How to rebuilt a B2B business: the Standard Chartered Commercial Banking case study.
How Universal Avenue increased earnings for their B2B sales team by creating advanced predictions based on internal and external data streams.
While Latin America is a strategically vital market for B2B global manufacturers across multiple industries (accounting anywhere from 8% to 30% of global sales), the amount of research work commissioned into the region has not caught up with this trend, staying at 4-6% of global research sales. The proposed interactive session will feature three speakers from UK, USA, and France, who commission research in the Latin America and represent leading sector research providers in Healthcare, Construction and Agriculture. We will share the challenges we have faced while finding a reliable research partner in Latin America, and experience-based practical solutions to these challenges.
How Universal Avenue increased earnings for their B2B sales team by creating advanced predictions based on internal and external data streams.
B2B marketers ranked content marketing as the number one initiative that will have the most impact on their business in 2016 (Regalix, 2016). With the move towards content marketing in B2B continuing, the question of measurement becomes increasingly significant. As the worlds largest professional network with more than 400 million members in over 200 countries, LinkedIn is the leading player in the B2B marketing space and increasingly, in content marketing. Measuring the effectiveness of content marketing is a key focus for LinkedIn. In this session, there are two methods of measurement presented: LinkedIns proprietary Content Marketing Score and content effectiveness research studies. Both of these provide crucial metrics and actionable recommendations for marketers. Opportunities in measurement remain and we will also consider potential next steps for LinkedIn and content marketing.
When conducting global research there are some key things you need to know about markets, prices, practices, and options, if you are going to deliver quality insight at a reasonable cost. Every year, ESOMAR produces the Global Market Research study - the most definitive look at the global research market available - covering market structure, activity, change and more. Every two years ESOMAR conducts a Global Prices study, conducting B2B interviews with organisations that represent a large proportion of global market research revenue. This presentation draws on both studies to identify 10 key things that you need to know about the global market research industry.
Your gut is wrong more often than you think. B2B/Industrial is very different than B2C, but you ignore the voice of the market at your peril. In fact, if you are separated from your end user customers by distributors and channel partners, you may be flying blind. The question is how to apply the most suitable research, analysis, and decision-making techniques to the context of the B2B environment (do social media and big data matter to B2B, for example). In this presentation, you will take away a clear blueprint on how to do it right. If you are seeking to enter new markets, introduce new products, or re-invigorate growth in existing markets, this session is a How-to Cookbook on analysing market opportunities and the competitive environment, and creating Winning Go-to-Market Strategies.
Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade more than most marketers, researchers, and brand managers are willing to admit or measure. Some of their reluctance to acknowledge emotion in the B2B space is due to the fact that measures and metrics of emotional engagement have not received the kind of attention "softer" measures like "sharing" or "tweets" have, as well as due to the inability of newer "emotional" forays to provide category-specific emotional metrics that are generalizable at high degrees of confidence. Additionally, this is the first time that social networking/mobile research has been used in the B2B space so comprehensively.