B2B Branding: How to Build a B2B Brand Strategy
A brand has grown to mean much more than a logo. Branding sits at the core of a company’s philosophy because a company’s brand is what that company is. ...
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. ...
Sales Vs Marketing: What Is The Difference?
In life, strengths can also be weaknesses. This is certainly the case in business-to-business companies where there is often tension between the sales and marketing teams. In b2b companies, the sales teams are usually top dogs. Business-to-business c ...
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 ...
The Significance of Market Share
The ultimate proof of a successful marketing strategy is a high market share: the higher, the better. This should not be at the expense of profits; any fool can give their products away—but more on this later. Once attained, market dominance brings ...