The B2B Research Blog

B2B competitor research – 8 free sources of information

The B2B Research Blog

Here are eight free sources of competitor information for those operating in B2B markets: Companies House. So the trade-off is that the company needs to make certain pieces of financial information publicly available so that others can judge their health. If a competitor is publicly listed on a stock exchange, they disclose even more information. But in B2B markets this kind of customer review information isn’t usually available.

The big trends in B2B marketing

The B2B Research Blog

Nope, it was a far more informed perspective – that of leaders from the UK’s 75 largest B2B marketing agencies who were recently surveyed as part of the B2B Agency Benchmarking Report. I recently shared a view on the big trends in B2B marketing at the MRS B2B Conference. Well, I shared it, but in truth it wasn’t my view.

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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

This map provides a wealth of information in a relatively straightforward manner. Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space?

B2B market research – 10 unique features

The B2B Research Blog

This means that tele-depth interviews are often the preference of B2B respondents and can gain a better quality of information than face-to-face interviews (the opposite is true in consumer research). Is B2B market research really that different from B2C? Well in a nutshell, yes.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

It’s all about the lead

The B2B Research Blog

It’s packed full of useful information, but a few findings in particular leaped out at me. . These channels need to enable some kind of value exchange – a situation where the prospect is offered something of value in return for information which causes them to become a lead. Marketing still plays second fiddle to sales in B2B organisations. .

The seven R’s of thought leadership

The B2B Research Blog

What information would they bite your hand off for? 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.

Shape the B2B Barometer

The B2B Research Blog

With these goals in mind, maybe you feel the eight information areas above are spot on and we should keep things just as they are. The B2B Barometer has been a consistent feature of the B2B landscape since 2009. Now it’s evolving and you can shape its future. The B2B Barometer was designed as a ‘state of the nation’ study. At a macro-level this gives a measure of our industry’s health and reveals key trends.

Generation Y: Implications for the workplace

The B2B Research Blog

Generation Y’s world-view has been shaped by the four Cs: Connectivity: Generation Y have always been hyper-connected and bombarded with information. They’re also from an age where information has never been so freely available. Expert assimilators: Generation Y easily makes sense of diverse and rapid information flows. A client recently asked us to present to a group of CIOs from their enterprise customers.

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

After all, your competitors only share the legal minimum of information about performance. Information which is also usually opaque and outdated. . Then, after independent verification of financial information, analyse the data to provide accurate performance benchmarks. Are you normal? . As a business I mean. . If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? It’s tough to answer this question with confidence.

Eight ways B2B market research differs from B2C

The B2B Research Blog

Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust.

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Who owns your brand? B2B brand perceptions research

The B2B Research Blog

Fully informed, action can then be taken to close any gap between aspiration and 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. Through every encounter they’ve had with your organisation, your employees or products. Through what they hear from you and about you.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

When landing on a web page information about an individual user (browsing behaviour, demographics, etc.) Added to this is the fact that many B2B publishers don’t offer programmatic yet and even if they do, information on their visitors may not be of much targeting value (e.g.

Eight ways B2B market research differs from B2C

The B2B Research Blog

Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information. Warning. Market research can be bad for your health. It can actively hurt business performance by drawing misleading conclusions. The result is bad decisions. Research can also passively hurt business performance by not driving action. The conclusions are sound, but sit on a shelf gathering dust.

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Financial benchmarks for B2B Marketing agencies

The B2B Research Blog

The League and lots of other juicy information is published in a Benchmarking Report. Every year B2B Marketing Magazine, in partnership with Circle Research , ranks the UK’s top 50 B2B marketing communications agencies based on their revenues. We’re giving away copies to the first 50 new subscribers to this blog. Get your copy here - subscribe. Highlights.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’. 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.

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Blink: A side door to the unconscious

The B2B Research Blog

Gladwell’s theory is that there’s a part of our mind which constantly scans the environment digesting information, identifying patterns and matching this with past experience. Sometimes things just feel right. We can’t say why, they just do. The house bought not because it ticked all the boxes, but because you could imagine living there. The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit.

The Times They Are a-Changin’

The B2B Research Blog

The democratisation of information means that the technology marketer now has less control. From a ‘broadcast’ perspective, the information floodgates have opened and barriers to entry have fallen.

