The B2B Research Blog

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Email marketing: Overcoming message overload

The B2B Research Blog

Share or Google +1 this post using buttons on the left . I’ve always felt my groaning inbox bore testament to the popularity of email marketing. Now my suspicions are confirmed. . The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique. Click for enlarged infographic. Think others would be interested?

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B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

Some have fared better than others; Microsoft, Google and Apple have pretty much maintained their positions whereas Samsung is a clear winner, rising from 14 to 8. 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 ). Tech brands still dominate. What’s your take on the list?

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Time to get with the programmatic

The B2B Research Blog

Follow us on Twitter , LinkedIn and Google+. 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. Now, let me try again. If online advertising is in your marketing plan, it’s not programmatic (i.e. Three things.

Social media in B2B – the latest stats

The B2B Research Blog

At the other end of the spectrum, still struggling to scrape together a B2B living, is Google+. Used and updated by significantly fewer organisations, Google+ is considered to be less effective at achieving marketing goals. The allure of social media in B2B is growing rapidly. Over one third (35 per cent) of organisations now subscribe to a paid social media monitoring platform.

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B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Eight ways B2B market research differs from B2C

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust. Now, don’t get me wrong. Research can also be very, very powerful. Kingmakers’ are critical.

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Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Share or Google +1 this post using buttons on the left . Your organisation doesn’t own its brand. It can shape it, manage it, but never own it. That’s because a brand is not what an organisation says it is. It’s what the market believes it to be. It’s a perception developed through the sum of an individual’s experience. Through every encounter they’ve had with your organisation, your employees or products. Through what they hear from you and about you. Most may know what they want their brand to be, but not what it actually is. So what should we measure? Enjoyed this post?

How do we align sales and marketing?

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Ever looked at our cousins in FMCG marketing with a little jealousy? Eyed their big budgets with envy? Coveted their influence in a world where marketing is central to organisational success? Maybe not, but you’ve probably glanced across your own office and felt similar feelings towards sales. At least you will have done if you’re anything like the 100 B2B marketing leaders Circle recently surveyed as part of the B2B Marketing Leaders Forum. Of all the findings revealed in the survey, that struck me most. Not a rare occurrence.

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Eight ways B2B market research differs from B2C

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust. Now, don’t get me wrong. Research can also be very, very powerful. Kingmakers’ are critical.

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B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

Three customer insights for your marketing plan

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants. But here assumption and guess-work abound. The remedy is a two-step process. But beware; people don’t always really know why they do, what they do.

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Financial benchmarks for B2B Marketing agencies

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Every year B2B Marketing Magazine, in partnership with Circle Research , ranks the UK’s top 50 B2B marketing communications agencies based on their revenues. The League and lots of other juicy information is published in a Benchmarking Report. We’re giving away copies to the first 50 new subscribers to this blog. Get your copy here - subscribe. Highlights. As the vast majority of specialist B2B agencies participate in the League and their financial data is verified, this is a strong measure of the sector’s health. Some benchmarks.

Three customer insights for your marketing plan

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants. But here assumption and guess-work abound. The remedy is a two-step process. But beware; people don’t always really know why they do, what they do.

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B2B Marcomms Agency League – highlights

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Aren’t we B2B marketers are blessed? We’ve the intellectual stimulation that comes from getting to grips with complex markets and decision making processes. We’ve the juicy challenge of bringing to life what can often, at face value, be rather dry products and engaging with buyers on an emotional as well as functional basis. And we also have a thriving community of agencies. At the B2B Marketing Awards we see a showcase of talent that never fails to impress. But that’s just tip of the iceberg. Average gross income in 2012 is up 15%.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey.

B2B Marcomms Agency League – highlights

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Aren’t we B2B marketers are blessed? We’ve the intellectual stimulation that comes from getting to grips with complex markets and decision making processes. The average satisfaction score given by clients to their agency is 8.3 out of 10. We’ve the juicy challenge of bringing to life what can often, at face value, be rather dry products and engaging with buyers on an emotional as well as functional basis. And we also have a thriving community of agencies. At the B2B Marketing Awards we see a showcase of talent that never fails to impress.

