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Understanding brand personality through projective techniques

The B2B Research Blog

That’s why in market research we often use projective techniques (also referred to as ‘enabling techniques’) to help tease out a brand’s perceived personality.  This reveals key brand associations and does so in a manner which helps those managing the brand to envision where the brand is and needs to be.  Not only are projective techniques like these great for teasing out rich brand personality profiles, respondents find them enjoyable and the vivid imagery created by projective techniques helps users of the research to immediately relate to the findings.

Business volunteering – people or profits?

The B2B Research Blog

Our goal with this project was to help charities attract more volunteers from the business community, and to help businesses implement a more successful volunteering strategy. After all, the more people that see it, then the greater the chances that it will help charities and businesses alike. The results were fascinating.  Gordon McCulloch, CEO, Community Action Southwark.

Driving action from a customer satisfaction programme

The B2B Research Blog

This will help to build a customer-centric culture and contribute to improved performance through a mass of small, spontaneous actions. Most companies have a customer satisfaction research programme in place, but not all are made equal.  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 market research – 10 unique features

The B2B Research Blog

The findings garnered from desk research can help to frame a good qualitative interview and a thorough focus group can help provide relevant answer options for a quantitative survey. 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.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

SME marketing channel preferences revealed

The B2B Research Blog

And there are six specific learnings – outlined below – which will help ensure marcoms have the best chances of breaking through. 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.  Moreover, they’re big buyers of B2B products and services.  Just ask Sage who’s built a £1.4 billion business on the back of them. 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.  An overview.

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The seven R’s of thought leadership

The B2B Research Blog

Not “I want to tell you about me…” but “I’d like to share something that could really help you…”. Thought leadership content gives you fuel for social media activity and helps form relationships early in the buying cycle.  It also encourages linking to your website and thus benefits SEO. 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. Resonant.

Shape the B2B Barometer

The B2B Research Blog

Second, to identify the challenges faced by the marketing community so that trade bodies which support the study (The BMC and IDM) can help to address these.  With these goals in mind, maybe you feel the eight information areas above are spot on and we should keep things just as they are.  Or perhaps you feel there are some gaps which need filling – questions which if answered would provide you with a useful comparator or help to benefit the whole marketing community.  The B2B Barometer has been a consistent feature of the B2B landscape since 2009. 

Who owns your brand? B2B brand perceptions research

The B2B Research Blog

After all, they’re often responsible for delivering the brand experience so understanding their perceptions helps make brand aspirations a reality. 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. So what should we measure?

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

In both of these examples clients are looking to us for help. They want us to challenge them and ourselves, they often want us to advise them, but above all they want us to be their trusted partner who will help them deliver on the sustainability challenges that we all share. . 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. But why, you may wonder, is a B2B marketing research agency like Circle talking about sustainability.  Well, no.  How do you define it?

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

It means understanding the business motivators, decision drivers and purchasing criteria.  It’s whatever enhances your understanding of these and helps you get into true insight, which then drives the operation creatively and strategically and tactically. That’s But I also want to help companies service and look after their customers better with appropriate offerings, better sales people and the right behaviours.  Every month David Willan interviews leading experts from the world of marketing and B2B.  What are the biggest? Technology enables us to do this. .

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

At this point, firmographic variables like company size and industry sector become relevant again as each segment can then be profiled on this basis to help targeting. 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.  The result?

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Measuring the service experience

The B2B Research Blog

Sadly, it too had decided to take a vacation.  No calls.  No emails.  “No problem” I thought.  I’ll just call the operator’s help desk and get back online.  Does your business have a service element?  Do you measure customer perceptions of the experience?  If so, you might want to take a quick look under the bonnet. Let me share a story.  It sounds far-fetched, but is true. Recently I took a holiday.  Not one to ever fully turn off though, I needed my smartphone.  Inevitably it wasn’t that simple although soon I was back in action. . Just a formality really and the score to give is ten”. 

