A selection from the new book: Different Rules – the B2B Marketer’s Guidebook to Product Differentiation

B2B “Differentiation” idea starters – Part 2

By Chris Wirthwein

How the product works

My guess is your product doesn’t work exactly like every other one you compete with. If so, use this to your advantage. Show how your product works: in video, animations, via test results, or in the words of a satisfied user. You can explain how your product does what it does in countless creative and interesting ways. An example in the book DIFFERENT RULES cites market research which uncovered how one product worked provided a market-moving differentiator.

Chris Wirthwein is Senior Director for 5MetaCom, a marketing agency that develops strategies and campaigns to differentiate B2B technical and scientific products. He has authored three marketing books, including his latest, Different Rules: The B2B Marketer’s Guidebook to Product Differentiation. You can reach Chris on LinkedIn or at cwirthwein@5metacom.com.

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