Archive for the ‘ Research ’ Category

  • Tuesday, September 22nd, 2015

  • 3 B2B Social Media Management Tools We Love

    B2B marketers have come a long way recognizing the importance of social media for reaching their goals. And as B2B marketers, we like to make our work more efficient and more effective. That’s exactly where social media management tools come in: They help you manage all of your different B2B social media accounts, provide you with statistics and more.

    Social Media Management Tools

     
    As hundreds of these exist, it’s easy to get wrapped up in all the possibilities, so here’s a quick roundup of our favorites:

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    Conduct Market Research

    By Michael Isaacson for our 15 Ways to Build Your B2B Brand in 2015 blog series

    Early in my career, I had a client who had this sign hanging in his office: “In God we trust… all others bring data.”

    At first blush, the sign made me nervous. I thought, “Do I seem untrustworthy? Does he not have confidence in the company I work for? Do we seem devious?”

    As I worked with him, I found out that it wasn’t a matter of trust. It was a matter of certainty. This particular client practiced what he called “Evidence-Based Decision Making.” Research gave him the tools to make informed business decisions about product improvements, pricing strategies, channels of distribution and marketing. He had decades of experience behind him and great intuition when it came to sales and marketing but, in the end, he let research and facts be the deciding factors in his decision making process.

    20 years later, I’m an even bigger believer in the value of research. However, I now see the value well beyond the four P’s. It’s about staying competitive in markets that are shifting and changing on a daily basis. Here’s how you can stay on top of your game: (more…)

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    Conduct a SWOT ANalysis

    By Karen Enriquez-Wagner for our 15 Ways to Build Your B2B Brand in 2015 blog series

    During strategic planning, a tool you don’t want to forget about is a SWOT analysis. SWOT stands for Strengths, Weakness, Opportunities and Threats. It’s a great way to identify and establish a sustainable niche in the marketplace for your company, product or service.

    The SWOT is intended for you to take an internal and external review of your company to make you aware of direct and indirect factors that can impact your organization. For example, the Strengths and Weaknesses should be based on what’s internal to your company, product or service; Opportunities and Threats are the external factors.  (more…)



  • Tuesday, November 27th, 2012

  • Google Analytics: mystery solved!

    “Data does nothing by itself,” tweets Christopher Butler from Newfangled Web Developers. He recently published a wonderful article in their September newsletter, How to use Google Analytics

    This article does an outstanding job of keeping its promise to readers. Chris offers a three-step analytics routine to answer essential questions about your site such as:

    Who is using my site?

    Where are they coming from?

    What content are they consuming?

    How are they engaging with that content?

    What can I do to make their experience better?

    These questions lay the foundation for measurement that has real relevance to your site and will help you make good decisions about its content and value to your business. Definitely worth the read.

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    AdWeek recently published an article about a study indicating that “Men Are Cheap” when it comes to Facebook.

    While 58 percent of Facebook’s advertiser audience is female, the study revealed that males see and click through more ads. Here are a few stats from the article:

    –          Click response: Males – 60%, Females – 40%

    –          Impression volume: Males – 58%, Females – 42%

    –          Cost-per-thousand impressions: Males – 16 cents, Females – 20 cents

    –          Cost-per-click spending: Males – 51 cents, Females – 68 cents

    For marketers looking to reach men through social media outlets, this now gives you another reason to consider Facebook. I think this is a good opportunity, especially for those B2B marketers who may not be involved with social media. If your target audience is men, Facebook may be the avenue to enter the social media platform.



    With marketing budgets tight and markets becoming increasingly competitive, the manner in which we spend our resources is critical. I have found that by consistent branding, careful testing of messaging, and thoughtful measurement of results, one can get the most “bang for the buck” from your marketing budget. (more…)

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  • Thursday, July 26th, 2012

  • For best success, know your audience

    Marketing is most successful when the efforts are directed at a specific group – single parents, engineers, company owners, etc.  Many programs or projects immediately start in the wrong direction because the marketing team uses their own personal habits and experiences as a reference point on how their target audience acts. (more…)

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  • Tuesday, July 3rd, 2012

  • The “Four Ps” of marketing

    Remember the “Four Ps” of marketing? At the 2012 International BMA Conference, one of the speakers argued that the “Four Ps” have become outdated.

    Although many marketing challenges remain constant, Eduardo Conrado, senior VP-CMO at Motorola Solutions and BMA chairman, provided his take which I found to be spot on – all focusing around the customer. Here’s what he had to say:

    PRODUCT should evolve into solutions and the ultimate impact on customer need.

    PRICE moves to value and the insights we offer for customers.

    PROMOTION evolves into education and how we engage with those customers.

    PLACE is increasingly mobile these days.



  • Monday, June 25th, 2012

  • What is a customer worth to you?

    Often in marketing we talk about price per piece, cost per thousand, cost per lead, etc. A focus on the expense involved tends push our thinking toward all the things we can do to reduce costs. This can and does distract us from what should be the real discussion: what is a new customer worth?

    When we understand that, then marketing becomes seen as a true investment. I once heard about a professional services firm that sent crystal chess boards to the presidents and CEOs of prospective clients as a high impact lead generation piece. This tactic must have cost the firm $200-plus per package. Send this high-end direct mail piece to dozens of prospects a year and the costs really start to add up, right? Now consider that firm was after six- and seven-figure deals and it is easy to see that one new business win easily justifies even several years’ worth of using the same approach.

    Often in B2B marketing we support direct sales efforts for high-involvement, big ticket purchases. First determine what that new customer is worth to your organization and now decide what you are willing to do to make sure you get their attention.

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  • Wednesday, June 13th, 2012

  • Social media in the B2B markets

    A new poll by LePoidevin Marketing partner RSW/US indicates marketers are more likely to engage in social and mobile marketing themselves, than ask their agencies to perform these activities for them.  However, marketers and agencies alike are beginning to push this discipline to new lengths in an effort to measure more deeply and engage their audiences more frequently.  Yet, we believe B2B marketers still lag behind their consumer counterparts when actively employing social media. (more…)