The document provides tips for specializing marketing efforts and differentiating products or services from competitors. It advises focusing on understanding customers thoroughly so the product or service fits them. It also recommends leading with the unique differentiation, customizing the pitch for different buyer types, and addressing what's in it for the customer. Additional tips include knowing the competition's strengths and weaknesses, being data-driven, and leveraging an ecosystem rather than going it alone. Case studies from business leaders are also referenced. Resources for partners are listed at the end.

1. Specialization
for the Win
Christian Lindberg
Ajoy Krishnamoorthy
Better
Faster
Stronger
Version 5.0

2. Information
Overload
Buying Behaviors
Crowded
Marketplace

3. What’s your
differentiation?

4. Product Domain Services
Price?

5. The aim of marketing is to know and
understand the customer so well the product
or service fits him and sells itself
- Peter Drucker

7. • Lead with your differentiation
• Tell your story
• Know when there is not a fit
• Not a commodity
• Customize the pitch
• Address different buyer types at
different stages of the buying
journey
• What’s in it for the customer?

8. Some tips…
1. SEM this, SEO that….but DYKC? (Do You Know
the Customer)
2. Digital marketing is more than a pretty web site
(but having one is a solid start)
3. Keep your friends close, enemies….? (know your
competition, their weakness and their
STRENGHTS)
4. Do more of what’s working and less of what’s not
(First step is finding what is working and what’s
not)
• Be data driven (with context).
5. Stand on the shoulders of… ecosystem (Don’t go

9. Tales from the
trenches

10. Patricia Bennett
CEO PC Bennett
Dennis Stroud
CEO Spitfire Management
Mark Damm
CEO FuseForward

11. Resources
- Marketing and Sales toolkit (Available
on partner portal)
- Digital Hub Package
- Acumatica marketing university
- Campaign in a box (Vertical focused)
http://partners.acumatica.com