Raising the Bar Through Benchmarking

The Net Promoter Score (NPS) is a powerful metric measuring advocacy to a brand. Positive NPS performance is linked to growth in market share, customer retention and brand promotion. B2B companies with the most efficient growth engines operate at NPS...

November 2015 / Written by B2B International

Q&A With Genpact

  “Market research is very much at the core of the company” – Gianni Giacomelli, CMO of Genpact Genpact is a business process services provider which architects the Lean Digital&#8480 enterprise based on its patented Smart...

November 2015 / Written by B2B International

B2B Branding – A Deeper Connection

Brand management in b2b environments is often received with mixed views from corporate leadership. Some executives place it as a low priority and dismiss the value of brand building since b2b brands can be so far removed from the end-user. Others emp...

October 2015 / Written by B2B International

Gamification: Playing around with marketing

Humans are hard wired to enjoy games. We start playing from a very early age to entertain and stimulate ourselves and we continue to play games into later life to challenge ourselves, compete against or work with others and feel the rewards of effort...

September 2015 / Written by B2B International

Making the Most of Segmentation

Segmentation is an essential part of any effective marketing strategy.  It can be used to strengthen communication to different audiences which in turn increases interest in a particular product, brand, or organization. Communication tailored specif...

September 2015 / Written by Victoria DeRosa

Leveraging Emotions in B2B Marketing

Emotions play a large part in our decision making, whether we know it or not. In consumer markets, it is common knowledge that shoppers often make decisions on impulse, status or nostalgia. But what happens when we enter a business setting? Are we ab...

September 2015 / Written by B2B International

It Was Right Under My Nose This Whole Time

If you were to stop me in the street and ask “are you interested in economics?” I would at first have to overcome the shock of being an Englishman accosted in the street by a stranger. Following that, I would probably respond with a firm “no”...

August 2015 / Written by B2B International

Back To (Virtual) Reality: The Rise Of VR In Market Research

In the age of constant innovation, we as consumers and businesses have the opportunity to experience new technologies all the time. More recently, the vintage concept of Virtual Reality (VR) has undergone a renaissance, enabled by vast technological ...

August 2015 / Written by B2B International

Caution: Customer Loyalty Is Fragile

Time to Plug Gaps in the Customer Experience It is common knowledge that customer loyalty is a cornerstone of a successful business. A quick Google search yields millions of hits about the cost of new customer acquisition compared to the cost of reta...

August 2015 / Written by B2B International

Strengthening The Customer Value Proposition

Marketers are constantly challenged to ensure their brand, their product, or their service is the one prospective customers will ultimately choose. Marketers have grown adept at leveraging advertising, PR, direct marketing campaigns and personal sell...

August 2015 / Written by B2B International