Understanding brand personality through projective techniques

The B2B Research Blog

That’s why in market research we often use projective techniques (also referred to as ‘enabling techniques’) to help tease out a brand’s perceived personality.  This reveals key brand associations and does so in a manner which helps those managing the brand to envision where the brand is and needs to be.  Not only are projective techniques like these great for teasing out rich brand personality profiles, respondents find them enjoyable and the vivid imagery created by projective techniques helps users of the research to immediately relate to the findings.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Driving action from a customer satisfaction programme

The B2B Research Blog

This will help to build a customer-centric culture and contribute to improved performance through a mass of small, spontaneous actions. Most companies have a customer satisfaction research programme in place, but not all are made equal.  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.

How to measure customer satisfaction in B2B markets

The B2B Research Blog

This will arm you with some valuable hypotheses and the process of involving internal stakeholders will help you to drive action at the back end of the research. 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.  The cost, effort or risk of moving supplier is just too high8. They’re inert and don’t really care that much.

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

The B2B Research Blog

Clearly having a good reputation, which is what we mean by having a good brand, is vital.  It’s vital for not only helping to secure consumer trust, it’s also vital to other stakeholder groups too. Every month David Willan interviews leading experts in from the world of marketing and B2B.  This month David interviews Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA). Stephen offers some fascinating insights into the world of B2B brands. Stephen, in your experience are brands becoming more important in B2B?

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How to create a Customer Happiness Index

The B2B Research Blog

Cascade results throughout the organisation in an easily digestible format to foster cohesion and help develop a customer-centric culture.  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. 

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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? Many years ago now, whilst I was working at, newly privatised, British Airways, our research team was challenged to understand what it meant to be “branded British” in each of its key markets. 

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Circle has been employed to undertake a comprehensive review of the company’s customers, which is being used to help shape products and services. Airfreight can be a bit behind the times in terms of service quality, relationship building and loyalty, but through sensitive customer and market research we can offer lots of ways to help it catch up.”. 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 Ministry of Happiness

The B2B Research Blog

Helping create wealth is an important part of this.  “[GNP] measures everything…except that which makes life worthwhile” said Robert Kennedy.  Forty years on David Cameron has picked up Kennedy’s idea and instructed government statisticians to begin measuring quality of life in psychological terms. . In a nutshell the idea is this.  Government has many roles but its core goal is to ensure the happiness of citizens.  After all, money buys a better standard of living.  However, there comes a point once material needs have been met.  Rather I just thought there was an interesting parallel. 

Are B2B marketers neglecting their brands?

The B2B Research Blog

Let’s not forget that a strong brand brings tangible commercial benefits.  It ensures you’re a ‘must have’ on any shortlist.  It justifies a price premium.  It helps drive customer loyalty.  I’m sure we all recognise the value of branding.  Every so often it’s healthy to reflect.  To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy. In doing so it’s sometimes useful to have a catalyst which supports the thought process.  Through what they hear and see from you. 

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

17 Helpful SEO Tools and Tool Reviews

Webbiquity

Which SEO tools are most helpful in conducting a site audit? Helpful SEO Tools. Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g., For nearly as long as there have been people working on search engine optimization, there have been SEO tools. Which tools are best for local SEO? Competitive analysis?

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Help Google help you optimize your content for search

Biznology

The post Help Google help you optimize your content for search appeared first on Biznology. It’s really hard to get Google’s attention. Content marketing is indeed a silver bullet — why do you think I’m writing this — but there are ways of wooing search engines beyond starting a blog. Google loves structured data. Bourbon Mashed Sweet Potatoes.

How Does Content Marketing Help with SEO?

Webbiquity

Efficient use of meta data, URL addresses and sitemaps all fall under this category and can help to naturally increase your chances of naturally appearing high in search results. Guest post by Sam Allcock. Content marketing and SEO are often written about and addressed separately. But both are actually essential, and work in tandem as part of a broad web presence optimization (WPO) strategy.

