When prospecting for larger sales, differentiation is absolutely critical. If you look at all the consolidation and competitive pricing going on in many industries, it is abundantly clear your business must stand for something different to stand out.

Continue reading to learn how your company can differentiate from your competitors by understanding the buyer’s journey and creating hyper-relevant content.

Buyer’s Journey

The buyer’s journey is your ticket to getting started with a differentiation strategy. The concept of vague and semi-relevant has seen its days but is now largely worthless.

You need to take into account the buyer's journey, also known as the full funnel, which includes three stages:

  • Awareness
  • Consideration
  • Decision


Overall, make sure you are investing in creating helpful, remarkable content that is so valuable people cannot help but talk about the content through search, social media, and email. Your content will really impact your sales results.

It is critical to not only get to the decision maker but also to reach out to the right influencer. In many cases, this can be accomplished by understanding your company’s product/market fit.

You should be aware of the who, what, when, where, why, and how that is driving a purchase decision, and make sure you leverage your content.

There is absolutely no reason to engage in doing:

  • Search optimization
  • Pay-per-click advertising
  • Social
  • Email
  • Lead nurturing

Without remarkable content to share, your business is showing it does not understand:

  • Its buyer personas
  • Its buyer’s journey
  • Its buyers 

How does your company differentiate from the competition? Let us know in the Comments below.

If you are interested in learning more tips on how to get larger sales, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.

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