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Author: Andrew Dalglish

  1. B2B social media – a two horse race?

    By Andrew Dalglish -

    Social media is time consuming.  The average B2B marketing department spends 17% of their time on it. And if you believe in the wisdom of crowds (or self-fulfilling prophecies) then the latest B2B Social Media Benchmark report reveals where you’re likely to get the best return on this effort.

    It seems that social media, in B2B at least, is a two horse race.

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  2. Big data is big news

    By Andrew Dalglish -
    Circle-report-img

    Click to read report

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

    And a new report from dnx based on a survey by Circle Research of some of the UK’s top B2B marketers suggests the hype is fast becoming reality.  Eight in ten marketers already use Big Data (43%) or plan to (40%) in the next three years.

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  3. Branding is bullshit

    By Andrew Dalglish -

    “Branding is marketing bullshit. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side.

    And anyway our brand is just fine, the logo is great.”

    Sound familiar?

    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 bullshit’?
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  4. Which B2B brands do you most respect?

    By Andrew Dalglish -

    Which B2B brands do you most respect?

    We recently posed this question to 100 marketing leaders in B2B companies. Two brands emerged head and shoulders above the rest: IBM and Salesforce.

    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.

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  5. Tips for B2B customer satisfaction research

    By Andrew Dalglish -

    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…

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  6. A blueprint for customer service excellence

    By Andrew Dalglish -

    Relationships matter in B2B.  But for many B2B businesses it’s simply not commercially viable to individually account manage each customer.  This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre.

    I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like.  The results of the study have been published in full as part of their Perspective thought leadership series, but in a nutshell here’s a blueprint for excellent customer service.

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  7. Getting to the top of the marketing tree

    By Andrew Dalglish -

    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?

    I was excited because those answering the question were marketing leaders in some of the UK’s largest B2B companies.  In other words, people perfectly placed to provide a blueprint which aspiring marketing leaders can follow.

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  8. The B2B marketer’s world is changing

    By Andrew Dalglish -

    It’s tougher being a marketer nowadays than it ever has been.  That’s what 73% of the 200 B2B marketers in the US and UK told us in the latest ‘What Works Where’ survey Circle Research conducted on behalf of Omobono.

    Why? Well, some perennial challenges remain the same.  It always has been (and probably always will be) tough to get buy-in from colleagues, effectively achieve cut-through and measure ROI.

    But in the last three years marketers have watched the world around them change, and they’ve had to adapt.

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  9. B2B content marketing research

    By Andrew Dalglish -

    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.  Either way, the survey results provide valuable guidance.

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  10. Tips for international B2B market research

    By Andrew Dalglish -

    B2B organisations have always had a natural inclination to expand internationally.  With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense.  And as globalisation continues at a pace, the importance of foreign shores is ever-increasing.

    This international dimension has important implications for how market research is conducted and interpreted.  In my time I’ve run research projects in dozens of countries so thought I’d share a few pointers for those about to embark on an international B2B research study.

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