From insight to action

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it. You start with determination to put the customer at the centre of decisions. You carefully design a robust survey. You intelligently analyse the findings to get to the heart of the issue. Then…. Well, nothing. The research becomes an academic exercise rather than a catalyst spurring action. So, how can we ensure that insight always leads to action? Here are five tips. Be inclusive. Be thorough. Quite rightly too. Be persuasive.

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The three secrets of employee motivation

The B2B Research Blog

Connect with Andrew on Twitter or Google+. People matter. A 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. So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical. But what’s the secret? A recent survey undertaken by Circle Research and Vodafone provides some valuable pointers. First by a significant margin is salary.

Financial benchmarks for B2B Marketing agencies

The B2B Research Blog

Connect with Andrew on Twitter or Google+. Every year B2B Marketing Magazine, in partnership with Circle Research , ranks the UK’s top 50 B2B marketing communications agencies based on their revenues. As the vast majority of specialist B2B agencies participate in the League and their financial data is verified, this is a strong measure of the sector’s health. If B2B agencies are doing well, it suggests their clients are too. Look at the headline numbers and you’d be forgiven for thinking everything is rosy. Average gross income is up 15%. Employee numbers are up 16%. Some benchmarks.

Tips for international B2B market research

The B2B Research Blog

Connect with Andrew on Twitter or Google+. B2B organisations have always had a natural inclination to expand internationally. With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense. And as globalisation continues at a pace, the importance of foreign shores is ever-increasing. This international dimension has important implications for how market research is conducted and interpreted. Choose the research approach carefully. Select the wrong methodology and participation rates may be low or real opinions hard to uncover.

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Tips for international B2B market research

The B2B Research Blog

Connect with Andrew on Twitter or Google+. B2B organisations have always had a natural inclination to expand internationally. With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense. And as globalisation continues at a pace, the importance of foreign shores is ever-increasing. This international dimension has important implications for how market research is conducted and interpreted. Choose the research approach carefully. Select the wrong methodology and participation rates may be low or real opinions hard to uncover.

There’s horse meat in my survey

The B2B Research Blog

Connect with Andrew on Twitter or Google+. What you see isn’t always what you get. Horse meat in our Findus Crispy Pancakes. Sub-prime mortgages hidden within bundles of triple-A rated loans. Dodgy surveys parading as fact. This deception – whether intentional or accidental – has far-reaching repercussions. In the case of faulty research it can lead to sub-optimal decisions and missed opportunities. And it’s an easy mistake to make. Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’. But challenge we should. Tuck in!

There’s horse meat in my survey

The B2B Research Blog

Connect with Andrew on Twitter or Google+. What you see isn’t always what you get. Horse meat in our Findus Crispy Pancakes. Sub-prime mortgages hidden within bundles of triple-A rated loans. Dodgy surveys parading as fact. This deception – whether intentional or accidental – has far-reaching repercussions. In the case of faulty research it can lead to sub-optimal decisions and missed opportunities. And it’s an easy mistake to make. Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’. But challenge we should. Tuck in!

The three secrets of employee motivation

The B2B Research Blog

Connect with Andrew on Twitter or Google+. People matter. A 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. . So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical. But what’s the secret? A recent survey undertaken by Circle Research and Vodafone provides some valuable pointers. . First by a significant margin is salary.

The French are stubborn

The B2B Research Blog

Type ‘why do French’ into Google and look at the auto-complete options. Google is smart. The French are stubborn. Germans are meticulous. The British are intelligent. National stereotypes are not always fair and should be challenged. However, they’re also powerful, resistant to change and widely held. To illustrate, try the following. These include ‘…people eat snails’ and ‘…people stare’. . Try the same for British, Italian or any other nationality. An amusing exercise but one with a serious undertone. Add to this the oft forgotten fact that B2B buyers are human.

The Six Best Google+ Marketing Tools

Webbiquity

Despite its detractors , Google+ remains one of the “big four” social networks and has its share of prominent fans in the business world. For most websites, Google+ doesn’t drive the volume of social traffic that Facebook, LinkedIn, and Twitter do. As with Facebook , Twitter, and other popular networks, Google+ has also inspired its own ecosystem of tools.

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How to fix Google+

grow - Practical Marketing Solutions

Whether you think Google+ is dead, dying, or still on the rise, one thing is certain: something has to change. Google+ was meant to take on Facebook. Facebook was capturing a disproportionate share of our personal information and Google had to do something. You could argue that it did that … so why is Google+ in turmoil? Do we really need Google+?

