Great B2B Marketing

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Seven Simple Ways to Differentiate Your Company and Products

Great B2B Marketing

My clients probably get tired of hearing me talk about the virtues of differentiation. But it’s usually better to remove […]. B2B Brand

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

The downside is that few people know about you – the upside is that you can start with a fresh and differentiated brand position. Two months ago, I wrote an article titled The Economic Value of Your Company Brand.

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B2B Content Marketing That Drives Results

Great B2B Marketing

From strategy to execution, you need to accomplish this in a consistent and on-target manner that leverages your brand’s core promise while turning your differentiators into compelling content that systematically engages your critical audiences, and causes them to take action.

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The Economic Value of Your Company Brand

Great B2B Marketing

It differentiates you from all other competitors. Your biggest objective is to make sure you have a differentiated brand and not a commodity brand. A strong and differentiated brand can put you way ahead of the competition.

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The Pros and Cons of Competitive Marketing

Great B2B Marketing

You have an identified differentiation. Even if all the stars are lined up—you have a unique differentiation, it is easy to switch and there is a precipitous event—you still need to give prospects a good reason to give up on the competitor.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Branded authorities are able to command premium prices because they offer a unique differentiation and compelling benefit(s). The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this.

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Creating an Effective B2B Marketing Machine

Great B2B Marketing

Most important, all messages should be based on a compelling brand promise and a differentiated value proposition.

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How to Shorten the B2B Sales Cycle

Great B2B Marketing

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.

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Marketing Game Changers for 2013

Great B2B Marketing

Here are a couple of BHAG ideas: Differentiate your company with a compelling and differentiated value proposition. It’s the season for wrapping up the old year and prepping for the next. I hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements.

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How to Build Company Value in a Down Economy

Great B2B Marketing

While the political battle rages over whose fault it is that the economy seems to be perpetually stuck in the doldrums, entrepreneurs and established businesses alike are faced with the task of keeping their businesses moving in a forward direction.

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Are You a Branded Authority or One of the Crowd?

Great B2B Marketing

The alternative to being perceived as a commodity provider is to create a perception of differentiation. I use the word “perception” because it is the marketplace’s perception of who you are that gets you invited to the sales dance, and not your actual competitive differentiation.

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Outside-the-Box B2B PR Strategies

Great B2B Marketing

Make it unique – Make sure your PR strategy is in complete alignment with your differentiation and unique selling proposition. Every B2B company has its own identity, target market and products or services. But all have one thing in common. Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money.

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Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

Establish Brand Authority – The best way to use LinkedIn to establish a brand authority is to consistently post updates that reinforce your area of expertise and differentiation. I talk about social media quite a bit in my blog posts, articles and conference presentations.

Three Essential Content Marketing Practices

Great B2B Marketing

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.

B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different

Great B2B Marketing

Differentiation is still a challenge. Last week, I attended a major technology conference on behalf of a B2B software client. My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners. In prior jobs I’ve spent hundreds (maybe thousands!) of hours at industry conferences, and it was good to be back in the saddle (so to speak).

B2B Marketing Game Changing Ideas

Great B2B Marketing

Differentiate yourself. While you may indeed need a new message if you aren’t differentiated from your competition, it is just as likely that what you need is to relentlessly and consistently share your existing message. Sometimes it is not enough to simply make incremental progress on the small things. There are times when you need a marketing or sales accelerator – something that takes you to an entire new level. Here are six ideas to get you started.

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Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan

Great B2B Marketing

But the most important thing you can do is to make sure you have a compelling and differentiated brand. Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. . We first defined the terms “brand” and “brand promise”.

Marketing Statements that Show Your Company is Out of Touch

Great B2B Marketing

Creating a compelling and differentiated brand for your products and/or services is hard work but it is essential to revenue and profitability. As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives. If you hear any of your internal personnel saying any of the following, consider it a red flag and address the issue right away.

Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan

Great B2B Marketing

Here are five to get you started: Is what you offer a commodity or a differentiated product or service? A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. B2B Marketing is a tricky business with a lot of moving parts. To do it right, you need the answers to the appropriate questions. This is a critical question because it will determine how you must market to be successful.

10 Questions to Evaluate Your Marketing Effectiveness

Great B2B Marketing

Are you differentiated from your competitors in a way that is understood and appreciated by your prospects and customers? Your Two Minute B2B Marketing Assessment. All of you hard-driven and numbers-focused marketers understand the importance of the quantitative side of B2B marketing. If you don’t understand this, you will face the displeasure of your CEO and/or CFO.

