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

B2B “Differentiation” idea starters – Part 7

By Chris Wirthwein

Lots of experience

Perhaps you have more experience than competitors. Done properly, this can be a differentiator. Unfortunately, many marketers communicate this idea neither properly nor to their advantage. I often see marketers state experience in a way that simply says, “We’re better than the other guys.” The right way? Here’s how we talked about experience for a client who supplied products into the aerospace market: “At any given moment, more than a million pounds of our materials are aloft in the skies somewhere in the world.”

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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