The B2B Research Blog

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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

Read more about our approach to  business-to-business (B2B) branding research. The post Brand mapping – Correspondence Analysis explained appeared first on Circle Research - B2B market research company. Which attributes most closely define your brand?  Which other brands are challenging you for this space?  How differentiated is your brand and where might there be white space?

Is customer satisfaction really important in B2B?

The B2B Research Blog

Obvious but true, especially for B2B companies who, unlike their consumer focussed counterparts, have a relatively limited pool of buyers to target. This truism sees many B2B companies striving to satisfy and even delight customers.  Recently Circle Labs has been looking at customer loyalty and as part of this we surveyed several thousand B2B decision makers. Let me explain.

Are B2B agencies adapting quickly enough?

The B2B Research Blog

Of the 70 agencies that feature in this year’s B2B Marketing Agency League, 10 show no or negative turnover growth.  In past years this could be explained away by a recessionary environment.  For example, digital and content now account for 46% of client-side B2B marketing budgets.  The post Are B2B agencies adapting quickly enough? So why are these agencies struggling?

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Understanding brand personality through projective techniques

The B2B Research Blog

Most brands have a set of human traits associated with them – a brand personality.   In B2B markets brand personality is an especially important concept as ‘corporate fit’ is often an important consideration for B2B buyers – “are these people on my wavelength and can I see myself working with them?”. People, whether consumers or B2B buyers, find it hard to express abstract ideas especially in relation to inanimate entities like corporations.  Read more about our approach to  business-to-business (B2B) branding research. That’s not straightforward.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

The benefits of a strong brand in B2B markets

The B2B Research Blog

Some don’t think that branding matters in B2B markets.  They say that B2B decision makers are logical beings immune to any such irrational influences.  B2B marketers disagree.  In fact, our surveys have found that 77% of B2B marketing leaders believe that branding is critical to growth. The functional and emotional benefits (yes, even in B2B) to be derived from working with your organisation or products. Those that reject the need for branding in B2B environments should contemplate this. What makes you different from others in your space.

B2B market research – 10 unique features

The B2B Research Blog

Is B2B market research really that different from B2C?  Well in a nutshell, yes.  In this blog post Circle’s Andrew Dalglish explores the 10 key differences that make B2B research unique. There are fundamental differences between B2C and B2B markets.  In fact, as illustrated in the infographic below, there are 12 key features which make B2B markets unique.

What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

Now, what does all this mean for B2B marketers? B2B purchase decisions are often complex and need to be justified to others.  So, when your target market is choosing between suppliers it’s likely that they’ll be using system 2.  The post What system 1 and 2 thinking mean for B2B marketers appeared first on Circle Research - B2B market research company A clever chap called Daniel Kahneman has a theory. When making decisions there are two systems in our mind which influence the outcome.   System 1 works at a sub-conscious level without us knowing it. 

Finding the brand positioning sweet spot

The B2B Research Blog

Managing a B2B brand isn’t easy.  In a recent survey of 100 senior B2B marketers conducted for the B2B Leaders Forum by Circle Research , they named three major challenges: Resources:  Brand building is a lower priority than activity which directly builds revenue in the short-term. Choosing a B2B brand positioning. So how do you find the positioning sweet spot? 

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Branding terminology and jargon explained

The B2B Research Blog

Read more about our approach to  business-to-business (B2B) branding research. The post Branding terminology and jargon explained appeared first on Circle Research - B2B market research company. Jargon abounds in the discipline of branding, and the plethora of terms in use coupled with the sometimes nuanced differences between them can have undesirable side effects.  Sometimes the jargon undermines the user, making them seem pretentious or detached from the hard-nosed world of commerce.  For example, ‘Apple’ is the corporate brand name and ‘iPhone’ is the product brand name.

It’s official – in B2B, content is king

The B2B Research Blog

The latest B2B Marketing Benchmark report  produced in association with Circle Research reveals that 71% of B2B marketers consider content marketing to be a critical activity.  Content marketing in some shape or form now consumes 40% of the average B2B marketing department’s time.  The post It’s official – in B2B, content is king appeared first on Circle Research - B2B market research company It’s official.  Content is king. Last year less than half (43%) held this opinion. Importantly, these different formats are being used for different purposes. 

Driving action from a customer satisfaction programme

The B2B Research Blog

This survey should prioritise action areas so that your resources can be effectively deployed.  To do so, avoid asking customers what matters most to them as people often lack insight into their own motivations and in B2B environments there’s a tendency for people to over-rationalise.  Having created an action plan, action it!  To measure the impact of these actions and further refine them, then repeat your customer satisfaction survey on a regular basis.  In B2B environments that usually means every 12 months as that’s a sufficient gap to allow actions to bite and make a difference.

Branding is b t

The B2B Research Blog

B2B is different. As a marketer you no doubt recognise the value of a strong brand.  77% of the 100 B2B marketing leaders we recently surveyed for the B2B Leaders Forum went so far as to describe branding as critical to their company’s future growth. Download our white paper on B2B Branding Research here. The post Branding is b t appeared first on Circle Research - B2B market research company. B2B branding B2B research techniques “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that.

