The B2B Research Blog

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Branding is b t

The B2B Research Blog

The relationship is with me – the sales guy – not the corporate brand. “Branding is marketing b t. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. Even if it wasn’t, buyers are rational and put emotions to one side. And anyway our brand is just fine, the logo is great.”. Sound familiar? As a marketer you no doubt recognise the value of a strong brand.  77% of the 100 B2B marketing leaders we recently surveyed for the B2B Leaders Forum went so far as to describe branding as critical to their company’s future growth.

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It’s official – in B2B, content is king

The B2B Research Blog

And case studies (along with reports) are best at turning leads into sales.  So it seems that marketers are adapting their approach to content as a prospect moves down the funnel.    That’s smart, but many are missing a trick.  It’s official.  Content is king. The latest B2B Marketing Benchmark report  produced in association with Circle Research reveals that 71% of B2B marketers consider content marketing to be a critical activity.  Last year less than half (43%) held this opinion. Content marketing in some shape or form now consumes 40% of the average B2B marketing department’s time. 

It’s all about the lead

The B2B Research Blog

Marketing still plays second fiddle to sales in B2B organisations. . Around one quarter (28%) of B2B marketers are able to put a figure on how much it costs them to acquire a sales ready lead.  Only one third of these leads (33%) then convert to a sale. . 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. 

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Insights from the B2B Barometer

The B2B Research Blog

Second, direct sales and telemarketing are ‘all-or-nothing’ channels.  Only one third (34%) use direct sales, but if they do it receives 21% of budget.  The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.  The B2B Barometer is published by Circle Research , the BMC and the IDM.  The full report can be downloaded free-of-charge here.

Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. All rights reserved.

SME marketing channel preferences revealed

The B2B Research Blog

This channel may not grab attention, but is of value further down the sales funnel in supporting brand positioning and demonstrating expertise.  It also of course has SEO benefits. 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.  Moreover, they’re big buyers of B2B products and services.  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? An overview. Take blogs. 

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How do we align sales and marketing?

The B2B Research Blog

Maybe not, but you’ve probably glanced across your own office and felt similar feelings towards sales.  At least you will have done if you’re anything like the 100 B2B marketing leaders Circle recently surveyed as part of the B2B Marketing Leaders Forum. Two thirds (62%) of these senior marketers feel the sales function dominates in their organisation and holds a status akin to that of marketers in FMCG environments. Madness when we consider that sales and marketing share exactly the same goal – generating profitable revenue. . Eyed their big budgets with envy? 

How do we align sales and marketing?

The B2B Research Blog

Maybe not, but you’ve probably glanced across your own office and felt similar feelings towards sales.  At least you will have done if you’re anything like the 100 B2B marketing leaders Circle recently surveyed as part of the B2B Marketing Leaders Forum. Two thirds (62%) of these senior marketers feel the sales function dominates in their organisation and holds a status akin to that of marketers in FMCG environments. Madness when we consider that sales and marketing share exactly the same goal – generating profitable revenue. Any tips for aligning sales and marketing? 

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B2B marketing sector bounces back: 57% report rising budgets

The B2B Research Blog

Four out of every five client side marketers (79%) believes that their activities need to be better aligned with those of sales.  To say it’s been an eventful few years economically is an understatement.  First we had the credit crunch and a deep recession.  Now deficit reduction measures are biting and bond markets shaking. These turbulent times make the latest instalment of the bi-annual B2B Barometer interesting reading.  The majority of client side marketers have seen depressed budgets return with three fifths (57%) reporting increased spend.  And with good reason. 

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Content. Methodology: A Best. All rights reserved. Definition II.

Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Customers and prospects top the list because their perceptions impact sales.  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 every encounter they’ve had with your organisation, your employees or products.  Through what they hear from you and about you. Most may know what they want their brand to be, but not what it actually is. So what should we measure?

B2B content marketing research

The B2B Research Blog

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). Content marketing works.  Either way, the survey results provide valuable guidance. Focus on quality not quantity. Make time.

The content king is a tyrant

The B2B Research Blog

Only a minority of B2B marketers regularly re-purpose their content (43% do so) or couple it with sales enablement activity (46%).  Click to see full infographic. The latest Content Marketing Benchmark Report produced by Circle Research and B2B Marketing Magazine reveals that B2B marketers have become slaves to content. . We all know that content is king.  There’s good sense in that. 

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

If you’re not convinced so far, here’s the clincher: sales.  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’.  Failure to meet these means quite simply that the bid will fail. .

Content Marketing 2016: Staffing, Measurement, and Effectiveness

percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. While leads and sales were deemed the most. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. Introduction II.

