What to Include in a B2B PPC Proposal

KoMarketing Associates

To make a proposal stand out, reinforce the key value concepts and core strengths of your organization. The more effort we take to customize our proposal to a potential client’s brand and goals, the better and more informative our statement of work tends to be. Ultimately, you know what your business excels at and every proposal should be tailored not only to your strengths but also to the objectives of the program.

3 Keys to Sales Growth: Motivate, Justify and Differentiate

The ROI Guy

in potential revenue they can’t close because they haven’t made the challenge / proposed solution a priority with the prospect. Second, competitive win rates are an issue because sales reps are having difficulty presenting differentiation.

Is your referral strategy tied to your differentiators?

Hinge Marketing

Differentiation is one of the most poorly understood pillars of professional services marketing. Many execs still believe differentiation isn’t a necessary component of overall growth. Differentiators make it easier for decision makers to understand why they should choose you.

6 Seemingly Harmless Ways You're Sabotaging Your Proposals


6 Seemingly Harmless Proposal Mistakes. In fact, you must read the RFP multiple times and throughout the proposal process to make sure your response stays focused on the client's needs, and doesn't go off on unnecessary tangents. This is why so many proposals sound the same.

Five Steps to Find and Own Your Differentiators

Hinge Marketing

When firms decide to identify their differentiators, the story tends to take a certain predictable shape. At the end of such a meeting, the folks at these firms usually come away imagining that they’ve isolated their differentiators – but they haven’t.

Top Two of Three Sales Barriers for 2018 are Business Value Challenges

The ROI Guy

This included: • Improving differentiation from the competition (31.5%) – the ability to effectively communicate and quantify the business value and TCO advantages of your solution versus the competition.

The 4Ps of Interactive Content Marketing

The ROI Guy

The 4Ps made sure you were positioning your solutions correctly and differentiating from the competition, by balancing the four elements of Product, Price, Promotion and Place. 4) Profit – whatever you propose, buyers remain focused on the economics of each decision, and remain frugal.

What Does Your A/E/C RFP Response Really Look Like?

Hinge Marketing

In professional services firms and beyond, any point of contact between your firm and your audience represents your brand : a magnet, a website, a proposal, anything. Instead, you might hear something like this: “Well, your proposal/RFP presentation pieces make your firm look dated.

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Do Sales Reps Matter Anymore? Yes, If Business Value is the Focus

The ROI Guy

When solutions are commoditizing, and differentiation of the buying experience becomes essential to standing out in the crowd, this result is perhaps the most troubling of all.

5 Skills Your Marketing Consultant Must Have

B2B Marketing Traction

One that I observed in my early years as a marketing consultant was when a brand new marketing consultant proposed an expensive brochure to a small business. Marketing is changing fast, and the changes require new skills on the part of marketing consultants and other providers.

Content Is The Key To Social Selling Success

Marketing Insider Group

This is the secret sauce to beat and differentiate yourself from the competition. Differentiate Yourself From The Competition. How differentiated would that approach make you? Rest Forever Peacefully (or Request For Proposal).

The 2018 High Growth Study is Here

Hinge Marketing

Learn how to uncover your firm’s true differentiators with Hinge University ‘s Differentiation, Positioning & Messaging. The results from the 2018 High Growth Study are out, and there’s a great deal for professional services firms to learn.

10 Tips for Selling in Influencer Marketing to Senior Management

Onalytica B2B

It is important that you’re able to understand and differentiate between outputs and outcomes; this will aid in you naturally focusing more on the wider picture of working towards business objectives, as opposed to getting too absorbed by vanity metrics.

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How a Top Account Executive is Closing Big Deals with Video


to go over pricing proposals or answer complex questions) rather than a prospecting use case leveraged by the sales or business development teams. This feature is useful for walking through a pricing proposal, re-visiting a specific product feature, or answering a question for her prospective customer. Sending a personal video and putting a face to a name is that extra step that differentiates herself from competitors.

7 Crucial Elements of a Strategic Brand Refresh

Circle Studio

Branding is the process of defining, conveying and maintaining your firm’s core value and differentiators. Research should be conducted to understand how the market already views your firm, uncover what actual differentiators you possess, and look for overlap between the internal and external perspectives. Discovery and research help you uncover your firm’s true differentiators and why your clients (and employees) choose to partner with you.

Learn What AEC Clients Want, Straight from the Source

Hinge Marketing

They want brevity because they are busy, and most of the “padding” in those larger proposals is just fluff to boost the firm’s egos. The private developer praised two construction firms specifically for always producing concise 30-page proposals regardless the project size.

Closing the Sale: Why the Best Firm Doesn’t Always Win

Hinge Marketing

They never even asked you for a proposal. Your Proposal Is Not Convincing. Some firms are given the opportunity to bid, but the proposal they submit fails to win the business. They likely request proposals from three to five firms. Think about proposals you produce.

Essential enablers for implementing a modern product strategy

Modern Marketing

Additionally, it’s often helpful to be able to prove the safety and quality of your product and processes, as that can be a key market differentiator. Proposal , where you create business cases and model potential features.

The Single Most Important Element for Increasing B2B Lead Gen and Sales


In the physical world, minimizing friction is how Elon Musk’s proposed hyperloop could transport commuters at speeds approaching 600 miles per hour. A human voice on the other end of the line can be both a powerful differentiator and friction-reducer.

Announcing my new book – B2B Marketing Strategy!

TaylorMadeIn KEW

B2B Marketing Strategy – differentiate, develop and deliver lasting customer engagement is available for pre-order now and will be released on 3rd December, just in time for Christmas! Six intense days later I submitted the proposal and 3 weeks after that I was offered a contract.

