The B2B Research Blog

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Using Regression Analysis in market research

The B2B Research Blog

Regression Analysis comes in a variety of ‘flavours’ each best suited for a particular situation, e.g. Linear Regression, Stepwise Regression, Ridge Regression.  However, these metrics alone are not enough.  They provide a snapshot of customer health but don’t in and of themselves reveal how to improve the position.  Two approaches can take our understanding to that next level. and 0.7

Is customer satisfaction really important in B2B?

The B2B Research Blog

However, if the ‘locked-in’ and the ‘dis-engaged’ are more prevalent, then you may decide that investing in actions designed to improve customer satisfaction is not the best use of your time, resources and funds.  Customer loyalty is critical to any business.  This truism sees many B2B companies striving to satisfy and even delight customers.  Let me explain. Offering a price advantage.

What makes a good marketing leader?

The B2B Research Blog

That’s down to leadership – the ability to get the best out of people and make 1 + 1 = 3. There are two universal truths about all marketing plans. One, no matter how smart the plan might be, it’s worthless unless well executed. And two, no plan has ever executed itself – people make it happen. Here’s another observation. Two marketing teams with identical skills and resources, both looking to achieve the same goals, can achieve very different results. The latest B2B Marketing Leaders Report, produced in conjunction with Circle Research, explores how to lead well. Sound like you?

The benefits of a strong brand in B2B markets

The B2B Research Blog

For example, Interbrand regularly values the world’s brands in its Best Global Brands series and in 2015 several pure B2B brands (and many more B2B/B2C brands) featured in the top 20 – IBM is ranked fifth with a value of $65,095 million, GE ranks 8 th ($42,267 million), Cisco ranks 15th ($29,854 million) and Oracle ranks 16th ($27,283 million). 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.  What makes you different from others in your space. It builds preference and loyalty.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

The secrets of successful B2B marketing

The B2B Research Blog

The best laid plans are worthless unless they’re executed effectively and this requires a talented and motivated team, with the bandwidth and freedom needed to deliver.  It also requires the right tools, especially marketing automation systems. 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?’.  They were given free rein to answer however they wanted and an analysis of these responses reveals five themes.

Tips for B2B customer satisfaction research

The B2B Research Blog

Don’t be so pessimistic; ask questions which explore what you’re doing really well as this will let you spread best practice. Customers are your lifeblood. But it’s tough to actively manage these relationships unless you understand how they feel about you. That’s why every B2B business needs a programme of regular customer satisfaction research. Take care though.  Get it wrong and you can actually make things a whole lot worse… Relationships matter.  Don’t try and bypass those who ‘own’ the customer relationship within your organisation. Reflect your business.  React in real-time. 

It’s all about the lead

The B2B Research Blog

So how best to generate them? 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.  Fair enough.  After all, few brands have buyers queuing at their door so ‘hunting’ revenue has to be a key focus. It seems that lead generation is not cheap. 

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The secrets of employee motivation

The B2B Research Blog

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. This all means that attracting, developing and motivating top talent is critical to our industry’s future. What’s the secret?

B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

A blueprint for customer service excellence

The B2B Research Blog

However, the best experience reaches this resolution in a particular way: It is highly responsive. Relationships matter in B2B.  But for many B2B businesses it’s simply not commercially viable to individually account manage each customer.  This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre. I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like.  Above all then, a good experience is one which resolves the issue to their satisfaction.  perspective.

SME marketing channel preferences revealed

The B2B Research Blog

SMEs are a potentially significant opportunity for many B2B marketers then, but how best to open a conversation? Their answers provide clear guidance on where best to target marketing resources.  And there are six specific learnings – outlined below – which will help ensure marcoms have the best chances of breaking through. Two thirds of SMEs (68 and 64 per cent respectively) say these are the best routes for a prospective supplier to reach them. There are 1.3 million of them, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce. 

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The seven R’s of thought leadership

The B2B Research Blog

The best thought leadership goes the extra mile in delivery.  Ask yourself if the reader would value best practice guides.  Thought leadership.  Everyone’s claiming it but, by very definition, only a handful ever delivers.  So how do you ensure that your content marketing strategy positions you as one of the few? . Follow the seven R’s – Resonant, Rare, Road Mapped, Robust, Rounded, Rooted and Re-used. Five reasons to develop a thought leadership strategy. B2B marketing has always been better suited to engagement over broadcast.  It’s a showcase.  What’s their secret? 

B2B social media – a two horse race?

The B2B Research Blog

And if you believe in the wisdom of crowds (or self-fulfilling prophecies) then the latest B2B Social Media Benchmark report reveals where you’re likely to get the best return on this effort. Social media is time consuming.  The average B2B marketing department spends 17% of their time on it. It seems that social media, in B2B at least, is a two horse race. Who’s your money on?

