Marketing Campaign Differentiation is the most important aspect of lead generation

5 Keys to Marketing Campaign Differentiation in a Crowded Market 

In a market characterized by increasing commoditization, it's becoming more difficult to stand out and get the attention of prospective customers. What were once key differentiators, such as technology and product innovation, are no longer enough to set you apart from the crowd. A more focused marketing strategy is needed to reach your target audience in a more meaningful way.

Without marketing campaign differentiation, it takes more time and money to show prospects why you are the best choice; as a result, you often end up competing on price - a difficult position to sustain over the long term. One of the biggest issues facing sales organizations today is the simple fact that they are not engaging in enough meaningful conversations with executive-level decision makers. There are many reasons for this, but without the ability to clearly articulate what differentiates your solutions, you simply will not be heard. 

 Here are five thoughts on how to incorporate your uniqueness to your marketing campaigns: 

 1. Above all else, know your target market, know their problems, and get crystal clear on the value you bring and incorporate this step into your marketing process.  

2. Sharpen your focus. Don't try to be everything to everyone. Starbucks became successful because they focused on making a great cup of coffee in a unique environment.   

3. Even if what you do for clients is similar to many of your competitors, how you do it and your unique expertise can offer rich sources of differentiation. One of Marketing's original thought leaders, Theodore Levitt, asserted that every service is differentiated in some way. Don't overlook exploring all the nuances that add value for your clients. 

4. Be a thought leader, not a thought follower. Take a stand and offer a unique and compelling point of view on the problems your customers face. The recipe for a weak pipeline is "greater sameness", so  avoid sounding and looking like everyone else.  

5. Look for longevity. For sales messaging to have impact, it needs to have staying power in the marketplace. Identifying the distinct ways that your clients experience value and building your messaging platform around those distinctions will help you generate more initial leads and gain the attention of the decision makers you are looking to engage with.  

How important is strong sales messaging that clearly differentiates?  

CSO Insights, a research firm that conducts a yearly survey of sales executives from nearly 2000 companies, found that firms who excelled at creating sales messaging that clearly set their services apart from the competition had noticeably more reps achieving quota and achieved higher win rates.  

Marketing Strategies need to be focused on individual customer segments with custom Marketing campaigns tailored to how they see your product. Your marketing process should be mapped out on the individual customer segment level. To get more information on how to tailor your marketing strategy or create custom marketing campaigns or to improve your marketing process for better results contact Devcom for a free 30 minute evaluation.

Thanks to Tonya Signa, Signature Marketing for this piece.