Post on 12-Jan-2017
transcript
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WELCOME Why differentiation is important
Where differentiation is a challenge
Examples of differentiation in action
How to create a different kind of story
@weareoctopusgrp / @brandtosales / #b2b
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SLEEPLESS CMORESEARCH 2016weareoctopusgroup.net/tech-heads-2016
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COMPETITIVE PRESSURES AS A DRIVER OF CHANGE
92%
30%
90%
competition in their markethas increased the pressure
for their company to achieve its commercial objectives
this pressure has increased significantly
they’re having to become more creative and
innovative to compete with other suppliers in the
market
SAY SAY SAY
/ Why differentiation is important4
Base: Total (100)
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Base: Total (400)
CHALLENGES OF SUPPLIER COMPETITIONTop three challenges for buyers in selecting and onboarding suppliers in a more competitive market
Market becomes too ‘noisy’ / overwhelming
Harder to distinguish between supplier propositions
Buying process becomes more time-consuming
37%
39%
48%
/ Why differentiation is important
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Dramatic changes in competitive landscape are a key driver for CMO pressure.
Convergence of “services” and expanded portfolios of offerings are creating new competitive threats – each competitor creating more content / using more tech, burning more time….
6/ Why differentiation is important
IN SUMMARY
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CMOs lose sleep over competitive pressures that drive ‘more, more, more!’
CONCLUSION
Lack of differentiation and market convergence confuses customers and delays decision making
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The solutions lie in marketing levers [differentiation] that offer exponential value
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You want to be noticed. You want to stand out. You want to fit in.
SCHOOL DISCOSYNDROME
/ Where differentiation is a challenge
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5 B2B DIFFERENTIATION CHALLENGES/ Where differentiation is a challenge
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Marketplaces are busy and noisyB2B thrives on similarity
Customers experience common pain pointsSearch demands common terms
B2B is innately conservative
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BEYOND THE CORPORATE COMFORT ZONE
Comfort Zone
Differentiation
10/ Where differentiation is a challenge
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WHERE DIFFERENTIATION OCCURS Differentiation lifecycle
Core differentiators
Brand Evolution
Com
pany
Evo
lutio
nCustomer environment
Go-to-market
Technology innovation
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WHERE DIFFERENTIATION OCCURS Differentiation lifecycle
What you wear
How you dance
What you dance to
Who you dance with
Creating a different story
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DIFFERENTIATION EXAMPLES
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The long game eSports start-up
Video Streaming eSport service
Technology innovation
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DIFFERENTIATION EXAMPLES
14/ Examples of differentiation in action
The first-to-market
SIP Trunking Telecoms Provider
Go-to-market
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DIFFERENTIATION EXAMPLES
15/ Examples of differentiation in action
The community builder
BPM software provider
Customer environment
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CREATING A DIFFERENT STORY
Differentiated brand
Differentiated content
Differentiated customer service
16/ Examples of differentiation in action
Sometimes just removing a coffee
stain can be the difference
Finding your ‘coffee stain’ moment
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HOW TO CREATE A DIFFERENT STORY
Find the stories that make a difference in
your business
Find the stories that make a difference to
your customers
Find the stories the competition keep telling…and avoid
them1.Discover
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Great news: No two companies are actually the same
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HOW TO CREATE A DIFFERENT STORY
Get everyone excited about what makes
your stories different
Create a different narrative that
everyone believes
Identify all the ways you can get your difference across2.Define
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Great news: Genuine difference get everyone excited
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HOW TO CREATE A DIFFERENT STORY
Difference embeddedin your approach
Difference embeddedin your content
Difference embeddedin customer experience 3.Deliver
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Great news: Great differentiators influence everything
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IN SUMMARY• Prospects seek differentiation to help the decision making process
• Differentiation is difficult to identify, but valuable when established
• All businesses are different but many fail to bring their own story to life
• The journey to establishing and embedding differentiation goes beyond the ‘comfort zone’
• Remember the ‘3Ds’ - Discovery, Definition and Delivery
20/ Panic at the disco
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