Ever looked at our cousins in FMCG marketing with a little jealousy?  Coveted their influence in a world where marketing is central to organisational success? 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. Two thirds (62%) of these senior marketers feel the sales function dominates in their organisation and holds a status akin to that of marketers in FMCG environments. Marketing leaders tell us that morale suffers as internal tensions run high (34%).  MORE >>

We recently partnered with B2B Marketing Magazine to create the first report in their Benchmarking series.  The topic was search marketing in B2B. One of the most striking findings from the research is how digital has altered the marketing landscape. The two most commonly used techniques in the modern B2B marketer’s armoury are now email (82% use) and search marketing (67%). Rather, what we’re seeing is an integrated approach with 75% of B2B marketers deploying five or more channels. B2B marcomms Benchmarking report search marketing SEO MORE >>

Now deficit reduction measures are biting and bond markets shaking. The survey – conducted in August 2011 and based on the opinions of 137 B2B agencies and marketers – shows that despite strong headwinds, the last 12 months have been rather rosy for most. The majority of client side marketers have seen depressed budgets return with three fifths (57%) reporting increased spend.  This strong bounce back is further supported by the findings of B2B Marketing Magazine’s latest B2B marcomms agency league table (conducted in partnership with us here at Circle Research ).  MORE >>

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. However, it appears that the larger end of the SME market tends to consume more channels.  There are 1.3 Just ask Sage who’s built a £1.4 MORE >>

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.  With this in mind, B2B Marketing Magazine’s latest Benchmark report on lead generation couldn’t have come at a better time.  Fair enough.  So how best to generate them? MORE >>