Six Key Steps to Successful Marketing Automation Adoption

With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs Selecting a Marketing Automation platform can be a daunting task.

B2B content marketing research

The B2B Research Blog

When asked which objectives content marketing best supports, B2B marketers say ‘brand positioning’ (84%) and ‘demand generation’ (70%).   You may also want to check out a few ‘Best Content Marketing’ case studies from the 2012 B2B Marketing Awards.  Content marketing works.  Either way, the survey results provide valuable guidance. Focus on quality not quantity. Make time.

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

By definition our 43,000 employees represent a diverse workforce who in turn serve an incredibly diverse range of clients and customers.  It’s our belief that how we support our people to give their best to client and customer service is in part down to creating an inclusive workplace, a culture in which people feel that their diversity is valued and appreciated. . In the latest in my series of interviews with today’s leading business thinkers I spoke with Thomas Jelley, Corporate Citizenship Manager at support services giant Sodexo. Well, no.  Let’s hear what the expert has to say.

B2B content marketing research

The B2B Research Blog

When asked which objectives content marketing best supports, B2B marketers say ‘brand positioning’ (84%) and ‘demand generation’ (70%).   You may also want to check out a few ‘Best Content Marketing’ case studies from the 2012 B2B Marketing Awards.  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). Focus on quality not quantity. Make time.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

The best segmentation though is useless if not applied.  Although its solutions are diverse, Sage is possibly best known for one thing – accounting software for SMEs.  Last week I was invited to join The Network of Aspiring Woman, Birmingham Group.  I was tempted.  After all, “ it’s where networking feels like a party ”.  However, I declined for two reasons.  I live in London.  I’m a man. Clearly the Network’s execution fell short, but their strategy seems smart.  Rather than trying to be all things to all people, they’ve segmented the market and targeted a niche group. 

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

The three secrets of employee motivation

The B2B Research Blog

So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical. People matter. marketer’s our raison d’etre is to understand people and influence their behaviour.  And for the majority of agencies supporting marketers, people are essentially what they’re selling – their time, their expertise and the experience they create for clients. But what’s the secret? recent survey undertaken by Circle Research and Vodafone provides some valuable pointers. First by a significant margin is salary.  But in reality the truth is more complex. 

Map of the B2B buying process

The B2B Research Blog

Despite your best efforts though, it may not be possible to make every potential buyer aware of your brand.  During that period, you need to make your case and buyers suggest that four tactics work best when doing so: Optimise your website as 27% of buyers will visit it. And of course, you need to persuade prospective customers that you’re the best choice.  Mapping out the buying process is critical for anyone looking to market or sell in business-to-business (B2B) environments.  Click to enlarge. The winner is often preordained. Customer service is critical.

Business-to-business (B2B) pricing strategy research – part 2

The B2B Research Blog

How to tier products (good, better, best) and price them relative to each other. Last week I discussed two research techniques which can be used when determining the optimum pricing strategy – Gabor-Granger and Brand Price Trade Off (BPTO).  These techniques are beautifully simple, but this simplicity has a flip side. The choice may be over-simplified and no longer reflect real-life decision scenarios which can be complex and based on a series of conscious and unconscious trade-offs. The Van Westendorp Price Sensitivity Meter. The price where it represents a bargain.

An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

The B2B Research Blog

Other factors such as globalisation and increased competition make people think, ‘I’ve really got to have one of the best reputations to win.’. Now, the best graduates, the best employees will be attracted to companies with a well-known, high profile, well regarded brand.  If you want the best talent to deliver your products and service, you’ve got to have a strong brand. Every month David Willan interviews leading experts in from the world of marketing and B2B.  Stephen offers some fascinating insights into the world of B2B brands. What makes a strong B2B brand?

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

The benefits of a strong brand in B2B markets

The B2B Research Blog

For example, Interbrand regularly values the world’s brands in its Best Global Brands series and in 2015 several pure B2B brands (and many more B2B/B2C brands) featured in the top 20 – IBM is ranked fifth with a value of $65,095 million, GE ranks 8 th ($42,267 million), Cisco ranks 15th ($29,854 million) and Oracle ranks 16th ($27,283 million). 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.  What makes you different from others in your space. It builds preference and loyalty.

How to create a Customer Happiness Index

The B2B Research Blog

The best indices then go one step further.  In my last post I put forward the idea that every business should measure its performance against a stakeholder ‘Happiness Index’ with a particular focus on customers.  As the customer’s voice within the organisation, responsibility for this index lies at the marketer’s door. Before we go any further I’d like to challenge the received wisdom that it’s commercially sensible for every business to invest in enhancing customer happiness.  This isn’t always true and there are two notable exceptions. . Finally, maximise the impact. 

