Two questions are at the heart of business to business marketing – how do people make choices in favour of one supplier rather than another, and how can we push aside an incumbent supplier and break into a new account. This paper addresses these tw ...
In examining the customer experience of over 500 b2b brands, we identified a step-by-step process to achieving b2b customer experience excellence that applies to virtually all b2b brands. ...
If you can’t benchmark your brand, you can’t better it. With this in mind, we have identified 8 tips and insights on how to better your brand through benchmarking, drawing on our best practices and insights from our global databank of several hun ...
This whitepaper introduces the subject of ethnography, an increasingly popular means of getting closer to the lives and behaviours of customers by observation. Put simply, it is living a day in the life of customers by wearing their shoes. ...
Sealed Air is a leading global provider of innovative packaging and hygiene solutions. B2B International’s Cristin Diaz recently interviewed Sealed Air’s Dale Grinstead to discuss the company’s success in hygiene solutions. ...
Market research, and asking questions in general, has the power to drive customer behaviour. This is known as the question-behaviour effect. The purpose of this white paper is to explore how it works and the advantages that can be gained from this. ...
Nick Hague, Chairman of B2B International, in conversation with Chris Daffy, customer experience guru. Nick and Chris discuss how to embed the very best customer experience in organisations. ...
Recent research we conducted with marketing professionals of large b2b companies showed that only 14% of firms are truly customer centric where the customer experience is embedded into their company culture. We examined over 500 b2b brands to determi ...
One in five b2b decision makers is a Millennial. This will no doubt increase in the coming years. So, it is now more crucial than ever before to learn how to communicate and engage with Millennials. Director Nick Hague recently sat down with Millenni ...
Tracking performance and positioning is a key element of any successful brand strategy. Here are 10 important steps to follow to ensure a successful tracking programme. ...