The B2B Research Blog

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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.  Shopping the world: People are becoming shopping tourists, buying from abroad (online or in-person) to obtain unique goods or lower prices. What do surveys and Bollywood have in common? This month saw an unusual collision of two worlds. 

B2B social media: Highlights from new benchmarking research

The B2B Research Blog

Just one in ten (12%) are ‘B-list Personalities’ (2,000 – 7,500). Only the elite (7%) are ‘A-list personalities’ (>7,500). B2B social media; is it a case of the Emperor’s New Clothes? 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. 

How B2B brands approach Twitter

The B2B Research Blog

Just one in ten (12 per cent) are B-list Personalities (2,000 – 7,500). Only the elite (7 per cent) are A-list personalities (>7,500). The result is a Klout score that shows the quality of a social media personality on a scale of 1 – 100. Social media has become a bit of an obsession for me. 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. Noting their behaviours. Sketching and documenting the different species I see. Quality over quantity. The Chameleons.

B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

Experiences from their personal life will inevitably bleed into their business life. 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 ).  Three things strike me as being really interesting: Being a brand that is exclusively B2B isn’t enough. Tech brands still dominate.

Brand 61

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

The seven R’s of thought leadership

The B2B Research Blog

Personal relationships and being part of the buyer’s eco-system are usually critical.  As part of this there’s an expectation that you’ll have something useful to say; an especially pertinent experience, fresh facts or unique insights to share.  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.

Getting to the top of the marketing tree

The B2B Research Blog

Look for the person who: Is open minded, forward thinking and embraces new ideas. 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.

Generation Y: Implications for the workplace

The B2B Research Blog

There are many implications, but six are most significant: They want work to be stimulating.  To progress their personal development. 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. 

Making ‘human-to-human’ marketing a reality

The B2B Research Blog

One widely touted trend in this latter category has a new label (‘human-to-human’ or ‘personalisation’), but is really just a marketing fundamental – recognising that each member of the target market is a person (representing a business) with their own unique behaviours, preferences and emotions.  By intimately understanding this individual they can be engaged with the right messages, at the right time, through the right channel. One, it segments the company not the person.  January is the month for predictions.  However, in reality this is often impractical. 

B2B content marketing research

The B2B Research Blog

Prioritise personal channels.   On average B2B marketers use six channels to distribute content.  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).

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

This in turn communicates positive brand messages such as trust, creates a favourable brand personality and builds affinity.  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.  solid approach to sustainability shows that your organisation cares and is ‘one of us’.  How do you define it?

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

B2B content marketing research

The B2B Research Blog

Prioritise personal channels.   On average B2B marketers use six channels to distribute content.  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). 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.  Focus on quality not quantity. Make time.

47% of B2B marketers endorse using sex to sell

The B2B Research Blog

First, the technique sends clear messages to the market about your company’s personality and the substance of your proposition. Ever since I was invited to join The Network of Aspiring Women (Birmingham Group), I’ve felt more in touch with my feminine side ( see post here ). Perhaps that’s why my interest was piqued by a recent discussion on the B-to-B Marketing LinkedIn Group. Kate Bishop, Marketing Co-ordinator at Custom Fluidpower, has a dilemma.   To use, or not to use, promotional girls at a trade show stand? Her boss is insistent but she has concerns.  I share them.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

Having set this broad parameter, the next step is to identify meaningful sub-groups by getting close to and contrasting customers: • Do they have different behaviour and consumption patterns? • Do they have different motivations, needs and preferences? • Do they have different supplier selection criteria? • Do they have different attitudes and personalities? Last week I was invited to join The Network of Aspiring Woman, Birmingham Group.  I was tempted.  After all, “ it’s where networking feels like a party ”.  However, I declined for two reasons.  I live in London.  I’m a man.

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

Are there B2B brands that you personally admire? What does the future hold for you, personally? 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?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Blink: A side door to the unconscious

The B2B Research Blog

It also impacts how we gather insights into what causes one supplier to be chosen over another.  If a person’s decision is guided by the unconscious, they’ll find it tough to explain what truly determines their choice.  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.  The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit.  In his book, Blink, Malcolm Gladwell explores experiences like these.

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

The B2B Research Blog

Are there any B2B brands that you personally admire? I’ve got a couple that spring to mind. You can certainly be cooler than your competitors principally by injecting personality into your brand, even if you are in a sector that may not be that exciting. I’ll give you a consumer analogy, for example something like insurance price comparison. And of course the same thing could equally apply in B2B where you can create brand personalities in sectors that are even more boring than insurance. So brand personality can make a big difference in B2B.

B2C 4

How to create a Customer Happiness Index

The B2B Research Blog

Let’s also not forget our own personal pride and the morale of those around us.  In my last post I put forward the idea that every business should measure its performance against a stakeholder ‘Happiness Index’ with a particular focus on customers.  As the customer’s voice within the organisation, responsibility for this index lies at the marketer’s door. Before we go any further I’d like to challenge the received wisdom that it’s commercially sensible for every business to invest in enhancing customer happiness.  This isn’t always true and there are two notable exceptions. .

Big data is big news

The B2B Research Blog

Likewise, just because marketers aren’t personally mining Big Data themselves, they can still use it just as effectively (if not more so). Click to read report. We’ve all heard the hype.  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.

Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. 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. years prior.

