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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.

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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.

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.

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 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. There was consensus that a strong marketing leader displays four attributes.

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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. 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. B2B marketing has always been better suited to engagement over broadcast. It’s a valuable moniker for many reasons: It sets you apart. It’s a showcase. Resonant.

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Generation Y: Implications for the workplace

The B2B Research Blog

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. Why is everyone of this age grouped together? The Four Cs that shaped Generation Y.

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.

B2B content marketing research

The B2B Research Blog

Prioritise personal channels. 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). Or perhaps you’re developing a content strategy and want some pointers.

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. A 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. 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. Either way, the survey results provide valuable guidance. Focus on quality not quantity. Make time.

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.

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?

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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. One, it segments the company not the person. January is the month for predictions. Flicking through the various forecasts of what 2015 holds for B2B, common themes emerge. Some trends are at the start of the adoption curve, e.g. programmatic advertising.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

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. Clearly the Network’s execution fell short, but their strategy seems smart. Rather than trying to be all things to all people, they’ve segmented the market and targeted a niche group. Contrast this with another experience. The call was from a data centre “ specialising in the SME segment ”. Let me introduce Sage.

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Blink: A side door to the unconscious

The B2B Research Blog

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. It does so unconsciously and then guides our decisions. This idea has significant implications for marketers.

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?

Map of the B2B buying process

The B2B Research Blog

Personal relationships (7%). Mapping out the buying process is critical for anyone looking to market or sell in business-to-business (B2B) environments. Armed with this understanding you’ll be able to target the right people, at the right time, in the right way. Different scenarios will of course see a different buying process, but a recent survey of 118 B2B buyers by Circle Research reveals that there are similarities in the buying process across many B2B markets. Click to enlarge. The winner is often preordained. How can you create such a powerful advantage? But don’t get complacent.

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

The B2B Research Blog

Are there any B2B brands that you personally admire? 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. 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. Probably not, but they can definitely stand out through personality and appeal to buyers’ emotions. What makes a strong B2B brand? Absolutely.

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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. .

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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.

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

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. Reports which explore different marketing activities and give an insight into questions that we’d all love to know. How are my peers allocating their budgets? How are they tackling key challenges?

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”. he says. “Do

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#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.

How Personalization Affects Lead Nurturing

B2B Marketing Insider

The post How Personalization Affects Lead Nurturing appeared first on PureB2B. The post How Personalization Affects Lead Nurturing appeared first on Marketing Insider Group. The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Demand Generation

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

grow - Practical Marketing Solutions

I’ve been spending a lot of time thinking about this idea of “personal branding” in the world today as I prepare to launch an exciting new book called KNOWN: The handbook for building and unleashing your personal brand in the digital age. The post Building a personal brand? personal branding SEO mark schaeferBy Mark Schaefer.

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 […].

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?

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. A 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.

Using Link Targeting for Improved Inbox Personalization

It's All About Revenue

Currently, the email industry is undergoing another boom with real-time email content - bringing live content and personalization to the inbox. Email marketing has become more contextual and now has the power to personalize messaging as emails open in the inbox. Quicken email conversions with personalized linking to mobile applications. What’s Device Targeting?

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. If you’re writing for business, you want to connect with your readers by using personal stories. Where do you draw the line when it comes to sharing personal stories? But how much is too much?

Content Personalization Instead of Promotion

B2B Marketing Insider

The post Content Personalization Instead of Promotion appeared first on Marketing Insider Group. With the rise of the Internet, consumers today have access to gazillions of information pieces. Push away push marketing More choices of products and services, brings in the Paradox of Choice. Organizations invest in an array of products but are unable to differentiate themselves.