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News & Views

  1. 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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  2. 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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  3. There’s horse meat in my survey

    By Andrew Dalglish -

    What you see isn’t always what you get.

    Horse meat in our Findus Crispy Pancakes.  Sub-prime mortgages hidden within bundles of triple-A rated loans.  Dodgy surveys parading as fact.

    This deception – whether intentional or accidental – has far-reaching repercussions.  In the case of faulty research it can lead to sub-optimal decisions and missed opportunities.  And it’s an easy mistake to make.  Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’.  But challenge we should.

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  4. Three customer insights for your marketing plan

    By Andrew Dalglish -

    Spring.  As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans.

    The most fruitful of these plans are built on customer insights.  But insights into what exactly?

    Here are three things that would top my list.

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  5. Eight ways B2B surveys differs from B2C

    By Andrew Dalglish -

    Warning.  Market research can be bad for your health.

    It can actively hurt business performance by drawing misleading conclusions.  Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information.  The result is bad decisions.

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  6. The three secrets of employee motivation

    By Andrew Dalglish -

    People matter.

    A marketer’s our raison d’etre is to understand people and influence their behaviour.  And for the majority of agencies supporting marketers, people are essentially what they’re selling – their time, their expertise and the experience they create for clients.

    So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical.

    But what’s the secret?

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  7. Financial benchmarks for B2B Marketing agencies

    By Andrew Dalglish -

    Every year B2B Marketing Magazine, in partnership with Circle Research, ranks the UK’s top 50 B2B marketing communications agencies based on their revenues.

    As the vast majority of specialist B2B agencies participate in the League and their financial data is verified, this is a strong measure of the sector’s health.  If B2B agencies are doing well, it suggests their clients are too.

    Look at the headline numbers and you’d be forgiven for thinking everything is rosy.

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  8. How do we align sales and marketing?

    By Andrew Dalglish -

    Ever looked at our cousins in FMCG marketing with a little jealousy?  Eyed their big budgets with envy?  Coveted their influence in a world where marketing is central to organisational success?

    Maybe not, but you’ve probably glanced across your own office and felt similar feelings towards sales.  At least you will have done if you’re anything like the 100 B2B marketing leaders Circle recently surveyed as part of the B2B Marketing Leaders Forum.

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  9. From insight to action

    By Andrew Dalglish -

    Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it.

    You start with determination to put the customer at the centre of decisions.  You carefully design a robust survey.  You intelligently analyse the findings to get to the heart of the issue.   Then…

    Well, nothing.

    The research becomes an academic exercise rather than a catalyst spurring action.

    So, how can we ensure that insight always leads to action?

    Here are five tips.

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