B2B content marketing research

The B2B Research Blog

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). Content marketing works.  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. Don’t forget the leads.

47% of B2B marketers endorse using sex to sell

The B2B Research Blog

Valuable and finite sales time will be wasted in fruitless conversations. Furthermore, 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. They’re knowledgeable. They vet prospects.

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. Finally, segments need to be brought to life so those on the front line, especially sales teams, can easily grasp and apply them.  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 ”.  Contrast this with another experience. Enjoying this post?

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From insight to action

The B2B Research Blog

Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion.  Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it. You start with determination to put the customer at the centre of decisions.  You carefully design a robust survey.  You intelligently analyse the findings to get to the heart of the issue.   Then…. Well, nothing. The research becomes an academic exercise rather than a catalyst spurring action.

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Study: How Much of Your Content Marketing Is Effective?

for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. 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.

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

That’s why I always say, start by going on the road with the sales guys.  But I also want to help companies service and look after their customers better with appropriate offerings, better sales people and the right behaviours.  Always keep the human being at the centre of your thinking – whether its buyers, sales people, decision-makers, influencers, top managers, middle managers – no matter what.  Every month David Willan interviews leading experts from the world of marketing and B2B.  What are the biggest? Technology enables us to do this. .

The Times They Are a-Changin’

The B2B Research Blog

The marketers we surveyed to form the Mind Share Café’s themes told us about the need to adopt a different mindset in challenging economic times.  A mindset where marketing is always focussed on making a clear contribution to the bottom line.  A mindset defined by an entrepreneurial approach – agility, opportunism and a closer, more integrated relationship with sales. The solution? 

From insight to action

The B2B Research Blog

Couple research findings with other internal or external information needed to make a fully informed decision, e.g. sales trend data, macro-economic data, industry analyst opinion.  Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it. You start with determination to put the customer at the centre of decisions.  Then…. Well, nothing.

How to create a Customer Happiness Index

The B2B Research Blog

Replacing those who defect is expensive, future sales are further damaged through negative word-of-mouth and a transient customer base makes the business a less attractive investment proposition.  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. This isn’t always true and there are two notable exceptions. . After all, no one wants to work for the bad guy. .

Staffing and Launching Your Content Marketing Program

before they went on sale? ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. from coaches, entrepreneurs, sales heads, or, heck, even. All rights reserved. So was I.

Big list of B2B blogs

The B2B Research Blog

The chaps at Proteus B2B Marketing have compiled a list of B2B sales and marketing blogs.  354 of of them to be exact and well worth a browse to cherry pick the best. The list can be found here – [link]. Stuff we like B2B blogs

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Some companies say, ‘If our sales people don’t know the customer, then they should’. 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? After all, isn’t cargo a business-to-business environment where person-to-person relationships are key? Eighty per cent of all the work we do is brand-focused”.

The Ministry of Happiness

The B2B Research Blog

Its exact composition will differ but key members might be HR as employees need to embody the brand and Sales because in B2B they often ‘own’ the customer relationship. . “[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.  Helping create wealth is an important part of this. 

July is Sales Leadership Month

Your Sales Management Guru

July is Sales Leadership Month. As a sales leader you must always have a vision and action plans for a rolling six months, this is why July is the perfect month for anyone that has sales management responsibility—so why not name it Sales Leadership Month !  Ok, it is not an act of government and it is only Acumen’s opinion, but let’s explore why I feel that way.

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

5 Essential Elements to Include in Every Sales Pitch

Webbiquity

Effectively closing sales is the bread and butter of your business. According to researchers at the University of Florida, 20% of all salespeople make 80% of all sales (also known as the 20/80 rule or the Pareto principle ), which makes securing a spot in that top 20% crucial to running a competitive and profitable business. First and foremost, ditch the the “sales pitch.”

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Emotional Sales Leadership

Your Sales Management Guru

Emotional Sales Leadership. I was recently interviewed on a podcast based in Europe around the topic of the importance of emotional leadership. In retrospect based upon the podcast I came away with even a stronger opinion on the topic of generating the right level of emotion-that is positive emotion into the sales team. HINT: Run an annual sales trip contest.

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3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

Have you intentionally linked your sales, b2b marketing, and strategy? . thought Frank had a practical approach to aligning sales and marketing. So, I reached out to him and interviewed him about what he’s learned through his research for his most recent book Aligning Strategy and Sales (Harvard Business Review Press). know something about sales. Frank Cespedes.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time. But no.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. How does your sales team perceive the leads Marketing produces? The second thing I would ask is, when was the last time you talked with your sales team? Consider having short huddles daily and weekly between the marketing and sales team members. Be honest. The say leads, what leads?