The B2B Research Blog

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

How differentiated is your brand and where might there be white space? We can see that attribute 2 is an especially strong differentiator. Which attributes most closely define your brand? Which other brands are challenging you for this space?

Finding the brand positioning sweet spot

The B2B Research Blog

The trick here is to choose a positioning which is relevant, differentiated, authentic and flexible: Relevant: It needs to be based on dimensions which are relevant to customers and prospects. Differentiated: It needs to make you stand apart from the competition.

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Trending Sources

Branding is b t

The B2B Research Blog

It is a point of differentiation, especially in commodity markets. “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side. And anyway our brand is just fine, the logo is great.”. Sound familiar? As a marketer you no doubt recognise the value of a strong brand.

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The benefits of a strong brand in B2B markets

The B2B Research Blog

It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services. Some don’t think that branding matters in B2B markets. They say that B2B decision makers are logical beings immune to any such irrational influences. And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it? . B2B marketers disagree.

Top ten B2B marketing challenges

The B2B Research Blog

Differentiation. Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. I love this question for two reasons.

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Three customer insights for your marketing plan

The B2B Research Blog

To develop and manage a resonant, differentiated brand it’s essential to understand what your brand ‘means’ to the market. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters?

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An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

The B2B Research Blog

Increasingly however, many of the rules of consumer branding are applying, so being truly differentiated, having very creative and innovative marketing based on great customer insight are all important. I don’t think you should always try to differentiate between the two. Of course companies have got to compete on factors such as quality, price and delivery but injecting personality into a brand is one obvious but often neglected way of achieving competitive differentiation.

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Lessons from the 2017 Business Superbrands

The B2B Research Blog

In a world of non-differentiated products and services there’s a clear opportunity for B2B brands to focus on how the buyer or user feels about the experience, rather than what the product or service actually does. Interesting results from TCBA/Superbrands in their latest ranking of the UK’s top 20 Business Superbrands. Congrats to British Airways for winning top spot for the third year running! The rankings illustrate a few important lessons about B2B branding in the modern day.

Lessons from the 2017 Business Superbrands

The B2B Research Blog

In a world of non-differentiated products and services there’s a clear opportunity for B2B brands to focus on how the buyer or user feels about the experience, rather than what the product or service actually does. Interesting results from TCBA/Superbrands in their latest ranking of the UK’s top 20 Business Superbrands. Congrats to British Airways for winning top spot for the third year running! The rankings illustrate a few important lessons about B2B branding in the modern day.

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

How differentiated is your brand and where might there be white space? We can see that attribute 2 is an especially strong differentiator. Which attributes most closely define your brand? Which other brands are challenging you for this space? These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.

The benefits of a strong brand in B2B markets

The B2B Research Blog

It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services. Some don’t think that branding matters in B2B markets. They say that B2B decision makers are logical beings immune to any such irrational influences. And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it? B2B marketers disagree.

Video for differentiation, stick to one differentiator

Biznology

According to Gartner analyst Hank Barnes , most technology marketers know they need to emphasize differentiators—so they make a list of them. Spotlight your differentiator by comparing it to something the prospect knows. Why not use video for differentiation?

Why Differentiation is Crucial for B2B Content Marketers in 2018

Tomorrow People

The answer is content marketing differentiation. What is differentiation? Differentiation in content marketing has multiple components. Your content itself must be differentiated from the competition. Differentiation takes on a further dimension when we consider that different channels lend themselves to different types of content. How many marketers are differentiating? Why are content marketers differentiating? Differentiation by channel.

How to win the war of B2B marketing differentiation

Tomorrow People

B2B brands must fight to differentiate their content marketing and emerge victorious instead of playing the Game of Clones. b2b promotional campaigns

How to differentiate your content marketing strategy in highly regulated verticals

Tomorrow People

Content marketing is fantastic for pharmaceuticals, healthcare, and financial services, as long as you play the game of differentiation. 41% of marketers don’t get the buy-in to be brave and differentiate their content marketing. Differentiate yourself from the competition.

Why your content marketing strategy is failing — and how you can up the ante with a dose of differentiation

Tomorrow People

If differentiation and bravery in a content marketing strategy is crucial why are 42% of marketers not brave enough to really stand out and what’s holding them back? “To Financial results from the world’s biggest advertising network WPP , run by ad boss Sir Martin Sorrell, underscore the importance of differentiation in today’s challenging economy. For those involved in selling services and products to businesses, differentiation becomes ever more vital.

Why Differentiation is Crucial for Content Marketers in 2017

Tomorrow People

50% of B2B content marketers are doing the same or worse than their competitors — and that’s by their own admission. Make sure you’re not one of them…. b2b promotional campaigns

Disappointed with your content marketing? Discover the challenges keeping B2B marketers from achieving differentiation and how to fix them.

Tomorrow People

How does differentiation apply to content marketing and what’s stopping you getting attention in a crowded B2B landscape? Well, quite a lot… Read on and find out what’s holding most marketers back and what they can do about it. b2b promotional campaigns

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.

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.

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.

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

3 Keys to Sales Growth: Motivate, Justify and Differentiate

The ROI Guy

Second, competitive win rates are an issue because sales reps are having difficulty presenting differentiation. First, product differentiation is becoming harder, as solutions become more commoditized (whether we like it or not).

