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Category: Insights into B2B marketing

  1. Report: The Ambitious SME

    By Andrew Dalglish -

    SME businesses are a passion of mine.  I founded one (Circle!) and as a B2B specialist I regularly explore the opinions and behaviours of SMEs.

    But before I go on, let’s be careful with that label of ‘SME’. Even if we exclude sole traders, there are still more than one million SMEs in the UK alone. Inevitably with a group of that size, there’s a lot of diversity – different attitudes, behaviours, needs and opinions. So, to define your target market as ‘SMEs’ is a good start, but misses an awful lot of nuance (that deserves a blog post all of its own – see my colleague Andrew Dalglish’s exploration here).

    That said, there is something which in my experience is common to most SMEs – ambition.

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  2. Insights from the B2B Barometer

    By Andrew Dalglish -

    The B2B Barometer explores economic confidence and spending patterns amongst B2B marketers.  Launched 5 years ago in 2009 and now representing the view of B2B marketers with a collective spend of £95 million, it is the industry’s state-of-the-nation study.  I’d like to share a few of the study’s key findings here.

    The B2B Barometer is published by Circle Research, the BMC and the IDM.  The full report can be downloaded free-of-charge here.

    B2B marketing budgets at an all-time high

    The latest wave of the B2B Barometer suggests that the money trees are blossoming in the land of B2B marketing:

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  3. Time to get with the programmatic

    By Andrew Dalglish -

    Here’s my attempt at a bit of Derren Brown-esque trickery.

    If you’re a B2B marketer, annual planning is on your mind.  Events, email and content feature heavily.  Two fifths of your budget is allocated to digital channels.  How did I do?

    If I got close to the truth, it’s not clairvoyance but just educated guesswork.  In particular the B2B Barometer suggests that, on average, B2B marketers spend 39% of their budget on digital.

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  4. It’s official – in B2B, content is king

    By Andrew Dalglish -

    It’s official.  Content is king.

    The latest B2B Marketing Benchmark report  produced in association with Circle Research reveals that 71% of B2B marketers consider content marketing to be a critical activity.  Last year less than half (43%) held this opinion.

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  5. B2B social media – a two horse race?

    By Andrew Dalglish -

    Social media is time consuming.  The average B2B marketing department spends 17% of their time on it. And if you believe in the wisdom of crowds (or self-fulfilling prophecies) then the latest B2B Social Media Benchmark report reveals where you’re likely to get the best return on this effort.

    It seems that social media, in B2B at least, is a two horse race.

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  6. Big data is big news

    By Andrew Dalglish -
    Circle-report-img

    Click to read report

    We’ve all heard the hype.  Big Data is the next revolutionary force in marketing.  By mining the petabytes of information which sit on our corporate servers and elsewhere, we can uncover hidden insights into customer behaviour.

    And a new report from dnx based on a survey by Circle Research of some of the UK’s top B2B marketers suggests the hype is fast becoming reality.  Eight in ten marketers already use Big Data (43%) or plan to (40%) in the next three years.

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  7. The B2B marketer’s world is changing

    By Andrew Dalglish -

    It’s tougher being a marketer nowadays than it ever has been.  That’s what 73% of the 200 B2B marketers in the US and UK told us in the latest ‘What Works Where’ survey Circle Research conducted on behalf of Omobono.

    Why? Well, some perennial challenges remain the same.  It always has been (and probably always will be) tough to get buy-in from colleagues, effectively achieve cut-through and measure ROI.

    But in the last three years marketers have watched the world around them change, and they’ve had to adapt.

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  8. 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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  9. 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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  10. 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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