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Category: Our point of view

  1. Business volunteering – people or profits?

    By Andrew Dalglish -

    People or Profits ReportLast year we started a volunteering programme here at Circle.  We’d always supported various charities through donations or fundraising, but felt that perhaps our time might be just as valuable.

    So as a company we pledged to donate a month of our time in ‘man-hours’ every year to charity and worthwhile causes.  In part we did so by volunteering at an inner-city school in London.  But our focus was on donating our services pro bono – after all, we’re research professionals so surely the greatest value we can offer is in sharing this specialist expertise.   The result is the People or Profits Report.

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  2. The three secrets of employee motivation

    By Andrew Dalglish -

    People matter.

    A marketer’s our raison d’etre is to understand people and influence their behaviour.  And for the majority of agencies supporting marketers, people are essentially what they’re selling – their time, their expertise and the experience they create for clients.

    So if you’re building a marketing team or running an agency, motivating and retaining the best people is critical.

    But what’s the secret?

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  3. Three reasons B2B marketers should care about sustainability

    By David Willan -

    In the latest in my series of interviews with today’s leading business thinkers I spoke with Thomas Jelley, Corporate Citizenship Manager at support services giant Sodexo.

    But why, you may wonder, is a B2B marketing research agency like Circle talking about sustainability.  Isn’t that the preserve of a niche team within corporations and NGOs?

    Well, no.  Increasingly sustainability is becoming embedded throughout corporates and amongst individual departments – including marketing – for three very compelling reasons.

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  4. 47% of B2B marketers endorse using sex to sell

    By Andrew Dalglish -

    Ever since I was invited to join The Network of Aspiring Women (Birmingham Group), I’ve felt more in touch with my feminine side (see post here).  Perhaps that’s why my interest was piqued by a recent discussion on the BtoB Marketing LinkedIn Group.

    Kate Bishop, Marketing Co-ordinator at Custom Fluidpower, has a dilemma.  To use, or not to use, promotional girls at a trade show stand? Her boss is insistent but she has concerns.  I share them.

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  5. An interview with Jaakko Alanko: Former Chairman, McCann Enterprise

    By David Willan -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications.

    Jaakko shares insights learned during 40 years in marketing, discusses the B2B brands he admires and shares his vision for the future of B2B marketing: the era of the enterprise brand.

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  6. An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

    By Andrew Dalglish -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA).

    Stephen offers some fascinating insights into the world of B2B brands.

    He discusses what makes a strong B2B brand and identifies the benefits that strong B2B brands bring; he looks at how B2B brands may evolve in the future, chooses his own favourite B2B brands and gives his view on whether B2B brands can ever become cool brands.

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  7. Knowledge is power

    By Andrew Dalglish -

    Here’s a positive voice amongst the gloom.  Recession is about change and with change comes opportunity.  Marketing is no exception to this.  The change?  As marketers seek more immediate ROI there has been a clear shift of focus from brand building to sales based activities such as lead generation.  The opportunity?  To adopt a new approach which makes you stand out more than ever.

    On this point I was recently discussing the role of research in lead generation with Lindsay Willott of The Marketing Practice.  The roles can be seen in full on Lindsay’s blog but here are three questions you might like to consider when planning your next campaign.

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