B2B SEO: Content is king

The B2B Research Blog

The web is clearly a valuable tool but most B2B markets have one defining feature; relationships.  To build these there’s no substitute for personal interaction. Life’s hectic.  Sometimes though it’s sensible to take a step back.  To contemplate whether the things we’re doing are the right things; that we’re working not just hard, but smart. With this philosophy in mind we’ve partnered with B2B Marketing Magazine to compile a series of benchmarking reports.  How are my peers allocating their budgets?  What tactics deliver greatest success? 

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

After all, isn’t cargo a business-to-business environment where person-to-person relationships are key? But what customers say to the sales person may be what he wants to hear and what is reported back up the line to top management may be different too,” Booth points out. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.  Who needs marketing in the air cargo sector? Unlike business-to-consumer sectors where the customers are many and unknown. Eighty per cent of all the work we do is brand-focused”.

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. And, while I know that explaining something never convinces anyone that it’s really funny, I think Personalized Mona Lisa has enough serious content to justify further discussion. So here goes. Let’s start at the beginning.

How to Make Audience Segmentation Truly Personal

Act-On

So the big question is: How do you get the right content to the right person? When this is done on an individual level it is called personalization. Defining “segmentation” and “personalization” Segmentation and personalization are two different aspects – and, some might say, different generations – of online marketing. How much is enough?

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. 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. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

Your own personal Fappening

Biznology

While the storm surrounding the leak of the intimate and personal photos of 101 starlets, actresses, singers, and athletes seems to be abating, the Gigabytes of collected photos and videos, ranging from PG-13 to X, will never be erased off the Internet. The post Your own personal Fappening appeared first on Biznology. The Fappening is Not Unique to Celebrities. OK, back down to earth.

A Special Message for You: The Power of Personalized Marketing

grow - Practical Marketing Solutions

The answer: relevance and personalization. There’s Power in Getting Personal. Personalized marketing involves targeting your messages, products or services to an individual customer based on data you’ve collected about them (or about a like-minded group of customers). Personalized Marketing Pays. Tips for Personalizing Your Marketing. Great. Why his? Great.

How to Blog for Your Business Using Personality

Writing on the Web

Do you know how to blog for your business using personality yet remaining professional? No, seriously – there’s an ongoing trend to be personal with blogs. I see it everywhere – blogs, email, newsletters. If you’re writing for business, you want to connect with your readers by using personal stories. But how much is too much? Don’t go overboard.

4 Simple Ideas to Personalize Your Email Campaigns Today

It's All About Revenue

Those of us who craft email campaigns are always searching for ways to personalize our messages. How do we balance the need for personalized campaigns (which we know consumers want) with achievable and reliable results (which our businesses need)? Here are 4 ways to personalize your email programs that you can implement right now: 1. And we know it can deliver results.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Pulling our pants down: Personal branding with Chris Brogan

grow - Practical Marketing Solutions

How do you stand out in a world of overwhelming information density? I’m convinced that branding — and specifically personal branding — is more important than ever. There is no one on the web better prepared to talk about this fact than Chris Brogan. I had the pleasure of having an amazing conversation with Chris about the current state of personal branding on the web.

Introducing The Definitive Guide to Web Personalization

Modern B2B Marketing

Marketers now know and understand that effective email marketing is targeted and personal. And that’s where web personalization comes in. What Is Web Personalization? Web personalization helps marketers make their websites as personal and targeted as their other communications and activities. The Benefits of Web Personalization. Download it today!

The Real Psychology Behind Hyper-Personalized Marketing

Vidyard

Ways to Create Hyper-Personalized Marketing Experiences with Video. However, if you personally call them out, and explain to them how your water is actually flavored and different, they might realize that they are still thirsty, they just wanted water with lemon in it all along. There really is no better way to say “I appreciate you” than through a personal video. Okay, soo… ?

Say Hello to Personalized Video!

Vidyard

In answer to this, and to provide marketers with the best, innovative ways to drive and strengthen their results, we are proud to announce Personalized Video from Vidyard, an exciting new way to entice, engage, and convert audiences by connecting with each person on an individual level and bringing the viewer right into your story. Say hello to Personalized Video! Stand out.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future.

Quiz: What’s Your Marketing Personality Type?

Influitive b2b

B2B Marketing Customer Marketing b2b marketers B2B marketing b2bmarketingzone marketer careers marketing job types marketing jobs marketing personalities marketing quizzes marketing team membersEver wonder if you’re on the right career path? Take our quiz to find out which marketing role would really suit you (based on some *incredibly* scientific questions). You’ll also find out how to take your career to the next level and get to share your results with your network.

Using A Personal Brand To Sell

B2B Marketing Insider

For me, building my personal brand is integral to everything I do. My personal brand is how I sell. The post Using A Personal Brand To Sell appeared first on Marketing Insider Group. My brand is how I get traction for the tools I build and the projects I’m invested in. As part of my efforts to build this brand, I’m always open to the opportunity to contribute to […].

The Need for Personality in Customer-Centric Social Media Marketing

Social Marketing Forum

Customer-centric social media requires a personal approach. In virtually all business functions, people, personality and relationships are key. Cross-channel Social media marketing Touchpoint marketing brand personality customer-centricity Edelman trust barometer people-centricity It’s about people connecting with people.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

One person can change the world. Thank you, Internet

Biznology

Maybe the revolution will not be televised but it will certainly be tweeted.  If you thought “it only takes one person to change the world” was bull, think again. It’s an awesome power and too many people have forgotten the power that each and every person who has a reliable connection to the Internet has. Nothing’s too small and nothing’s too personal.