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B2B market research – 10 unique features

The B2B Research Blog

This means that any research should explore all views and do so in a way which allows different ‘types’ to be analysed in isolation, e.g. users of the product, financial decision makers. In B2B markets products tend to be complex and respondents are often expert in their field. This means that the research team needs to have a good working knowledge of the product area and industry.

What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

This means that you should appeal to system 2’s rational nature – present a logical case for your product and make it easy for system 2 to assimilate this (it loathes expending more mental effort than is absolutely necessary). A clever chap called Daniel Kahneman has a theory. When making decisions there are two systems in our mind which influence the outcome.   System 1 works at a sub-conscious level without us knowing it.  Using deliberative reasoning and logic, it carefully evaluates the situation before reaching a conclusion. Now, what does all this mean for B2B marketers?

Does Big Data mean market research is dead?

The B2B Research Blog

What do customers think about new product concepts?  When Big Data finally becomes a reality, does that mean market research will become surplus to requirements?  Will surveys, focus groups and interviews become relics of a bygone age? Some would say so. They argue that we already have the answers to most questions at our fingertips.  They’re sitting in our servers and on the web.  All we need to do is mine the data to reveal the insight.  That being the case, why bother asking customers themselves, especially as what people say they do, doesn’t always match what they actually do?

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

There’s another useful benchmark here.  On average an agency generates £85,509 of turnover and £8,450 of net profit per employee.  So if your ratio is below this, it may indicate productivity or over-staffing issues.  A possible solution is a greater use of freelancers who represent a more flexible cost.  Let’s look at the top line first.  The average agency turnover is £4.08 million (up 13% from 2013).  However, as averages mask the extremes a more useful approach is to identify quartiles.  1st 25% of agencies) turnover up to £1.3 million. The 2nd quartile turnover £1.3 – £2.9

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

It’s all about the lead

The B2B Research Blog

For those selling ‘big ticket’ products or services (worth more than £5,000) the average cost is £903.  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.  Fair enough.  It seems that lead generation is not cheap.  So how best to generate them?

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The secrets of employee motivation

The B2B Research Blog

Our product is the insight extracted from these raw materials by clever folk. 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…. Research is a people business. Our raw materials are the opinions of respondents. And an agency or client-side researcher can only make a difference if they’re skilled at building relationships with key stakeholders. This all means that attracting, developing and motivating top talent is critical to our industry’s future. What’s the secret?

The seven R’s of thought leadership

The B2B Research Blog

Demonstrating genuine, unparalleled expertise is especially critical in any sector where the product is, well, expertise.  In these circumstances good thought leadership gives potential buyers confidence that the quality of service received will live up to the promise. 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. It’s a showcase.  Resonant. Rounded. 

The secrets of successful B2B marketing

The B2B Research Blog

This plan can’t simply be the product of the marketing team’s internal musings, but rather needs to be: Aligned to the business’ wider business strategy and goals. 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?’.  They were given free rein to answer however they wanted and an analysis of these responses reveals five themes. Based on deep insights into customers – their motivations, needs and behaviours.

Why is B2B market research the poor cousin?

The B2B Research Blog

Behind every single consumer product sit many, many B2B products. In his latest blog for the Market Research Society’s news and insight hub Research Live , Circle Research’s Andrew Dalglish explores why business-to-business companies need research just as much as consumer-facing ones…. The research industry is full of dichotomies: qualitative and quantitative; domestic and international; B2C and B2B. There’s no value judgement within these pairings. Each Each side of the coin meets a different need and requires a different skill set. However, No, in fact the opposite is true. Behind

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SME marketing channel preferences revealed

The B2B Research Blog

Moreover, they’re big buyers of B2B products and services.  Rather, in most product categories they can be clustered into distinct groups based on behaviours, preferences and attitudes.  There are 1.3 million of them, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce.  Just ask Sage who’s built a £1.4 billion business on the back of them. 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. 

SME 50

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Through every encounter they’ve had with your organisation, your employees or products.  Your organisation doesn’t own its brand.   It can shape it, manage it, but never own it. That’s because a brand is not what an organisation says it is.  It’s what the market believes it to be.  It’s a perception developed through the sum of an individual’s experience. Through what they hear from you and about you. Despite this, the B2B Barometer survey reveals that the majority (62 per cent) of B2B marketers don’t research external brand perceptions.  So what should we measure? Enjoyed this post?

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

Sustainability is also starting to drive another of marketing’s remits: product innovation.  So our involvement can be absolutely critical to clients.  We operate on our clients’ premises, we use their utilities, we feed them, we feed their own employees and we feed their customers, we manage their facilities to make sure that they are safe, comfortable, productive places. more engaged workforce.  It means that people are happier, they’re better motivated and more productive. B2B branding B2B market research B2B product and service development Willan interviews.

