The B2B Research Blog

3 tips when deploying a B2B Marketing Automation platform

The B2B Research Blog

81% of users say it has helped them reach their marketing goals and 63% report that it has increased marketing-generated revenue. There are five key ingredients for B2B marketing success (see the full blog post here ): Have a clear strategic vision. Carefully craft a detailed plan of attack. Keep messaging clear and consistent, and support it with high-quality content. Invest considerable time and effort into sales and marketing alignment.

Business volunteering – people or profits?

The B2B Research Blog

Our goal with this project was to help charities attract more volunteers from the business community, and to help businesses implement a more successful volunteering strategy. Last year we started a volunteering programme here at Circle.

Trending Sources

Understanding brand personality through projective techniques

The B2B Research Blog

That’s why in market research we often use projective techniques (also referred to as ‘enabling techniques’) to help tease out a brand’s perceived personality. This reveals key brand associations and does so in a manner which helps those managing the brand to envision where the brand is and needs to be. Most brands have a set of human traits associated with them – a brand personality.

B2B market research – 10 unique features

The B2B Research Blog

The findings garnered from desk research can help to frame a good qualitative interview and a thorough focus group can help provide relevant answer options for a quantitative survey. Is B2B market research really that different from B2C? Well in a nutshell, yes.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

The benefits of marketing automation aren’t automatic

The B2B Research Blog

But help is at hand. Predictions that 2015 is the year of marketing automation seem to be spot on. The latest Benchmarking Report from B2B Marketing reveals that the vast majority of B2B marketers have either adopted an automation solution (43%) or plan to in the next 12 months (45%). If you’re about to take the plunge there are some valuable lessons to be taken from those who have gone before. They’ll tell you to carefully manage your own and others’ expectations.

Top ten B2B marketing challenges

The B2B Research Blog

Given the volume of opinion I thought I’d help the digestion process by creating a word cloud. Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group.

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The seven R’s of thought leadership

The B2B Research Blog

Not “I want to tell you about me…” but “I’d like to share something that could really help you…”. Thought leadership content gives you fuel for social media activity and helps form relationships early in the buying cycle. 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? .

SME marketing channel preferences revealed

The B2B Research Blog

And there are six specific learnings – outlined below – which will help ensure marcoms have the best chances of breaking through. 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?

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Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them

Shape the B2B Barometer

The B2B Research Blog

Second, to identify the challenges faced by the marketing community so that trade bodies which support the study (The BMC and IDM) can help to address these. Or perhaps you feel there are some gaps which need filling – questions which if answered would provide you with a useful comparator or help to benefit the whole marketing community. The B2B Barometer has been a consistent feature of the B2B landscape since 2009. Now it’s evolving and you can shape its future.

Who owns your brand? B2B brand perceptions research

The B2B Research Blog

After all, they’re often responsible for delivering the brand experience so understanding their perceptions helps make brand aspirations a reality. 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.

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

In both of these examples clients are looking to us for help. They want us to challenge them and ourselves, they often want us to advise them, but above all they want us to be their trusted partner who will help them deliver on the sustainability challenges that we all share. . 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.

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

It’s whatever enhances your understanding of these and helps you get into true insight, which then drives the operation creatively and strategically and tactically. But I also want to help companies service and look after their customers better with appropriate offerings, better sales people and the right behaviours. Every month David Willan interviews leading experts from the world of marketing and B2B.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

At this point, firmographic variables like company size and industry sector become relevant again as each segment can then be profiled on this basis to help targeting. 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.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Measuring the service experience

The B2B Research Blog

I’ll just call the operator’s help desk and get back online. Does your business have a service element? Do you measure customer perceptions of the experience? If so, you might want to take a quick look under the bonnet. Let me share a story. It sounds far-fetched, but is true. Recently I took a holiday. Not one to ever fully turn off though, I needed my smartphone. Sadly, it too had decided to take a vacation. No calls. No emails. “No No problem” I thought.

Not how you fly, but how you serve

The B2B Research Blog

What does the power of national identification bring to the airline in each market it serves, and how could that knowledge be leveraged to help position the airline and its service to best effect?

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

The B2B Research Blog

It’s vital for not only helping to secure consumer trust, it’s also vital to other stakeholder groups too. Every month David Willan interviews leading experts in from the world of marketing and B2B. This month David interviews Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA). Stephen offers some fascinating insights into the world of B2B brands.

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How to create a Customer Happiness Index

The B2B Research Blog

Cascade results throughout the organisation in an easily digestible format to foster cohesion and help develop a customer-centric culture. 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.

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Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Why helpful, non-promotional content is the key to lead generation success. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

Five tips to win a marketing scholarship

The B2B Research Blog

What have you done to help yourself before turning to others? Here are two facts. One, the average UK student will graduate with £32,000 of debt. Two, any services firm is only as good as their people. So, students need money and the research industry needs to attract the best talent. That got us thinking here at Circle.

