The Most Cost-Effective Market Research That’s Right Under Your Nose: The Employee Survey

employeesurvey

This is a guest post from Kevin Randall, Movéo’s Vice President of Strategy and Planning. This month, we’ve been discussing how B2B marketers can collect market data, including from primary market research studies, in an affordable, easy and useful way. One of the most inexpensive, yet invaluable (but usually overlooked) market studies a company can conduct is an employee survey. No, this is not an HR survey about job benefits, company outings, or rating your boss or peers. Instead we’re…

Affordable Research Techniques for Companies of Every Size

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As HubSpot recently pointed out, a small budget doesn’t necessarily prevent your company from conducting market research. From user testing to content surveys, any organization can collect data for minimal cost if they’re willing to put the work in. These methods work for larger companies, too, even though the scale might be drastically different. There are a number of less expensive, but more accessible ways to find out exactly what your customers want and need. Good, old-fashioned customer surveys are…

In-the-Moment Marketing Data Impacts Every Decision

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We’ve spent this month extolling the virtues of data and encouraging marketers to give data a central role in informing decision making and strategy development. But on a practical level, the stream of data coming from your website, social media and CRM can easily become an overwhelming tidal wave of data that multiplies daily. How are companies supposed to keep up? This question is intimidating, especially because marketers know that using data to its fullest advantage is key to generating…

3 Ways to Respond to B2B Buyer Research

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In this year’s Demand Gen Report on B2B buyers, we learn that more than two thirds (68 percent) of respondents agreed that the number of sources they use to research and evaluate purchases has increased over the past year. As we said last week, many marketers are starting to feel like they’re at the mercy of the self-informed buyer. If a prospect engages with a member of your sales team at all, it happens later in the buying cycle than…

B2B Trifecta: Data, Buyers & Social Media

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This year, 37 percent of B2B buyers said they spent more time using social media, almost double the 20 percent of respondents in the previous study. Additionally, the number of B2B buyers who connected directly with solution providers via social media increased by more than 57 percent. This is according to this year’s Demand Gen Report, “The 2014 B2B Buyer Landscape.” These numbers prove something we’ve known for awhile: B2B social media is worth the investment. Social media is where…

Google Analytics Is Key to Understanding Customers

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When it comes to understanding customers, data analysis is key. To take those insights a step further and truly impact marketing strategy, data optimization is required. That can be challenging, but given today’s breadth of data analysis tools, it doesn’t have to be. Whether you’re a large enterprise or a small company, there’s a way to improve marketing through data and analytics. The old adage “actions speak louder than words” certainly applies to B2B customers, and one of the best…

How to Fight the New B2B Sales Cycle and Win

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This month, we’re focusing largely on research from a company’s point of view, but data has also impacted the B2B sales cycle from the customer’s point of view. Demand Gen Report recently released a study, “The 2014 B2B Buyer Landscape,” that confirms the increasingly complex nature of the B2B buying cycle. In fact, they report that 58 percent of B2B buyers spent more time researching purchases this year than last. That statistic serves as a call for companies–and their marketing…

The Secret to B2B Buyer Personas

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If you’ve spent any time working in B2B marketing, chances are you’re familiar with buyer personas. They’re an old tool, but just because they’ve been around for a while doesn’t mean they’re out of date. In fact, buyer personas today are more relevant and powerful than ever, because increased access to customer data allows us to develop ever clearer images of our customers’ wants and needs. While many companies include buyer personas in their initial strategy development, not many “put…

How Data Relates to the B2B Buying Cycle

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As we’ve said before, the digital age has transformed the B2B sales funnel to a point that some consider to be barely recognizable. Today’s customers  research products thoroughly before even speaking to a member of the sales team, leading themselves through a process of questioning and discovery that often falls outside the seller’s realm of influence. Thanks to the internet, the three-stage sales funnel of the past has become a twisting path that leaves marketers unsure of when prospects need…

The Secret to Powerful Marketing is Measuring Engagement

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Access to massive amounts of data is something that’s relatively new to the marketing landscape, and it’s left some marketers panicking. It’s easy to get caught up in the conversation about data optimization and overlook the action needed to truly push your company toward using analytics to their greatest advantage. At Movéo, we’ve taken steps to make room for data’s big impact. We’ve created a Data & Insights group that is staffed by talented data specialists, and we’ve shifted our…