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Tag Archive: market research

B2B marketing tip #206: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs. Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

B2B marketing tip #137: Good question

B2B Marketing Tip of the WeekWant to gather good information? Ask your question correctly.

Use open-ended questions to gather qualitative information and personal impressions:  “What does your process typically involve?” or “How would you describe the impact of our product on your business?”

Use closed questions to gather quantitative data and easily compare responses:  “Do you prefer email, telephone or mail communication from us?” or “Which one of the following choices is most appealing to you?”

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B2B marketing tip #129: Measure customer loyalty

B2B Marketing Tip of the WeekIt costs far more to acquire new customers than to keep the ones you have. Make sure a measure of customer loyalty is part of your company’s annual customer satisfaction study.

Ask the customer if he or she is willing to recommend your product or service, with a follow up for the reason.

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B2B marketing tip #117: The magic research number

B2B Marketing Tip of the WeekOne-on-one customer interviews are a great way to get a sense of market needs, validate a new feature or obtain feedback on a new marketing approach.

Target a minimum of 35 completed interviews to see trends. Makes sure to use the same questions with everyone.

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B2B marketing tip #102: Listen in

B2B Marketing Tip of the WeekIf geography or the travel budget make it difficult to visit customers regularly, ask the sales and product teams if you can listen in on their customer calls. There is no substitute for hearing firsthand how a customer describes his or her business, their issues and usage of your product.

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B2B marketing tip #33: Measure your brand impact

B2B Marketing Tip of the WeekFielding an annual perception study arms marketers with demonstrable proof of the impact of less quantifiable efforts like awareness, education and brand-building programs.

Establish baseline awareness for your company brand, key products and those of your competition in year one. Then be sure to sample the same audience with a consistent survey each year to quantify progress.

Follow the B2B Marketing “Tip of the Week” every Monday for a short, practical recommendation to improve your marketing effectiveness. Looking for suggestions in a specific area? Tweet me your request @ThinkSpringMktg or contact me.

Taking the risk out of decision-making

Q&A with Janese Evans on market research for B2B

Welcome to “Voices,” a new feature on the Springboard blog. Listen in as subject matter experts talk about best practices and trends in their discipline in our monthly Q&A interview.

This month we examine market research for the B2B world with Janese Evans, a research and creativity professional with Strategic Toolbox.

Q:    What’s the ideal role for market research in a B2B organization?

A:    Market research is all about managing the risk in decision-making. It gives you perspective. It lets you test ideas in the marketplace, helps you set priorities, and be more relevant to your customers. In the end, it’s all about having a mix of tools to make informed and conscious decisions, to have confidence in the answers.

Q:    Are there certain times, or triggering events, where research becomes more critical for a B2B organization?

A:    Research can make a big impact whenever you’re making changes. For example, if your organization, or your product or service has changed, or if you’re experiencing changes in your market place. Research lets you keep a pulse on yourself, your customers and your competition.

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