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Two Killer Google+ Mistakes

Digital B2B Marketing

Last week WSJ ran an article entitled “ There’s No Avoiding Google+ ” on the front page. In short, it highlighted the drive by Google to make Google+ pervasive across other Google services. Here is why: There is no Google+ identity. I mean Eric Wittlake, as a person, does not exist on Google+. Google has users running in Circles.

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Seven Expert Google Analytics Guides

Webbiquity

Google Analytics (GA) is the most popular tool for tracking web visits, used by more than half of all companies , including two-thirds of the Fortune 500. Why you can’t ignore Google’s new Universal Analytics by iMedia Connection. How to Quickly (and Correctly) Track Google Analytics Across Multiple Domains by Moz. Image credit: iMedia Connection. It’s very common.”

The Complete Guide to Google+ for B2B Marketing [Infographic]

Webbiquity

Google+ seems to be an enigma in the social world, the quiet kid in the corner of the room that most are afraid to interact with. In fact, Google+ can be friendly and a resource with amazing results when a respective marketer learns how to utilize it in the right manner. Google+ is all about visibility , exponentially so when it comes to B2B campaigning. Need more details?

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Where does Google+ fit into your B2B Marketing plans? [infographic]

Buzz Marketing for Technology

Have you made Google Plus a part of your marketing strategy yet? After all, it’s not every day that a social media website goes to great lengths to make your business more visible, but that’s exactly what you’ll get from Google’s services. By giving every plus profile a page rank, Google makes it easier for everyone to show up online in the search engine.

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Five good reasons to ignore Google

grow - Practical Marketing Solutions

Google is holding us back. Think about how much of what we create, and how we create it, is influenced by Google’s rules (or what we know of them). Conforming to SEO best practices forces us into a very small creative box, and the more we we get creative and stray from that box, the less likely we will show up in Google’s search results. Google is holding us back.

How to Build a Super Tribe using Google+

grow - Practical Marketing Solutions

It is his book Tribes , however, that’s been on my mind lately, and I believe Google+ is the place where people can come together like never before to create those critical communities. I’ll keep it simple: If you are a person then set up a Google+ profile. If you are a business then set up a Google+ Page. Related Stories The changes to Google+ are great.

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24 of the Best Google+ Guides, Tips, Rants and Raves of 2012

Webbiquity

Will Google+ be a “Facebook killer” or just Google’s next failed social network? Then again, the average Facebook user spends nearly seven hours per month on the site—compared to just three minutes for the average Google+user. Many of this year’s best posts about Google’s newest social platform were written early in the year. You can!

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Is Your Content Fresh Enough to Attract Google?

B2B Marketing Insider

The post Is Your Content Fresh Enough to Attract Google? So, you publish a new blog post or how-to video twice a week – does that mean your site is fresh as a summer rose? Not to the search engines. There’s more to website freshness than posting new content. Many marketers don’t take the full scope of freshness seriously enough, favoring new content but neglecting […].

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Is Google really Sauron?

grow - Practical Marketing Solutions

In the most ridiculous example of this, Google convinced customers to pay them $1,500 for Google Glass, aggressively built a community around the product, and then ended the program due to performance issues they could have discovered in a 48 hour consumer test. In fact, Google’s power and popularity grows unabated. Is Google really Sauron? And Google?

Google+ is an antisocial network

Biznology

Summary: While there may be a subculture of Google+ zealots who treat Google+ like a forum instead of a social network, the majority of people who love Plus are using it, according to Michael Reynolds , as a “source of content, inspiration, and communication” – more like a reader, a place to keep up with mentors, creators, influencers, and thought leaders. Google+ did no such thing.

Google “mobilegeddon” starts today — are you prepared?

Biznology

You’re in luck if you’re on the East Coast: Google’s on PST. Rarely does Google actually warn up of an upcoming apocalypse — but they did this time : Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. In short, if your website is not mobile-native by today, it will no longer show up on Google mobile search.

18 Expert Guides to Using Google+ for Business

Webbiquity

Despite the reputation Google+ has in some circles for being the social network that everyone has joined but no one uses , marketers are increasing viewing it as a vital platform for branding and engagement. So what are the best practices for posting and sharing content on Google+? What are the best tools for analyzing Google+ activity and results? ” Google+ and SEO.

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