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THE ‘STATE OF B2B’ SURVEY 2019 WINNING WITH EMOTION: HOW Suppliers should aim to: Build an emotional connection between buyer and brand: The research revealed that the brand affinity is most important at the very beginning and at the very end of the buyerjourney.
THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA The Risks of Conducting Market Research in China. In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. These are made up of both Chinese andjoint-ventures.
WHAT IS AN IN-DEPTH INTERVIEW? An in depth interview is a loosely structured interview. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary. B2B MARKET RESEARCH COMPANY We are the leading B2B market research company. We have b2b research specialists on 3 continents, across 7 offices. With over 3000 bespoke insight projects completed and detailed industry-specific experience, we can help your b2b brand to reach its potential. ABOUT B2B INTERNATIONAL About B2B International. B2B International is a global, full-service market research firm dedicated to researching business-to-business markets. We help clients to make smarter decisions driven by exclusive insights, empowering them to grow. We have a wide range of research services available, and each project is tailored to the specific B2B CUSTOMER EXPERIENCE: 6 STEPS FOR SUCCESS 6. Evolution: Continually seeking to improve the b2b customer experience. Customer needs, behaviors and attitudes can change any time, as can competitive threats and influences such as technology and legislation. Thus companies that already perform well on delivering an excellent customer experience cannot be complacent. B2B CUSTOMER JOURNEY MAPPING: EXAMPLES FROM B2B MARKETSSEE MORE ON B2BINTERNATIONAL.COM CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE China Market Entry Strategy: A Guide To Entering Chinese Business-to-Business Markets. Written by Mark Hedley. The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. CATI MARKET RESEARCH CATI research has considerable advantages: The interviewer is left free to concentrate on the interview itself as the routing instructions are taken care of. Data is entered directly into the survey database in a structured format. This eliminates the need foradditional
THE ‘STATE OF B2B’ SURVEY 2019 WINNING WITH EMOTION: HOW Suppliers should aim to: Build an emotional connection between buyer and brand: The research revealed that the brand affinity is most important at the very beginning and at the very end of the buyerjourney.
THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA The Risks of Conducting Market Research in China. In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. These are made up of both Chinese andjoint-ventures.
WHAT IS AN IN-DEPTH INTERVIEW? An in depth interview is a loosely structured interview. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary. B2B BRANDING: HOW TO BUILD A BRAND IN BUSINESS-TO-BUSINESS It bears repeating: in most business to business markets, the B2B brand of any value is most often the name of the company itself and the product labels that try to pass as brands could just as easily be numbers or codes. The company name is the brand that customers thinkof. It
MANAGING DISTRIBUTORS IN B2B MARKETING Managing Distributors in B2B Marketing. Over the last few years we have carried out a number of surveys to examine the effectiveness of distributors in industrial marketing. There is no doubt that there are many unhappy marriages between manufacturers and their distributors and that the commonest causes of friction are misunderstandings as to STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. MATTHEW POWELL PROMOTED TO VP & EXECUTIVE DIRECTOR, NORTH B2B International is excited to announce that Matthew Powell, who previously served as Managing Director of B2B International’s London office, has been promoted to the role of Vice President and Executive Director, North America, and will lead B2B International’s Los Angeles office.. Julia Doheny, President, B2B International North America, said, “The West Coast accounts for a THE ULTIMATE GUIDE TO MEASURING AND IMPROVING EMPLOYEE Thus, measurement of the staff experience is an integral part of developing the customer experience. The link between these issues arose from the premise of the service profit chain: Internal quality drives employee satisfaction. Employee satisfaction drives loyalty. Employee loyalty drives productivity. Employee productivity drivesvalue.
MARKET SIZING STUDIES: UNDERSTAND THE SIZE AND OPPORTUNITY Market sizing studies: Make accurate and informed decisions on the scale of your investment. Through interviews, data mining, competitor analysis and consultancy, our market sizing studies help you to understand the size and realistic sales opportunity of new and potential markets. Underpinning every great business plan are twoinsights: how
TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEED Figure 1: The Marketing Bow-Tie. Some of the key challenges faced by businesses include: Building brand awareness and attracting new customers. Generating interest by aligning their offering with the needs of customers. Encouraging advocacy by striving to maintain the loyalty of current customers. LADDERING: A TECHNIQUE TO FIND OUT WHAT PEOPLE VALUE A means to establish what people value. Laddering is a well-established technique from psychology and is typically used to encourage self-analysis of behavior and motivations. Applying this process to market research helps us to gather a more complete list of “consequences” and climb WHAT IS AN IN-DEPTH INTERVIEW? An in depth interview is a loosely structured interview. It allows freedom for both the interviewer and the interviewee to explore additional points and change direction, if necessary. MARKETING AND SELLING TO CHINESE BUSINESSES Marketing and Selling to Chinese Businesses. Written by Matthew Harrison and Mark Hedley. The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. Views expressed by businesspeople claiming to know the secret ofsuccess in
B2B MARKET RESEARCH COMPANY We are the leading B2B market research company. We have b2b research specialists on 3 continents, across 7 offices. With over 3000 bespoke insight projects completed and detailed industry-specific experience, we can help your b2b brand to reach its potential. ABOUT B2B INTERNATIONALB2B USACHINA B2B MARKETINTERNATIONAL B2BWEBSITES
About B2B International. B2B International is a global, full-service market research firm dedicated to researching business-to-business markets. We help clients to make smarter decisions driven by exclusive insights, empowering them to grow. We have a wide range of research services available, and each project is tailored to the specific STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. B2B INSIGHTS PODCAST #3: THE POWER OF BRAND The B2B Insights Podcast was created to help marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top.. Subscribe today for your monthly dose of exclusive insights from the b2b market experts. This week I’m joined by Antoine Philippe, a hugely experienced and lifelong b2b marketer. Antoine’s TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEEDSEE MORE ON B2BINTERNATIONAL.COM B2B CUSTOMER JOURNEY MAPPING: EXAMPLES FROM B2B MARKETSSEE MORE ON B2BINTERNATIONAL.COMB2B CUSTOMER JOURNEY MAPB2B CUSTOMER SUPPORT THE 4 MOST IMPORTANT STEPS TO IMPROVE CUSTOMER SATISFACTION 2. Establish Workgroups To Determine Strategies And Tactics For Improving Customer Satisfaction. Intuitively, people who are at first exposed to customer satisfaction findings believe that the way forward is to examine individual responses and deal with each of them in turn. CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE China Market Entry Strategy: A Guide To Entering Chinese Business-to-Business Markets. Written by Mark Hedley. The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by HOW TO COMPETE IN A COMMODITIZED MARKET The only thing that could commoditize the market is the failure of a supplier to recognise these differences and fall into the trap of lowering its prices, not knowing what else to do. In order to counteract buyers who seek to commoditize their suppliers, a b2b company has to find ways other than lowering its prices to differentiate its offering. THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA The Risks of Conducting Market Research in China. In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. These are made up of both Chinese andjoint-ventures.
