The document summarizes a presentation about using community panels for B2B research. It discusses what community panels are, why they are useful for B2B research, and how to overcome challenges in using them. Community panels allow ongoing engagement with targeted groups for primary research. They can provide cost and time savings over ad hoc projects while improving quality. Key challenges are addressing different B2B audiences, effective recruitment strategies, and maintaining engagement. Examples are provided of different types of B2B clients that could benefit from community panels.

1. Presenter MC
Mike Stevens Daniel Alexander-Head
MD, UK Vice President Marketing
Vision Critical
Running B2B Community Panels
30 May 2012

2. Agenda
 What?
 Why?
 How?
 Who?
Community Panel Webinars 2012

3. What?

4. A community panel is ...
“ A targeted group of
individuals you engage for
primary research and learn
”
from over time
Community Panel Webinars 2012

5. A community panel is ...
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6. A community panel does ...
Trend Competitive Idea
spotting monitoring testing
Packaging Pricing Satisfaction
optimisation validation feedback
Brand Message Concept
positioning refinement co-creation
Community Panel Webinars 2012

7. A community panel does ...
Online Focus Group
Online Discussion Forum eg. product feedback
eg servicing needs
Quali-Quant Survey Online Discussion Forum
eg brand perceptions eg usage trends
Wider Community Panel
for robust quantitative insights
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8. “ This is all fine for consumers
... But it won’t work for my
”
B2B customers, will it?
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9. Why?

10. The only benefits that matter
Cost Time
Quality
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11. Cost profile of ‘typical’ B2B research
project
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12. Cost profile of ‘typical’ B2B community
panel
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13. Cumulative cost profile over 12 months:
ad hoc B2B projects vs community panel
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14. Typical turnaround times for ad hoc B2B
research project
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15. Typical turnaround times for B2B
community panel research project
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16. Quality of insight can also be enhanced
in community panel research
Community panel Ad hoc research
• Engaged, • Scope to go deeper
committed members in face to face /
• Deeply profiled telephone
respondents conversations
• Longitudinal data
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17. How?

18. 3 key challenges to overcome
Heterogeneity Recruitment
Engagement
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19. No two B2B audiences are the same
Different: Different:
lawyers SME universe size
electricians messaging
financial controllers tone of voice
developers content
purchasing managers recruitment
directors catering managers specialist terminology
HVAC engineers feedback
corporates engagement strategies
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20. Recruitment: five hard-learned lessons
Create a compelling identity
Make a meaningful promise
Start small
Mix recruit sources
Expect problems
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21. Recruitment: five hard-learned lessons
Tone of communication
Needs to be carefully tailored to the
specific professional audience
Content boxes
Must support relevant
engagement
Feedback
Needs to be relevant to the
partnership with them and the promise of
the community panel
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22. Recruitment: five hard-learned lessons
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23. Recruitment: five hard-learned lessons
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24. Recruitment: five hard-learned lessons
Inbound In location
sales / Outbound
service telephone
enquiries
Sales /
In-app
Account
banners
teams
CRM
Recruitment Website
campaign sign-up
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25. Recruitment: five hard-learned lessons
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26. Engagement: five tips for success
Set expectations
Vary the tasks
Create motivating activities
Enable responses from anywhere
Give meaningful feedback
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27. Engagement: five tips for success
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28. Engagement: five tips for success
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29. Engagement: five tips for success
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30. Engagement: five tips for success
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31. Engagement: five tips for success
B2B community panel engagement is
focused on intrinsic reward
Monetary/product incentives are not
the prime motivator for participation
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32. Engagement: five tips for success
survey results
blog posts white papers
newsletters
exclusive reports
portal content
webinars video updates
insider access best practices
industry trends
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33. Engagement: five tips for success
 Provide relevant reports and knowledge assets
 Share back what you have learned from them
 Send notes of appreciation from key stakeholders
 Send simple newsletters regularly
 Engage members face-to-face if at all possible: conferences,
meetings, seminars, site visits
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34. Who?

35. Foodservice manufacturer
Client supplies restaurants with pre-made/frozen product
Members restaurant owners, single or small chain
Size 500
Geographies US & Canada
Usage Testing new concepts
Frequency Once study every 6 weeks
Response rates 55% - 60%
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36. Farm equipment manufacturer
Client supplies farmers with tractors and machinery
Members farmers and dealers
Size c. 4,000
Geographies UK, Germany, France, Spain, US, Australia, Latam
Usage testing new products, services, communications, financing
Frequency Once study every month
Response rates 55% - 60%
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37. Business leaders organisation
Client represents business leaders’ interests
Members company directors
Size c. 2,000
Geographies UK
Usage responses to proposed legislation affecting business
Frequency Once study every month
Response rates 40% - 50%
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38. Global semiconductor manufacturer
Client Manufacturers technology components and end products
Members design engineers
Size c. 3,000
Geographies over 90 countries, 14 languages
Usage product design & packaging feedback
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39. Final thought

40. Community Panel Webinars 2012

41. Thank You

42. Q&A
Mike Stevens Daniel Alexander-Head
Managing Director Vice President Marketing
Vision Critical, UK