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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.  It’s from a real-life study of how buyers of corporate IT systems perceive different vendor brands. The post Brand mapping – Correspondence Analysis explained appeared first on Circle Research - B2B market research company.

Understanding brand personality through projective techniques

The B2B Research Blog

Most brands have a set of human traits associated with them – a brand personality.   In B2B markets brand personality is an especially important concept as ‘corporate fit’ is often an important consideration for B2B buyers – “are these people on my wavelength and can I see myself working with them?”. You can shape your corporate brand personality through marketing communications and, most importantly, by developing an appropriate corporate culture. That’s not straightforward. The interviewer then has the respondent immerse themselves in the scene and describe the experience. 

Using Regression Analysis in market research

The B2B Research Blog

They may give undue weight to ‘rational’ factors such as price, especially in B2B markets. Regression Analysis in market research – an example. The post Using Regression Analysis in market research appeared first on Circle Research - B2B market research company. However, these metrics alone are not enough.  Two approaches can take our understanding to that next level.

A wake up call for market research agencies

The B2B Research Blog

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.  There’s a good connection with marketers (i.e. It changes the attitude and decisions of marketing executives. Sadly only a select few seem to be listening. Note this. 

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

The benefits of a strong brand in B2B markets

The B2B Research Blog

Some don’t think that branding matters in B2B markets.  And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it?  . B2B marketers disagree.  In fact, our surveys have found that 77% of B2B marketing leaders believe that branding is critical to growth. These enlightened marketers have also seen the benefits of building a strong brand: It makes you a must-have on short-lists. It’s a point of differentiation, especially in commoditised markets where there is little apparent difference between products and services.

Finding the brand positioning sweet spot

The B2B Research Blog

Managing a B2B brand isn’t easy.  In a recent survey of 100 senior B2B marketers conducted for the B2B Leaders Forum by Circle Research , they named three major challenges: Resources:  Brand building is a lower priority than activity which directly builds revenue in the short-term. 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

This short, simple statement defines the space that you want your brand occupy in the target market’s mind relative to other brands – when they think of you, what core associations ( ‘brand attributes’ ) do you want to be triggered and how will these set you apart from competitors? The post Branding terminology and jargon explained appeared first on Circle Research - B2B market research company. Jargon abounds in the discipline of branding, and the plethora of terms in use coupled with the sometimes nuanced differences between them can have undesirable side effects. 

What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

Now, what does all this mean for B2B marketers? B2B purchase decisions are often complex and need to be justified to others.  So, when your target market is choosing between suppliers it’s likely that they’ll be using system 2.  This has two further implications for marketers. People tend to give preferential treatment to those they see as ‘one of us’ (In Group Bias).  So position yourself as an active citizen in your target market’s industry and profession. Second, be careful when using surveys and other research to guide your marketing activities.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

What makes a good marketing leader?

The B2B Research Blog

There are two universal truths about all marketing plans. Two marketing teams with identical skills and resources, both looking to achieve the same goals, can achieve very different results. The latest B2B Marketing Leaders Report, produced in conjunction with Circle Research, explores how to lead well. It’s based on a survey of dozens of B2B marketing teams (76 to be precise) which explored what motivates them at work and what they look for in a leader. The full 2015 B2B Marketing Leaders Report can be found here. The post What makes a good marketing leader?

Driving action from a customer satisfaction programme

The B2B Research Blog

The post Driving action from a customer satisfaction programme appeared first on Circle Research - B2B market research company. 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

Is B2B market research really that different from B2C?  There are fundamental differences between B2C and B2B markets.  In fact, as illustrated in the infographic below, there are 12 key features which make B2B markets unique. These unique features of B2B markets have important implications when conducting B2B market research.  And with good reason.

Branding is b t

The B2B Research Blog

“Branding is marketing b t. 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. So you might be convinced, but how do you persuade others who see branding as ‘marketing b t’? It is a point of differentiation, especially in commodity markets. Read our interview with Salesforce’s marketing team on how they built a strong brand here. B2B is different. Sound familiar?

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Email marketing: Overcoming message overload

The B2B Research Blog

I’ve always felt my groaning inbox bore testament to the popularity of email marketing.  The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique.  This popularity means that message overload is a real problem.  A business buyer often receives several hundred marketing emails a month. 

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How to measure customer satisfaction in B2B markets

The B2B Research Blog

How do you measure customer satisfaction in B2B markets?  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 post How to measure customer satisfaction in B2B markets appeared first on Circle Research - B2B market research company. What questions should you ask in a customer satisfaction survey? 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

When Big Data finally becomes a reality, does that mean market research will become surplus to requirements?  But it’s a complement to, not replacement for, market research. For example, what untapped needs are there in the market?  How persuasive are different potential marketing messages? Big Data and market research are complementary to each other.  The post Does Big Data mean market research is dead? appeared first on Circle Research - B2B market research company. Will surveys, focus groups and interviews become relics of a bygone age?

