How to Differentiate Your B2B Brand in 2014 B2B Marketing
Posted: Thu Sep 25, 2025 3:25 pm
How to Differentiate Your B2B Brand in 2014 image b2b differentiatorsHaving trouble setting your brand apart from your competitors? You’re not alone. If your brand isn’t a household name, like Amazon or Fedex, you must find other ways to differentiate and capture market share. Millions of companies like yours struggle with this challenge. The key thing to remember is differentiation is in the eye of the beholder. Your customers will decide who gets the sale.
Brand Differentiation is Not a New Challenge
The Four P’s of Marketing (a.k.a “Marketing Mix”), Price, Product, Promotion and Place, have been discussed since the 1960s to describe the primary differentiators of commodity products. In the 70s, a more finland telemarketing database customer-centric model, the 7 Cs Compass Model, was introduced, including Corporation, Commodity, Cost, Communication, Channel, Consumer, Circumstances. Things have changed a lot since the 70s. In fact, the ability to change rapidly is now a significant differentiator in today’s online marketplaces.
The Past 5 years Have Changed the Game Completely.
In today’s wired economy, having a great product or service isn’t enough. Once launched (and even before), everyone knows what you have to offer, and they’re talking about your brand in their favorite channels. Everything is transparent—features and functions, price, support, even your roadmap for the future.
Competitors have the same access to information
as consumers, and their development efforts will almost certainly match yours. Consumers have multiple tools, including search, to size you up against your competitors and make decisions before your sales team has had a chance to try to sway them. So how can you differentiate your brand today?
Know Your Customers and Their Preferences
There’s no substitute for understanding how and why your customers choose your brand. Before you update your brand, go-to-market strategy, website, messaging and content, do your homework. Ask your customers why they chose you over your competitors. Pin down what the tipping points are and how your customers perceive your company, people and the way you do business with them. Set aside your pre-conceived ideas of your brand’s strengths and weaknesses and go with what’s worked instead. This might break down into several differentiators that represent key criteria for your customers, including:
Brand Differentiation is Not a New Challenge
The Four P’s of Marketing (a.k.a “Marketing Mix”), Price, Product, Promotion and Place, have been discussed since the 1960s to describe the primary differentiators of commodity products. In the 70s, a more finland telemarketing database customer-centric model, the 7 Cs Compass Model, was introduced, including Corporation, Commodity, Cost, Communication, Channel, Consumer, Circumstances. Things have changed a lot since the 70s. In fact, the ability to change rapidly is now a significant differentiator in today’s online marketplaces.
The Past 5 years Have Changed the Game Completely.
In today’s wired economy, having a great product or service isn’t enough. Once launched (and even before), everyone knows what you have to offer, and they’re talking about your brand in their favorite channels. Everything is transparent—features and functions, price, support, even your roadmap for the future.
Competitors have the same access to information
as consumers, and their development efforts will almost certainly match yours. Consumers have multiple tools, including search, to size you up against your competitors and make decisions before your sales team has had a chance to try to sway them. So how can you differentiate your brand today?
Know Your Customers and Their Preferences
There’s no substitute for understanding how and why your customers choose your brand. Before you update your brand, go-to-market strategy, website, messaging and content, do your homework. Ask your customers why they chose you over your competitors. Pin down what the tipping points are and how your customers perceive your company, people and the way you do business with them. Set aside your pre-conceived ideas of your brand’s strengths and weaknesses and go with what’s worked instead. This might break down into several differentiators that represent key criteria for your customers, including: