The B2B Research Blog

A wake up call for market research agencies

The B2B Research Blog

The study, now in its 11 th year and based on the opinions of 1,400+ practitioners, monitors trends in the market research industry. The report is a real wake-up call for market research agencies. There’s a good connection with marketers (i.e.

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Are B2B agencies adapting quickly enough?

The B2B Research Blog

Of the 70 agencies that feature in this year’s B2B Marketing Agency League, 10 show no or negative turnover growth. However, the UK economy is once again growing and this is feeding through to B2B marketing budgets. appeared first on Circle Research - B2B market research company

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Trending Sources

Business volunteering – people or profits?

The B2B Research Blog

Anne-Marie Kessleman, Head of Marketing and Responsibility, GL Hearn. appeared first on Circle Research - B2B market research company Last year we started a volunteering programme here at Circle.

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Brand mapping – Correspondence Analysis explained

The B2B Research Blog

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. The post Brand mapping – Correspondence Analysis explained appeared first on Circle Research - B2B market research company.

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The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

B2B market research – 10 unique features

The B2B Research Blog

Is B2B market research really that different from B2C? There are fundamental differences between B2C and B2B markets. In fact, as illustrated in the infographic below, there are 12 key features which make B2B markets unique. B2B market research Uncategorized B2B differences

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Understanding brand personality through projective techniques

The B2B Research Blog

In B2B markets brand personality is an especially important concept as ‘corporate fit’ is often an important consideration for B2B buyers – “are these people on my wavelength and can I see myself working with them?”. You can shape your corporate brand personality through marketing communications and, most importantly, by developing an appropriate corporate culture. Most brands have a set of human traits associated with them – a brand personality.

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What system 1 and 2 thinking mean for B2B marketers

The B2B Research Blog

Now, what does all this mean for B2B marketers? So, when your target market is choosing between suppliers it’s likely that they’ll be using system 2. This has two further implications for marketers. So position yourself as an active citizen in your target market’s industry and profession. So communicate with the target market often and be omnipresent in their environment. A clever chap called Daniel Kahneman has a theory.

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Branding is b t

The B2B Research Blog

“Branding is marketing b t. 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. So you might be convinced, but how do you persuade others who see branding as ‘marketing b t’? It is a point of differentiation, especially in commodity markets.

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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

What makes a good marketing leader?

The B2B Research Blog

There are two universal truths about all marketing plans. Two marketing teams with identical skills and resources, both looking to achieve the same goals, can achieve very different results. The latest B2B Marketing Leaders Report, produced in conjunction with Circle Research, explores how to lead well. It’s based on a survey of dozens of B2B marketing teams (76 to be precise) which explored what motivates them at work and what they look for in a leader.

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Email marketing: Overcoming message overload

The B2B Research Blog

I’ve always felt my groaning inbox bore testament to the popularity of email marketing. The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique.

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It’s official – in B2B, content is king

The B2B Research Blog

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. Content marketing in some shape or form now consumes 40% of the average B2B marketing department’s time. 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.

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Does Big Data mean market research is dead?

The B2B Research Blog

When Big Data finally becomes a reality, does that mean market research will become surplus to requirements? But it’s a complement to, not replacement for, market research. For example, what untapped needs are there in the market? How persuasive are different potential marketing messages? Big Data and market research are complementary to each other. The post Does Big Data mean market research is dead?

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The benefits of a strong brand in B2B markets

The B2B Research Blog

Some don’t think that branding matters in B2B markets. And anyway, it’s all just fluffy marketing crap and a brand is really just a logo isn’t it? . B2B marketers disagree. In fact, our surveys have found that 77% of B2B marketing leaders believe that branding is critical to growth. These enlightened marketers have also seen the benefits of building a strong brand: It makes you a must-have on short-lists.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

B2B social media: Highlights from new benchmarking research

The B2B Research Blog

The latest B2B Marketing Benchmark Report – based on a survey of 274 client side B2B marketers conducted by us here at Circle Research – finally seems to provide a definitive answer. B2B social media; is it a case of the Emperor’s New Clothes?

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B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

Interestingly, IBM is now positioned as a specialist B2B brand, having exited the PC market a few years ago. appeared first on Circle Research - B2B market research company

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Financial benchmarks for B2B marketing agencies

The B2B Research Blog

You may have read my recent post about B2B Marketing’s 2014 Agency League Table (if not, take a peek here ). The post Financial benchmarks for B2B marketing agencies appeared first on Circle Research - B2B market research company. Uncategorized Agency financial benchmarks B2B Marketing League Table By now you may even have read the full report. In this post I’d like to share a few gems which you won’t find in either.

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Driving action from a customer satisfaction programme

The B2B Research Blog

The post Driving action from a customer satisfaction programme appeared first on Circle Research - B2B market research company. 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.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Time to get with the programmatic

The B2B Research Blog

If you’re a B2B marketer, annual planning is on your mind. In particular the B2B Barometer suggests that, on average, B2B marketers spend 39% of their budget on digital. If online advertising is in your marketing plan, it’s not programmatic (i.e. A new study from Appnexus, WARC and IAB Europe has found that only 22% of European marketers currently use programmatic advertising. Aside from that old chestnut budget, marketers cite three key barriers.

