Note to readers: the monthly PR tech sum will get back on schedule next week.
You are not your target audience.
Multiple cognitive biases from a “False Consensus” to “Dunning-Kruger” demonstrate that’s easy to say and hard to follow (a solid but fast read on cognitive biases is The Choice Factory by Richard Shotten).
Yet it’s important to remember because sometimes what sounds different to us, sounds the same to others. Just look at the martech landscape in 2024: that’s the “sea of sameness.”
(click image for higher resolution)
To stand out in B2B marketing, we’ve got to be different.
Striking a wine glass with a fork will silence a crowded room better than shouting because the noise is different, not because it’s louder.
If we want our marketing to stand out, we’ve got to be different.
It’s harder near-impossible to be different when we assume everyone thinks as we do.
Data-driven posts on being different:
- 3 marketing motions successful B2B software companies do differently than peers
- Survey says successful bloggers do these 5 things differently
- Buying or selling martech: cybersecurity emerges as a key point of differentiation
- High-performers do these 9 subtle details differently according to a Salesforce survey
- Trust is a flywheel of B2B marketing and a key point of differentiation
- Thinking different about registration forms and personal email addresses
- If there is a best practice in marketing, it’s being different
Image credit: DALL-E and Chief Martec
