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Using Regression Analysis in market research

The B2B Research Blog

Independent’ variables are things that we think might drive a change in the dependent variable, e.g. we could hypothesise that high quality customer service leads to high levels of overall satisfaction. 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.  Regression Analysis explained.

Is customer satisfaction really important in B2B?

The B2B Research Blog

After all, the logic goes, if customers are happy then they won’t feel a need to change supplier – satisfaction leads inexorably to loyalty.  However, this logic is flawed and can lead to wasted investment on things that don’t really matter. Customer loyalty is critical to any business.  This truism sees many B2B companies striving to satisfy and even delight customers. 

Business volunteering – people or profits?

The B2B Research Blog

Having analysed the situation on the front-line we then sought input from leading experts including: Carolyn Houseman, CEO, Heart of the City. Last year we started a volunteering programme here at Circle.  We’d always supported various charities through donations or fundraising, but felt that perhaps our time might be just as valuable. The results were fascinating. 

What makes a good marketing leader?

The B2B Research Blog

The latest B2B Marketing Leaders Report, produced in conjunction with Circle Research, explores how to lead well. 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. Sound like you?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

The benefits of marketing automation aren’t automatic

The B2B Research Blog

Most adopted an automation system to achieve three goals: to better manage leads, to deliver more relevant content/messaging and to increase revenue.  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. Most of these benefits will emerge, but might take time. 

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?

Getting to the top of the marketing tree

The B2B Research Blog

Leads by example and isn’t scared to get their hands dirty when it’s called for. To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers.  Between them they control budgets worth £188 million. There was consensus that a strong marketing leader displays four attributes. They have a particular mindset and thinking style.  They: Are strategic, big picture thinkers with a clear vision. Have business acumen and a commercial focus. Couple strong analytical skills with a liberal dose of creativity.

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

Have the UK’s leading B2B marketing agencies – 43 of them with combined billings of around £150 million – anonymously share key performance data.   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.  After all, your competitors only share the legal minimum of information about performance.  Information which is also usually opaque and outdated. . Despair not though.  MRM London (£10.5m). Reading Room (£10.4m). Gravity (£9.2m).

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

B2B social media – a two horse race?

The B2B Research Blog

In 2013 Twitter had the lead by a nose.  Importantly, it looks as if LinkedIn is set to hold this lead as the B2B marketer’s favourite.  But in 2014 the focus is on hard returns.  47% now name ‘lead generation’ as a primary goal for social media (up from 36% in 2013) – this is now the second most common goal behind only brand positioning (50% in 2014).  Who’s your money on?

B2B marketing sector bounces back: 57% report rising budgets

The B2B Research Blog

Failure to do so is wasting leads (60% report as consequence of mis-alignment), time (53%) and budgets (41%). To say it’s been an eventful few years economically is an understatement.  First we had the credit crunch and a deep recession.  Now deficit reduction measures are biting and bond markets shaking. These turbulent times make the latest instalment of the bi-annual B2B Barometer interesting reading.  The full B2B Barometer report will be published in October 2011 (subscribe to our blog to receive a complimentary copy – simply click here ).  In the meantime, here’s a sneak preview.

Eight ways B2B market research differs from B2C

The B2B Research Blog

This just leads to superficial outcomes and potentially damages your brand in the process. Provided those that lead supplier decisions are represented, a relatively small number of interviews obtains a reliable view. 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. Now, don’t get me wrong.  Kingmakers’ are critical. 

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B2B content marketing research

The B2B Research Blog

Don’t forget the leads. One half of B2B marketers have found a way to translate content consumption into leads (50% regularly capture leads), but one half haven’t. Content marketing works.  So maybe you already have a content strategy, but want to know what your peers are doing.  Or perhaps you’re developing a content strategy and want some pointers.  Make time.

How do we align sales and marketing?

The B2B Research Blog

Most importantly, the bottom line suffers as leads aren’t fully nurtured (61%). 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. 

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

Green shoots? Highlights from the B2B Barometer survey

The B2B Research Blog

Three of these concern demand generation – generating more leads (41% name as a priority), generating better quality leads (27%) and raising brand awareness (32%). . Double dip recession.  Greek bond defaults.  Spanish bailout.  We’re clearly not quite out of the ‘Great Recession’ yet. But we B2B marketers have always been an optimistic bunch.  . The latest B2B Barometer survey explored the opinions of 128 B2B marketing professionals collectively controlling budgets of £29.1 million. . Confidence is high. This confidence is reflected in marketing budgets.  Direct mail (12%).

How do we align sales and marketing?

The B2B Research Blog

Most importantly, the bottom line suffers as leads aren’t fully nurtured (61%). 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. 

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Eight ways B2B market research differs from B2C

The B2B Research Blog

This just leads to superficial outcomes and potentially damages your brand in the process. Provided those that lead supplier decisions are represented, a relatively small number of interviews obtains a reliable view. 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. Now, don’t get me wrong.  Kingmakers’ are critical. 

