The B2B Research Blog

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B2B market research – 10 unique features

The B2B Research Blog

This means that tele-depth interviews are often the preference of B2B respondents and can gain a better quality of information than face-to-face interviews (the opposite is true in consumer research). It’s also critical to keep them informed as they ‘own’ the relationship and will need to act on the research findings. Is B2B market research really that different from B2C? 

What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

For example: People often assess new information using an anchoring reference point (Anchoring Bias).  So use early engagement in the buying process to ensure competitors fight on your battleground. 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 deliberative reasoning and logic, it carefully evaluates the situation before reaching a conclusion. Now, what does all this mean for B2B marketers?

The month in #mrx

The B2B Research Blog

After all, if we lose the trust of respondents that their personal information and opinions are safe with us, then we’ll lose their support.  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. 

It’s all about the lead

The B2B Research Blog

With this in mind, B2B Marketing Magazine’s latest Benchmark report on lead generation couldn’t have come at a better time.  It’s packed full of useful information, but a few findings in particular leaped out at me. . I’ve shared these below, but if you’d like the full report we’re giving away copies to the first 50 new subscribers to this blog – register here for your copy (be sure to do so using your email address so we know where to send the report). Marketing still plays second fiddle to sales in B2B organisations. . Fair enough.  So how best to generate them?

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Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

The seven R’s of thought leadership

The B2B Research Blog

What information would they bite your hand off for?  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.  Those consistently doing so and coupling it with solid advice or lateral thinking become known as thought leaders. Rounded. 

Shape the B2B Barometer

The B2B Research Blog

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.  Now it’s evolving and you can shape its future. What are their most important marketing goals? What are the most significant marketing challenges they face? In essence the Barometer has two goals. 

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

After all, your competitors only share the legal minimum of information about performance.  Information which is also usually opaque and outdated. . Then, after independent verification of financial information, analyse the data to provide accurate performance benchmarks. Are you normal? . As a business I mean. . If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? It’s tough to answer this question with confidence.  Despair not though.  The UK’s top ten B2B marketing agencies by turnover in 2011: IAS B2B (£12.6m).

Eight ways B2B market research differs from B2C

The B2B Research Blog

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.  Warning.  Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions.  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.  Account for the ‘domino’ effect. 

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Generation Y: Implications for the workplace

The B2B Research Blog

Generation Y’s world-view has been shaped by the four Cs: Connectivity:  Generation Y have always been hyper-connected and bombarded with information.  They’re also from an age where information has never been so freely available. Expert assimilators:  Generation Y easily makes sense of diverse and rapid information flows. 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. 

Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Fully informed, action can then be taken to close any gap between aspiration and 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. Most may know what they want their brand to be, but not what it actually is. Enjoyed this post?

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

When landing on a web page information about an individual user (browsing behaviour, demographics, etc.) is sent to an ad exchange.  Added to this is the fact that many B2B publishers don’t offer programmatic yet and even if they do, information on their visitors may not be of much targeting value (e.g. One number in t he recently published B2B Barometer study caught my eye. 

Eight ways B2B market research differs from B2C

The B2B Research Blog

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.  Warning.  Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions.  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.  Account for the ‘domino’ effect. 

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Financial benchmarks for B2B Marketing agencies

The B2B Research Blog

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.  Every year B2B Marketing Magazine, in partnership with Circle Research , ranks the UK’s top 50 B2B marketing communications agencies based on their revenues. Get your copy here  - subscribe. Highlights. Look at the headline numbers and you’d be forgiven for thinking everything is rosy. Average gross income is up 15%.  But look a bit deeper and we can see that whilst far from dire, the market is certainly subdued. out of 10.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’.  Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion.  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.  Then…. Well, nothing. Here are five tips. Be inclusive. Be thorough.

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Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

The Times They Are a-Changin’

The B2B Research Blog

The democratisation of information means that the technology marketer now has less control.  From a ‘broadcast’ perspective, the information floodgates have opened and barriers to entry have fallen.  Marketers from players like Dell, Microsoft and Cisco. Have a look – the Mind Share Café.  You won’t find any pontificating.  No self-serving agendas.  The solution? 

Blink: A side door to the unconscious

The B2B Research Blog

Gladwell’s theory is that there’s a part of our mind which constantly scans the environment digesting information, identifying patterns and matching this with past experience.  It does so unconsciously and then guides our decisions.  It also often – but not always – makes more accurate decisions than a conscious, rational thought process would. Sometimes things just feel right.  We can’t say why, they just do.  The house bought not because it ticked all the boxes, but because you could imagine living there.  This idea has significant implications for marketers.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’.  Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion.  You start with determination to put the customer at the centre of decisions.  Then….

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

The B2B Research Blog

Secondly, the advance of technology will continue and this will have important implications for how information is sent, received and communicated.  I believe that some of the tools and techniques will inevitably change and that’s just the reality of technology changing and changing very quickly. 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). What makes a strong B2B brand?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

in this digital age, where information accessibility and service-oriented business models favor buyers, it is. this information show improved win/loss rates and shorter sales cycles when comparing deals that. ad, and they are twice as likely to trust them over information found on a firm’s website.4 executive access, exclusive information, and personalized attention.