How to Implement an Account-Based Marketing Program in Your Firm


Percentage of engagements with the prospect compared with previous engagements, based on your marketing automation system, reports from the sales team, recorded touchpoints within your company and proposals in progress.

A Failure to Communicate Value

The ROI Guy

By Mark Schlueter & Tom Pisello It''s the responsibility sales and marketing, not the customer , to prove the value of your proposal. Quantify the ROI / payback and total cost of ownership (TCO) from the differentiating features that separate you from the competition.

How Content Marketing Can Save Your Digital Marketing Strategy

Content Marketing Institute

Many of the “content-marketing-is-dead” articles make the false assertion that we proposed businesses stop classic advertising, PR, cold calling, and all other forms of classic marketing in lieu of content marketing.

Can the Interactive White Paper support a simple quantification of financial benefits / ROI or TCO?

The ROI Guy

Because buyers have become so focused on economic justification and competitive advantage, Interactive White Papers are often designed to communicate the unique potential benefits and prove the value of proposed solutions.

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Research proves Financial Justification is a Requirement for Executive Selling

The ROI Guy

Clearly there is a Value Gap , between buyers need for financial justification and making a compelling case for change to the ever larger decision making team, and solution providers inability to consistently and credibly articulate and quantify unique business value and provide this in a solid business case proposal.

Brand Research for Professional Services: What Every Executive Needs to Know to Grow Their Brand

Hinge Marketing

All too often in the professional services field, you see lots of competition with very little differentiation. In fact, most firms rely on “me too” differentiators, so they all sound pretty much the same. Brand research can give you solid answers to questions you were guessing at before: for instance, the differentiators that matter most to your clients or the services they would most like to see you offer.

Brand Management for Growing Professional Service Firms

Hinge Marketing

A firm that softens its focus, however, can have a harder time differentiating itself in the marketplace. A significant change in services, markets or geographic region can cause a well-differentiated firm to blend in with a host of unfocused competitors.

The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent.

The Three E's of Boosting Sales Productivity

The ROI Guy

2) A Failure to Advance: As a result of not being able to provide valuable insight or differentiate the value of their solutions to buyers, up to 80% of marketing leads don''t advance , and only 7% of sales reps get a 2nd meeting , this according to research by Forrester.

AEC Marketing: The Upcoming Elections Demand Change

Hinge Marketing

” Such responses, however noble, cannot help your firm differentiate itself in a crowded federal marketplace. And, even if a virtue is a differentiator, a client will not experience the value of your virtue until they’ve been working with your firm for some time.

Forrester: The Accelerating Death of the B2B Sales Rep

The ROI Guy

All of these tools are designed to help advise buyers about their challenges, how they compare to other customers, what solutions would help them most, and how they can derive the most value from proposed solutions.

What You Can Do When Traditional Sales Advice Fails

Hinge Marketing

The story may sound familiar: The proposal was insightful, reflecting a true picture of the client’s situation, and the expected value of the project made the decision a no-brainer. Most proposals have some weaknesses, and your clients probably know what those are.

Q&A With Dave Stein and Steve Andersen


He proposed we join forces to write a book that revealed what we’ve learned through our own experiences, and through the wisdom, insights, and concerns of the customers we’ve consulted with and interviewed over the course of our careers. If you don’t want to be commoditized, or pressured into discounting to win the sale, you need to help your customer understand the unique differentiable value that your organization can offer.

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5 Secrets of Creating Successful Marketing One-Sheets

B2B Marketing Traction

One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide. To begin, write down your differentiator, your work philosophy, your values and life philosophy! (To

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Strategic Marketing for Professional Services

Hinge Marketing

This follow-the-herd marketing mentality, of course, does nothing to differentiate the firm from all the other mid-sized firms out there. But they have decided to do that by differentiating themselves from other accounting firms to gain a sustainable competitive advantage. In the end, positioning is a boon to buyers, giving them a reason to pluck your firm from a poorly differentiated pack. A differentiator must pass three tests. Proposal Templates.

Two Ways to Boost the Impact of Personalization in 2018

B2B Marketing Directions

Over two-thirds (68.2%) of the respondents said the vendor can help sharpen our competitive differentiation , and over half (55.7%) said the vendor can help me identify new possibilities and avenues for revenue.

4 products Microsoft should build with LinkedIn

Ignite Tech

Pushing the predictive envelope could become a major differentiator for Dynamics against Salesforce, which lags in this area. Microsoft bought LinkedIn for less than half of what it proposed for Salesforce. This byline by Infer’s Vik Singh was originally published on VentureBeat.

Brand Design for the Professional Services Firm: The Ultimate Guide for Marketers and Executives

Hinge Marketing

These findings are almost always eye-opening, and they provide the crucial ingredients for a powerful differentiation strategy. Differentiators – Buyers of professional services struggle to tell one service provider apart from another. Differentiation is the first step in solving that problem. You may be able to supplement these findings with other differentiating characteristics that you know to be true about your firm, such as an industry or service specialty.

Your Unique Value: Solution Focused versus Challenge Centric?

The ROI Guy

Many times, when organizations try to articulate the differentiating value of their solutions, they start with a “solutions first approach”, communicating each feature they perceive as a differentiator and the value these features might deliver. What your marketing and sales enablement teams might not fully realize is that: Product / service differentiators are fleeting, especially today where new product launches are faster than ever before and solutions are quickly commoditized.

Top 7 Branding Ideas for Your Consulting Firm

Hinge Marketing

Position your brand based on real differentiators. Not only does it help you ground your branding in the reality of the marketplace, it helps you identify or find new and relevant differentiators that will set your firm apart from the rest of the pack. Proposals.