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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

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? Here’s what we found.  For example, attribute 3 shows this effect. brands C, D, E and F).

Understanding brand personality through projective techniques

The B2B Research Blog

Moreover, non-marketers might find the idea of a company having a personality somewhat odd, adding another barrier to expression.  So, if you simply ask someone to describe a brand’s personality you may well be met with a blank look or receive a set of platitudes. The post Understanding brand personality through projective techniques appeared first on Circle Research - B2B market research company. You can shape your corporate brand personality through marketing communications and, most importantly, by developing an appropriate corporate culture. That’s not straightforward.

A wake up call for market research agencies

The B2B Research Blog

The post A wake up call for market research agencies appeared first on Circle Research - B2B market research company Greenbo ok has just published the latest edition of the GRIT Report.  The study, now in its 11 th year and based on the opinions of 1,400+ practitioners, monitors trends in the market research industry. The report is a real wake-up call for market research agencies. 

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Using Regression Analysis in market research

The B2B Research Blog

The post Using Regression Analysis in market research appeared first on Circle Research - B2B market research company. 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). and 0.7

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

Well first off, they realise that rather than simply being a logo, a brand is a perception held about a company.  It’s a series of associations about: What you stand for. In riskier buying situations where the cost of making the wrong choice is high (either for the individual’s reputation or for the company’s effectiveness) a strong brand makes you the safe choice. The post The benefits of a strong brand in B2B markets appeared first on Circle Research - B2B market research company. Some don’t think that branding matters in B2B markets.  It builds preference and loyalty.

Finding the brand positioning sweet spot

The B2B Research Blog

Authentic:   It needs to reflect the truth.  If the chosen positioning isn’t based on the core essence of who your company is and what it believes in, people will see straight through it.  It will also be impossible to deliver the brand promise as employees simply won’t behave in line with it. In this post I’d like to focus on the last challenge – finding the right brand positioning.

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Branding terminology and jargon explained

The B2B Research Blog

Three key phrases concern how the brand is recognised: Brand name : What the company calls itself and its products.  Brand architecture : How the different brand names owned by a company are used in relation to each other, e.g. ‘Pratt & Whitney, a United Technologies company’.  We discuss different brand architecture strategies here [https://www.circle-research.com/b2b-research-services/manage-brand-marcomms/brand-architecture-and-naming-research/]. The post Branding terminology and jargon explained appeared first on Circle Research - B2B market research company.

Driving action from a customer satisfaction programme

The B2B Research Blog

Most companies have a customer satisfaction research programme in place, but not all are made equal.  The post Driving action from a customer satisfaction programme appeared first on Circle Research - B2B market research company. Some are active agents of change – they spur the organisation to act, building stronger customer relationships, boosting customer loyalty and ultimately improving commercial performance.  Here are nine golden rules. Rule 1: Create stakeholder ownership. Rule 2: Measure the right things. Rule 3: Prioritise. Rule 4:  Get the detail. Rule 5:  Create a plan.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Branding is b t

The B2B Research Blog

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. The post Branding is b t appeared first on Circle Research - B2B market research company. “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. And anyway our brand is just fine, the logo is great.”.

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What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

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.  Using intuition and beliefs about how the world works, it makes a rapid assessment of the situation then quickly settles on a course of action.  In contrast, system 2 works at a conscious level.   Now, what does all this mean for B2B marketers?

What makes a good marketing leader?

The B2B Research Blog

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. 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. That’s down to leadership – the ability to get the best out of people and make 1 + 1 = 3. They gave clear guidance. So the recipe for team motivation is clear.

B2B market research – 10 unique features

The B2B Research Blog

The post B2B market research – 10 unique features appeared first on Circle Research - B2B market research company. 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. And with good reason. organising a venue, meeting and greeting).

It’s official – in B2B, content is king

The B2B Research Blog

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. 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.  Importantly, these different formats are being used for different purposes.  What’s the secret? 

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

The cost of losing a customer

The B2B Research Blog

The post The cost of losing a customer appeared first on Circle Research - B2B market research company. 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. 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.  However, ignore any stats like these because they’re a red-herring. 

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How to measure customer satisfaction in B2B markets

The B2B Research Blog

The post How to measure customer satisfaction in B2B markets appeared first on Circle Research - B2B market research company. How do you measure customer satisfaction in B2B markets?  What questions should you ask in a customer satisfaction survey? 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.  For example, even disgruntled customers may remain loyal because: A supplier offers a significant product or price advantage.

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.

B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

appeared first on Circle Research - B2B market research company 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. Tech brands still dominate. Long live B2B2C brands!

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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.

The secrets of successful B2B marketing

The B2B Research Blog

The post The secrets of successful B2B marketing appeared first on Circle Research - B2B market research company. 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. And it’s a tool to build support for marketing from across the business by articulating the function’s benefit.

