B2B marketers seeking insights to inform key business decisions face distinct research challenges that require experience and ingenuity to address. The population of relevant decision-makers is sometimes small and difficult to reach, and effective use of market analytics requires the flexibility to pivot between big and small data sets as well as the capacity to integrate it all.
Even in an analytics-driven business environment, there’s no substitute for deep B2B experience to guide implementation.
NAXION has been focusing on B2B markets for four decades. We’ve helped clients dramatically improve their marketing effectiveness by delivering the insights needed to inform innovation and product strategies, optimize portfolios and channel-specific pricing, prioritize customer segments, and shape brand communications. We’re already very well-versed in many B2B markets, with category expertise that enables us to serve as extensions to your marketing and insights teams.
After hundreds of engagements, we’ve learned a thing or two about how to make ourselves at home quickly in technical categories with complex channels and decision-makers – and how to harness the insights needed to guide critical B2B decisions.
NAXION’s experience-based consultative approach, supported by a research toolkit honed through vast cross-category experience, allows us to customize solutions to critical problems across a diverse range of industries.
Our enterprise target models leverage decades of experience with commercial databases to maximize model accuracy and actionability. Deft use of feature engineering in our models has enabled us to predict receptivity to innovative offerings based on observable firmographics. And network models that map relationships between influencers and decision-makers enable us to find critical points of leverage across the ecosystem:
End customers and channel partners – Skill helping clients hear and understand the “voice of the customer” and “voice of the partner” across channels and segments
Franchises and dealerships – Expertise identifying franchisee/dealership needs to guide relationship management and strengthen face-of-the-brand marketing communications
Market shapers – Insights guiding effective strategies for engaging with the external players – regulators, thought leaders, and influencers – who impact the industry
Equally important, NAXION’s fastidious attention to operational quality makes a critical difference for clients who set a high bar for insight quality and credibility. Our careful protocols ensure that panel-sourced insights are from truly relevant respondents, and our experience building custom sampling frames creates new or enhanced access to market insights and trend data for B2B clients who have limited commercial panel options.
We’ve done pioneering work in the B2B space, and we continue looking for new ways of helping clients leverage market intelligence and emerging technology to create new opportunities.
