Benefits. Not features.

All to often we see companies in the B2B space push their features rather than their benefits. This is understandable as the default mentality is that customers are looking to buy features. They search for who offers the features they need. No one searches for benefits. So companies in the B2B space tend to want to separate their features from their competitors' features. But by emphasizing the benefits behind those features, they can actually begin to separate themselves. This is where true differentiators are born. And this is the 'meat' of a good brand. You want customers to think of you because of the benefits you offer them. Not just the features they want from you.