It’s official – in B2B, content is king

The B2B Research Blog

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.  Content marketing in some shape or form now consumes 40% of the average B2B marketing department’s time.  And case studies (along with reports) are best at turning leads into sales.  So it seems that marketers are adapting their approach to content as a prospect moves down the funnel.    That’s smart, but many are missing a trick.  It’s official.  Content is king. Is yours? .

The cost of losing a customer

The B2B Research Blog

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. This can be calculated by adding up all of your acquisition costs (sales and marketing spend) and dividing this by the number of new customers acquired during the relevant period. Cost of acquisition (sales and marketing costs / number of new customers acquired). =. The post The cost of losing a customer appeared first on Circle Research - B2B market research company. Here’s how.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

The secrets of successful B2B marketing

The B2B Research Blog

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?’.  First, marketing needs to have a strategic vision.  It needs to be based on a clear understanding of its purpose and what it ultimately wants to achieve – its raison d’etre.  And it’s a tool to build support for marketing from across the business by articulating the function’s benefit.

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

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. The post Financial benchmarks for B2B marketing agencies appeared first on Circle Research - B2B market research company. Let’s look at the top line first.  million. million.

B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

Interestingly, IBM is now positioned as a specialist B2B brand, having exited the PC market a few years ago.  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 ).  Tech brands still dominate.

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B2B social media: Highlights from new benchmarking research

The B2B Research Blog

The latest B2B Marketing Benchmark Report – based on a survey of 274 client side B2B marketers conducted by us here at Circle Research – finally seems to provide a definitive answer.  Now it’s in the initial stages of becoming main stream with eight in every ten marketers (78%) currently using social media in their B2B marketing activity. There was a lot of talk. 

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

The month in #mrx

The B2B Research Blog

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. OK, stop sniggering at the back there.  I admit privacy isn’t as exciting as Mr. X but it is important, especially to the market research industry.  What do surveys and Bollywood have in common? And in first place…@esoGOV.

Time to get with the programmatic

The B2B Research Blog

If you’re a B2B marketer, annual planning is on your mind.  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. More guesswork of course.  A new study from Appnexus, WARC and IAB Europe has found that only 22% of European marketers currently use programmatic advertising.  Events, email and content feature heavily. 

Which B2B brands do you most respect?

The B2B Research Blog

We recently posed this question to 100 marketing leaders in B2B companies. My interest piqued, I asked Xabier Ormazabal (Salesforce’s head of UK marketing) and Paul Smith (VP EMEA Salesforce Marketing Cloud) what the secret of Salesforce’s success was. Marketers can influence these perceptions but not control them. It’s not the marketing department’s brand. Most brand positionings are based on what marketers would like the company to be known for. appeared first on Circle Research - B2B market research company Don’t just state it, live it.

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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. 

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

The benefits of marketing automation aren’t automatic

The B2B Research Blog

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. Marketing automation is tough to implement.  Download the full report here: B2B Marketing Automation Report 2015. They’ll tell you to carefully manage your own and others’ expectations. 

How B2B brands approach Twitter

The B2B Research Blog

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. 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. Consumer marketers envy @cocacola’s score of 72. Specific marketing activities have a dedicated channel (e.g. B2B marcomms B2B Marketing Magazine column B2B social media TwitterSocial media has become a bit of an obsession for me. Noting their behaviours.

Insights from the B2B Barometer

The B2B Research Blog

The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.  Launched 5 years ago in 2009 and now representing the view of B2B marketers with a collective spend of £95 million, it is the industry’s state-of-the-nation study.  I’d like to share a few of the study’s key findings here. B2B marketing budgets at an all-time high.

How Big Data will shape the researcher of 2020

The B2B Research Blog

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. The report reveals that marketers feel three skills are critical if they want to become CEOs of the future: Knowledge of customer insight and its applications (71% name as critical skill).

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

It’s all about the lead

The B2B Research Blog

Marketing still plays second fiddle to sales in B2B organisations. . Past readings of the B2B Barometer survey reveal that up to 60% of B2B marketers agree with this statement and the latest survey published in June 2012 confirms it. . Two fifths (41%) of B2B marketers report that their single highest marketing priority for 2012 is to generate more of the salesperson’s raw material – leads.  Around one quarter (28%) of B2B marketers are able to put a figure on how much it costs them to acquire a sales ready lead.  Fair enough.  So how best to generate them?

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Top ten B2B marketing challenges

The B2B Research Blog

Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. The response also revealed how active the B2B Marketing community is – at the last count, 162 people had replied. . love this question for two reasons. 

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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…. Read the rest of the article on Quirk’s Marketing Research Review. The post The secrets of employee motivation appeared first on Circle Research - B2B market research company 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. What’s the secret?

Social media in B2B – the latest stats

The B2B Research Blog

Over four in five marketing teams (83 per cent) now post on social media – an activity that consumes one fifth of their time (20 per cent) – and three quarters (77 per cent) expect to spend more time doing this over the next 12 months. Used and updated by significantly fewer organisations, Google+ is considered to be less effective at achieving marketing goals.

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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