How to conduct a business to business survey

The B2B Research Blog

There are six steps if you’re looking to conduct your own business to business survey. Four, decide whether telephone, online or face-to-face will get the best response rate. After all, how hard can it be to design a survey? Not only is that annoying, it’s doing significant damage to the brands these hapless researchers represent. So let me share a few tips for anyone looking to conduct a business to business survey themselves.

Business to business market research just 4% of spend

The B2B Research Blog

In their latest report on the state of the market research industry , ESOMAR estimate that just 4% of research spend is on business to business market research. I took a sample of 400 companies which represent the UK business landscape: The 100 companies on the FTSE 100 Index. 50 random companies picked from the FTSE All Share Index. The 100 companies on the AIM100 index. 50 companies from the Grant Thornton Fast Track Index.

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New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

The digitization of the global business economy has been taking place at an unprecedented rate. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Or is Nike in the healthcare business? Business Models.

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

Tony Zambito

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. But, produce massive amounts of it to get in front of customers. Leaving the content dilemma facing many organizations – how to stand out?

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption. The introduction of new approaches on how to perfect marketing has been astronomical in the past decade.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

How Understanding The Goals And Intent Of Buyers Can Transform Marketing

Tony Zambito

Leading to more effective online engagement, content design, and sales conversations. However, what is missing are the intent and the goals driving a person or a team to embark on such a journey. But was it something that was going to really transform our marketing?

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

There are two additional concerns CEOs are finding of increasing importance to the growth, as well as, survival in competitive environs. CEOs and their organizations are finding it hard to keep pace with new digital technologies.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

The introduction of new digital technologies and new business models is having a breathtaking impact on how customers determine what goals are important to them, what they want, and how they decide. This applies to buyer persona development today. Illustration by Nikita Kozin.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. In fact, it can be quite a complex effort for organizations to undertake.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Rather than, to explore new concepts, hypotheses, uncover new opportunities, gain revealing insights into issues, and seek new innovative ideas.

How To Lead With Customer-Focused Content

Tony Zambito

Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. Requiring marketers to thus become more precise. Something to be avoided.

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7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” Making it difficult to move beyond market and role-based segmentation. by Matt Brooks.

Buyer Decisions Are Not What You Think

Tony Zambito

Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. It is yet another example, however, of the search to understand the process of decision-making. by Gregor Črešnar.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas. Another highlight for companies exceeding revenue goals is those who also focused on buyer fears and challenges in addition to drivers and motivators.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. This coincides with previous studies and surveys showing content marketing effectiveness continues to be an enormous struggle.

Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. by Evan Shuster.

Power Account-Based Marketing With Buyer Insights

Tony Zambito

This led to more sophisticated selling approaches, such as Consultative Selling and Miller Heiman. When ABS (account-based sales) first came into existence, it began with needs assessments and led to the collection of information on teams, hierarchy, divisions, decision-makers, approvers, etc.

Pursuit Of Goals Drive Buyer’s Journey

Tony Zambito

Admittedly, the app serves very well as a motivator to stop at Starbuck’s versus elsewhere. So that I continue to reach the goal of enough stars to get the occasional free drink plus other offers. The implications to marketing and sales are profound.

Why CMOs Should Stop Being Addicted to Pay-per-Click Ads

Buzz Marketing for Technology

Back in 2001, when Google AdWords was just launched, I remember the day that my first pay-per-click (PPC) campaign yielded the first batch of leads for the company I was working for. Better yet, the price was just right, ranging between 15 to 25 cents per click.

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6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

I’ve learned a lot from listening to the sessions and speakers here. As I listened to attendees and speakers, I frequently heard the same keywords, such as: Personalization. But something I wanted to hear more about was relevance. This is the hardest part to get right.

Lead Nurturing: What it is, and what it is not

B2B Lead Generation Blog

Tweet Building on my post last week , I was reminded of a conversation I had with a marketer who was meeting with her new boss to explain the need for a new lead nurturing strategy. Starting to get my point? Pretty, well-designed fluff is not going to “feed” your prospects.

Channeling Buyer-Based Experiences in SMB

Tony Zambito

This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . While I may be seemingly digressing here, I do so to make a very salient point.

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4 Lessons from Responsive Design for CMOs

Buzz Marketing for Technology

Here are some lessons CMOs can use to get strategic in their approach while driving real, impact-filled growth to the bottom line. In fact, companies like Gilt have seen a 100 percent increase in mobile users in a single year.

Your Top Priority Is Growing The SMB Revenue Base – Now What?

Tony Zambito

This is part 1 of a series on the challenge of targeting SMB markets and how the use of target buyer modeling and buyer-based marketing help organizations to grow their SMB customer base. . So the net-net has been that we are just holding on as best we can to these larger accounts.

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The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. The single buyer model had worked well right up to the advent of the Internet and email.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

This is part 4 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. The idea of connecting to B2B buyers has gone from straight forward to major league complex.

Slow Death of the Funnel: Why Buyer Choice Matters to Revenue

Tony Zambito

This is part 1 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . We are about to see an uptick in Big Data being touted as the next Big Thing.

How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics

Tony Zambito

In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders. Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies.

Why Brexit Will Affect The Future Of Global Business Marketing

Tony Zambito

The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise. One area of concern for businesses is how to approach and conduct global business marketing. by Nikita Kozin.

Can You Predict Your Ideal Scenarios For Lead Nurturing?

Tony Zambito

Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing?

The State of Buyer Personas 2012

Tony Zambito

The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. It was in this book that the term buyer persona was first used although to point out that the focus of design should be on user personas as opposed to buyer personas.

As The World Churns For CMO’s

Tony Zambito

The good news is that CMO tenure continues to rise. Spencer Stuart, the executive search consulting firm, in their study released early last year reported that average tenure rose to 42 months. The cautionary tale here is to avoid getting caught in the spider web of hype and tactics.

Tools I use to amplify social campaigns

Biznology

I am surprised how much of a one-man band I have become through social media thanks to a little help from my friends. Here are the top social media applications I use in order to help lead my clients and my own brand through all the background noise and into the spotlight.

Five B2B marketing beliefs and trends debunked

Biznology

In response, for this blog, I’m taking the mantel of “curmudgeon,” and am going to spout off on five currently held beliefs and trends. Here are my top five beliefs and/or trends that seem wrong or wrongheaded, and need someone to shine the light of day on them.

B2B Marketing | Business to Business Marketing Information Portal

delicious b2bmarketing

B2B Marketing News SMEs flock to BT Tradespace 10 June 2009, 11:30 GMT BT Tradespace has announced 400 per cent year-on-year growth. The B2B social networking site – which was launched with the ‘specific mission’ of helping SMEs promote themselves, communicate with other businesses and grow – marked its second anniversary this month by signing up its 350,000th member. Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck.

Grow SMB Revenues With Buyer-Based Marketing

Tony Zambito

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . The call to action now is for organizations to bring more science and evolution to the challenge.

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Revenue Growth by Choice and The Buyer Orbit

Tony Zambito

This is part 2 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . Growth is getting harder and harder to come by. Image via Wikipedia.