How to Measure Brand Performance with the Brand Health Wheel
B2B International Market Research Blog
by Ian Marshall
3w ago
When measuring brand performance or assessing brand health, it’s very easy to quickly be surrounded by a range of questions, metrics and performance indicators which can make it difficult to confidently answer the question “how is my brand performing?”. The Brand Health Wheel combines these many questions and metrics to provide a simple, easy-to-read view of brand performance that can be compared across different brands, by business segment, markets or geographies.     Drawing from the AIDA model (the four stages that a consumer goes through before making a purchasing decision ..read more
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How to Meet the Emotional Needs of B2B Buyers
B2B International Market Research Blog
by Jessica Noon
3w ago
B2B Decision-Makers and Emotion B2B decision-makers have complex needs for two main reasons. Firstly, there is usually a decision-making unit (DMU) involved in the process. The DMU is made up of several individuals, each with their own business expertise and priorities. Secondly, within this DMU, there will be a primary decision maker accountable to others within the team and wider business. This complex dynamic in effect results in the primary decision maker acting to fulfil both their individual needs and their wider business needs. Navigating this balance of individual and company needs ..read more
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Competitive Landscape Analysis with Porter’s Five Forces Framework
B2B International Market Research Blog
by Lorna Finlay
1M ago
Porter’s Five Forces is a framework that we often use to assess the competitive landscape in which our clients currently operate or intend to enter. This framework was designed by Michael Porter of Harvard University, who felt that a more traditional SWOT analysis was not always sufficient in assessing the competitive landscape, and how attractive (or otherwise) it might be.   Why is competitive landscape analysis important? One of the key applications for this framework is when one of our clients is interested in entering a new market. It is essential to conduct some ‘due diligence’ t ..read more
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Transforming Tradition: Embracing Innovation in B2B Research
B2B International Market Research Blog
by Colette Stevens
2M ago
In recent years, the world of market research technology (ResTech) has seen significant advancements. New tools and technologies have revolutionized various aspects of the research process, enhanced data quality, and helped to speed up project timelines. In the world of B2B research, challenges still exist in accessing decision makers and ensuring they are truly responsible for the products and solutions we seek their views on, as well as in the time it takes to synthesize data and develop actionable conclusions and recommendations. That said, this blog post explores several examples of how ..read more
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5 Prerequisites for Delivering Stand-Out, Value-Driven Brand Experiences in 2024
B2B International Market Research Blog
by B2B International
4M ago
As markets become more competitive and buyers demand even more from brands, we know your 2024 plans will need to work harder than ever to deliver experiences that differentiate your brand from the competition and keep pace with shifting buyer expectations. We’ve identified 5 prerequisites for delivering stand-out, value-driven brand experiences, thanks to our work with hundreds of leading B2B brands to deliver strategic insights programs that drive business growth. If you notice any critical gaps in your understanding, reach out to one of our team to discuss your 2024 research requirements ..read more
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The Right Way to Measure Mid-to-End Funnel Performance in B2B
B2B International Market Research Blog
by B2B International
4M ago
Mid-to-end-funnel measurement is all about evaluating how well your brand does at bringing your target audience closer to the actual buying decision; in other words, converting them from simply being aware of your brand, to considering and ultimately choosing your brand. The middle of the funnel is one often neglected by marketers, as it typically sits between brand building and sales-led activities. However, without a healthy middle funnel, your prospective buyers may not feel connected enough to your brand; they may lose interest and move their attentions to competitors. There are three key ..read more
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The Right Way to Measure Top-of-Funnel Performance in B2B
B2B International Market Research Blog
by B2B International
4M ago
Top-of-funnel measurement is all about evaluating the marketing activities designed to build the brand; to increase visibility. The top of the funnel is the first stage in the buyer journey so it’s critical that your brand has a strong foundation, otherwise the flow of your target audience through the funnel will be insufficient to increase sales and market share. For many organizations, their brand awareness figure is the most important metric used to measure brand health. At B2B International, we also put a lot of stock into brand awareness; however, we find that certain awareness metrics a ..read more
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World’s Greatest Business Thinkers Podcast Series: Catch up on Episodes 1-6
B2B International Market Research Blog
by B2B International
5M ago
The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusive insights from the B2B market experts.   The bar for success in today’s dynamic business environment is higher than it’s ever been before. Business leaders need to keep pace with rising buyer expectations, shifts in purchasing behavior, and rapid advances in technology in order to steer their brand to the top. Navigating difficult macro-ec ..read more
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World’s Greatest Business Thinkers Podcast Series #6: Herminia Ibarra
B2B International Market Research Blog
by B2B International
5M ago
The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusive insights from the B2B market experts.   The bar for success in today’s dynamic business environment is higher than it’s ever been before. Business leaders need to keep pace with rising buyer expectations, shifts in purchasing behavior, and rapid advances in technology in order to steer their brand to the top. Navigating difficult macro-ec ..read more
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World’s Greatest Business Thinkers Podcast Series #5: Rita McGrath
B2B International Market Research Blog
by B2B International
6M ago
The B2B Insights Podcast Channel was created to help marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the strategies that will propel their brand to the top. Subscribe today for your dose of exclusive insights from the B2B market experts.   The bar for success in today’s dynamic business environment is higher than it’s ever been before. Business leaders need to keep pace with rising buyer expectations, shifts in purchasing behavior, and rapid advances in technology in order to steer their brand to the top. Navigating difficult macro-ec ..read more
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