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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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Are B2B agencies adapting quickly enough?

The B2B Research Blog

Of the 70 agencies that feature in this year’s B2B Marketing Agency League, 10 show no or negative turnover growth.  In past years this could be explained away by a recessionary environment.  High growth agencies tend to specialise in three service areas – marketing strategy, web related services and content marketing.  So why are these agencies struggling?

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Business volunteering – people or profits?

The B2B Research Blog

Anne-Marie Kessleman, Head of Marketing and Responsibility, GL Hearn. appeared first on Circle Research - B2B market research company 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. 

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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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

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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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? .

Evangelizing a Content Marketing Program

Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.

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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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.

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. 

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. 

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

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. 

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. 

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.

Staffing and Launching Your Content Marketing Program

Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.

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).

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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Content Marketing 2016: Staffing, Measurement, and Effectiveness

Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.

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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Getting to the top of the marketing tree

The B2B Research Blog

To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers.  There was one particular question which had me on the edge of my seat:  What attributes does a successful B2B marketer have? I was excited because those answering the question were marketing leaders in some of the UK’s largest B2B companies.  In other words, people perfectly placed to provide a blueprint which aspiring marketing leaders can follow. There was consensus that a strong marketing leader displays four attributes.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization

SME marketing channel preferences revealed

The B2B Research Blog

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.  Below are some highlights and if you’re interested in delving further, PowerPoint charts of the findings – at an overall level and exploring differences by SME size and sector – can be downloaded here:  SME marketing channel preferences. This suggests that the larger the SMEs you’re targeting, the more an integrated, multi-dimensional approach to marketing communications matters.

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A blueprint for customer service excellence

The B2B Research Blog

The post A blueprint for customer service excellence appeared first on Circle Research - B2B market research company Relationships matter in B2B.  But for many B2B businesses it’s simply not commercially viable to individually account manage each customer.  This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre. I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like.  Above all then, a good experience is one which resolves the issue to their satisfaction.  perspective.

The seven R’s of thought leadership

The B2B Research Blog

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? . B2B marketing has always been better suited to engagement over broadcast.  Today’s marketing communications environment is noisier than ever.  Offering your target market something of genuine benefit gives them a reason to sit up and listen.  Do it consistently well and ultimately the tables will turn.  Speak with as many people in your market as possible.  Thought leadership.  Resonant.

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? The 2011 B2B Marketing Agency League Table , compiled by B2B Marketing Magazine and Circle Research , fills in the gaps.  . The UK’s top ten B2B marketing agencies by turnover in 2011: IAS B2B (£12.6m). The Marketing Practice (£4.4m). 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. . DNX (£4.04m).

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 19 B2B brands in the Klout 50 ranking

The B2B Research Blog

Just four years ago, less than one quarter (23%) of B2B marketers described it as ‘highly relevant’ to their brand (source: B2B Barometer ). The post The 19 B2B brands in the Klout 50 ranking appeared first on Circle Research - B2B market research company There used to be a debate about whether social media was relevant in B2B. Now, those holding out against the social tidal wave are few and far between. Indeed, many B2B brands are social media pioneers. Lithium Technologies ’ recently published Klout 50 study is testament to this. Brands like Coca-Cola, McDonalds and Nike.

Shape the B2B Barometer

The B2B Research Blog

The B2B Barometer was designed as a ‘state of the nation’ study.  At a macro-level this gives a measure of our industry’s health and reveals key trends.  At a micro-level it gives you a sense of how your approach to marketing compares to that of your peers. To do so the B2B Barometer uses an online survey to ask client-side B2B marketers eight questions: How confident are they in their organisation’s economic outlook? What are their most important marketing goals? What are the most significant marketing challenges they face? In essence the Barometer has two goals. 

Top B2B marketing challenges – an update

The B2B Research Blog

I recently posted an analysis of a question to the B2B Marketing LinkedIn group. Can you use ONE WORD to describe the biggest challenge facing B2B marketing today?”. At the time 162 people had replied.  Just two weeks on that’s risen to 246.  The original analysis can be found here , but given this volume of response I thought it time to provide a brief update on the key metrics.

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Generation Y: Implications for the workplace

The B2B Research Blog

The post Generation Y: Implications for the workplace appeared first on Circle Research - B2B market research company 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.  That’s not as easy as it sounds.  Generations have ‘fuzzy edges’ so it’s not always clear where they start and end.  Some definitions of Generation Y include anyone born from the late 1970s all the way up to the early noughties. 

Content Marketing Playbook: Strategy and Roadmap

planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.