{"id":121055,"date":"2026-04-02T08:24:17","date_gmt":"2026-04-02T08:24:17","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/02\/b2b-insights-podcast-69-how-brand-research-drives-smarter-b2b-acquisitions\/"},"modified":"2026-04-02T08:25:28","modified_gmt":"2026-04-02T08:25:28","slug":"b2b-insights-podcast-69-how-brand-research-drives-smarter-b2b-acquisitions","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/04\/02\/b2b-insights-podcast-69-how-brand-research-drives-smarter-b2b-acquisitions\/","title":{"rendered":"B2B Insights Podcast #69: How Brand Research Drives Smarter B2B Acquisitions"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><em>The <a href=\"https:\/\/open.spotify.com\/show\/0eaihNZN36LVCyhfckv5vA\">B2B Insights Podcast Channel <\/a> was created to assist advertising and marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the methods that may propel their model to the highest.<\/em><\/p>\n<p><em>Subscribe at present to your dose of unique insights from the B2B market specialists.<\/em><\/p>\n<p>\u00a0<\/p>\n<div align=\"center\">\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.b2binternational.com\/wp-content\/uploads\/2026\/04\/Simi-Trevor-G-Podcast_450x300px-1.png\" alt=\"B2B Insights Podcast #69: How Brand Research Drives Smarter B2B Acquisitions\" width=\"450\" height=\"300\" class=\"alignnone size-full wp-image-1035160\" srcset=\"https:\/\/www.b2binternational.com\/wp-content\/uploads\/2026\/04\/Simi-Trevor-G-Podcast_450x300px-1.png 450w, https:\/\/www.b2binternational.com\/wp-content\/uploads\/2026\/04\/Simi-Trevor-G-Podcast_450x300px-1-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\"\/><\/p>\n<\/div>\n<p>On this episode of the B2B Insights Podcast, Senior Shopper Partnerships Director Simi Dhawan speaks with Trevor Glue, Advertising and marketing Director at Ricardo, in regards to the challenges B2B organizations face throughout acquisitions \u2013 significantly round model notion, integration, and making certain groups are aligned.<\/p>\n<p>Lately, Ricardo acquired E3 Modelling, and B2B Worldwide supported the group by means of a program of brand name fairness analysis to know market perceptions and information strategic selections.<\/p>\n<p>After buying E3 Modelling, B2B Worldwide supported Ricardo, a worldwide consultancy working throughout transport, power and local weather sectors, by means of a program of brand name fairness analysis to know market perceptions and information strategic selections.<\/p>\n<p>Hear Simi and Trevor focus on the enterprise challenges prompting the analysis, probably the most beneficial insights gained, and the way the findings helped information strategic selections at Ricardo.<\/p>\n<p><strong>Key dialogue factors:<\/strong><\/p>\n<ul>\n<li>Why unbiased exterior analysis is important throughout acquisitions<\/li>\n<li>Understanding and validating the model fairness of an acquired firm<\/li>\n<li>How analysis helps scale back submit acquisition model confusion<\/li>\n<li>Bringing inside groups and bought staff on the journey<\/li>\n<li>Turning perception into strategic, operational and advertising and marketing selections<\/li>\n<li>Why goal analysis prevents pricey long run errors<\/li>\n<li>Classes discovered for organizations planning related model fairness initiatives<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h4>Take heed to the total episode:<\/h4>\n<p>\u00a0<\/p>\n<p><iframe loading=\"lazy\" title=\"Embed Player\" data-src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/40681035\/height\/192\/theme\/modern\/size\/large\/thumbnail\/yes\/custom-color\/005596\/time-start\/00:00:00\/playlist-height\/200\/direction\/backward\/download\/yes\/font-color\/FFFFFF\" height=\"192\" width=\"100%\" scrolling=\"no\" allowfullscreen=\"\" webkitallowfullscreen=\"true\" mozallowfullscreen=\"true\" oallowfullscreen=\"true\" msallowfullscreen=\"true\" style=\"border: none;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p><a href=\"https:\/\/open.spotify.com\/episode\/739cORbhhG6T6Jhn4UyU2s?si=EPBnlxIdTgCxWlGsQ07CfA\" rel=\"noopener\" target=\"_blank\">Listen on Spotify &gt;<\/a><br \/><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/69-how-brand-research-drives-smarter-b2b-acquisitions\/id1502470229?i=1000758450295\" rel=\"noopener\" target=\"_blank\">Listen on Apple Podcasts &gt;<\/a><\/p>\n<p>\u00a0<\/p>\n<h4>Watch the total video:<\/h4>\n<p>\u00a0<\/p>\n<p><iframe loading=\"lazy\" title=\"How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/33SFUwIUNsk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<h4>Learn the total transcript:<\/h4>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi (B2B Worldwide): <\/span><\/strong>Hello everybody, and welcome to the B2B Insights Podcast. I\u2019m Simi Dhawan, Senior Shopper Partnerships Director at B2B Worldwide. As we speak I\u2019m joined by Trevor Glue, Advertising and marketing Director at Ricardo, to debate a problem many B2B companies face: navigating model integration throughout acquisitions.<\/p>\n<p>Ricardo, for many who don\u2019t know, is a worldwide consultancy working throughout transport, power and local weather. They lately expanded by buying E3 Modelling, and Trevor approached us to know how the E3M model was perceived within the market. We labored collectively on a model fairness mission, and at present we\u2019re diving into what prompted that work and the way the findings formed Ricardo\u2019s strategic selections.<\/p>\n<p>Trevor, welcome \u2013 please introduce your self and your position.<\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor (Ricardo): <\/span><\/strong>Thanks for having me, Simi. I\u2019m Trevor Glue, Director of Advertising and marketing at Ricardo. I\u2019ve been with the enterprise round 15 years, working throughout model growth, lead technology and supporting our go to market technique globally. My position is actually about connecting our capabilities with our purchasers\u2019 challenges.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>So let\u2019s begin with E3 Modelling. May you clarify who they&#8217;re in relation to Ricardo?