The B2B Research Blog

Understanding brand personality through projective techniques

The B2B Research Blog

Most brands have a set of human traits associated with them – a brand personality. 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.

Is customer satisfaction really important in B2B?

The B2B Research Blog

They have a close personal relationship with individuals in the supplier organisation. Customer loyalty is critical to any business. Obvious but true, especially for B2B companies who, unlike their consumer focussed counterparts, have a relatively limited pool of buyers to target.

Trending Sources

B2B brands are dead. Long live B2B2C brands!

The B2B Research Blog

Experiences from their personal life will inevitably bleed into their business life. I’ve been having a quick look at the list of top 20 B2B brands compiled by Superbrands UK and published earlier in the week (see the full list of B2B superbrands here ).

Brand 83

The month in #mrx

The B2B Research Blog

After all, if we lose the trust of respondents that their personal information and opinions are safe with us, then we’ll lose their support. Shopping the world: People are becoming shopping tourists, buying from abroad (online or in-person) to obtain unique goods or lower prices.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Getting to the top of the marketing tree

The B2B Research Blog

Look for the person who: Is open minded, forward thinking and embraces new ideas. To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers. Between them they control budgets worth £188 million. There was one particular question which had me on the edge of my seat: What attributes does a successful B2B marketer have?

The seven R’s of thought leadership

The B2B Research Blog

Personal relationships and being part of the buyer’s eco-system are usually critical. 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.

Generation Y: Implications for the workplace

The B2B Research Blog

To progress their personal development. A client recently asked us to present to a group of CIOs from their enterprise customers. What implications, they wanted to know, does Generation Y have for the workplace? Defining Generation Y. First, let’s define Generation Y. That’s not as easy as it sounds. Generations have ‘fuzzy edges’ so it’s not always clear where they start and end.

B2B content marketing research

The B2B Research Blog

Prioritise personal channels. Content marketing works.

Three reasons B2B marketers should care about sustainability

The B2B Research Blog

This in turn communicates positive brand messages such as trust, creates a favourable brand personality and builds affinity. 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.

Brand 33

47% of B2B marketers endorse using sex to sell

The B2B Research Blog

First, the technique sends clear messages to the market about your company’s personality and the substance of your proposition. 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.

B2B content marketing research

The B2B Research Blog

Prioritise personal channels. Content marketing works. 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). 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.

An interview with Jaakko Alanko: MD, Alanko Consulting

The B2B Research Blog

Are there B2B brands that you personally admire? What does the future hold for you, personally? Every month David Willan interviews leading experts from the world of marketing and B2B. This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications. Jaakko shares insights learned during 40 years in marketing, discusses the B2B brands he admires and shares his vision for the future of B2B marketing: the era of the enterprise brand.

Better B2B segmentation: Four steps and a case study

The B2B Research Blog

Do they have different attitudes and personalities? 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. Rather than trying to be all things to all people, they’ve segmented the market and targeted a niche group.

SME 16

Making ‘human-to-human’ marketing a reality

The B2B Research Blog

One widely touted trend in this latter category has a new label (‘human-to-human’ or ‘personalisation’), but is really just a marketing fundamental – recognising that each member of the target market is a person (representing a business) with their own unique behaviours, preferences and emotions. One, it segments the company not the person. January is the month for predictions. Flicking through the various forecasts of what 2015 holds for B2B, common themes emerge.

Blink: A side door to the unconscious

The B2B Research Blog

If a person’s decision is guided by the unconscious, they’ll find it tough to explain what truly determines their choice. 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. In his book, Blink, Malcolm Gladwell explores experiences like these.

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

The B2B Research Blog

Are there any B2B brands that you personally admire? You can certainly be cooler than your competitors principally by injecting personality into your brand, even if you are in a sector that may not be that exciting. And of course the same thing could equally apply in B2B where you can create brand personalities in sectors that are even more boring than insurance. So brand personality can make a big difference in B2B.

B2B competitor research – 8 free sources of information

The B2B Research Blog

Amongst other benefits, this limits the personal liability of the company’s shareholders for any debts. Generally speaking, I think that the best approach to competition is to ignore it. Instead of fretting about what others are doing, if you just focus on delighting your customers and exceeding their needs then you’ll thrive commercially. That said, having an eye the competition is a useful check to ensure that you’re keeping pace with the market and not missing a trick.

Understanding brand personality through projective techniques

The B2B Research Blog

Most brands have a set of human traits associated with them – a brand personality. 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.

How to create a Customer Happiness Index

The B2B Research Blog

Let’s also not forget our own personal pride and the morale of those around us. 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.

Accelerating your career as a B2B marketer

The B2B Research Blog

And finally, they develop a personal brand and actively promote this so new opportunities open up. We recently partnered with B2B Marketing Magazine to produce a ‘career acceleration guide’ for B2B marketers. . In the survey that underpins this report we captured the experiences of over 70 B2B marketers who’ve made it to the heady heights of head of marketing, VP marketing or CMO. What’s the secret of their success?