Five tips to win a marketing scholarship

The B2B Research Blog

What have you done to help yourself before turning to others? Here are two facts. One, the average UK student will graduate with £32,000 of debt. Two, any services firm is only as good as their people. So, students need money and the research industry needs to attract the best talent. That got us thinking here at Circle.

Circle teams up with the Next 15 Group

The B2B Research Blog

How can we provide our international clients with the ‘on-the-ground’ presence which can sometimes be helpful? Over the last couple of years we’ve been exploring three big questions here at Circle. How do we keep our research tools at the cutting edge? And most importantly, how can we achieve this whilst retaining the Circle magic which clients love?

Circle teams up with the Next 15 Group

The B2B Research Blog

How can we provide our international clients with the ‘on-the-ground’ presence which can sometimes be helpful? Over the last couple of years we’ve been exploring three big questions here at Circle. How do we keep our research tools at the cutting edge? And most importantly, how can we achieve this whilst retaining the Circle magic which clients love?

Create a B2B customer journey map in six steps

The B2B Research Blog

A customer journey map like this is a valuable tool in many respects and will help a broad spectrum of stakeholders within your organisation to enhance their performance. Relationships are critical in B2B markets. That’s why every B2B organisation should have a customer journey map. A customer journey map visually depicts every step a buyer in your target market follows across the buying cycle.

Create a B2B customer journey map in six steps

The B2B Research Blog

A customer journey map like this is a valuable tool in many respects and will help a broad spectrum of stakeholders within your organisation to enhance their performance. Relationships are critical in B2B markets. That’s why every B2B organisation should have a customer journey map. A customer journey map visually depicts every step a buyer in your target market follows across the buying cycle.

How to conduct a business to business survey

The B2B Research Blog

Their feedback will help you to avoid pitfalls like those above and will also give you a good idea of how long the survey will take people to complete in reality. There are six steps if you’re looking to conduct your own business to business survey. One, clearly define your objectives. Two, design a questionnaire which meets these and avoids common pitfalls (overly long with leading, double-barrelled, jargon filled, ambiguous questions). Three, pilot the survey.

Understanding brand personality through projective techniques

The B2B Research Blog

That’s why in market research we often use projective techniques (also referred to as ‘enabling techniques’) to help tease out a brand’s perceived personality. This reveals key brand associations and does so in a manner which helps those managing the brand to envision where the brand is and needs to be. Most brands have a set of human traits associated with them – a brand personality.

Driving action from a customer satisfaction programme

The B2B Research Blog

This will help to build a customer-centric culture and contribute to improved performance through a mass of small, spontaneous actions. Most companies have a customer satisfaction research programme in place, but not all are made equal. Some are active agents of change – they spur the organisation to act, building stronger customer relationships, boosting customer loyalty and ultimately improving commercial performance.

How to measure customer satisfaction in B2B markets

The B2B Research Blog

This will arm you with some valuable hypotheses and the process of involving internal stakeholders will help you to drive action at the back end of the research. How do you measure customer satisfaction in B2B markets? What questions should you ask in a customer satisfaction survey? Fair questions, but first ask yourself this: should you measure customer satisfaction? It’s counter-intuitive, but in B2B markets sometimes customer satisfaction doesn’t actually matter.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Circle has been employed to undertake a comprehensive review of the company’s customers, which is being used to help shape products and services. Airfreight can be a bit behind the times in terms of service quality, relationship building and loyalty, but through sensitive customer and market research we can offer lots of ways to help it catch up.”. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.

The Ministry of Happiness

The B2B Research Blog

Helping create wealth is an important part of this. “[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. After all, money buys a better standard of living.

Are B2B marketers neglecting their brands?

The B2B Research Blog

It helps drive customer loyalty. 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. That’s why in early 2009 Circle Research, in conjunction with ABBA and The IDM, launched The B2B Barometer. .

17 Helpful SEO Tools and Tool Reviews

Webbiquity

Which SEO tools are most helpful in conducting a site audit? Helpful SEO Tools. Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g.,

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How Does Content Marketing Help with SEO?

Webbiquity

Efficient use of meta data, URL addresses and sitemaps all fall under this category and can help to naturally increase your chances of naturally appearing high in search results. Guest post by Sam Allcock. Content marketing and SEO are often written about and addressed separately.

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How Video Helps Sales and Marketing Alignment

Vidyard

Marketing will produce valuable assets for the sales team to distribute, while Sales will request specific campaigns or promotions to help them reach more accounts. Marketers can help craft the story and make sure it stands out.

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5 Email Metrics to Help Diagnose Your Mistakes

Act-On

Analyzing email metric reports is an excellent way to help review and sometimes diagnose issues with your targeting, data, or even deliverability. This metric will help tell you the mailable status of a list, each time you send.

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How customer-hero stories help you connect better

B2B Lead Generation Blog

Well, for my whole career as a sales productivity consultant and sales trainer, my stated mission was to help my client lift the bottom 80% of their sales force. Where we can help them be a hero? Where we can help them achieve a goal or solve a problem?

Help Google help you optimize your content for search

Biznology

The post Help Google help you optimize your content for search appeared first on Biznology. It’s really hard to get Google’s attention.