Thoughts on B2B marketing
Successfully using research for PR
“Eye care: Clearly confused” read the headline in Personnel Today. “Research by Specsavers Corporate Eyecare shows that misconceptions surrounding the display screen equipment regulations are leading to eye care overspend” it continues. OK, I don’t really care either. What is interesting are some dodgy conclusions...READ MORE
When and how to use B2B social media
Ed Weatherall recently likened Twitter to the Emperor’s New Clothes. It’s surrounded by hype but when we look closely it often has limited relevance in B2B. This bold position could explain why Ed was Happy Slapped to publicise last year’s B2B Marketing Awards. Despite the risk of suffering the same fate I’d like to join the campaign for common sense....READ MORE
Maximising B2B survey response rates
DIY research has been a hot topic recently. Being agency side you’d expect me to dismiss the idea. I don’t. I think it has a role and sometimes makes good sense. I also think there’s a growing realisation that this research lark is not as easy as it first seems....READ MORE
Measuring the role of emotion in B2B decision making
I received this question by email recently. "B2B marketers don't target companies, they target people who make decisions for these companies. People being people, these decisions have rational and emotional components. Research often focuses on the rational part but forgets the emotional bit. How can we ensure both dimensions are represented?....READ MORE
Survey or crystal ball: Surveys and economic forecasting
My friends think I’m odd. It’s unusual, they say, to become animated when talking about business. It was with a resigned sigh then that they accepted my invitation for an ‘end of recession’ celebration drink in our local....READ MORE
How to tell if a B2B survey is reliable
We recently asked readers to pose their research questions on the B2B Marketing LinkedIn group. One question came back more than once. "In a B2B context how can I ensure a survey is reliable?". A big question but let me give it a shot....READ MORE
The pros and cons of DIY research
DIY research principally relates to online tools such as SurveyMonkey. The concept is attractive. A simple interface lets the user quickly and easily design an online survey which can be sent to anyone whose email address they have. Better still, these tools are cheap or free....READ MORE
The 3 I's of new product development research
“If I’d asked people what they wanted they’d have said faster horses” declared father of the motor car Henry Ford. Fast forward a century to another great innovator, co-founder of Apple Steve Jobs....READ MORE
My most trusted margarine - lessons in brand trust
I recently stumbled across the Reader’s Digest survey of Britain’s most trusted brands. One finding jumped out at me. The most trustworthy margarine is Flora. “I’ve never trusted a margarine” I thought. “I trust my doctor, my friends, my local policeman; not a margarine”. But the idea got me thinking....READ MORE
Set sail...but take a map - international research tips
There’s an international flavour at the moment. The holiday season is still a fresh memory, global political tensions are simmering and the world economy is diverging into three streams – ever expanding emerging markets led by China, countries such as Germany just breaking out of recession and countries like the UK where growth remains subdued...READ MORE
Finding the pricing sweet spot
Perhaps unsurprisingly in the current climate, marketers are increasingly looking at price and pricing mechanisms as a means of obtaining competitive differentiation. But there’s a lot more to price than simply being the cheapest. It should ideally reach the optimum price point or ‘sweet spot’. It must be perceived as fair. But especially in today’s conditions it must clearly reflect and communicate value...READ MORE
Customer service doesn't (always) matter
I recently visited a major carpet retailer and had perhaps the worst customer experience of my life. I was in a rush…they were just going to finish their coffee. I had found the perfect carpet…they strongly disagreed. I needed the carpet fitted as soon as possible…they might be able to do something in 6 weeks. “Vote with your feet” I thought...READ MORE
Are you one of the 80 or the 20?
Rules of thumb generalise but can be useful. Here’s two of particular relevance in the current business climate. It costs 10 times more to acquire a new customer than retain an existing one. 80 per cent of sales originate from 20 per cent of customers. My point? Now more than ever the focus has to be on retaining customers, especially key accounts...READ MORE
Extracts from the B2B marketing trends survey
A marketer needs to keep their finger on the pulse. On the pulse of their customers, on the pulse of their industry and on the pulse of their profession. Without doing so they risk becoming stagnant or, worse still, irrelevant. They miss opportunities, insights and ideas...READ MORE
Enhancing the Net Promoter Score
January always brings a raft of predictions. In recent years advocates of the Net Promoter Score (NPS) concept have taken this a step further and claimed clairvoyance...READ MORE
Here’s a positive voice amongst the gloom. Recession is about change and with change comes opportunity. Marketing is no exception to this. The change? As marketers seek more immediate ROI there has been a clear shift of focus from brand building to sales based activities such as lead generation. The opportunity? To adopt a new approach which makes you stand out more than ever...READ MORE
..