Munro talks B2B communication techniques and social networks

The annual BIG conference took place from 21st to 23rd May 2008 at the St Pierre Marriott Hotel, Chepstow. Representing Munro Global were Paul Tinworth, Research Manager at Maven Research and Richard Hepburn, CEO of Munro Global; they delivered a presentation based on their paper 'Understanding Networks in the B2B Marketplace'.

The paper explores how primary research can be used to establish which of a range of different network typologies, emerging from wider economic theory, may exist within target markets for a B2B brand, products or services, and through this enable a business to: - - Establish if network effects are significant influencers on purchasing behaviour in their sector; - Determine which network types apply to its customers; - Tailor its marcomms strategy to have the greatest impact on these networks; - Prioritise research and marketing spend on the customer groups or product areas where network effects are most important.

The presentation was met with enthusiasm from the floor; and the paper has been entered into the BIG and MRS Research Effectiveness awards. The BIG results will be announced next month with the MRS awards later in the year.

The full paper can be downloaded here.