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Category: Manage your brand and marcomms

  1. Getting to the top of the marketing tree

    By Andrew Dalglish -

    To provide fuel for debate at B2B Marketing’s Leaders Forum, Circle Research recently surveyed 100 senior B2B marketers.  Between them they control budgets worth £188 million.

    There was one particular question which had me on the edge of my seat:  What attributes does a successful B2B marketer have?

    I was excited because those answering the question were marketing leaders in some of the UK’s largest B2B companies.  In other words, people perfectly placed to provide a blueprint which aspiring marketing leaders can follow.

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  2. 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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  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.

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  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.

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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 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).

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  7. B2B SEO Benchmarking Report – highlights

    By Andrew Dalglish -

    We recently partnered with B2B Marketing Magazine to create the first report in their Benchmarking series.  The topic was search marketing in B2B.

    One of the most striking findings from the research is how digital has altered the marketing landscape.

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  8. SME marketing channel preferences revealed

    By Andrew Dalglish -

    SMEs.  There are close to two million, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce.  Moreover, they’re big buyers of B2B products and services.  Just ask Sage who’s built a £1.4 billion business on the back of them.

    SMEs are a potentially significant opportunity for many B2B marketers then, but how best to open a conversation?

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