If you don't have the resources to do extensive competitive research, just ask your team three basic questions:
What are we better at than anyone else? What will our customers experience that is the top shelf?
Why can they only get this from us? What makes us unique?
How is this relevant to our customers? Why should they care?
It's surprising that when you listen to your sales team as they talk with prospects, or when you hear your marketing time present at a webinar, how many nuggets of great differentiating we already use in our daily communication.
Now all you need to do is just write it up and put this front and center in your messaging, landing pages and email copy.