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Category: Insights into B2B marketing

  1. 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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  2. 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.

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  3. 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.

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  4. 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.

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  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.

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  6. 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.

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  7. 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.

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  8. 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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  9. 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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