Lessons from the 2017 Business Superbrands

The B2B Research Blog

So one’s personal experience clearly plays a massive role in shaping brand perceptions. Interesting results from TCBA/Superbrands in their latest ranking of the UK’s top 20 Business Superbrands. Congrats to British Airways for winning top spot for the third year running! The rankings illustrate a few important lessons about B2B branding in the modern day.

Map of the B2B buying process

The B2B Research Blog

Personal relationships (7%). Mapping out the buying process is critical for anyone looking to market or sell in business-to-business (B2B) environments. Armed with this understanding you’ll be able to target the right people, at the right time, in the right way. Different scenarios will of course see a different buying process, but a recent survey of 118 B2B buyers by Circle Research reveals that there are similarities in the buying process across many B2B markets. Click to enlarge.

Branding terminology and jargon explained

The B2B Research Blog

Brand personality : The human traits and behaviours that are associated with a brand, e.g. fun, paternal, aggressive. Jargon abounds in the discipline of branding, and the plethora of terms in use coupled with the sometimes nuanced differences between them can have undesirable side effects. Sometimes the jargon undermines the user, making them seem pretentious or detached from the hard-nosed world of commerce.

Big data is big news

The B2B Research Blog

Likewise, just because marketers aren’t personally mining Big Data themselves, they can still use it just as effectively (if not more so). Click to read report. We’ve all heard the hype. Big Data is the next revolutionary force in marketing.

B2B SEO: Content is king

The B2B Research Blog

To build these there’s no substitute for personal interaction. Life’s hectic. Sometimes though it’s sensible to take a step back. To contemplate whether the things we’re doing are the right things; that we’re working not just hard, but smart. With this philosophy in mind we’ve partnered with B2B Marketing Magazine to compile a series of benchmarking reports.

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

After all, isn’t cargo a business-to-business environment where person-to-person relationships are key? 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.

Putting the Personal in Personalization

Act-On

Marketers have added personalization to emails, social and more, but what about their own websites? Marketing Strategy Podcast marketing personalization marketing podcast personalization website personalization

#Personalized Mona Lisa #Marketing #Humor #Fail

Customer Experience Matrix

Dear Internet, I was disappointed but not wholly surprised that you didn’t find Wednesday's post with Personalized Mona Lisa as self-evidently hilarious as I did. But the notion of over-extending personalization is still important. So what are the problems with personalization?

A significant content insight if you’re marketing personal services

grow - Practical Marketing Solutions

The content being created on their site was not attached to a person. Their primary social networking was being done through a company account, not any personal accounts. When selling a personal service, the goal of content marketing is not “content.”

3 Ways Personalized Marketing Improves the Consumer Experience

Act-On

Find out three killer ways to improve your customer experience with personalized marketing in this blog. Marketing Automation Marketing Strategy marketing personalization personalization personalized marketing

How to Add a Personal Touch to Your Marketing Automation

Act-On

Or you go all the way to personalizing them as best you can. But the returns on personalization are pretty darn good, too. So it’s reasonable to assume that if you could combine these two tactics ‒ automation and personalization ‒ you’d be downright dangerous.

BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View

Customer Experience Matrix

The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. BlueVenn has only been active in the U.S. market only since March 2016, although many U.S.

Which is more important: The content, or the person?

grow - Practical Marketing Solutions

I lectured before a university class the other day and a student asked a great question: “When creating a personal brand, which is more important, the content, or the person creating the content?” People are loyal to a person because they know they will never be let down.

Delivering Results through Content Personalization [Interview]

KoMarketing Associates

Content personalization continues to be a challenge for marketers, as revealed in the “2016 Trends in Personalization” study from Evergage. Although 85 percent of marketers said they were using personalization tactics, 55 percent gave themselves a grade of “C” or lower.

How Personalization Is Changing Content Marketing

Contently

Back in 2015, technology market researcher Gartner published a statistic that sent waves throughout the marketing world: By 2018, companies that have “fully invested in all types of personalization” will outsell companies that have not by 20 percent.

Building a personal brand? Here’s why you need to ignore SEO

grow - Practical Marketing Solutions

I’ve been spending a lot of time thinking about this idea of “personal branding” in the world today as I prepare to launch an exciting new book called KNOWN: The handbook for building and unleashing your personal brand in the digital age. By Mark Schaefer.

How Personalization Affects Lead Nurturing

B2B Marketing Insider

The post How Personalization Affects Lead Nurturing appeared first on PureB2B. The post How Personalization Affects Lead Nurturing appeared first on Marketing Insider Group.

Too many messaging systems creates personal confusion

grow - Practical Marketing Solutions

I am a very reliable person so this upsets me and I wanted to get to the bottom of the problem … what’s going on here? Is there an app people use to direct all personal communications through one funnel? By Mark Schaefer.

A Special Message for You: The Power of Personalized Marketing

grow - Practical Marketing Solutions

The answer: relevance and personalization. There’s Power in Getting Personal. Personalized marketing involves targeting your messages, products or services to an individual customer based on data you’ve collected about them (or about a like-minded group of customers).