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8 Helpful Resources for Creating Beautiful Infographics

Hubspot

Not only do they make content more sharable -- 40 times as much -- but they help us retain information. Helpful Resources for Creating Beautiful Infographics. 1) Canva. Here's one that helps non-profits visually communicate highlights from an annual report: 4) Easel.ly. However, Infogram also has the option of enlisting professional help with infographic design.

How Predictive Intelligence Helps B2B Marketers with Buyer Targeting

SalesPredict

Predictive intelligence can help identify and analyze behavior and intent data to provide a 360-degree view of prospects and their paths to purchase. Predictive solutions can help your organization uncover hidden "breadcrumbs" of previously uncaptured data from across the web that reveal buyer intent. Improve demand gen results by targeting in-market buyers. How bad is it?

How Event Technology Helps B2B Marketers Increase Customer Engagement [Interview]

KoMarketing Associates

Salespeople are commonly sent to events with no technology to help them keep track of conversations or let them know which of their contacts are there.”. B2B marketers should make events a key focus for 2016, but they need to make sure they have the right technology to help them use events to accelerate the pipeline.”. HOW CRITICAL IS EVENT MANAGEMENT TECHNOLOGY TO MARKETERS?

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Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

Tweet At MarketingSherpa Lead Gen Summit 2013 , I had the privilege of sitting in on a session with Todd Wilms, Head of Social Strategy, and Adriel Sanchez, VP, Demand Generation, both of SAP , as they discussed how they use a business model called “social business” to help their teams across the globe engage local audiences. will need help from social media to remain effective.

4 Helpful Tools for Organizing Your Social Media Calendar

Hubspot

In this post, we’ve rounded up some of the most helpful tools and templates for building out an effective social media content plan. So if you're not already using a social media content calendar , hear me out: Calendars help you get organized to avoid the dreaded scramble when things come up. Calendars can help you track performance and plan for future posts. The good news?

How a Content Refresh Can Help You Stay Relevant

Modern B2B Marketing

Fortunately, these indicators will help you determine which gems to polish: It’s evergreen. A lot of your content is probably just as applicable today as it was when you wrote it. That content is clearly already performing well, but a little refresh could put it over the top and really help it climb the rankings. How is a content marketer supposed to keep up with that kind of change?

How Big Data and Marketing Analytics Help Sales

Crimson Marketing

How to use Big Data to help sales. By listening to what information buyers have access to, and studying buyer behavior through B2B marketing technology, CMOs and their marketing teams are in a position to help the sales team directly. The post How Big Data and Marketing Analytics Help Sales appeared first on. Marketing analytics is the answer. Try googling the words “Big Data.”

Tools that help monitor and measure social traffic

Biznology

Media intelligence and monitoring tools can help you make sure that your social media efforts are achieving the goals you set forth. Today we will explore different tools that help monitor traffic and the effectiveness of your social media campaigns. You should choose the tools that help you become the most effective with your social media marketing and press relations.

New Tool Helps Marketers Use Email Deliverability Data

It's All About Revenue

Email Deliverability is one of the most important, but also one of the most overlooked and misunderstood aspects of email marketing. Just about all RFPs that go out in our industry contain multiple questions about deliverability. Marketers know that getting messages to the Inbox is critical to the overall success of their program. Those numbers are right at your fingertips. Product News

Metrics to Help You Track Brand, Demand, and Expand

Act-On

His monthly magazine, annual Poor Richard’s Almanac and various other printings all served to establish him as an authority and help grow his printing press business. It was educational, with the goal of helping farmers be more successful … the quintessential definition of content marketing. The post below generated over 800 likes and helped to build more brand awareness.

3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. But it’s a rich set of data so this post will highlight some other helpful insights. 1. So agile is helpful but not a magic bullet. All central customer databases are not equal.