Unlike most B2C marketers, many B2B companies invest little or no resources (both time and money) in understanding brand awareness, but Harvard Business School Marketing Professor John Quelch challenges this position. His reasons:

• Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force.
• If left unattended, individual managers will each do their own ad hoc marketing.
• B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors.

To provide direction and guidance for market research initiatives for the coming year, Unity Marketing recently conducted a year-end user needs survey across its client base. With over 100 respondents, primarily C-suite and marketing executives, as well as entrepreneurs, the survey included a number of questions that weren’t specific to Unity Marketing. Rather, the results reveal the most pressing concerns for businesses of all types, especially those aiming at the affluent consumer segment — the top 20 percent based upon income. Here is what we discovered.

If marketers take a close look at their company website data, they will gain valuable insights to make those websites generate more sales leads and e-commerce revenue. In addition, the same data can improve lead and revenue production beyond the website — provided the data is shared throughout the organization, rather than confined to the website development team and Internet marketing analysts, as it often is. In this article, we’ll look at:

• Important data to review
• Important data gaps that must be filled
• How to use the data to improve lead and revenue production

Promoting your business to anyone and everyone is not an effective marketing strategy. To efficiently drive sales and increase brand awareness, you must focus on your target audience. But who is your target audience, exactly? How do you know if your marketing will appeal to them?

Consumer research is a vital step that can help you find the answers you need. Below, three experts share questions you can ask to help identify your target audience, assess buyer behavior, and optimize your marketing strategy. Their suggestions go beyond the basics — and some of their ideas may surprise you. Read on to find out more.

Every day, I check my Instagram, Snapchat, and Twitter anywhere between five and ten times on my iPhone. I get on Facebook, Poshmark, Pinterest, and LinkedIn probably about once or twice a day. And to be honest, I don’t think I’m on social media that often. I am one out of 75 million millennials living in the U.S., and because most of us have similar social media habits, it’s crucial for businesses to get onto social media if they are going to reach us.

The U.S. luxury market is the largest in the world. According to the Federal Reserve Bulletin, the total number of millionaire households in the U.S. is 11.53 million. Because affluent shoppers have the highest potential to spend, they are key players in the consumer economy. It’s no surprise that a variety of companies target affluent consumers — from credit card companies like MasterCard to luxury brands like Chanel.

Through the benefits of technology, it’s easier than ever to take your business to the international level. What once was reserved for big-name brands is now possible for all types of companies — as long as they stay informed about current market conditions. When considering global markets, it’s important to use market research to be prepared for all potential opportunities and challenges.

When starting your own business there are a number of different factors to consider, but as long as you do your research, then it can be made a whole lot simpler, and easier for you to manage and maintain.

You don’t need to shell out your marketing budget (and if you don’t have a budget it’s time to sort one out) on getting your business out there to potential customers. There are plenty of cost effective ways of marketing your company and encouraging more sales, hits on your site, and increasing client engagement and confidence in your brand. Here’s how.

Image matters, especially in the world of business. Every organization is trying to stand out from the crowd and grab our attention as a consumer. Without a strong brand image, it’s tough to gain traction. You may run an excellent company with strong products and services, but if people don’t have a positive association with your brand, your business will face negative long-term consequences.