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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. This teases out the personality of each brand.  That’s not straightforward. What do the different guests look like? 

Is customer satisfaction really important in B2B?

The B2B Research Blog

They have a close personal relationship with individuals in the supplier organisation. Customer loyalty is critical to any business.  Obvious but true, especially for B2B companies who, unlike their consumer focussed counterparts, have a relatively limited pool of buyers to target. This truism sees many B2B companies striving to satisfy and even delight customers.  Let me explain.

Branding terminology and jargon explained

The B2B Research Blog

Brand personality : The human traits and behaviours that are associated with a brand, e.g. fun, paternal, aggressive. 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.  Sometimes the jargon undermines the user, making them seem pretentious or detached from the hard-nosed world of commerce.  And other times conversations will become increasingly confused as terms are used interchangeably or different meanings attached to the same words by different people.

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 79

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.

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.

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.

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. 

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).

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.

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?

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.

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.

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?

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 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.

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.

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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.

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. This teases out the personality of each brand.  That’s not straightforward. What do the different guests look like? 

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 6

Branding terminology and jargon explained

The B2B Research Blog

Brand personality : The human traits and behaviours that are associated with a brand, e.g. fun, paternal, aggressive. 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.  Sometimes the jargon undermines the user, making them seem pretentious or detached from the hard-nosed world of commerce.  And other times conversations will become increasingly confused as terms are used interchangeably or different meanings attached to the same words by different people.

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.

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.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. This puts a line of code on client Web sites to gather click stream data, manage first party cookies, and deliver personalized messages. BlueVenn has only been active in the U.S.

Building a personal brand? Here’s why you need to ignore SEO

grow - Practical Marketing Solutions

SEO has its place, especially in the high-stakes world of eCommerce, but to stand out as a personal brand today, you need to earn a sustained emotional connection with your audience by being original and interesting, not by being common. If The post Building a personal brand? personal branding SEO mark schaeferThat may seem like strange advice but let me explain.

Personalized content for more effective content marketing

Biznology

In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing them until they’re ready to talk to a sales person is no longer a nice way to supplement the top of your funnel. Personalizing content will yield much greater results. Personalization can mean a lot of different things in this context.

Can Automated Emails Be Personal?

B2B Marketing Insider

Personal” or “human” are probably not the words you think of when you hear “automated” And essentially, you’re right about that. BUT… when we’re talking about automated emails, or marketing automation in general, “personal” and “human” are the exact things you should be aiming for. The post Can Automated Emails Be Personal?

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.

Delivering Results through Content Personalization [Interview]

KoMarketing Associates

Content personalization continues to be a challenge for marketers, as revealed in the “2016 Trends in Personalization” study from Evergage. Although 85 percent of marketers said they were using personalization tactics, 55 percent gave themselves a grade of “C” or lower. HOW DO THE CONTENT PERSONALIZATION CHALLENGES SPECIFICALLY PERTAIN TO B2B MARKETERS?

Make It Personal: Using Data for Content Personalization

B2B Lead Blog

We’ve all been victims of personalization. Whether you find it helpful, creepy, or somewhere in between, personalization isn’t going away – because it works. You receive an email that includes your name, or you’re shown product recommendations based on previous searches. In a report released earlier this year from Seismic and Demand Metric, 80 percent […].

Personalization Is The Future Of Content Marketing

B2B Marketing Insider

The post Personalization Is The Future Of Content Marketing appeared first on Marketing Insider Group. It’s becoming harder and harder to reach today’s consumers. Almost every marketer is creating and sharing new content about their brand every day. good content strategy with an effective distribution plan no longer guarantees that your content will get seen by your target audience.

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.

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.

Can social media personalities “scale?”

grow - Practical Marketing Solutions

Social media can really benefit your personal brand. In 2005, I started my  personal blog. I was posting photos, sketches, poem s— things that weren’t about marketing and had nothing to do with growing a business.  I was amazed that people followed it (I didn’t do any of the things people suggested to grow a blog), and was even more amazed that my visitors came from all over the world.

Personal brand or company brand? The new realities of life online

grow - Practical Marketing Solutions

It seems like in the past week I’ve been deluged with questions like this: I cover the news. I’m not supposed to be part of the news story so how do I build a personal brand? Am I a personal brand or a company brand? I’m a musician and I have more then a million followers on Google+. So it appears personal branding is in the air these days!

Behind the Scenes of Marketing Personalization

Hive9

Hive9 Marketing PersonalizationEvery day we’re marketed to in a fashion that has nothing to do with us. We’ve grown so used to this phenomenon, in fact, that most of us hardly see poorly matched advertisements or emails anymore. The marketers behind those messages are likely wasting both their time and money.