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. ...
Generational differences between Baby Boomers, Generation X and Millennials is a hot topic. What does it all mean for B2B marketing and business strategy? ...
What’s keeping b2b marketers awake at night? Which marketing strategies are businesses using to drive growth right now? How customer-centric are b2b companies? We’ve put the answers to these questions, plus many more findings from our latest B2B ...
Here are five golden rules for keeping staff happy that we have learned from the dozens of employee surveys we have carried out over the past 18 years. ...