B2B Brand Tracking: Measure What Matters
Tracking creates actionable feedback, which has significant implications for your marketing strategy and the success of your business
Because B2B brand tracking programs collect ongoing data, you can more accurately detect and measure changes in the marketplace.
Tracking creates actionable feedback, which has significant implications for your marketing strategy and programs and the success of your B2B business.
Finally, getting the right people into the survey will depend on building the right sampling plan. Your options for surveying a subset of your target market are:
- Using a list source service,
- Using your internal customer database,
- Using a market research panel. (A market research panel is a database of individuals who have agreed to complete surveys for a small incentive.)
Obviously, you first need to decide if you want information only from your clients or whether to include non-clients, lost clients, and prospects. That will often drive your choice of the sample source. No matter which way you go, it is essential that you get the targeting right, and you are inviting the right people to engage with you in the brand tracking program.
If you use an online panel as part of your solution, your market research panel provider should work with you to validate their panel members with your customer records.
When is B2B Brand Tracking a Good Idea?
B2B brand tracking is a good idea whenever you need to be a data-driven organization where innovation, marketing, and performance management are all driven by real-time customer and marketplace insights and dynamics. Once you have the results of your brand tracking survey, you can take action to understand the data and adjust your business.
Whether you want to measure how your brand, products, and services perform against market changes or if you are trying to fine-tune your current brand tracking program, there are many good partners and tools available to you.
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