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How to measure customer satisfaction in B2B markets

The B2B Research Blog

How do you measure customer satisfaction in B2B markets?  Fair questions, but first ask yourself this: should you measure customer satisfaction?  It’s counter-intuitive, but in B2B markets sometimes customer satisfaction doesn’t actually matter.  That’s exacerbated in B2B environments by a tendency for people to over-estimate the importance of rational factors. The post How to measure customer satisfaction in B2B markets appeared first on Circle Research - B2B market research company. What questions should you ask in a customer satisfaction survey?

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

B2B social media: Highlights from new benchmarking research

The B2B Research Blog

B2B social media; is it a case of the Emperor’s New Clothes? The latest B2B Marketing Benchmark Report – based on a survey of 274 client side B2B marketers conducted by us here at Circle Research – finally seems to provide a definitive answer.  B2B social media has reached the tipping point and in doing so it’s following the classic technology evolution curve.

B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

I’ve been having a quick look at the list of top 20 B2B brands compiled by Superbrands UK and published earlier in the week (see the full list of B2B superbrands  here ).  Three things strike me as being really interesting: Being a brand that is exclusively B2B isn’t enough. Maybe this B2B2C trend reflects the often forgotten fact that B2B decision makers are humans too. 

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The secrets of successful B2B marketing

The B2B Research Blog

What’s the secret to successful marketing?  A recent survey by B2B Marketing and Circle Research asked 104 client-side B2B marketers that very question – ‘what would you say are the key elements to successful B2B marketing?’.  So there we have it – the five ingredients of successful B2B marketing.  The post The secrets of successful B2B marketing appeared first on Circle Research - B2B market research company. They were given free rein to answer however they wanted and an analysis of these responses reveals five themes.

What makes a good marketing leader?

The B2B Research Blog

The latest B2B Marketing Leaders Report, produced in conjunction with Circle Research, explores how to lead well. It’s based on a survey of dozens of B2B marketing teams (76 to be precise) which explored what motivates them at work and what they look for in a leader. The full 2015 B2B Marketing Leaders Report can be found here. appeared first on Circle Research - B2B market research company There are two universal truths about all marketing plans. One, no matter how smart the plan might be, it’s worthless unless well executed. Here’s another observation.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

You may have read my recent post about B2B Marketing’s 2014 Agency League Table (if not, take a peek here ).  By now you may even have read the full report.  In this post I’d like to share a few gems which you won’t find in either. I’ve been wading around in the raw data which underpins the League Table and in doing so have unearthed some benchmarks which agency leaders will find especially useful. The post Financial benchmarks for B2B marketing agencies appeared first on Circle Research - B2B market research company. Let’s look at the top line first.  million. million.

How B2B brands approach Twitter

The B2B Research Blog

Not so much as a participant, but as an observer. I’m the technology equivalent of a bird watcher. I’ve been observing B2B marketers in their natural habitat. It all began with a study Circle Research conducted for B2B Marketing late in 2011 to establish the ‘state of the nation’ in B2B social media. Interesting, but what’s a good score for a B2B brand? Every year The Centre for Brand Analysis publishes a list of what are, in the opinion of its Expert Council and the 2,000 business professionals surveyed, the UK’s most admired B2B brands. The Chameleons.

Which B2B brands do you most respect?

The B2B Research Blog

Which B2B brands do you most respect? We recently posed this question to 100 marketing leaders in B2B companies. The post Which B2B brands do you most respect? appeared first on Circle Research - B2B market research company Two brands emerged head and shoulders above the rest: IBM and Salesforce. My interest piqued, I asked Xabier Ormazabal (Salesforce’s head of UK marketing) and Paul Smith (VP EMEA Salesforce Marketing Cloud) what the secret of Salesforce’s success was. They gave ten tips: It’s not your brand. brand is simply a perception others have of you.

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Email marketing: Overcoming message overload

The B2B Research Blog

The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique.  Ask B2B marketers which style of marketing email gets them the best results and first by far is anything which shares thought leadership.  B2B marcomms Email marketing Marcomms effectiveness researchNow my suspicions are confirmed. .

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

The cost of losing a customer

The B2B Research Blog

What’s the cost of losing a customer?  ‘A lot’ is the simple answer, especially in B2B markets where the pool of prospective customers is limited and each sale tends to be high value. The post The cost of losing a customer appeared first on Circle Research - B2B market research company. We can be a bit more specific about the cost of losing a customer though. Various numbers are bandied around in this respect – acquiring a new customer costs five, seven, ten, even thirty times more than retaining an existing one.  Here’s how. There could be many reasons. 

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Tips for B2B customer satisfaction research

The B2B Research Blog

That’s why every B2B business needs a programme of regular customer satisfaction research. And don’t repeat the survey until change has been implemented and had a chance to bite, usually around 12 months in a B2B environment. The post Tips for B2B customer satisfaction research appeared first on Circle Research - B2B market research company. Customers are your lifeblood. But it’s tough to actively manage these relationships unless you understand how they feel about you. Take care though.  Reflect your business.  Spend more time with major accounts.  Be smart. 

