Nonprofits use content marketing to educate and inspire their audiences with the hopes of fundraising and gathering donations.
    [Differentiation] Social Media & Your Business: Choosing the Best Platform
    We’ll look at what differentiates these three popular networks, comparing various key metrics so you can feel confident starting your path towards social media success. So you want to define a social media strategy for your business ? The place to start is with a full understanding of the most widely-used social platforms, their unique purpose, and whether or not your business will be able to reach its target audience.
  • 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.
    [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.
  • 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.
    [Differentiation] How to Scale Your Marketing Strategy Without Sacrificing Engagement
    Author: Patrick Groover Companies are always looking for a new edge to capture mindshare and differentiate their solution within the marketplace. As people continue to diffuse their communication preferences across a growing number of channels, the role of the marketer can feel more and more like mission impossible.
    [Differentiation] Thought Leadership: Marketing Engineering Services with Technical Articles
    There is very little to differentiate one from another. Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content.
    [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.
    [Differentiation] Insights Drive Better Customer Experience
    If the company possesses the internal alignment and cultural desire to turn these insights into action then the potential to differentiate from the pack is much, much greater. We recently launched an e-book on slideshare covering The Future of Customer Experience. The e-book is a compilation of interviews we conducted with 19 experts on #custexp.
    [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.
    [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.
    [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.
    [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.
  • 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.
  • 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.
    [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.
  • 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.
    [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.
  • 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.
    [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.
    [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.
    [Differentiation] 15 Thanksgiving Marketing Ideas
    Do not wait until the last minute to identify your goals and discover the ways to differentiate your marketing idea from others. Have you tailored your marketing ideas to make them different from the sea of competitors’ campaigns? Make this a memorable Thanksgiving for your current and future customers. Let’s celebrate this special time of the year and take a minute to reflect on all the things we are thankful for.
    [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.
    [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.
    [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.
    [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?
  • 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.
  • 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.
  • HUBSPOT  |  FRIDAY, JULY 8, 2016
    [Differentiation] Will 'Memories' Change Snapchat as We Know It?
    In six months, we could be struggling to find any major differentiators between social networks, and this is likely what Snapchat is aiming for. Over the past three years, Snapchat has been slowly moving away from its original concept: a place for creating and sharing ephemeral content that disappears immediately after being shared. With the introduction of Stories in 2013, a feature that allows photos and videos to be visible for 24 hours, the app started inching away from that mission.
    [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.
    [Differentiation] The Future of Marketing: WordStream's Founder & ClassPass' CMO on Where Things Are Headed
    Lord mentioned that when ClassPass first started, they spent a lot of time on the consideration phase and differentiating value props. Everyone is getting into health and fitness and wellness, which is why ClassPass' biggest investments are around differentiating the brand's point of view. Inbound marketing is about matching the way you market and sell with the way people actually want to shop and buy.
    [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.
    [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?
    [Differentiation] Recovering from my complete content marketing failure
    Why conversation hierarchy is important to your marketing strategy A new process to quantify content marketing success Case study: Social media engagement as a point of differentiation. by Giuseppe Fratoni, {grow} Community Member. I am a content marketing failure. Despite following what I thought were all the best practices, my last year in the content marketing trenches has been a complete fiasco. Luckily, I failed big and fast.
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