Three customer insights for your marketing plan

The B2B Research Blog

Identifying segments on this basis leads to a much better ROI – marcomms resonate, propositions have greater appeal and new products see higher demand. Understanding a ‘day-in-the-life’ of a customer is invaluable in fuelling innovation and enabling better engagement.  A much deeper approach to marketing can be taken if you know what the customer’s working environment is like, what tasks consume their day, what makes them successful (as an organisation and an individual) and where your products/services fit in. The most fruitful of these plans are built on customer insights. 

Plan 22

47% of B2B marketers endorse using sex to sell

The B2B Research Blog

At a tactical level it seems counter-productive.  In a B2B environment, odds are that if someone needs to be enticed in this way then they’re not really a serious prospect. 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? They’re knowledgeable.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

This struck me as the B2B equivalent of targeting a FMCG product at everybody under the age of 70.  It’s far too broad, essentially meaningless and does little to make the proposition more relevant or sales efforts more precisely targeted. Deeper understanding of what makes the market tick, products that better meet requirements, messages that resonate and optimum use of resources as only genuine prospects are targeted. I’d love to hear your segmentation stories.  Last week I was invited to join The Network of Aspiring Woman, Birmingham Group.  I was tempted.  The result?

B2B Marcomms Agency League – highlights

The B2B Research Blog

We’ve the juicy challenge of bringing to life what can often, at face value, be rather dry products and engaging with buyers on an emotional as well as functional basis. Aren’t we B2B marketers are blessed? We’ve the intellectual stimulation that comes from getting to grips with complex markets and decision making processes. And we also have a thriving community of agencies.  At the B2B Marketing Awards we see a showcase of talent that never fails to impress.  But that’s just tip of the iceberg.  There’s an army of unsung heroes out there too. Here the numbers are excellent.

B2B Marcomms Agency League – highlights

The B2B Research Blog

We’ve the juicy challenge of bringing to life what can often, at face value, be rather dry products and engaging with buyers on an emotional as well as functional basis. Aren’t we B2B marketers are blessed? We’ve the intellectual stimulation that comes from getting to grips with complex markets and decision making processes. The average satisfaction score given by clients to their agency is 8.3 out of 10. And we also have a thriving community of agencies.  At the B2B Marketing Awards we see a showcase of talent that never fails to impress.  But that’s just tip of the iceberg. 

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

We’ve seen a clear move away from product marketing to service and solution marketing; there’s been less focus on the technical or physical item, but a much stronger emphasis on the expertise, skills and knowledge of the organisation that is doing the selling.  So, we’ve moved from techy marketing to knowledge marketing, if you like. . The challenge is to market the totality of the enterprise’s capabilities in a situation where current infrastructures have been designed and built for product marketing.  What are the biggest? Technology enables us to do this. .

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Three customer insights for your marketing plan

The B2B Research Blog

Identifying segments on this basis leads to a much better ROI – marcomms resonate, propositions have greater appeal and new products see higher demand (read more on B2B market segmentation research here ). Understanding a ‘day-in-the-life’ of a customer is invaluable in fuelling innovation and enabling better engagement.  A much deeper approach to marketing can be taken if you know what the customer’s working environment is like, what tasks consume their day, what makes them successful (as an organisation and an individual) and where your products/services fit in.

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

The B2B Research Blog

The sort of questions we ask are: do the products and services delivered by the brand represent good quality?  Now, the best graduates, the best employees will be attracted to companies with a well-known, high profile, well regarded brand.  If you want the best talent to deliver your products and service, you’ve got to have a strong brand. One criticism of B2B is that just because the product may be boring it seems to suggest that suppliers should be boring too.  It’s nonsense.  Every month David Willan interviews leading experts in from the world of marketing and B2B. 

B2C 4

Not how you fly, but how you serve

The B2B Research Blog

BA service has always been strong and product development has been at the forefront historically.  However, whilst Biggles jackets and Dakotas are lovely to behold and bring on a real frisson of warm nostalgia, there are those for whom peerless cabin service, punctuality and product pre-eminence will always carry more weight.  An interesting advertising tack! 

Tips for international B2B market research

The B2B Research Blog

With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense.  B2B organisations have always had a natural inclination to expand internationally.  And as globalisation continues at a pace, the importance of foreign shores is ever-increasing. This international dimension has important implications for how market research is conducted and interpreted.  In my time I’ve run research projects in dozens of countries so thought I’d share a few pointers for those about to embark on an international B2B research study. Remember the rules. 

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Tips for international B2B market research

The B2B Research Blog

With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense.  B2B organisations have always had a natural inclination to expand internationally.  And as globalisation continues at a pace, the importance of foreign shores is ever-increasing. This international dimension has important implications for how market research is conducted and interpreted.  In my time I’ve run research projects in dozens of countries so thought I’d share a few pointers for those about to embark on an international B2B research study. Remember the rules. 

