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Category: Insights into B2B marketing

  1. 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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  2. 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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  3. How many B2B marketers are in a Glacier Mint?

    By Andrew Dalglish -

    I’m of the opinion that every car glove box should contain, as standard, boiled sweets.  Some opt for the classic travel tin but I prefer a bag of Fox’s Glacier Mints.  I like the taste, but I like the idea more.  That in my little glove box sits an icon; a brand that’s part of our cultural fabric.

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  4. Extracts from the B2B Barometer

    By Andrew Dalglish -

    A marketer needs to keep their finger on the pulse.  On the pulse of their customers, on the pulse of their industry and on the pulse of their profession.  Without doing so they risk becoming stagnant or, worse still, irrelevant.  They miss opportunities, insights and ideas.In conjunction with the Institute of Direct Marketing (IDM) and the Association of B2B Agencies (ABBA), Circle Research has developed a regular survey to take the pulse of the B2B marketing profession.  This definitive study canvassed the opinion of more than 100 client side B2B marketing professionals who represent some of the UK’s largest industrial organisations.  Between them they control B2B marketing budgets in excess of £35 million.

    Here’s a few interesting observations.

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