Resources  >> Three Things That Market Your Movement

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 09, 2014

Three Things That Market Your Movement

Thought leaders have known this for years: to differentiate yourself, you have to stand for more than selling your stuff. According to this Fast Company article, larger organizations have gotten the memo.

Look past the big companies and product examples. Many B2B businesses are seen as commodities. Smaller players represent a bigger risk than the big dawgs. They need something that will help them stand out. What B2B businesses can learn from marketing efforts that rise above the noise:

  • Stake your claim in the cause: broadening your brand to increase awareness is find but doesn’t do enough to differentiate. Put yourself in your client’s story. How can you help them in their journey? Define a smaller slice of the pie. Example: can an architecture firm advocate how buildings define a community? Or accountants help with record keeping?
  • There’s a big difference between a single act noticed-then-disappears and a repeatable trend. The former gets attention and then disappears. The latter had a network and structure behind it. This takes more planning and intention than is discussed. The best strategy still must be executed.

As the holidays approach, let’s step back and look at how we can go beyond touting our wares. By participating in a larger conversation, we can be the go-to resource for our best clients.

 

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Comments:

  • Author : Vickie Sullivan

    Published: 2017-01-18 11:47:07

    Great to hear from you Eva! No, I don't think cold calling is dead -- just on life support. The problem: we are so bombarded with messages that it's hard to get through. You can cold call if 1) you have a specific offer that's powerful and 2) you can drop names of folks you've worked with or have referred. The best message to leave is a fine line between being specific and yet not too specific that they decide not to call back. Something like "Hi, it's Eva here....I'm calling you about our results in this area because I thought it would be helpful to you too. I'm in and out, so I'll call back tomorrow afternoon if we miss connections." Hope this helps -- good luck!

  • Author : Eva Barroso

    Published: 2017-01-18 08:53:08

    What are your thoughts on cold calling? Is it dead? What is the best message to leave for a potential or not message at all?

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.