‘What would Google do’ is no longer the answer, it’s the curse.
Your poster child might be Google, Salesforce or Atlassian – someone big, and successful who's done it all before.
And that could be your downfall.
Because here’s the truly scary thing. No matter how brilliant you are, how unique your idea, or how talented your developers, technically identical ripoffs will happen.
There is only one thing that will help you beat off your competition.
There is proof that brands with meaningful points of difference are more likely to be chosen by buyers, and are more successful. The sort of loyalty that keeps you top of mind, and close to the heart.
And yet, many B2B marketers don’t feel equipped to do this.
Many B2B marketers don't feel they have a different enough story, or know how to communicate their value well enough to cut through the clutter, and rise above the noise.