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

It has worked with leading airline cargo departments, express operators and forwarders on such very un-air cargo concepts as brand positioning, customer segmentation and product optimisation. More fundamentally, a question might be whether the company is in fact offering the right products or focusing its efforts in the right areas. Important though product details and performance statistics are, however, they are not the only things that matters to customers. They are building the brand, but they are also letting us know about new routes and products,” he says.

How many B2B marketers are in a Glacier Mint?

The B2B Research Blog

Marketers that represent suppliers of machinery to equip the factory, energy to power the production line, raw ingredients to be transformed, packaging to keep the product fresh and logistics to deliver them to the customer.  I’m of the opinion that every car glove box should contain, as standard, boiled sweets.  Some opt for the classic travel tin but I prefer a bag of Fox’s Glacier Mints.  I like the taste, but I like the idea more.  That in my little glove box sits an icon; a brand that’s part of our cultural fabric. Here’s some Glacier Mint trivia.  Hold on.  Armies of them.

B2C 2

The Ministry of Happiness

The B2B Research Blog

That’s why governments should monitor Gross National Happiness (GNH) alongside Gross National Product (GNP). Reasons like customer loyalty, motivated employees and more productive channel partner relationships. “[GNP] measures everything…except that which makes life worthwhile” said Robert Kennedy.  Forty years on David Cameron has picked up Kennedy’s idea and instructed government statisticians to begin measuring quality of life in psychological terms. . In a nutshell the idea is this.  Government has many roles but its core goal is to ensure the happiness of citizens. 

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

The French are stubborn

The B2B Research Blog

National stereotypes also apply to companies and their products (think Siemens, Aeroflot, Fujitsu).  As marketers we need to take notice of this, especially when migrating a product from its home market to new shores.  In these circumstances national associations can have a strong bearing on the optimum brand positioning and communications strategy.  Identify attributes of the ideal brand in your product/service category. Identify attributes associated with the ‘made in’ label and whether these are positive, negative or neutral in your product/service category.

B2B 2

Are B2B marketers neglecting their brands?

The B2B Research Blog

Through every encounter with your organisation, employees and products.  Every so often it’s healthy to reflect.  To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy. In doing so it’s sometimes useful to have a catalyst which supports the thought process.  The third wave has recently been published and it gives cause for optimism.  Marketing budgets are returning and future confidence is strong.  Three fifths (62%) don’t measure external brand perceptions.

Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? If you have not run a campaign using branded products, then you might be interested to know that according to surveys of promotional product recipients, they really do work to increase branding, favorable sentiment, and sales. Promotional Products Can Show Off Your Brand. Summary.

Promotional products: making them effective branding tools for your business

Biznology

Promotional products have really stood the test of time in the marketing world. You may think of promotional products as something that is only used at trade shows or conventions, but they can be effective tools for branding and promotion anywhere and anytime. Research Shows the Positive Impact of Promotional Products for Businesses. Useful Promotional Products.

How long should your online business video production be?

Biznology

But what is the optimal length of an online business video production ? What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length.

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9 Willpower Workouts to Maximize Your Productivity

Hubspot

According to author Robert Pozen, regular exercise increases productivity. Although you might put an emphasis on going to the gym for that reason, are you putting enough energy into arguably the most important muscle affecting your productivity -- your willpower? Willpower Workouts to Maximize Your Productivity. 1) Eat a hearty meal. Productivity Daily Syndication

How to Have a Super Productive Weekend: 12 Helpful Tips

Hubspot

Productivity" has a much wider definition than many of us give it credit for. We tend to equate productivity with doing things, rather than with taking time to think, reflect, and rest. But busyness is not the same as productivity. Being productive can mean working on a project efficiently, but it can also mean giving your mind a break. See #6.). Want to be a CMO ?

How to use Product Hunt to boost your business

grow - Practical Marketing Solutions

By now you might have heard about Product Hunt  – a website and mobile app that ranks new products every day. There are seemingly posts every day about how Product Hunt made some startup thousands of dollars overnight, or brought in 12 new lucrative clients, or about how their servers nearly crashed under the sudden onslaught of traffic. How do I get on Product Hunt?

Two reasons to invest in online business video production

Biznology

They’ll be looking out for online B2B video content, like sales videos, video FAQs, corporate overview videos, and online video case studies that can give them the insight they need into your company, people, products, and services. Although you’re going to invest in your online business video production content today, you can literally extend those benefits for four years.

Mobile Marketing Considerations for B2B Product & Content Marketers

Captora

The post Mobile Marketing Considerations for B2B Product & Content Marketers appeared first on Captora Blog. ProductivityThis is Part 2 of a two part series, focused on the consumerization of the enterprise; specifically focusing on video and mobile. Video and mobile are two of the biggest drivers of the consumerization of the enterprise. Design the tactics. Are you ready?