+44 (0) 20 7960 3803

News & Views

  1. Green shoots? Highlights from the B2B Barometer survey

    By Andrew Dalglish -

    Double dip recession.  Greek bond defaults.  Spanish bailout.  We’re clearly not quite out of the ‘Great Recession’ yet.

    But we business-to-business marketers have always been an optimistic bunch.

    The latest B2B Barometer survey explored the opinions of 128 B2B marketing professionals collectively controlling budgets of £29.1 million.

    It reveals that despite the economic turmoil, the majority of client-side B2B marketers see happier times ahead.

    Continue reading

  2. It’s all about the lead

    By Andrew Dalglish -

    Marketing still plays second fiddle to sales in B2B organisations.

    Past readings of the B2B Barometer survey reveal that up to 60% of B2B marketers agree with this statement and the latest survey published in June 2012 confirms it.

    Two fifths (41%) of B2B marketers report that their single highest marketing priority for 2012 is to generate more of the salesperson’s raw material – leads.  Fair enough.  After all, few brands have buyers queuing at their door so ‘hunting’ revenue has to be a key focus.

    Continue reading

  3. Email marketing: Overcoming message overload

    By Andrew Dalglish -

    I’ve always felt my groaning inbox bore testament to the popularity of email marketing.  Now my suspicions are confirmed.

    The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) business-to-business marketers make use of the technique.  Remarkably, amongst those doing so almost one half (44%) broadcast emails once a week or more often.

    Continue reading

  4. Who owns your brand?

    By Andrew Dalglish -

    Your organisation doesn’t own its brand.   It can shape it, manage it, but never own it.

    That’s because a brand is not what an organisation says it is.  It’s what the market believes it to be.  It’s a perception developed through the sum of an individual’s experience.  Through every encounter they’ve had with your organisation, your employees or products.  Through what they hear from you and about you.

    Continue reading

  5. How B2B brands approach Twitter

    By Andrew Dalglish -

    Social media has become a bit of an obsession for me. Not so much as a participant, but as an observer. I’m the technology equivalent of a bird watcher. I’ve been observing B2B marketers in their natural habitat. Noting their behaviours. Sketching and documenting the different species I see. I call them ‘Twitologies’ and I’d like to share an outline of them here.

    Continue reading

  6. Measuring the service experience

    By Andrew Dalglish -

    Does your business have a service element?  Do you measure customer perceptions of the experience?  If so, you might want to take a quick look under the bonnet.

    Let me share a story.  It sounds far-fetched, but is true.

    Continue reading

  7. The seven R’s of thought leadership

    By Andrew Dalglish -

    Thought leadership.  Everyone’s claiming it but, by very definition, only a handful ever delivers.  So how do you ensure that your content marketing strategy positions you as one of the few?

    Follow the seven R’s of thought leadership – Resonant, Rare, Road Mapped, Robust, Rounded, Rooted and Re-used (see how we applied these principles for the Santa Fe Group in a case study short-listed for the 2012 B2B Marketing Award for Best Content Marketing here: B2B thought leadership research case study).

    Continue reading

  8. The Times They Are a-Changin’

    By Andrew Dalglish -

    Our friends at Marketing Options International (MOI) have just launched the Mind Share Café.  No, not a diversification into tea and cakes, but a virtual hub where they’ve collected together the thoughts of leading B2B technology marketers.  Marketers from players like Dell, Microsoft and Cisco.

    Continue reading

  9. Not how you fly, but how you serve

    By Andrew Dalglish -

    Many years ago now, whilst I was working at, newly privatised, British Airways, our research team was challenged to understand what it meant to be “branded British”.  What does the power of national identification bring to the airline in each market it serves, and how could that knowledge be leveraged to help position the airline and its service to best effect?

    Continue reading

  10. Financial benchmarks for B2B marketing agencies

    By Andrew Dalglish -

    Are you normal?  As a business I mean.  If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors?

    It’s tough to answer this question with confidence.  After all, your competitors only share the legal minimum of information about performance.  Information which is also usually opaque and outdated.

    Despair not though.  The 2011 B2B Marketing Agency League Table, compiled by B2B Marketing Magazine and Circle Research, fills in the gaps.

    Continue reading