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News & Views

  1. B2B marketing sector bounces back: 57% report rising budgets

    By Andrew Dalglish -

    To say it’s been an eventful few years economically is an understatement.  First we had the credit crunch and a deep recession.  Now deficit reduction measures are biting and bond markets shaking.

    These turbulent times make the latest instalment of the bi-annual B2B Barometer interesting reading.  The survey – conducted in August 2011 and based on the opinions of 137 B2B agencies and marketers in the UK – shows that despite strong headwinds, the last 12 months have been rather rosy for most.

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  2. Three reasons B2B marketers should care about sustainability

    By David Willan -

    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.  Increasingly sustainability is becoming embedded throughout corporates and amongst individual departments – including marketing – for three very compelling reasons.

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  3. Benchmark your digital marketing activity

    By Andrew Dalglish -

    Have you ever wondered how other B2B marketers spend their digital marketing budgets?  Where they invest the greatest amount of time?  And how effective they feel different digital activities are?

    I certainly have so when Omobono and The Marketing Society asked Circle Research to survey B2B marketers and establish how they behave in relation to digital, we jumped at the chance.

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  4. B2B SEO Benchmarking Report – highlights

    By Andrew Dalglish -

    We recently partnered with B2B Marketing Magazine to create the first report in their Benchmarking series.  The topic was search marketing in B2B.

    One of the most striking findings from the research is how digital has altered the marketing landscape.

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  5. 47% of B2B marketers endorse using sex to sell

    By Andrew Dalglish -

    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 BtoB Marketing LinkedIn Group.

    Kate Bishop, Marketing Co-ordinator at Custom Fluidpower, has a dilemma.  To use, or not to use, promotional girls at a trade show stand? Her boss is insistent but she has concerns.  I share them.

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  6. Top B2B marketing challenges – an update

    By Andrew Dalglish -

    I recently posted an analysis of a question to the B2B Marketing LinkedIn group.

    “Can you use ONE WORD to describe the biggest challenge facing B2B marketing today?”

    At the time 162 people had replied.  Just two weeks on that’s risen to 246.  The original analysis can be found here, but given this volume of response I thought it time to provide a brief update on the key metrics.

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  7. Better B2B segmentation: Four steps and a case study

    By Andrew Dalglish -

    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 is smart.  Rather than trying to be all things to all people, they’ve segmented the market and targeted a niche group.

    Contrast this with another experience.

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  8. Top ten B2B marketing challenges

    By Andrew Dalglish -

    Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group.

    “Can you use ONE WORD to describe the biggest challenge facing B2B marketing today?”

    I love this question for two reasons.  One, it forces a focussed answer.  And two, it explores the challenges we have in common – the problems we share – thus acting as a catalyst for collective improvement.

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  9. SME marketing channel preferences revealed

    By Andrew Dalglish -

    SMEs.  There are close to two million, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce.  Moreover, they’re big buyers of B2B products and services.  Just ask Sage who’s built a £1.4 billion business on the back of them.

    SMEs are a potentially significant opportunity for many B2B marketers then, but how best to open a conversation?

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