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The month in #mrx

The B2B Research Blog

Every four weeks we here at @circle_research find the most popular Tweets about market research (#mrx in Twitter talk) and take a look at what’s hot. I admit privacy isn’t as exciting as Mr. X but it is important, especially to the market research industry.

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Which B2B brands do you most respect?

The B2B Research Blog

We recently posed this question to 100 marketing leaders in B2B companies. My interest piqued, I asked Xabier Ormazabal (Salesforce’s head of UK marketing) and Paul Smith (VP EMEA Salesforce Marketing Cloud) what the secret of Salesforce’s success was. Marketers can influence these perceptions but not control them. It’s not the marketing department’s brand. Most brand positionings are based on what marketers would like the company to be known for.

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How to measure customer satisfaction in B2B markets

The B2B Research Blog

How do you measure customer satisfaction in B2B markets? It’s counter-intuitive, but in B2B markets sometimes customer satisfaction doesn’t actually matter. The post How to measure customer satisfaction in B2B markets appeared first on Circle Research - B2B market research company. What questions should you ask in a customer satisfaction survey? Fair questions, but first ask yourself this: should you measure customer satisfaction?

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Branding terminology and jargon explained

The B2B Research Blog

This short, simple statement defines the space that you want your brand occupy in the target market’s mind relative to other brands – when they think of you, what core associations ( ‘brand attributes’ ) do you want to be triggered and how will these set you apart from competitors? The post Branding terminology and jargon explained appeared first on Circle Research - B2B market research company.

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The secrets of successful B2B marketing

The B2B Research Blog

What’s the secret to successful marketing? A recent survey by B2B Marketing and Circle Research asked 104 client-side B2B marketers that very question – ‘what would you say are the key elements to successful B2B marketing?’. First, marketing needs to have a strategic vision. It’s a rallying cry to give the marketing team a sense of purpose and, if communicated well, a source of inspiration. And finally, aligning marketing and sales is essential.

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Tips for B2B customer satisfaction research

The B2B Research Blog

The post Tips for B2B customer satisfaction research appeared first on Circle Research - B2B market research company. Customers are your lifeblood. But it’s tough to actively manage these relationships unless you understand how they feel about you. That’s why every B2B business needs a programme of regular customer satisfaction research. Take care though. Get it wrong and you can actually make things a whole lot worse… Relationships matter.

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How B2B brands approach Twitter

The B2B Research Blog

I’ve been observing B2B marketers in their natural habitat. It all began with a study Circle Research conducted for B2B Marketing late in 2011 to establish the ‘state of the nation’ in B2B social media. Consumer marketers envy @cocacola’s score of 72. Specific marketing activities have a dedicated channel (e.g. B2B marcomms B2B Marketing Magazine column B2B social media TwitterSocial media has become a bit of an obsession for me.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

The benefits of marketing automation aren’t automatic

The B2B Research Blog

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%). Marketing automation is tough to implement. Download the full report here: B2B Marketing Automation Report 2015.

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The cost of losing a customer

The B2B Research Blog

A lot’ is the simple answer, especially in B2B markets where the pool of prospective customers is limited and each sale tends to be high value. This can be calculated by adding up all of your acquisition costs (sales and marketing spend) and dividing this by the number of new customers acquired during the relevant period. Cost of acquisition (sales and marketing costs / number of new customers acquired). =. What’s the cost of losing a customer? ‘A

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Insights from the B2B Barometer

The B2B Research Blog

The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers. Launched 5 years ago in 2009 and now representing the view of B2B marketers with a collective spend of £95 million, it is the industry’s state-of-the-nation study.

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It’s all about the lead

The B2B Research Blog

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. First, think about what content formats work well in your market.

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Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

How Big Data will shape the researcher of 2020

The B2B Research Blog

A new report from Circle Research and dnx confirms the view that Big Data is the next revolutionary force in marketing. 43% of marketers are already mining petabytes of customer data to uncover hidden insights into behaviour; a further 40% plan to embrace Big Data’s benefits in the next three years. Here’s the good news for the market research community. Market researchers are perfectly placed to support their marketing cousins in the first and third area.

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Top ten B2B marketing challenges

The B2B Research Blog

Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”. See the LinkedIn B2B Marketing discussion.

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The secrets of employee motivation

The B2B Research Blog

In her latest blog for Quirk’s Marketing Research Review , Circle Research’s HR lead Beth Pearson explores how an agency can best nurture and retain talent…. Read the rest of the article on Quirk’s Marketing Research Review. The post The secrets of employee motivation appeared first on Circle Research - B2B market research company

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Net Promoter Score (NPS) in B2B – the evidence

The B2B Research Blog

The post Net Promoter Score (NPS) in B2B – the evidence appeared first on Circle Research - B2B market research company. Net Promoter Score (NPS). It’s the one number that almost every organisation seems to include in their management metrics and it’s easy to see why.

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Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality