| | | The B2B Research Blog | |  Product | 18 articles |
| Page 1 of 1 | Previous | Next | THE B2B RESEARCH BLOG JANUARY 13, 2012 The seven R’s of thought leadership Demonstrating genuine, unparalleled expertise is especially critical in any sector where the product is, well, expertise. 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 showcase. It’s a conversation starter. | THE B2B RESEARCH BLOG MAY 18, 2011 SME marketing channel preferences revealed 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. | | | | | |
| THE B2B RESEARCH BLOG JUNE 12, 2012 It’s all about the lead 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? | THE B2B RESEARCH BLOG MARCH 16, 2012 Who owns your brand? B2B brand perceptions research 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? | THE B2B RESEARCH BLOG FEBRUARY 14, 2013 Three customer insights for your marketing plan Identifying segments on this basis leads to a much better ROI – marcomms resonate, propositions have greater appeal and new products see higher demand. 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. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. But insights into what exactly? What really matters? | THE B2B RESEARCH BLOG OCTOBER 23, 2012 B2B Marcomms Agency League – highlights 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. | | | | | | | |
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THE B2B RESEARCH BLOG | SATURDAY, JUNE 25, 2011 47% of B2B marketers endorse using sex to sell
At a tactical level it seems counter- productive. 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. First, let’s be clear about exactly what a “promotional girl” is. The clue is in the name. MORE >> -
THE B2B RESEARCH BLOG | WEDNESDAY, JULY 27, 2011 Three reasons B2B marketers should care about sustainability
Sustainability is also starting to drive another of marketing’s remits: product innovation. 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. 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. Isn’t that the preserve of a niche team within corporations and NGOs? . Well, no. MORE >> -
THE B2B RESEARCH BLOG | WEDNESDAY, MAY 18, 2011 An interview with Jaakko Alanko: MD, Alanko Consulting
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. The totality means all the assets that belong to an enterprise – its people, products, its capabilities and also the potential to form partnerships with customers. It’s no longer about product or service brands, but the totality of the enterprise brand in the broadest possible sense. What are the biggest? MORE >> -
THE B2B RESEARCH BLOG | MONDAY, JUNE 20, 2011 Better B2B segmentation: Four steps and a case study
This struck me as the B2B equivalent of targeting a FMCG product at everybody under the age of 70. 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. 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. MORE >> -
THE B2B RESEARCH BLOG | WEDNESDAY, MAY 8, 2013 Tips for international B2B market research
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. Ensure clarity. MORE >>
- Not how you fly, but how you serve THE B2B RESEARCH BLOG | THURSDAY, OCTOBER 27, 2011
- An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis THE B2B RESEARCH BLOG | WEDNESDAY, APRIL 20, 2011
- Are B2B marketers neglecting their brands? THE B2B RESEARCH BLOG | MONDAY, NOVEMBER 29, 2010
- The French are stubborn THE B2B RESEARCH BLOG | TUESDAY, DECEMBER 28, 2010
- The Ministry of Happiness THE B2B RESEARCH BLOG | SATURDAY, JANUARY 29, 2011
- Air Cargo News: Interview with Circle’s Andy Booth THE B2B RESEARCH BLOG | THURSDAY, MARCH 24, 2011
- How many B2B marketers are in a Glacier Mint? THE B2B RESEARCH BLOG | WEDNESDAY, APRIL 27, 2011
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