2 Frameworks to Help You Understand Every B2B Decision Making Unit
Who should you target and which needs should you focus on? Here are 2 crucial frameworks to help you understand every B2B decision making unit. ...
B2B Marketing Survey
In the summer of 2014, 226 business-to-business marketers took part in a survey commissioned by B2B International across North America and Europe. This articles provides a brief synopsis of the most important findings from the research. ...
Improving Research Quality Through Respondent Selection
Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as impo ...
Value Marketing & Value Selling In B2B Markets
In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view. ...
How to Measure Sponsorship Effectiveness and ROI
Testing the effectiveness of advertising using market research is a process that has been refined over the years. However, testing the effectiveness of sponsorship is more difficult since it may be a simple matter of a brand name emblazoned on a shir ...
Zero Moment Of Truth (ZMOT) – The Significance For B2B Marketers
A major change has taken place in the decision making process. In this new process, at an early stage, something takes place which is what Google calls the Zero Moment Of Truth – ZMOT. What is this and why is it so significant for B2B marketers? ...
The Art Of Briefing: Getting The Most Out Of Your Market Research Interviewers
Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs s ...
Getting Concept Testing Right
Examining the potential uptake of completely new, previously unseen concepts is a delicate issue for any organisation. Indeed, many organisations struggle to successfully launch new products – mainly due to a failure to thoroughly investigate wheth ...
How To Avoid Competing On Price
Companies that sell raw materials or simple components face a marketing problem - how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more profes ...
Using the Focus Group in Market Research
Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in marke ...
