A standard B2B tactic is to produce marketable research. Run a survey of your customers’ customers, get a bit of PR, produce a white paper to share with customers and produce a slide deck to show at conferences. And an infographic. You simply have to have an infographic in 2014.
The good news is that the basic research has got cheaper. Online panels cost a fraction of telephone or face to face interviews. The bad news is that the supply of marketable research is growing alarmingly. Cut-through is getting harder and harder. And the competition isn’t just coming from a single sector with lawyers and accountants joining tech vendors and consultants in the bombardment.
Retail is one of the more over-analysed areas. Here’s just a sample of papers quoted in the December issue of Retail Systems magazine and it should give B2B marketers a pause for thought. Producing material that is impactful, interesting and clearly differentiated is a real challenge.