How to Use Web Seminars to Generate B2B Leads

Great B2B Marketing

Webinars (or Webcasts if you prefer) are a great way to generate leads and customers. They are also a great way to increase awareness, move prospects to the next stage of the selling cycle, and build the database.

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Marketing Life Lessons

Great B2B Marketing

One great way to do this is to make sure that you have a differentiated and compelling message and communicate it relentlessly through multiple media. There are some lessons learned in life that apply strongly to marketing (and vice versa). Here are five for your consideration. Lesson 1: What you don’t know can hurt you. As a marketer, you need to have better and more current information about marketing than your CEO and sales VP.

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The Criteria of an Effective B2B Marketing Offer

Great B2B Marketing

There are ways to stand out from the crowd, such as having a strong and differentiated product and precise targeting of the potential audience. B2B marketing is always challenging, but even more so when you are in a crowded market space filled with tough competitors. But one of the most neglected weapons in the B2B marketing arsenal is an offer that gains attention and drives action.

Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy

Great B2B Marketing

I didn’t reproduce the boilerplate verbatim; I translated and expanded on the differentiators there. As a result, the new content lines up with the positioning we chose, and, as we add more pages to our new site, we’ll have more and more content that consistently expresses the key differentiators that make us a unique choice in the marketplace.

How to Build Company Value in a Down Economy – Part Two

Great B2B Marketing

Differentiate your company. Last week’s blog post discussed three major ways to use B2B marketing and sales to build company value in a tough economy. To recap quickly, they are: 1. Set audacious goals. Challenge your sales model. Building company value has a huge payoff to all stakeholders including founders, shareholders, employees, partners and customers.

Crafting Your Unique Brand Promise: Finding the Big Idea

Great B2B Marketing

Do you want truly competitive differentiation for your company—with a value-added extra that makes the products and services you offer resoundingly unique and clearly better than your competitors?

How to Build Company Value in a Down Economy

Great B2B Marketing

Differentiate – Most successful companies are highly differentiated.

Beating Large Competitors in Your Marketing Campaigns

Great B2B Marketing

This is why differentiation and positioning is so critical to making an ‘attack the incumbent’ strategy work.

Marketing Strategy: Too Broad, Too Narrow or Just Right?

Great B2B Marketing

True marketing leaders take your team to market with a clear idea of what differentiates you and who needs to hear your message. Getting your marketing strategy just right is critical for B2B marketing success.

How to Build Company Value in a Down Economy – Part Two

Great B2B Marketing

Differentiate your company. Last week’s blog post discussed three major ways to use B2B marketing and sales to build company value in a tough economy. To recap quickly, they are: 1. Set audacious goals. Challenge your sales model. Building company value has a huge payoff to all stakeholders including founders, shareholders, employees, partners and customers.

What’s the Big Idea? Why You Need to Pay Attention to Your Brand Promise

Great B2B Marketing

By that I mean a true competitive differentiation, and the value-add extra that makes what you offer unique and better than your competitors. Lee Iacocca once said, “When the product is right, you don’t have to be a great marketer.&# While I agree with most of the things he said, I think Mr. Iacocca got this one wrong. In reality, even a great product or service has to be marketed properly to succeed. And it is much easier to do a good job of marketing if you have BIG IDEA.

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Why Your Brand Promise Must Be Specific – by Christopher Ryan

Great B2B Marketing

In my book, articles and presentations, I often talk about the importance of a specific , compelling and differentiated Brand Promise to achieve success in B2B marketing and sales. And although it is a B2C example, I think the following illustrates the point perfectly. . It is almost guaranteed if you spend any time on Colorado highways you will experience one or more windshield chips.

How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial Marketing Today

Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face.

Case study: Social media engagement as a point of differentiation

grow - Practical Marketing Solutions

Engagement as differentiation. The post Case study: Social media engagement as a point of differentiation appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Engagement as differentiation. by Trevor Young, {grow} Community Member.

Your experience and qualifications are not differentiators!

Biznology

I recently started a discussion within different LinkedIn groups where I asked consultants , sales, and marketing leaders how they were differentiating themselves from others in their industry. But experience (no matter how extensive it may be) is not a differentiator.

Expertise as a Differentiation Strategy

Hinge Marketing

If you want to stop competing on price alone, it may be time to develop a stronger differentiation strategy. Differentiation Strategy Defined. This is what is known as a differentiation strategy. Three Tests for a Successful Differentiator.

How to differentiate your blog based on the time you can put into it

grow - Practical Marketing Solutions

Today I want to help you consider a way to differentiate your blog by thinking strategically about how you use your productivity and the amount of time you put into writing. Maybe your strategy should be determined by an opportunity for differentiation through your publishing schedule.