| | | The B2B Research Blog | | | | 5 articles |
| Page 1 of 1 | Previous | Next | THE B2B RESEARCH BLOG FEBRUARY 14, 2013 Three customer insights for your marketing plan Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants. But here assumption and guess-work abound. The remedy is a two-step process. But beware; people don’t always really know why they do, what they do. So, don’t take their word for it. How are we performing? | THE B2B RESEARCH BLOG JANUARY 22, 2013 Eight ways B2B market research differs from B2C Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust. Now, don’t get me wrong. Research can also be very, very powerful. So how can you ensure research actually does drive better performance? | | | | | |
| THE B2B RESEARCH BLOG APRIL 2, 2013 There’s horse meat in my survey What you see isn’t always what you get. Horse meat in our Findus Crispy Pancakes. Sub-prime mortgages hidden within bundles of triple-A rated loans. Dodgy surveys parading as fact. This deception – whether intentional or accidental – has far-reaching repercussions. In the case of faulty research it can lead to sub-optimal decisions and missed opportunities. And it’s an easy mistake to make. Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’. But challenge we should. Who was surveyed? . Here a lot of surveys fall down. | THE B2B RESEARCH BLOG MAY 8, 2013 Tips for international B2B market research 'B2B organisations have always had a natural inclination to expand internationally. With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense. And as globalisation continues at a pace, the importance of foreign shores is ever-increasing. This international dimension has important implications for how market research is conducted and interpreted. In my time I’ve run research projects in dozens of countries so thought I’d share a few pointers for those about to embark on an international B2B research study. Ensure clarity. Translate well. | THE B2B RESEARCH BLOG JUNE 5, 2013 B2B content marketing research 'Content marketing works. Almost three fifths (56%) of the 175 B2B marketers Circle Research recently surveyed for B2B Marketing Magazine’s Content Marketing Report have seen content marketing boost sales (most of the remainder simply don’t know the impact as measuring ROI is tough). So maybe you already have a content strategy, but want to know what your peers are doing. Or perhaps you’re developing a content strategy and want some pointers. Either way, the survey results provide valuable guidance. Focus on quality not quantity. Balance substance with accessibility. Make time. | |
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