Time for another of our audio interviews with Customer Insight Leaders, this time it’s Elsbeth Kottelenberg. This is another good conversation with a leader, in a different sector again. UBM is a global events company, with Elsbeth supporting Pharma events around the world. She also differs from previous interviewees through her background in qualitative research. During this interview we discussed her career to date, some segmentation projects within UBM, the challenges of.. Read More
On this blog, we don’t want to neglect B2B insight challenges, including finding a B2B influencer. Much of our content focusses on B2C customer insight work. So, in this post we look at one for B2B businesses. This builds on our past posts, sharing tips for effective B2B Customer Management. One of our familiar guest bloggers, who is also a B2B influencer, shares 7 characteristics to help you spot ideal.. Read More
With lots of business travel this week & last, together with having already recently authored a detailed post on Brexit letter, I’ve decided to take it easier this time. Based on my reading while travelling, here is a review of a few articles from printed magazines that I found helpful. I’ve previously sung the praises of listening podcasts (which I find particularly useful while driving on business) and insight newsletters (that.. Read More
How well do you understand your B2B target market & sector? In the last of his series for us, Peter Lavers shares the importance of market insight for B2B as well as B2C. This is the 5th and final blog in a series that explores how different aspects of Insight can be used to drive B2B Customer Management.
How is your hunting going? In the fourth of his series of guest blog posts for us, Peter Lavers explores the importance of this acquisition skill and being insight-led when you hunt. This series of blogs explores how different aspects of Insight can be used to drive B2B Customer Management. Knowledge is the starting point for our Customer Attuned Assessment (CAA®) methodology, which is about building better relationships based on trust;.. Read More
Peter Lavers shares a guest blog post on Customer Insight Leader, about how customer insight shapes B2B branding & proposition development for CM capability
This series of blogs, from guest blogger Peter Lavers, explores how different aspects of Insight can be used to drive B2B Customer Management. For the second instalment, over to Peter… Knowledge is the starting point for our Customer Attuned Assessment (CAA®) methodology, which is about building better relationships based on trust; working together for mutual commercial benefit. The sub-sections that sit beneath the model (illustrated) have been arranged to give twelve.. Read More