Time to get with the programmatic

The B2B Research Blog

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. If you’re a B2B marketer, annual planning is on your mind.  Events, email and content feature heavily.  Two fifths of your budget is allocated to digital channels.  How did I do? 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. What’s behind the rapid growth?  Three things. 

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

The post Financial benchmarks for B2B marketing agencies appeared first on Circle Research - B2B market research company. 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. Let’s look at the top line first.  The average agency turnover is £4.08

Which B2B brands do you most respect?

The B2B Research Blog

We recently posed this question to 100 marketing leaders in B2B companies. Most brand positionings are based on what marketers would like the company to be known for. The most powerful brands are lived because the leadership of the company bases everything they do around the brand’s values. appeared first on Circle Research - B2B market research company Which B2B brands do you most respect? Two brands emerged head and shoulders above the rest: IBM and Salesforce. They gave ten tips: It’s not your brand. brand is simply a perception others have of you. Be authentic.

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Tips for B2B customer satisfaction research

The B2B Research Blog

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. 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. 

How B2B brands approach Twitter

The B2B Research Blog

Group-wide company news and thought leadership is shared through @EYnews. Social media has become a bit of an obsession for me. 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. Noting their behaviours. Sketching and documenting the different species I see. call them ‘Twitologies’ and I’d like to share an outline of them here. 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.

Insights from the B2B Barometer

The B2B Research Blog

And the outlook remains rosy – 87% expect their company’s revenue to grow over the coming 12 months (which bodes well for next year’s round of budgets). The post Insights from the B2B Barometer appeared first on Circle Research - B2B market research company The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers. 

The benefits of marketing automation aren’t automatic

The B2B Research Blog

The post The benefits of marketing automation aren’t automatic appeared first on Circle Research - B2B market research company. Predictions that 2015 is the year of marketing automation seem to be spot on.  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. They’ll tell you to carefully manage your own and others’ expectations.  B2B marcomms

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%).

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?

Social media in B2B – the latest stats

The B2B Research Blog

The post Social media in B2B – the latest stats appeared first on Circle Research - B2B market research company 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. Let social media become the star.

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A blueprint for customer service excellence

The B2B Research Blog

The post A blueprint for customer service excellence appeared first on Circle Research - B2B market research company 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.

Getting to the top of the marketing tree

The B2B Research Blog

There was one particular question which had me on the edge of my seat:  What attributes does a successful B2B marketer have? I was excited because those answering the question were marketing leaders in some of the UK’s largest B2B companies.  In other words, people perfectly placed to provide a blueprint which aspiring marketing leaders can follow. The post Getting to the top of the marketing tree appeared first on Circle Research - B2B market research company. To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers. 

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The 19 B2B brands in the Klout 50 ranking

The B2B Research Blog

The post The 19 B2B brands in the Klout 50 ranking appeared first on Circle Research - B2B market research company There used to be a debate about whether social media was relevant in B2B. Just four years ago, less than one quarter (23%) of B2B marketers described it as ‘highly relevant’ to their brand (source: B2B Barometer ). Now, those holding out against the social tidal wave are few and far between. Indeed, many B2B brands are social media pioneers. Lithium Technologies ’ recently published Klout 50 study is testament to this. Brands like Coca-Cola, McDonalds and Nike. Google (4th).

Shape the B2B Barometer

The B2B Research Blog

The post Shape the B2B Barometer appeared first on Circle Research - B2B market research company The B2B Barometer has been a consistent feature of the B2B landscape since 2009.  Now it’s evolving and you can shape its future. 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. What are their most important marketing goals? What are the most significant marketing challenges they face?

Net Promoter Score (NPS) in B2B – the evidence

The B2B Research Blog

Discussing his analysis of the link between a company’s NPS score and their commercial performance, Reichheld said: “The results were striking…a strong correlation existed between net promoter figures and a company’s average growth rate over the three-year period from 1999 to 2002”. Net Promoter Score (NPS). It’s a focal point. It’s intuitive. The result? But hold on.

Generation Y: Implications for the workplace

The B2B Research Blog

The post Generation Y: Implications for the workplace appeared first on Circle Research - B2B market research company A client recently asked us to present to a group of CIOs from their enterprise customers.  What implications, they wanted to know, does Generation Y have for the workplace? Defining Generation Y. First, let’s define Generation Y.  That’s not as easy as it sounds.  Generations have ‘fuzzy edges’ so it’s not always clear where they start and end.  Some definitions of Generation Y include anyone born from the late 1970s all the way up to the early noughties. 

B2B social media – a two horse race?

The B2B Research Blog

appeared first on Circle Research - B2B market research company Social media is time consuming.  The average B2B marketing department spends 17% of their time on it. 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. Who’s your money on?