I recently had the opportunity to interview Andy Dalglish of Circle Research. Our conversation focused on the ways that B2B marketers can use research to assist in lead generation, and Andy kindly summarised his views by highlighting the 6 ways research can be used to support lead generation programmes.

1.   By identifying the structure and dynamics of decision making. Research amongst your target market can reveal who is involved in decisions, who really drives supplier choice and the key criteria against which suppliers are assessed.  It can also reveal the communications channels they’re exposed to and their preferences in this respect.  This means you’ll invest your time, effort and budget speaking with the right people, through the right channels and positioning your offer in the most compelling manner

2.   By providing discussion openers. The key to beginning a relationship is of course having something relevant to say and people are always interested in themselves.  And what better an introduction than to offer a potential client some research based insights into their marketplace, their organisation’s position in it and how your service can enhance their position.  For example, you could conduct a piece of research amongst your target market’s customers/prospects to determine brand perceptions, satisfaction, loyalty, etc. then use the findings from this research to secure a meeting with one of those brands

3.   By positioning your product or service in a compelling way. We all know the marketing adage ‘people don’t buy products they buy solutions to their issues’.  Clichéd perhaps but true.  Research to explore the business issues impacting your target market allows you to then frame your products or services as solutions to these issues (i.e. “I know margins are being pushed down in your sector at the moment and my product typically increases profitability by x%” rather than “Can I come and talk to you about my product”)

4.   By mapping the competitive landscape.  Research can reveal who the competition is (both direct and substitutes) and how these brands are perceived relative to yours.  This knowledge allows you to adopt a differentiated positioning

5.   By bringing prospects to your door. The media read by your target market will bite your hand off if you offer them solid research into a topical issue in a way that provides genuine insights (i.e. not Metro type headlines along the lines of ‘we surveyed 40 risk managers and found their favourite song was…’).  By positioning yourself as a thought leader in this way and including some sort of call to action (e.g. contact us for the full research report) you can cause prospective customers to make the first move and better still, they are qualified leads whose area of interest is apparent

6.   By preserving and growing what you already have. There’s a danger that in the pursuit of new customers the latent potential in existing customers is overlooked.  Amongst other things research amongst key accounts can highlight emerging competitive threats (are other suppliers making a play for your key accounts?) and identify hidden opportunities (are you always on the shopping list?  If not, how can you ensure you are? Have you been pigeonholed and your other capabilities not recognised?).  The very act of this type of research exercise also helps secure your customer base as it shows you listen.