Differentiated Marketing for Professional Services

Hinge Marketing

This strategy is called differentiated marketing. Differentiated Marketing Defined. In Differentiated Marketing a firm pursues multiple target markets using different marketing strategies for each. Here they use a differentiated marketing strategy.

Social Media RFP: Best Practices and a Free Template


Learn what information you should include in a social media RFP to attract the best companies and proposals for your business. What is a social media RFP? RFP stands for “request for proposal.”. What’s the difference between RFP, RFQ, and RFI? Social media RFP template.

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Differentiated Marketing for Professional Services

Hinge Marketing

This strategy is called differentiated marketing. Differentiated Marketing Defined. In Differentiated Marketing a firm pursues multiple target markets using different marketing strategies for each. Here they use a differentiated marketing strategy. That is the essence of a differentiated marketing strategy. Differentiated Marketing in Professional Services. And it requires discipline to plan and execute a differentiated strategy.

Improve Close Rates with a More Personal, Differentiated Sales Conversation That Stops Sales Drops

Marketing Insider Group

I learned that the firm: Experiences 12 to 18-month sales cycle on enterprise accounts with most efforts leading to RFP automatically reducing margin growth.

Tactical video for technology sales and marketing


Tactical videos have specific objectives: establish a value proposition in the prospect’s mind, put across a memorable product differentiator, describe a new use case. Differentiator video: A short video that describes one differentiator persuasively with a comparison to something the viewer already knows. RFP: Companies often use video recordings to provide evidence of top-level executive commitment to a project. Tech companies don’t need a “video strategy.”

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

Hinge Marketing

Even when many of their most important marketing channels and touchpoints are spot on, there’s an important piece of the brand-building puzzle missing: the RFP response. When you prepare an RFP response, you spend countless hours working out estimates, compiling a team, assembling the most relevant items in your portfolio, and more. Instead, you might hear something like this: “Well, your proposal/RFP presentation pieces make your firm look dated.

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Creating an RFP for Marketing Automation? Don’t Forget to Include Video Tracking


While writing one of these babies is a time-consuming process, a request for proposal (RFP) gives you the opportunity to outline your requirements for implementing a new piece of software or service, and ensure you get the best value for your investment. How to get started First off, find yourself a good RFP template, and tailor it to your company’s needs. The post Creating an RFP for Marketing Automation?

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4 Ways to Get on the Approved Vendor List for IT Staffing


If your foot in the door to a target client starts with an RFP/RFI , spend some serious time on the content of your answers. Let your message stand out and express your differentiation. And you can make it show through your RFP/RFI responses.

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Five ways business buying is changing: Ignore these at your peril


Christine Crandell brought this to my attention recently, with examples like Marriott embracing the UN 17 Sustainable Development Goals 2030 as a source of competitive differentiation, and how event planners are routinely making venue carbon footprints and greenhouse gas emissions an evaluating criterion in property selection. If you’re a B2B marketer, especially a services provider, your environment is about to be upended. Customers are changing, and so are the ways they buy.

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Digital marketing requires laser focus


Marketing has always needed focus–focus on who your best customers are and what your biggest differentiation is. And if you get a different RFP every week, you change your target every week. Bulls Eye (Photo credit: Jens Dahlin). Three clients. Three stories. But they are all, in a sense, the same story. a failure to focus.

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Your ABM Questions Answered: How Acxiom Built a Sales Pipeline in 120 Days


This briefing included a comprehensive overview of Acxiom, the key verticals we were targeting, our key differentiators and USPs for each of these verticals as well as detailed guidance, templates and coaching for their sales conversations.

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6 Seemingly Harmless Ways You're Sabotaging Your Proposals


Good for the upper-end of the sales pipeline, but you'll increase your chances of converting a prospect to a client if you treat your RFP responses like the strategic sales tools they're meant to be -- and that means avoiding these six hazardous pitfalls. Having an RFP from a new prospect show up unsolicited in your inbox can elicit a giddy response. 2) You take the RFP at face value. The Fix: Interpret the RFP. Clearly, you must read the RFP.

How Your B2B Content Programs Can Better Support ABM Throughout The Complete Buyer’s Journey


Teach for differentiation — Sharing articles, whitepapers, and case studies isn’t sufficient. There is no competitive differentiation. If you create a buying vision with this market, you will get significantly higher deal sizes and you will not have to worry about an RFP.

