The B2B Research Blog

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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?

It’s official – in B2B, content is king

The B2B Research Blog

And case studies (along with reports) are best at turning leads into sales.  So it seems that marketers are adapting their approach to content as a prospect moves down the funnel.    That’s smart, but many are missing a trick.  It’s official.  Content is king. 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.  Last year less than half (43%) held this opinion. Content marketing in some shape or form now consumes 40% of the average B2B marketing department’s time. 

Email marketing: Overcoming message overload

The B2B Research Blog

Ask B2B marketers which style of marketing email gets them the best results and first by far is anything which shares thought leadership.  The Benchmark Report reveals that the best time to broadcast emails to a B2B audience is Tuesday between 10am and 1pm.  I’ve always felt my groaning inbox bore testament to the popularity of email marketing.  Now my suspicions are confirmed. .

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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. 

Content Methodology: A Best Practices Report

Methodology: A Best. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. MICHAEL MARGOLIS 4Content Methodology: A Best Practices Report Create the most effective. Definition optimizeconnectcreate 5Content Methodology: A Best Practices Report II. 6Content Methodology: A Best Practices Report II. Content. Definition II.

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?

Study: How Much of Your Content Marketing Is Effective?

idea that marketers are still searching for the best way to link their. to create content are beginning to learn how to best spend their sacred budgets. likely need some of the resources afforded to those best-in-class brands—a stable supply of time, money, and analytics that take the guesswork out of their jobs. Copyright © 2015 Contently. All rights reserved. content. 68% 16.7%

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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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

Staffing and Launching Your Content Marketing Program

from the best practices we learned from our own. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 A clear sense of identity is what categorizes the best. The late, great David Carr put it best when he said, “Creating. we’ve found putting our readers first is the best way to. ROI Best practices for tying content to business results. All rights reserved. So was I.

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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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. 

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

latest trends, and the ones with the best reputations. where to source the best freelancers. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III.

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. 

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”.

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY5 Matthews quickly convinced Marriott he was the best. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. brands.

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 Six Best Google+ Marketing Tools

Webbiquity

Complete Google+ analytics reporting, including engagement stats, follower growth, demographic information about your followers, and your best times and topics for posting. Cool Web Tools Google+ Social Media Marketing best Google Plus tools BuzzBlogger Catherine Pham CircleCount Circloscope Do Share Chrome Friends+Me Google+ tools GPlusData Katie Lance Post Editor for Google+ RazorSocial

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Lead Generation Best Practices

Salesfusion

You may first partner with us because we offer the best partner compensation and benefits in the industry. But, you’ll stay with us because we offer the best partner experience in the industry. The post Lead Generation Best Practices appeared first on Marketing Automation | Lead Generation | Email Marketing | Salesfusion. Best Practices Lead Nurture Partner Portal.

The 17 Best Keyword Research Tools for SEO and SEM

Webbiquity

query like “best time of year to plant a maple tree” is informational, while “best place to buy a maple tree” is transactional. So once you or your team have developed topic ideas, planned content , and researched those subjects,  it’s time to use keyword research tools to find the best phrases to match up searcher intent with your approach to each topic.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce

The 24 Best Interactive Websites of 2015

ScribbleLive

These are some of the best and brightest stars in a constellation of excellent interactive websites (we’re spending a lot of time in the dark this time of year—apologies for using a ridiculous metaphor). Best interactive qualities: Dynamic backgrounds lead into video segments documenting Kelly’s travel and work. Best interactive qualities: Data visualizations overlaid on a U.S.

The Five Best Infographic Creation Tools and Services

Webbiquity

Here are four of the best such tools…plus services to call on if you have the budget and really want to make sure your infographics look original and great. Content Marketing Cool Web Tools Marketing Infographics best infographic tools Easel.ly Interest in using infographics for content marketing started to take off in early 2012 and has continued to grow ever since. Visual.ly.

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The 24 Best Online Writing Tools and Apps

Webbiquity

This was the sixth post in the Best Online Business Tools series. #1: Best Online Business Tools Series Kicks Off Today. #2: The 12 Best Competitive Intelligence and Benchmarking Tools. #3: The Nine Best Facebook Marketing Tools. #4: The 14 Best Content Planning and Research Tools. #5: The 23 Best Content Ideation Tools. #6: The 24 Best Online Writing Tools and Apps.

The 10 best big company blogs in the world

grow - Practical Marketing Solutions

Important? A few years ago, I did a comprehensive study of the best company blogs in America and I thought it was time to re-consider this channel. What are the best company blogs today? So this is a list of the best  NON-TECH INDUSTRY blogs from the Fortune 500 (in no particular order):   Coca-Cola Unbottled. The best resource is Born to Blog. Consistency of publishing.

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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 world’s best creativity technique

grow - Practical Marketing Solutions

want to share with you the absolute best, can’t-miss technique for truly breakthrough thinking I have ever used. That sounds like a cheesy affiliate ad or something, but there’s no catch here. I am simply giving you one of my best leadership ideas. This is also the best documented business case for workplace diversity I have ever seen. Not this one. But it gets better. Always!

The best salesman ever?

Biznology

Because one of the problems was that the programmers were not delivering the features clients needed, I asked to tag along on a few client calls, and the company sent me with their best salesman. In fact, they told me that this was the best salesman that they had ever worked with, and that he was responsible for most of the company’s revenue, selling client after client.

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The Best Marketing Automation Software

Salesfusion

The post The Best Marketing Automation Software appeared first on Marketing Automation | Lead Generation | Email Marketing | Salesfusion. Best Practices Email Marketing Website Tracking

The Five Best Pinterest and Instagram Marketing Tools

Webbiquity

Here are a handful of the best tools for growing your brand’s following and monitoring your results on Instagram and Pinterest. 1)   ScheduGram. Content Marketing Cool Web Tools Pinterest Social Media Marketing best Instagram marketing tools best Pinterest marketing tools Layout from Instagram Rebekah Radice ScheduGram TailWind Viraltag viralWootGoogle Review Count:  269.

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Content Marketing Playbook: Strategy and Roadmap

approach delivers the best results: Target a primary and. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in. conference.