B2B competitor research – 8 free sources of information

The B2B Research Blog

Here are eight free sources of competitor information for those operating in B2B markets: Companies House. So the trade-off is that the company needs to make certain pieces of financial information publicly available so that others can judge their health. If a competitor is publicly listed on a stock exchange, they disclose even more information. But in B2B markets this kind of customer review information isn’t usually available.

Three foundation insights for any ABM strategy

The B2B Research Blog

In this meeting, explore the information areas above and pose the killer question – “how can we do more business with you?”. Take a look at your customer base and, if you’re a B2B company, you’ll find that it probably follows the 80:20 rule where the majority of sales (often around 80%) come from a small proportion of customers (that’s the 20%). That being the case, it makes sense to focus your resources on these high value customers as that will give you more bang for your buck.

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

The B2B Research Blog

Secondly, the advance of technology will continue and this will have important implications for how information is sent, received and communicated. 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 conduct a business to business survey

The B2B Research Blog

Why are you doing the survey – what are your goals and how will you use the information the survey gathers? Then, having reflected on your motivations, write a concise statement which details the overarching objective of the survey and the specific information you need to gather to reach this objective. Armed with these information objectives, you’ll then need to design a survey questionnaire.

Create a B2B customer journey map in six steps

The B2B Research Blog

You should then access any internal logs or records which can provide further information about the nature of the customer journey. 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

You should then access any internal logs or records which can provide further information about the nature of the customer journey. 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.

Business-to-business (B2B) pricing strategy research – part 2

The B2B Research Blog

Using this information, the conjoint algorithm creates a series of hypothetical products each with slightly different attributes and prices. Last week I discussed two research techniques which can be used when determining the optimum pricing strategy – Gabor-Granger and Brand Price Trade Off (BPTO). These techniques are beautifully simple, but this simplicity has a flip side.

Business-to-business (B2B) pricing strategy research – part 1

The B2B Research Blog

It informs pricing strategy by revealing likely levels of demand, revenue and profitability under different pricing scenarios. When developing the optimum pricing strategy in business-to-business (B2B) markets, it’s essential to have insights into how the market is likely to react when a product or service is sold at different price points. That’s where market research comes in.

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

This map provides a wealth of information in a relatively straightforward manner. Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space? These are all critical questions for a marketer or indeed anyone managing a brand, but answering them isn’t always straightforward, as the following example illustrates.

Big data is big news

The B2B Research Blog

By mining the petabytes of information which sit on our corporate servers and elsewhere, we can uncover hidden insights into customer behaviour. Click to read report. We’ve all heard the hype. Big Data is the next revolutionary force in marketing.

From insight to action

The B2B Research Blog

This means that the research will provide the information they most need and test any ‘pet theories’. 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.

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Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

Talking to lapsed customers, Circle was able to provide the client with some surprising information about how the company’s service performance had slipped – and how the decline could be arrested. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News.

Are B2B marketers neglecting their brands?

The B2B Research Blog

Beyond this headline there’s a wealth of valuable information in the report. 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. .

Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals. by Anton Scherbik.

Stop over-complicating your customer information

Biznology

The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer information

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. Designing Information Architecture for Interactive Stories. Simplicity of Information.

The Who, What, Why & How of Sharing Information [Infographic]

Crimson Marketing

They share informative content via social networks as well as by email. Boomerangs: These sharers share information to get a reaction and to feel validated. The post The Who, What, Why & How of Sharing Information [Infographic] appeared first on.

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Memory, Information Overload, and 3 Ways Marketers Can Maximize Content

Modern Marketing

It got me thinking about just how much information the brain is capable of holding. Massive expansion of the web has put all of us in a state of information overload. As the amount of information is increasing, we’re also seeing a corresponding decrease in our ability to pay attention.

Multitasking Puts Your Brain on Information Overload [Infographic]

Puzzle Marketer

According to a recent infographic by OnlineUniversities.com , your brain “wasn’t designed to handle the amount information they’re currently processing.”

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Use Information Interview Approach for Sales Prospecting Conversations

Avitage

If you truly belief this, then my essential question is, “what is the minimal information you need, to know how to conduct a value-creating conversation, in an early stage engagement with your key stakeholder, in […]. The post Use Information Interview Approach for Sales Prospecting Conversations appeared first on Avitage.

The holistic challenge of information in business optimization

i-Scoop

Each organization invests hours of work and numerous processes to deal with documents, data and information every single day and across multiple departments.

Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

bizible

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information. By generating objective and persuasive information you'll be able to drive transformation at your organization.