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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? If your answer is yes, then it’s RFP for you. Content marketing is the key to open the door to your social selling success. And, to walk through that door, you need slide content through the customer’s ‘mail slot’ to make a connection, build a relationship and help close the deal.

[VIDEO] How to Evaluate a Data Provider

DiscoverOrg Sales

One of our partners called this recently, “selling in a sea of sameness” – so many tools, it’s hard to differentiate. One of our partners called this recently, “selling in a sea of sameness” – so many tools, it’s hard to differentiate. The problem with the second way (RFP method) is it assumes data is a commodity. Go ahead and do the RFP style analysis – get counts on companies and contacts in your TAM and meeting your ICP – but don’t stop there.

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5 Megatrends that Have Redefined Selling - Insights from a Sales Rock Star

Sales Engine

The Death of Sales as a Communications Tool – A hyper active competitive landscape has squeezed the differentiation out of many product offerings, so the former role of sales in communicating “why my product is better” must be replaced by the sales representative adding “personal value” through their expertise to help the prospect to think critically, solve problems, and beat the competition.

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Account-Based Customer Marketing – How to Stop the Sales Drop with Stronger Existing Customer Growth

Marketing Insider Group

Our clients’ profiles talked about how 50% of 3PLs under-leverage the warehouse, distribution center, and transportation as they focus on costs rather than growth (a key differentiator).

Account-Based Marketing ROI | ABM in the House, Episode 8


So that's the big differentiator. The early stage, so, it might be measuring the increase in RFP invitations.

5 Trends Redefining Sales and Marketing in 2016

Hinge Marketing

Today’s winning professional services firms seek to crystalize that value through well defined 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. Firms with no marketing departments or marketing coordinators that focus solely on preparing RFP responses are not positioned for success in the future.

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The 3 D’s of Brand Building In A/E/C

Hinge Marketing

Here’s something to think about for all the A/E/C firms who think brand building isn’t important: if your firm had no branding, how would you differentiate yourself from other A/E/C firms? And if you couldn’t differentiate yourself, how would you expect to see long-term growth and profitability? So let me introduce you to the 3 D’s of branding: Differentiate, Demonstrate and Dominate. Differentiate Your Brand.

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The 1%: What A/E/C Executives Can Do to Position their Firms for Success

Hinge Marketing

From our primary research of professional services firms, we know that firms that have highly specific and detailed differentiators grow 3X faster than those firms that don’t. Stop responding to any and every RFP. Most leadership teams in A/E/C firms are fastidious about tracking their hit rate – the number of proposals submitted minus the number of proposals won.

“Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues

Sword and the Script

This might sound crazy, but being candid and honest is a surefire way for B2B tech solution providers to differentiate themselves from ~75% of the market. However, if you are candid, you’ve differentiated yourself from three-quarters of the market.

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The New Reality for Architecture, Engineering and Construction Marketing

Hinge Marketing

The undeniable, and new reality for A/E/C firms: to continue growth of new business, they need to demonstrate their power – differentiation. Some of those tools include a brand strategy with clear, differentiator-driven positioning. Related Stories The 3 D’s of Brand Building In A/E/C What Does Your A/E/C RFP Response Really Look Like?

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The Role of Thought Leadership Content in the B2B Buyer’s Journey

Circle Studio

Insightful content can earn new RFP opportunities. Content marketing can also help a firm earn new requests for proposal (RFP) opportunities. 41% of decision makers said that impressive thought leadership content led them to include a firm in an RFP opportunity, with 40% saying that good content directly contributed to their decision to trust a firm they were not previously familiar with.

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Sales Pipeline Radio, Episode 172: Q&A with Jerry Brooner @jerrybrooner

Heinz Marketing

We were thrilled this last time to talk to Jerry Brooner , chief revenue officer for Scout RFP, in an episode called, “ From Investment Banker to CRO: Lessons about Career Pivots and Managing Pipelines “ We talk about sales and marketing working together, everything from objectives to function to culture. He is the chief revenue officer for Scout RFP. He’s the chief revenue officer at Scout RFP. He’s the chief revenue officer at Scout RFP.

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Top 3 Reasons a Marketing Presence is Crucial for B2B Organizations

Launch Marketing

By the time the RFP is out or before they ever talk to your sales team, their decision will likely already be made. Differentiates you from your competition and helps you stand out from the crowd. Even if you operate in a niche market where all the stakeholders are known, how do you differentiate yourself? Too many B2B organizations believe they can get by without having a marketing strategy.

