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.

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.

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?

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.

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?

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.

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.

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?

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 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.

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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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. 

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.

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.

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. 

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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

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 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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In case you missed it, the best marketing posts of 2016

grow - Practical Marketing Solutions

In any event, even the biggest fans of the blog miss a lot of the best ideas every year. So I’ve summarized some of the best writing on {grow} for 2016 by. a) reader popularity and. b) my personal favorites. This is the episode you liked the best this year: The silver lining in the bad news about content marketing. By Mark Schaefer. really have no idea. That’s OK.

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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 28 Best Influencer Marketing Tools

Webbiquity

Here are 28 of the best tools for influencer research and outreach. 1) Klout. Discover compelling content for sharing, identify key influencers (blogs and video), analyze social signals to determine what works best with your audience, and measure user engagement. Interest in influencer marketing is skyrocketing. Google Review Count:  217,000. ” —  ViralBlog. Pricing:  free.

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The 20 Best SEO Rank Tracker Tools

Webbiquity

Which one is best suited for your company depends on your specific needs and what other tools you have in place. This (AccurRanker) is by far the best to date. Management guru Peter Drucker famously said  “You can’t manage what you don’t measure.” ” Search engine optimization offers a broad array of measurable elements. Google Review Count:  217.

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The 24 Best Visual Content Creation Tools

Webbiquity

Best part about it is that it’s free. You simply choose from millions of photos, and it’ll put together what looks like the best presentation in the world.” ” Sample review: “Memes are a fun, lighthearted way to add variety to your content marketing, and when you use Meme Generator, yours can be some of the best on the web.” Pricing:  free.

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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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The 15 Best Special-Purpose SEO Tools

Webbiquity

Sample review: “Broken links are the best way to drive traffic away from your website and blog. Given the importance of search engine optimization—organic search remains the top source of traffic for most B2B websites—t’s vital to use the right tools to help with various aspects of optimization, for any size website. Google Review Count:  600. Pricing:  free. Pricing:  free.

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