5 Ways to Differentiate Your Marketing Content

Modern Marketing

So as we enter another content-full year, I wanted to share some thoughts on how we are helping our clients differentiate their content storytelling: 1. Editor’s Note: Today’s post comes courtesy of Simon Jones, a vice president at Blanc & Otus, a communications agency headquartered in San Francisco, where he leads the development and execution of integrated communication programs for some of the world’s largest technology brands.

ABM Vendor Guide: Differentiators for Result Analysis

Customer Experience Matrix

and we wrap up our review of sub-functions from the Raab Guide to ABM Vendors with a look at Result Analysis.

5 Ways B2B Marketers Can Differentiate Their Brand in Google Search Results

KoMarketing Associates

These tactics help differentiate an organization in Google search results and build trust and authenticity with potential buyers and prospects. What successes has your organization seen in differentiating your brand in Google search results?

4 Ways to Differentiate Your Marketing Content

Modern Marketing

So as we enter another content-full year, I wanted to share some thoughts on how we are helping our clients differentiate their content storytelling: 1. Editor’s Note: Today’s post comes courtesy of Simon Jones, a vice president at Blanc & Otus, a communications agency headquartered in San Francisco, where he leads the development and execution of integrated communication programs for some of the world’s largest technology brands.

3 Online Content Tips for Industrial Distributors to Differentiate Themselves

Industrial Marketing Today

Almost every industrial distributor that I talk to, both clients and new prospects struggle with one key problem – differentiating themselves. The post 3 Online Content Tips for Industrial Distributors to Differentiate Themselves by Achinta Mitra appeared first on Industrial Marketing Today. This is particularly challenging for distributors because the competition in their niche carries the same products.

Dare to be different and make your B2B content marketing really stand out

Tomorrow People

What separates good from great in B2B content marketing and what’s stopping marketers from producing truly differentiated content? Content Marketing Differentiation

How to Differentiate Your Agency by Applying a Planning Approach

Hubspot

These are the markers DigitasLBi Chief Strategy Officer, Fern Miller, puts down as her starting points for differentiating her agency brand. Planning on your own brand for it to be differentiated is a modern tool to grow your agency. “Be useful. Be different. Be consistent.”.

10 Brands That Brilliantly Differentiated Themselves From the Competition

Hubspot

Understanding and differentiating from your competition. Below I’ve curated some brilliant companies that are great at differentiating themselves from their competition. This post originally appeared on the Insiders section of Inbound Hub.

Video Marketing Becomes Key Differentiator for Oracle Marketing Cloud Customers

Vidyard

The post Video Marketing Becomes Key Differentiator for Oracle Marketing Cloud Customers appeared first on Vidyard Video Intelligence Platform. Lenovo, MongoDB, Bulldog Solutions and more than 100 Oracle Eloqua customers now use video content and analytics to fuel marketing success. KITCHENER, Ontario – August 2, 2016 – Video has become the darling of the social media world, but modern businesses are proving that that there are real results to gain from online video content.

5 Ways to Differentiate Your Marketing Content

Modern Marketing

So as we enter another content-full year, I wanted to share some thoughts on how we are helping our clients differentiate their content storytelling: 1. Editor’s Note: Today’s post comes courtesy of Simon Jones, a vice president at Blanc & Otus, a communications agency headquartered in San Francisco, where he leads the development and execution of integrated communication programs for some of the world’s largest technology brands.

How to Differentiate in E-Commerce

Opentopic

As an e-commerce marketer, how do you differentiate? The post How to Differentiate in E-Commerce appeared first on Opentopic. Retailers face a lot of competition, both online and offline. And in many cases the products they sell are very similar. How can you ensure that your website is not seen as a commodity? Start by creating better e-commerce shopping experiences to drive customer loyalty. Relationships and value propositions in the real.

Why Brand Differentiation is Essential for Professional Services Firms to Succeed

Hinge Marketing

Everyone has heard that you have to differentiate your firm. What exactly is brand differentiation, anyway? Brand Differentiation Defined Throughout the life of your firm, you will experience significant changes in what you do. Why is Differentiation So Important, Anyway?

Competitive Differentiation: A Playbook for Winning in a Congested Marketplace

Hinge Marketing

I talk with professional services clients every day, and I hear a lot of confusion and anxiety around the concept of differentiation. Top executives at firms small and large have heard that differentiating their business is important, but many don’t believe they have any competitive levers to pull that will make them stand out. Others have tried out some so-called differentiators in the past but saw no results. What Is Competitive Differentiation?

Do you understand your digital differentiation?

Biznology

They call me in, asking me why their digital marketing isn’t working and all-too-often one of the problems is lack of differentiation. It’s not even simply that their products are not differentiated, but often I find that they don’t even know what differentiation really is.

11 Underdog Brands That Differentiated Themselves From the Competition

Hubspot

In fact, if a brand that succeeds in reaching its audience with content provided on social media, email, ads, and other media, this alone can differentiate them from other larger brands in their industry that miss the mark.

5 Key Factors to Pinpoint Your Technology Differentiator

Hinge Marketing

Strong brands hinge on strong differentiators. Differentiators are the foundational components of communicating your brand clearly and consistently. In our own research , we've found that high growth firms are 3X more likely to have a strong, easy-to-understand differentiators.

Finding True Differentiators for your Professional Services Firm [VIDEO]

Hinge Marketing

Differentiating your firm can be quite a challenge. In this video blog post, Lee Frederiksen talks about how to find true differentiators for your professional services firm. First thing that you have to consider is, “Is this differentiator true?”