What makes your company unique apart from your logo and visual identity? If you go to your website and cover up your logo and brand colors, what are you saying that makes you different from your competitors? 
Developing your unique point of view is easily one of the most difficult aspects of marketing and demand generation. In this week’s episode we talk about all that goes into digging deep to uncover and develop the differentiation you need to stand out from your competition.

This is an area where many companies turn to agencies to help them facilitate conversations and work through the steps involved. Listen now to learn the techniques we use to draw out, capture and define your unique story.   

[01:14] What is a unique point of view and how do you use it to differentiate?

[03:16] 1. Ideal customer profile: Who do you want to tell your story to? 

[05:13] 2. Unique point of view: What is your unique story?

[06:46] 3. Competitor review: What are your competitors saying?

[08:05] A lot of companies are saying the same thing

[10:45] Why differentiation is the key

[11:56] Dig deep to analyze and develop differentiated messages 

[14:01] Working sessions with key team members to uncover and stress test points of differentiation

[17:51] Using questionnaires and hosting customer workshops

[21:46] Defining 3 key themes

[24:43] Telling your unique story consistently and repeatedly 

[26:42] Weaving your unique point of view into all of your marketing

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.