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Three reasons B2B marketers should care about sustainability

The B2B Research Blog

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.  Isn’t that the preserve of a niche team within corporations and NGOs? . Well, no.  Increasingly sustainability is becoming embedded throughout corporates and amongst individual departments – including marketing – for three very compelling reasons. If you’re not convinced so far, here’s the clincher: sales. 

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

B2B content marketing research

The B2B Research Blog

Don’t forget the leads. One half of B2B marketers have found a way to translate content consumption into leads (50% regularly capture leads), but one half haven’t. 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). Either way, the survey results provide valuable guidance. Focus on quality not quantity. Make time.

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications. Jaakko shares insights learned during 40 years in marketing, discusses the B2B brands he admires and shares his vision for the future of B2B marketing: the era of the enterprise brand. In a career spanning over 40 years you’ve obviously seen lots of changes in B2B communications.  What are the biggest? Many of the changes we’ve seen have been pretty wide-ranging. Technology enables us to do this. .

Three customer insights for your marketing plan

The B2B Research Blog

Identifying segments on this basis leads to a much better ROI – marcomms resonate, propositions have greater appeal and new products see higher demand. 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. 

From insight to action

The B2B Research Blog

So, how can we ensure that insight always leads to action? 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. Here are five tips. Be inclusive. Importantly, by consulting them they’re more likely to put their weight behind the end result.

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B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

The Times They Are a-Changin’

The B2B Research Blog

 . Our friends at Marketing Options International (MOI) have just launched the Mind Share Café.  No, not a diversification into tea and cakes, but a virtual hub where they’ve collected together the thoughts of leading B2B technology marketers.  Marketers from players like Dell, Microsoft and Cisco. Have a look – the Mind Share Café.  They need to engage rather than broadcast.  The solution? 

Three customer insights for your marketing plan

The B2B Research Blog

Identifying segments on this basis leads to a much better ROI – marcomms resonate, propositions have greater appeal and new products see higher demand (read more on B2B market segmentation research here ). 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? The remedy is a two-step process. Of course, not all customers are the same. 

Using Regression Analysis in market research

The B2B Research Blog

Independent’ variables are things that we think might drive a change in the dependent variable, e.g. we could hypothesise that high quality customer service leads to high levels of overall satisfaction. 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.  Two approaches can take our understanding to that next level. and 0.7 Co-efficient.

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

The B2B Research Blog

Every month David Willan interviews leading experts in from the world of marketing and B2B.  Actually, the same also applies in reverse with respect to factors such as customer insight, knowledge and customer relationships.  I don’t think one is better than the other.  I don’t think one always leads the other.  I think what you do as a brand owner and a brand manager is you look at best practice across the board.  This month David interviews Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA).

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The data asteroid is coming

The B2B Research Blog

How many leads were generated? They say that an asteroid impact wiped dinosaurs off the face of the earth. Could data be the B2B marketer’s asteroid? At a basic level, data can reveal the effectiveness of and ROI from marketing investments. What was the click-through rate? Which executions generated the most engagement? But this ‘what happened?’ data is just scratching the surface. Data can be used not just to observe what happens, but to shape what happens. So whilst the fundamentals of good marketing may remain timeless, the data age is transforming how these principles are applied.

From insight to action

The B2B Research Blog

So, how can we ensure that insight always leads to action? 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.

There’s horse meat in my survey

The B2B Research Blog

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.  Was everyone posed non-leading questions to determine their role and level of authority? 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. And it’s an easy mistake to make.  But challenge we should. Who was surveyed? . However, this is only true if two criteria are met.

There’s horse meat in my survey

The B2B Research Blog

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.  Was everyone posed non-leading questions to determine their role and level of authority? 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. And it’s an easy mistake to make.  But challenge we should. Who was surveyed? . However, this is only true if two criteria are met.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

It has worked with leading airline cargo departments, express operators and forwarders on such very un-air cargo concepts as brand positioning, customer segmentation and product optimisation. 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.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that. Currently we have a bunch of leads sitting in that “contacted” stage.

In Industrial Lead Generation, a Lead is a Lead, Right?

Industrial Marketing Today

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. have no issues with that but do these companies know what a qualified lead is? by Achinta Mitra appeared first on Industrial Marketing Today.

Introduction to Lead Management

B2B Lead Generation Blog

Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. Lack of lead management impacts lead conversion and ROI.

Lead Generation: Balancing lead quality and lead quantity

B2B Lead Generation Blog

Tweet Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough leads that turn into sales, your ROI plummets. As Debbie Pryer, Program Manager, Siemens Healthcare , discovered, finding the right balance between lead quantity and quality takes trust, teamwork and planning.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15%  of all marketing inquiries (aka leads) turn out to be truly sales-ready opportunities. challenge. Create a marketing funnel .