GUIDE
07.
Differentiating Across
Markets
Double down on things like:
One of the challenges in creating separate sales and marketing content is con-
veying what makes you unique across different segments. Especially as you
target multiple verticals, how do you adapt your core value proposition while
staying true to your essential differentiators?
The key is to identify your fundamen-
tal differentiators across your brand
and solutions. Drill down to what un-
derlying advantages and strengths
allow you to deliver value across mul-
tiple industries and buyer types.
Getting to these core differentiators
provides a blueprint for presenting
a consistent and compelling case
for your business while tailoring it to
specific market needs.
For instance, a manufacturing com-
pany may tout its patented process
automation
capabilities,
enabling
higher throughput and yield. It’s pow-
ering advanced forecasting to reduce
inventory costs and increase margins
for retail. Healthcare? Optimizing pa-
tient flow and care coordination.
The same strengths are adapted to
each industry’s priorities. In other
words, the exact use case from a
product perspective is communicat-
ed very differently to different indus-
try segments.
This segmented messaging comes to
life in sales materials through use cas-
es, data, and customer wins relevant
to each sector. Marketing content can
tap into these differentiators but lead
with education around broader indus-
try challenges. This provides a plat-
form for sales collateral to then pre-
scribe specific solutions.
Keeping your foundational promises
consistent empowers more targeted
execution across content types. Sales
and marketing then echo and rein-
force positioning while speaking di-
rectly to their distinct audiences.
Proprietary Technology or IP
Unique Expertise
Breadth of Capabilities
Comprehensive Approach
Special Methodology
Superior Results