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Account-Based Marketing ROI | ABM in the House, Episode 8


So that's the big differentiator. The early stage, so, it might be measuring the increase in RFP invitations.

17 Marketing Resolutions A/E/C Firms Should Make in 2019

Circle Studio

Keep in mind that the RFP/shortlist/interview process is the final stage in what is often a 2-3+ year chase. So in 2019, look for ways that marketing can proactively support your firm’s business development efforts by reaching, engaging and nurturing prospects before the RFP is issued AND after a client is landed. To capitalize on growth opportunities, websites must serve as platforms for differentiation, thought leadership, business development and talent acquisition.

Q&A With Dave Stein and Steve Andersen


We talk about how to build credibility, how to earn trust, and how to engage with a customer before there’s an RFP or a deal on the table. 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. Without an authentic relationship, the task of helping your customer understand your unique differentiable value becomes much more challenging.

Content Marketing Hierarchy: Be Niche With Vertical Content


Because you work across multiple verticals, you need to differentiate messaging for each one. One of our clients at Superneat Marketing is RFPIO, an RFP response software provider. Everybody is creating content. This year the number of bloggers is expected to reach 31.7

“Value” Remains Most Significant Sales Challenge

The ROI Guy

Engage Earlier & Prove Value When asked what the biggest capability gaps were, the sales executives didn’t pull any punches, indicating that they need their sales professionals to engage sooner and more proactively with prospects, be more adept at economically justifying solutions and be able to better differentiate the unique value versus competitors. Influencing the RFP specification before it is issued 3. Getting procurement to recognize our differentiation 6.

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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. It’s like responding to the RFP that you haven’t written. 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?

Beware! Thought Leadership is a Double-Edged Sword

B2B Marketing Directions

The Good News Many B2B marketers have long believed that thought leadership content can be an effective tool for creating awareness and competitive differentiation. Thought leadership content led 41% of C-level respondents to include a company in an RFP. There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on buyers at every stage of the buying process.

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How to Build Your Personal Brand While Balancing Company and Comfort Level


By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.”. . Check out these stats: 39% of respondents in an Edelman study said thought leadership got companies invited to submit an RFP for work — and 47% said it played a role in awarding those contracts.

7 Hidden Opportunities to Increase Your Company’s Value

Hinge Marketing

It’s no secret that many key decisions are often made well before the RFP even goes out. Do the images and colors on your website and marketing materials differentiate your firm from your competitors? Some of the best opportunities for a company to improve its value lie hidden in plain view. Again and again in our strategy work for professional services firms we encounter a common set of problems that weaken profits and rob firms of their competitive advantage.

Working with the Professional Services Marketing Partner (Not Quite) Next Door

Hinge Marketing

Even when you issue an RFP, it may not include exactly what you need or hit the right notes. Related Stories Bazaar Marketing: Where Professional Services Marketing Goes Wrong and How to Fix It Developing Differentiators: How Research Can Help You Pass the Test How to Acquire and Leverage Speaking Engagements in AEC. Is your firm's website overdue for a redesign? Or perhaps there's an even bigger effort like a complete rebranding on the table?

Cornerstone Content: What It Is, Why It Matters and How to Create It

Circle Studio

Identifying and narrowing down your firm’s areas of expertise is one of the most important steps to differentiating yourself in the market, and cornerstone content can be a powerful tool in helping establish that. A recent study showed that 45% of C-suite executives listed thought leadership as influential in their decision to invite a vendor to participate in the RFP process.

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A Website Design Process that Works: How to Get the Professional Services Website You Want

Hinge Marketing

Skip the RFP. Instead of writing an RFP, go out and look for firms that match your needs — agencies that have worked with companies like yours, produce high-quality work or have been recommended by respected peers and partners. No matter what, each approach should differentiate your firm visually. A professional services firm’s website is one of its most valuable and visible marketing assets. It is arguably the most important expression of a firm’s brand.

Content Marketing Hierarchy: Use Content Assets to Earn Value


Another way to differentiate content levels and content types? 1 in image search and holds the featured snippet for “RFP response process.” Are content assets part of your master plan? Well, they are for plenty of other marketers.

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Top 10 Marketing Automation Benefits for B2B Firms

Hinge Marketing

This movement toward specialization makes sense for the platform developers, who want to differentiate their products from the tidal wave of competing products, and it makes it easy for professional services firms to find a suitable MA platform for their clientele. As a leader in your professional services organization, you know you need to continually improve the way you attract and nurture new leads, as well as grow existing business accounts.