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Author: Andrew Dalglish

  1. Driving action from a customer satisfaction programme

    By Andrew Dalglish -

    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.  Others are passive observers – they simply report on the situation but do little to change it.  So, how do you ensure that your customer satisfaction programme makes a positive difference? Continue reading

  2. The cost of losing a customer

    By Andrew Dalglish -

    What’s the cost of losing a customer?  ‘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.

    We can be a bit more specific about the cost of losing a customer though. Continue reading

  3. Using Regression Analysis in market research

    By Andrew Dalglish -

    When measuring the health of customer relationships, three metrics are at the core of most studies: customer satisfaction, customer loyalty (likelihood of choosing supplier at next purchase) and customer advocacy (likelihood of recommending supplier to others).

    However, these metrics alone are not enough.  They provide a snapshot of customer health but don’t in and of themselves reveal how to improve the position.  Two approaches can take our understanding to that next level. Continue reading

  4. How to measure customer satisfaction in B2B markets

    By Andrew Dalglish -

    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.  For example, even disgruntled customers may remain loyal because: Continue reading

  5. The secrets of successful B2B marketing

    By Andrew Dalglish -

    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?’.  They were given free rein to answer however they wanted and an analysis of these responses reveals five themes.

    Continue reading

  6. Incentives in B2B market research

    By Andrew Dalglish -

    One of the toughest aspects of conducting a B2B research study is securing the support of a hard-to-reach target audience.  B2B decision makers are time poor, under pressure and protected by Gatekeepers (e.g. their PA).  These are all features which make them less likely to take part in surveys and interviews, but with the right approach B2B respondents can be persuaded to take part in research.

    So, what’s the trick?

    Well, it’s all about careful incentivisation – you need to give respondents a compelling reason to support the research.  In a recent article for Research Live, Circle Research’s Andrew Dalglish explored this topic revealing how you can use ‘soft’ and ‘hard’ incentives to access the opinions of B2B audiences.

    Read the article in full here.

  7. The data asteroid is coming

    By Andrew Dalglish -

    They say that an asteroid impact wiped dinosaurs off the face of the earth. Could data be the B2B marketer’s asteroid?

    At a basic level, data can reveal the effectiveness of and ROI from marketing investments. What was the click-through rate? How many leads were generated? Which executions generated the most engagement? But this ‘what happened?’ data is just scratching the surface. Data can be used not just to observe what happens, but to shape what happens. With the right approach to data capture and analysis, insights with the potential to turbo-charge marketing activity can be brought to the surface. Data mining can reveal hidden opportunities, predictive analytics can put you one step ahead, micro-segmentation can personalise your marketing, and so on.

    Continue reading

  8. Is programmatic advertising relevant in B2B?

    By Andrew Dalglish -

    One number in tB2B Barometer 2015he recently published B2B Barometer study caught my eye.  Two thirds (64%) of B2B marketers describe programmatic advertising as irrelevant.  That’s striking because an estimated 59% of digital ad spend in the UK, that’s £1.8 billion, is programmatic and next year it’s forecast to reach 70%.  Yet, most B2B marketers still don’t see it as relevant.  Odd.

    It’s strange because if we break it down, programmatic is unarguably attractive.
    Continue reading

  9. What makes a good marketing leader?

    By Andrew Dalglish -

    There are two universal truths about all marketing plans. One, no matter how smart the plan might be, it’s worthless unless well executed. And two, no plan has ever executed itself – people make it happen.

    Here’s another observation. Two marketing teams with identical skills and resources, both looking to achieve the same goals, can achieve very different results. That’s down to leadership – the ability to get the best out of people and make 1 + 1 = 3.

    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.

    They gave clear guidance.

    Continue reading