Insights from the B2B Barometer

The B2B Research Blog

The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.  Launched 5 years ago in 2009 and now representing the view of B2B marketers with a collective spend of £95 million, it is the industry’s state-of-the-nation study.  I’d like to share a few of the study’s key findings here. B2B marketing budgets at an all-time high.

Does Big Data mean market research is dead?

The B2B Research Blog

appeared first on Circle Research - B2B market research company. When Big Data finally becomes a reality, does that mean market research will become surplus to requirements?  Will surveys, focus groups and interviews become relics of a bygone age? Some would say so. They argue that we already have the answers to most questions at our fingertips.  They’re sitting in our servers and on the web.  All we need to do is mine the data to reveal the insight.  They’ve got a point.  There’s no doubt that Big Data has huge potential to reveal hidden insights.  But it can’t reveal everything.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The month in #mrx

The B2B Research Blog

The post The month in #mrx appeared first on Circle Research - B2B market research company Every four weeks we here at @circle_research find the most popular Tweets about market research (#mrx in Twitter talk) and take a look at what’s hot. What do surveys and Bollywood have in common? This month saw an unusual collision of two worlds.  And in first place…@esoGOV. close second…@kristinluck.

Time to get with the programmatic

The B2B Research Blog

If you’re a B2B marketer, annual planning is on your mind.  If I got close to the truth, it’s not clairvoyance but just educated guesswork.  In particular the B2B Barometer suggests that, on average, B2B marketers spend 39% of their budget on digital. The post Time to get with the programmatic appeared first on Circle Research - B2B market research company Here’s my attempt at a bit of Derren Brown-esque trickery. Events, email and content feature heavily.  Two fifths of your budget is allocated to digital channels.  How did I do? Three things. 

It’s all about the lead

The B2B Research Blog

Marketing still plays second fiddle to sales in B2B organisations. . Past readings of the B2B Barometer survey reveal that up to 60% of B2B marketers agree with this statement and the latest survey published in June 2012 confirms it. . Two fifths (41%) of B2B marketers report that their single highest marketing priority for 2012 is to generate more of the salesperson’s raw material – leads.  Around one quarter (28%) of B2B marketers are able to put a figure on how much it costs them to acquire a sales ready lead.  Fair enough.  So how best to generate them?

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The benefits of marketing automation aren’t automatic

The B2B Research Blog

The latest Benchmarking Report from B2B Marketing reveals that the vast majority of B2B marketers have either adopted an automation solution (43%) or plan to in the next 12 months (45%).  If you’re about to take the plunge there are some valuable lessons to be taken from those who have gone before. Download the full report here: B2B Marketing Automation Report 2015. The post The benefits of marketing automation aren’t automatic appeared first on Circle Research - B2B market research company. B2B marcommsMost of these benefits will emerge, but might take time. 

Top ten B2B marketing challenges

The B2B Research Blog

Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. The response also revealed how active the B2B Marketing community is – at the last count, 162 people had replied. . See the LinkedIn B2B Marketing discussion.

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How Big Data will shape the researcher of 2020

The B2B Research Blog

The post How Big Data will shape the researcher of 2020 appeared first on Circle Research - B2B market research company A new report from Circle Research and dnx confirms the view that Big Data is the next revolutionary force in marketing.  43% of marketers are already mining petabytes of customer data to uncover hidden insights into behaviour; a further 40% plan to embrace Big Data’s benefits in the next three years. Here’s the good news for the market research community. Excellent communication skills (69%). In-depth understanding of competitive landscape (67%).

Social media in B2B – the latest stats

The B2B Research Blog

The allure of social media in B2B is growing rapidly. In addition, just like an investor keenly eyeing their growing wealth portfolio, as the ‘value’ of social media in B2B rises, so too does the attention paid to tracking its performance. At the other end of the spectrum, still struggling to scrape together a B2B living, is Google+. Let social media become the star.

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The secrets of employee motivation

The B2B Research Blog

The post The secrets of employee motivation appeared first on Circle Research - B2B market research company In her latest blog for Quirk’s Marketing Research Review , Circle Research’s HR lead Beth Pearson explores how an agency can best nurture and retain talent…. Research is a people business. Our raw materials are the opinions of respondents. Our product is the insight extracted from these raw materials by clever folk. And an agency or client-side researcher can only make a difference if they’re skilled at building relationships with key stakeholders. What’s the secret?

Shape the B2B Barometer

The B2B Research Blog

The B2B Barometer has been a consistent feature of the B2B landscape since 2009.  The B2B Barometer was designed as a ‘state of the nation’ study.  At a macro-level this gives a measure of our industry’s health and reveals key trends.  At a micro-level it gives you a sense of how your approach to marketing compares to that of your peers. To do so the B2B Barometer uses an online survey to ask client-side B2B marketers eight questions: How confident are they in their organisation’s economic outlook? Now it’s evolving and you can shape its future.