Using Regression Analysis in market research

The B2B Research Blog

Regression Analysis comes in a variety of ‘flavours’ each best suited for a particular situation, e.g. Linear Regression, Stepwise Regression, Ridge Regression.  When measuring the health of customer relationships, three metrics are at the core of most studies: customer satisfaction, customer loyalty (likelihood of choosing supplier at next purchase) and customer advocacy (likelihood of recommending supplier to others). However, these metrics alone are not enough.  They provide a snapshot of customer health but don’t in and of themselves reveal how to improve the position.  and 0.7

Calculating Net Promoter Score (NPS) in B2B markets

The B2B Research Blog

Here at Circle, our view is that NPS isn’t always the best metric in B2B environments (we explain why here ), but it does have a role to play.  So, assuming it is the right metric for your business, how do you calculate Net Promoter Score (NPS)? Net Promoter Score (NPS) is perhaps the most widely used metric in customer satisfaction and loyalty research.  Well, first ask a reliable and representative sample of your customer base how likely they are to recommend you.  Sometimes a 1 to 10 scale is used instead and, whilst there are arguments for and against this, that’s fine too.

How to boost your pay packet: The B2B Marketing Salary Survey 2016

The B2B Research Blog

First off, strive to be the best you possibly can be.  There’s so much more to job satisfaction than money.   The happiest marketers find their role stimulating, respect their leader and buy into their employer’s vision (see my post on the 2015 B2B Leaders report for an in depth exploration of this). But money does matter.  Of course it does.  We all have bills to pay, lifestyles to support and futures to plan for.  So if you want to maximise your pay packet what can you do? The most common reason for a pay rise is when performance objectives are met. 

Not how you fly, but how you serve

The B2B Research Blog

What does the power of national identification bring to the airline in each market it serves, and how could that knowledge be leveraged to help position the airline and its service to best effect? The gist is that we were able to identify the best of British in a service context and then aspire to match – or even better it – in all important markets.

The three secrets of employee motivation

The B2B Research Blog

So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical. People matter. marketer’s our raison d’etre is to understand people and influence their behaviour.  And for the majority of agencies supporting marketers, people are essentially what they’re selling – their time, their expertise and the experience they create for clients. . But what’s the secret? recent survey undertaken by Circle Research and Vodafone provides some valuable pointers. . First by a significant margin is salary.  But in reality the truth is more complex. 

Big list of B2B blogs

The B2B Research Blog

354 of of them to be exact and well worth a browse to cherry pick the best. The chaps at Proteus B2B Marketing have compiled a list of B2B sales and marketing blogs.  The list can be found here – [link]. Stuff we like B2B blogs

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

The starting point, then, is to do proper research into what customers really do think, and it tends to be best to have an independent agency do this. The idea would be that we would report back to each carrier on how they performed, ranking them against the best in each category, but without giving individual details of how other carriers did,” he says. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.  Who needs marketing in the air cargo sector? Eighty per cent of all the work we do is brand-focused”.

The Best Content Marketing Examples

B2B Marketing Insider

But if you are you looking for the best content marketing examples you’ve come to the right […]. The post The Best Content Marketing Examples appeared first on Marketing Insider Group. Last year we published 99 Amazing Content Marketing Examples. There were actually 106 examples there but “99+” felt better. This year, the list has almost doubled.

The 26 Best All-in-One SEO Tool Suites

Webbiquity

Best all-in-one SEO tool suites. One is to assemble a collection of best of breed tools; previous posts here have covered  tools for  competitive intelligence , content planning , keyword research , rank tracking , and special-purpose SEO tools  for functions like technical SEO, link research, and video SEO. Which approach is best for your organization depends on a variety of factors.

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The 23 Best Content Ideation Tools

Webbiquity

Often, the best ideas come from talking with your customers, or with customer-facing employees in your organization, like people in sales or customer service. At other times, the best ideas may come from research: discovering what are your customers, competitors, and industry influencers talking about online. What are the best tools for finding great content ideas? 14) Popurls.

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The 29 Best Social Media Monitoring Tools

Webbiquity

Cool Web Tools Social Media Marketing Alianzo Attentio best social media monitoring tools Blogging Wizard Brand24 BrandMentions BrandWatch Buffer Social BuzzBlogger Catherine Pham Cision Comms Axis Crowdbooster CrowdTangle Curalate Entrepreneur Geckoboard Iconosquare iMedia Connection Inc. Social media monitoring is vital for virtually every B2B or B2C brand. 58% Google Review Count:  345.

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The 32 Best Twitter Marketing Tools

Webbiquity

Analyzes your tweets and your followers’ tweets to show you the best times to be active on Twitter. Sample review:  “You can work out the best tweeting times for your followers with Tweroid; this maximizes the exposure of your content. Tweroid can produce reports that reveals the best days and times to tweet based on your followers activity.” —  like it.” — 

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