B2B MARKET RESEARCH COMPANY We are the leading B2B market research company. We have b2b research specialists on 3 continents, across 7 offices. With over 3000 bespoke insight projects completed and detailed industry-specific experience, we can help your b2b brand to reach its potential. ABOUT B2B INTERNATIONALB2B USACHINA B2B MARKETINTERNATIONAL B2BWEBSITES
About B2B International. B2B International is a global, full-service market research firm dedicated to researching business-to-business markets. We help clients to make smarter decisions driven by exclusive insights, empowering them to grow. We have a wide range of research services available, and each project is tailored to the specific STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. B2B INSIGHTS PODCAST #3: THE POWER OF BRAND The B2B Insights Podcast was created to help marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top.. Subscribe today for your monthly dose of exclusive insights from the b2b market experts. This week I’m joined by Antoine Philippe, a hugely experienced and lifelong b2b marketer. Antoine’s TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEEDSEE MORE ON B2BINTERNATIONAL.COM B2B CUSTOMER JOURNEY MAPPING: EXAMPLES FROM B2B MARKETSSEE MORE ON B2BINTERNATIONAL.COMB2B CUSTOMER JOURNEY MAPB2B CUSTOMER SUPPORT THE 4 MOST IMPORTANT STEPS TO IMPROVE CUSTOMER SATISFACTION 2. Establish Workgroups To Determine Strategies And Tactics For Improving Customer Satisfaction. Intuitively, people who are at first exposed to customer satisfaction findings believe that the way forward is to examine individual responses and deal with each of them in turn. CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE China Market Entry Strategy: A Guide To Entering Chinese Business-to-Business Markets. Written by Mark Hedley. The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by HOW TO COMPETE IN A COMMODITIZED MARKET The only thing that could commoditize the market is the failure of a supplier to recognise these differences and fall into the trap of lowering its prices, not knowing what else to do. In order to counteract buyers who seek to commoditize their suppliers, a b2b company has to find ways other than lowering its prices to differentiate its offering. THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA The Risks of Conducting Market Research in China. In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. These are made up of both Chinese andjoint-ventures.
B2B BRANDING: HOW TO BUILD A BRAND IN BUSINESS-TO-BUSINESS It bears repeating: in most business to business markets, the B2B brand of any value is most often the name of the company itself and the product labels that try to pass as brands could just as easily be numbers or codes. The company name is the brand that customers thinkof. It
TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEED Figure 1: The Marketing Bow-Tie. Some of the key challenges faced by businesses include: Building brand awareness and attracting new customers. Generating interest by aligning their offering with the needs of customers. Encouraging advocacy by striving to maintain the loyalty of current customers. CUSTOMER JOURNEY RESEARCH: MAPPING AND OPTIMIZING THE Customer Journey Research: Mapping the moments of truth throughout the buyer journey. Customer journey research uses customer journey mapping or buyer journey mapping to identify, structure and improve the complex interactions that customers experience across their relationship with your company, helping you to become more customercentric.
A GUIDE TO MEASURING BRAND HEALTH Measuring levels of awareness and use is a critical component of brand health. Brand positioning – your brand has to stand for something and that something should be what customers and potential customers want. Brand delivery – the brand must live up to its promise. These three important components of brand health can be further broken down CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE China Market Entry Strategy: A Guide To Entering Chinese Business-to-Business Markets. Written by Mark Hedley. The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by CUSTOMER EXPERIENCE: MAKE IT MEMORABLE Recovery. It’s also been shown that the most memorable positive significant event that can happen to a customer is the experience of a great service recovery. Yet this too is something that is either not understood or ignored by most organisations. It’s therefore easy to differentiate an organisation from its competitors and to create GETTING PEOPLE TO SWITCH This is because we b2b marketers operate in a world complicated by the multi-faceted decision making unit comprising buyers, technicians, management policy setters and so on – all who claim to make their decisions rationally. This white paper offers thoughts on b2b switching behaviour and the forces that shape these decisions. HOW TO COMPETE IN A COMMODITIZED MARKET The only thing that could commoditize the market is the failure of a supplier to recognise these differences and fall into the trap of lowering its prices, not knowing what else to do. In order to counteract buyers who seek to commoditize their suppliers, a b2b company has to find ways other than lowering its prices to differentiate its offering. CATI MARKET RESEARCH CATI research has considerable advantages: The interviewer is left free to concentrate on the interview itself as the routing instructions are taken care of. Data is entered directly into the survey database in a structured format. This eliminates the need foradditional
THE KEY PRINCIPLES OF EFFECTIVE QUESTIONNAIRE DESIGN Questionnaire design is one of the hardest and yet one of the most important parts of the market research process. Given the same objectives, two researchers would probably never design the same questionnaire. The following seven steps will help you when designing a questionnaire: Step 1: Decide what information is required Thestarting point is
B2B MARKET RESEARCH COMPANY We are the leading B2B market research company. We have b2b research specialists on 3 continents, across 7 offices. With over 3000 bespoke insight projects completed and detailed industry-specific experience, we can help your b2b brand to reach its potential. ABOUT B2B INTERNATIONALB2B USACHINA B2B MARKETINTERNATIONAL B2BWEBSITES
B2B International is a global, full-service market research firm dedicated to researching business-to-business markets. We help clients to make smarter decisions driven by B2B INSIGHTS PODCAST #3: THE POWER OF BRAND The B2B Insights Podcast was created to help marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top.. Subscribe today for your monthly dose of exclusive insights from the b2b market experts. This week I’m joined by Antoine Philippe, a hugely experienced and lifelong b2b marketer. Antoine’s STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. B2B CUSTOMER JOURNEY MAPPING: EXAMPLES FROM B2B MARKETSSEE MORE ON B2BINTERNATIONAL.COMB2B CUSTOMER JOURNEY MAPB2B CUSTOMER SUPPORT THE 4 MOST IMPORTANT STEPS TO IMPROVE CUSTOMER SATISFACTION The ultimate guide to interpreting customer satisfaction scores and how to use these to improve customer satisfaction in four importantsteps.
TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEEDSEE MORE ON B2BINTERNATIONAL.COM HOW TO COMPETE IN A COMMODITIZED MARKET A True Story. British Sugar is one of the largest suppliers of sweeteners in Europe. It worked hard to win a customer in Northern Ireland. On the morning of the first bulk delivery a young woman accompanied the blue British Sugar truck as it drove into thecustomer’s plant.
CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by double-digit rates over the lastcouple of years.
THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. B2B MARKET RESEARCH COMPANY We are the leading B2B market research company. We have b2b research specialists on 3 continents, across 7 offices. With over 3000 bespoke insight projects completed and detailed industry-specific experience, we can help your b2b brand to reach its potential. ABOUT B2B INTERNATIONALB2B USACHINA B2B MARKETINTERNATIONAL B2BWEBSITES
B2B International is a global, full-service market research firm dedicated to researching business-to-business markets. We help clients to make smarter decisions driven by B2B INSIGHTS PODCAST #3: THE POWER OF BRAND The B2B Insights Podcast was created to help marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top.. Subscribe today for your monthly dose of exclusive insights from the b2b market experts. This week I’m joined by Antoine Philippe, a hugely experienced and lifelong b2b marketer. Antoine’s STAKEHOLDER CONSULTATION: KEEP YOUR EARS TO THE GROUND In the “planning” stage, the aims and objectives need to be clarified, along with identification of the usefulness of the process, i.e. the likelihood that stakeholder views will be incorporated into strategic planning. The availability of resources to carry out the process will need to be established and a method of consultation designed that is reflective of this. B2B CUSTOMER JOURNEY MAPPING: EXAMPLES FROM B2B MARKETSSEE MORE ON B2BINTERNATIONAL.COMB2B CUSTOMER JOURNEY MAPB2B CUSTOMER SUPPORT THE 4 MOST IMPORTANT STEPS TO IMPROVE CUSTOMER SATISFACTION The ultimate guide to interpreting customer satisfaction scores and how to use these to improve customer satisfaction in four importantsteps.
TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEEDSEE MORE ON B2BINTERNATIONAL.COM HOW TO COMPETE IN A COMMODITIZED MARKET A True Story. British Sugar is one of the largest suppliers of sweeteners in Europe. It worked hard to win a customer in Northern Ireland. On the morning of the first bulk delivery a young woman accompanied the blue British Sugar truck as it drove into thecustomer’s plant.
CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by double-digit rates over the lastcouple of years.
THE RISKS OF CONDUCTING MARKET RESEARCH IN CHINA In the early 1980s, almost no market research companies existed in China. By 1998, following the open door policy in the country which encouraged a great influx of private investment, there were 850 market research companies registered in China. B2B BRANDING: HOW TO BUILD A BRAND IN BUSINESS-TO-BUSINESS The starting point of any b2b brand strategy research is to work out what the company stands for. What is the single most important value that the company presents to the world? Think of it this way – if the company’s back is to the wall, how would it react to a demandingcustomer?
CUSTOMER JOURNEY RESEARCH: MAPPING AND OPTIMIZING THE Customer journey research uses customer journey mapping or buyer journey mapping to identify, structure and improve the complex interactions that customers experience across their relationship with your company, helping you to become more customer centric. TWO OF THE MOST IMPORTANT STATISTICAL TOOLS YOU WILL EVER NEED MaxDiff analysis is a very efficient way of gathering comparisons, which allows for more attributes to be included in the design. Taking the example above, from two choices we learn about five of the possible six paired comparisons: A GUIDE TO MEASURING BRAND HEALTH How to measure brand health. The role of a brand in developing a loyal and profitable customer base and providing a strong differentiation from competitors, has never been more important. CHINA MARKET ENTRY STRATEGY: A GUIDE TO ENTERING CHINESE The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Despite a difficult economic climate in Europe and the United States, China’s economy has continued to grow by double-digit rates over the lastcouple of years.
GETTING PEOPLE TO SWITCH One further issue we should consider before we move on is the difference in views of buyers compared to specifiers and technical people. In general the former put more emphasis on price and the latter more on quality and technical service. HOW TO COMPETE IN A COMMODITIZED MARKET A True Story. British Sugar is one of the largest suppliers of sweeteners in Europe. It worked hard to win a customer in Northern Ireland. On the morning of the first bulk delivery a young woman accompanied the blue British Sugar truck as it drove into thecustomer’s plant.
CUSTOMER EXPERIENCE: MAKE IT MEMORABLE The growing trend to switch focus from Customer Service or Customer Relationship Management to Customer Experience Management is a smartone.
CATI MARKET RESEARCH There are also some disadvantages to CATI market research:. Getting a questionnaire set up and running, fault free, on a CATI system takes time. Coping with open-ended responses presents some problems on CATI: Although the systems can accommodate open-ended responses, capturing them requires interviewers to have fast and accurate typing skills. THE KEY PRINCIPLES OF EFFECTIVE QUESTIONNAIRE DESIGN Questionnaire design is one of the hardest and yet one of the most important parts of the market research process. Given the same objectives, two researchers would probably never design the same questionnaire. The following seven steps will help you when designing a questionnaire: Step 1: Decide what information is required Thestarting point is
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MEGATRENDS SERIES: DRONES Series Introduction: ‘Your Guide to the Future’ Here at B2B International, we’re always thinking of the latest innovations and emerging ‘megatrends’ shaping our clients’ industries and markets. So, for every month in 2019 we decided to delve a little deeper into each of these trends and produce a mini-guide looking atwhat it is, how
MAKING USE OF EYE TRACKING TECHNOLOGY IN MARKET RESEARCH What is eye-tracking technology? Eye tracking quite simply involves the recording and analysis of any movement in our eyes, examining where we look and where we gaze our attention. In market research, we can use eye tracking to allow us to see how individuals react to different marketing messages. It enables us to understand HOW MARKETERS CAN IMPROVE THEIR EMPATHY LEVELS, AND WHY IT’SIMPORTANT TO DO SO
Out of touch, detached and lacking in any special emotional skills – The Drum’s recent story on the lack of empathy of those working in advertising and marketing doesn’t paint the most flattering portrait of the industry. The research mentioned in the story found that people working in advertising and marketing have no special aptitudeLOCATIONS
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