2012 B2B Marketing Award for Best Content Marketing – Finalist
2012 EMMA Award for Thought Leadership – Finalist

Thought Leadership has become central to the B2B marketing mix. Buyers now expect prospective suppliers to contribute something of value to the debate and demonstrate real expertise.

But by definition, thought leadership can only be afforded to the few.

Santa Fe, a provider of workforce re-location services to multi-nationals, approached Circle Research with a clear brief – equip us with the tools needed to become the undisputed voice of authority in our sector.

Here’s how we did it.

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2011 MiAward for Best Use of Insight – Winner
2011 B2B Marketing Award for Best Use of Insight – Finalist

Randstad Student Support engaged Circle to identify the insights needed to increase market share. The impact has been seismic.

The research has led Randstad to refresh their brand positioning, articulate their offer in a more resonant way and adopt a radically different engagement style.

Moreover, this is research with results. A number of major client opportunities are directly attributable to the project and the number of students with disabilities supported via Randstad has grown significantly.

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British Airways World Cargo (BAWC) commissioned Circle to help them transform the culture of the organisation by identifying the things that really matter to customers.

The result has been a truly customer-centric outlook, a focus on the areas that impact customer satisfaction the most and the tools to help employees deliver the brand promise.

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Bureau de change. Exchanging one currency for another. As commodity markets go, this is as pure as they come. After all, the ‘product’ itself, money, is literally identical between suppliers. Unsurprising then that ‘zero commission, great rates’ is the deafening cry from the numerous competing providers seeking to attract custom from travellers.

The challenge of somehow transcending this purely price-driven marketing strategy was one which Moneycorp, an operator of bureau de change, had been considering for some time.

Can we meaningfully differentiate in a largely commoditised environment? Or are we better to lead a ‘race to the bottom’ and compete on price as is the traditional approach?

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