Big data is big news

The B2B Research Blog

Big Data is the next revolutionary force in marketing.  By mining the petabytes of information which sit on our corporate servers and elsewhere, we can uncover hidden insights into customer behaviour. Click to read report. We’ve all heard the hype.  Eight in ten marketers already use Big Data (43%) or plan to (40%) in the next three years. Beyond practical issues (e.g. Read the report here.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Talking to lapsed customers, Circle was able to provide the client with some surprising information about how the company’s service performance had slipped – and how the decline could be arrested. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.  Here are my edited musings… Market research, brand development, and customer segmentation may be unfamiliar ideas to many sections of the air cargo business, but the director of London-based Circle Research is on a mission to change all that.

Are B2B marketers neglecting their brands?

The B2B Research Blog

Beyond this headline there’s a wealth of valuable information in the report.  It can be downloaded free here: www.b2bbarometer.co.uk. 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.  The third wave has recently been published and it gives cause for optimism.  Marketing budgets are returning and future confidence is strong. 

Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals.  by Anton Scherbik. At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. 

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. 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. Introduction 4 II. Why This Guide 6 III. Instead, most.

Stop over-complicating your customer information

Biznology

The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer informationFor some reason, we’ve decided that these two ways of understanding customers are completely separate, complicated, and require immense training to do properly. The Buyers Journey is much more fluid.

A ton of useful information on social media marketing measurement!

grow - Practical Marketing Solutions

The post A ton of useful information on social media marketing measurement! The post A ton of useful information on social media marketing measurement! This was one of my most popular posts ever and I was rewarded that it helped so many people! Here it is: A Guide to Social Media Marketing Measurement from Mark Schaefer. But wait … there’s more!! Learning from competitors.

Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

It's All About Revenue

It got me thinking about just how much information the brain is capable of holding. Massive expansion of the web has put all of us in a state of information overload. As the amount of information is increasing, we’re also seeing a corresponding decrease in our ability to pay attention. In 2000 the average adult’s attention span was 12 seconds. Check out our Engagement Guide.

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

We face a menacing wall of information competition and if you think it’s bad now, it is going to soon become much, much worse. By 2020, the amount of information on the web is expected to increase by 500% — and that’s the low side of the projection. How are you going to win in a world with five times more information than what we have now?

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Use Commerce Data to Inform Top-of-Funnel Acquisition

It's All About Revenue

Today’s online customers have all the information they need about your company at their fingertips. To start, you need a plan for capturing commerce data to inform your acquisition strategy. Using those insights, you can launch product education campaigns to help customers find the information they need based on the products they’re researching. Past Purchases.

The holistic challenge of information in business optimization

i-Scoop

Each organization invests hours of work and numerous processes to deal with documents, data and information every single day and across multiple departments. Managing all the information in the enterprise is a core activity of business: both internally and in the interactions with the broader ecosystem including customers, partners, government institutions and other parties.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. To help you get started with interactive design, I’ve compiled some best practices around user experience, information architecture, and visual pedagogy. Simplicity of Information.

Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

bizible

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information. By generating objective and persuasive information you'll be able to drive transformation at your organization. This is where objective information gained through using the scientific method becomes necessary. You've done it.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Understanding the Value of Information

Your Sales Management Guru

Understanding the Value of Information. In the movie Wall Street , character Gordon Gekko stresses the value of information and how to get it. There is incredible value in information – the key is how to get it from a reliable source. While it is often easier to find information about public companies, this will help you find information about privately held companies as well.

6 Broader Business Questions to Inform Your SEO Strategy

KoMarketing Associates

read these to better understand how the Sales team would sell the new product to prospects, common questions the prospect might ask on a call, and many other important details of information that helped inform our SEO strategy. When those individuals are sharing nuggets of information a little outside of the topic there business is in directly, that can be even better.

Strategies to help your business overcome information overload

grow - Practical Marketing Solutions

According to a LexisNexis (client) study on  International Workplace Productivity , 62% of white collar workers admit that the quality of their work suffers because they can’t sort through the information they need fast enough. The post Strategies to help your business overcome information overload appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

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The Who, What, Why & How of Sharing Information [Infographic]

Crimson Marketing

They share informative content via social networks as well as by email. Boomerangs: These sharers share information to get a reaction and to feel validated. The post The Who, What, Why & How of Sharing Information [Infographic] appeared first on. Infographic Text: 6 Types of Sharers. Hipster: Less likely than other sharers to use email for sharing content. How We Share.

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B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

How CEOs And CMOs Can Tell The Difference Between Information And Insights

B2B Marketing Insider

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation. Intelligence gathering can be defined as collecting information. Information tends to be concrete and static.

21.50 μs: 514.0 ns, 13.20 μs, 71.00 ns 234.1 ms: 205.8 μs, 1.870 ms, 231.4 ms