News Feed Item

IBM and Salesforce Voted Most Respected B2B Brands by Marketing Leaders

LONDON, January 13, 2014 /PRNewswire/ --

Circle Research survey reveals B2B leaders' views on marketing in a B2B environment and priorities for the year ahead

A new survey by Circle Research has revealed that marketing leaders in the UK consider IBM and Salesforce to be the most respected B2B brands in the UK.

The report, developed in association with B2B Marketing, analysed the responses of 100 B2B marketing leaders, all individuals on or reporting directly into their organisation's senior leadership team.  Collectively they controlled B2B marketing budgets of £188 million. Key findings of the report include:

  • The most respected B2B brands
  • The biggest challenges faced in managing a B2B brand
  • The current size of B2B marketing budgets
  • The attributes of a successful marketing leader
  • Current gaps in marketing team skills

It reveals that:

  • One in ten name Salesforce as the single B2B brand they most admire. The same proportion name IBM
  • 62% spend 3% or less of annual turnover on marketing. 75% say this budget is less than needed
  • 42% measure ROI from their marketing activity rarely if at all
  • 79% of report that their marketing team has skills gaps - data analytics, customer insight, digital marketing and marketing technology top the list
  • 68% say staff too busy to take time out for training and only 26% have structured development plan for all of team

Andrew Dalglish, Director for Circle Research, comments: "The B2B Leaders Report 2013 not only reveals that IBM and Salesforce appear to be head and shoulders above the competition in terms of B2B reputation, but also that marketing leaders are all facing changes to their budgets, particularly in relation to turnover allocated to marketing activities.

"Saleforce's Head of UK Marketing and VP EMEA concur with the report and have revealed that for them reputation is all about brand perception and leading from the front. These guiding principles have clearly placed Salesforce on a pedestal in the eyes of its peers, as the report reveals."

Excerpts from Circle Research's interview with Salesforce on B2B brand building can be found here: http://www.circle-research.com/2014/b2b-brands-respect/.  Analysis of the four attributes of a successful B2B marketing leader can be found here: http://www.circle-research.com/2013/getting-top-marketing-tree/.  

Please visit http://www.b2bmarketing.net/resources/b2b-leaders-report-2013 to download the full B2B Leaders Report 2013 or contact Circle Research via http://www.circle-research.com for more information.

Notes to editors

About Circle Research

Circle Research is a B2B market research company which aims to help B2B organisations understand the opinions of their stakeholders, whether they are customers, prospects, employees, or even opinion formers like the media.

Formed in 2006, we combine both qualitative (focus groups, workshops or in depth one-to-one interviews) and quantitative (online survey or CATI telephone interviews) research techniques with statistical analysis in order to deliver an even deeper insight into your business issues. We have done this in more than 100 countries, all to the exacting ISO20252 standard.

The Circle Research team is based in London, UK.

For further information, please contact:

Andrew Dalglish, Director for Circle Research on [email protected] or +44(0)20-7960-3802

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Transparent Cloud Computing (T-Cloud) Consortium will exhibit at the 19th International Cloud Expo®, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. The Transparent Cloud Computing Consortium (T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data proces...
In his session at 19th Cloud Expo, Claude Remillard, Principal Program Manager in Developer Division at Microsoft, will contrast how his team used config as code and immutable patterns for continuous delivery of microservices and apps to the cloud. He will show the immutable patterns helps developers do away with most of the complexity of config as code-enabling scenarios such as rollback, zero downtime upgrades with far greater simplicity. He will also have live demos of building immutable pipe...
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, discussed how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
A completely new computing platform is on the horizon. They’re called Microservers by some, ARM Servers by others, and sometimes even ARM-based Servers. No matter what you call them, Microservers will have a huge impact on the data center and on server computing in general. Although few people are familiar with Microservers today, their impact will be felt very soon. This is a new category of computing platform that is available today and is predicted to have triple-digit growth rates for some ...
Governments around the world are adopting Safe Harbor privacy provisions to protect customer data from leaving sovereign territories. Increasingly, global companies are required to create new instances of their server clusters in multiple countries to keep abreast of these new Safe Harbor laws. Is it worth it? In his session at 19th Cloud Expo, Adam Rogers, Managing Director of Anexia, Inc., will discuss how to keep your data legal and still stay in business.
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.