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>Completely. E3 Modelling is an organization we had partnered with for a few years earlier than buying them. They specialise in massive scale macro modelling throughout Europe \u2013 working on the intersection of environmental, power and financial coverage.<\/p>\n<p>We\u2019d collaborated extensively on coverage growth initiatives for organizations just like the European Fee, the place E3M offered modelling that fed instantly into coverage insights.<\/p>\n<p>So strategically, culturally and technically, the match with Ricardo was very sturdy.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>Considering again to the beginning of the analysis, what was the core problem you had been attempting to resolve?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>There have been two foremost challenges.<\/p>\n<p>First, though we knew E3M nicely from working with them, the acquisition created a special dynamic. We had been acutely aware of avoiding bias \u2013 we didn\u2019t need our personal assumptions in regards to the model to affect main selections round integration, naming or market positioning.<\/p>\n<p>Second, we would have liked to carry folks with us \u2013 particularly E3M staff. They\u2019d constructed a model they had been pleased with. For a clean integration, we would have liked clear, goal, exterior perception that everybody may belief.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>And what did you discover most dear from the analysis?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>Validation was vastly necessary. Some suggestions aligned with what we already believed, which reassured us. However the actual worth got here from the element \u2013 significantly round how clients perceived the stability between E3M\u2019s industrial functionality and their tutorial credibility.<\/p>\n<p>That wasn\u2019t one thing we had thought-about strongly earlier than, and it has had a serious affect on how we talk their position at present.<br \/>Past advertising and marketing, the insights affected operational considering and even the sorts of initiatives we pursue. The findings have genuinely formed determination making throughout the enterprise.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>Analysis is commonly about confirming what you realize \u2013 but in addition uncovering the blind spots. It appears like that performed out right here?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>Positively. You don\u2019t need analysis to be one massive shock \u2013 that will point out you didn\u2019t perceive your market. However the worth lies within the nuances: the particular messages that resonate, how clients wish to be communicated with, and what actually differentiates the model.<\/p>\n<p>Your crew additionally captured these \u201cunconscious feedback\u201d that individuals drop in dialog \u2013 small insights that add as much as one thing significant whenever you hear them persistently.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>Earlier you talked about submit acquisition model confusion. How did this analysis assist construct readability?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>E3M had sturdy model fairness, but in addition sturdy product stage branding. Generally clients knew the product names however not the corporate; generally the opposite approach round.<\/p>\n<p>The analysis helped us untangle that.<\/p>\n<p>It confirmed how nicely the E3M title was recognized, what associations existed round their merchandise, and the way Ricardo match into that image. That perception gave us confidence to transition E3M into the Ricardo model \u2013 and importantly, the E3M crew supported the transfer as a result of the analysis was unbiased and knowledge pushed.<\/p>\n<p>A number of the key insights have grow to be \u201cpillars\u201d we seek advice from repeatedly \u2013 they genuinely information our ongoing advertising and marketing and operational selections.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>And when it comes to enterprise affect, how has the analysis influenced your technique?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>It allowed us to maneuver quicker and with confidence. With out goal analysis, you are inclined to make selections based mostly on subjective suggestions \u2013 maybe a remark from a gross sales crew member or an anecdote from one consumer.<\/p>\n<p>These selections can value you years down the road.<\/p>\n<p>Investing in exterior analysis might sound costly at first, however the price of making the fallacious determination is way larger. The perception helped us keep away from threat, construct alignment internally, and sharpen our market strategy.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>If somebody listening had been about to start an analogous mission, what recommendation would you supply?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>Deliver your inside stakeholders into the method early. The analysis turns into much more actionable when the folks answerable for implementing change have contributed to the questions and perceive the findings.<\/p>\n<p>On our aspect, gathering buyer contact info earlier would even have helped \u2013 area of interest audiences could be arduous to achieve.<\/p>\n<p>However from B2B Worldwide\u2019s aspect, I truthfully wouldn\u2019t change something.<\/p>\n<p>\u00a0<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span>And at last \u2013 what\u2019s subsequent for Ricardo?<\/strong><\/p>\n<p><strong><span style=\"color: #009bcf;\">Trevor: <\/span><\/strong>It\u2019s an thrilling time. Ricardo has lately been acquired by WSP, which opens up plenty of alternatives. There\u2019s sturdy alignment between the 2 organizations, particularly round environmental affect, transport and infrastructure. Our groups are energized in regards to the new initiatives and enhanced capabilities it will carry.<\/p>\n<p><strong><span style=\"color: #005596;\">Simi: <\/span><\/strong>Implausible \u2013 thrilling occasions forward. Trevor, thanks a lot for sharing your expertise. And to everybody listening: thanks for becoming a member of us. If you happen to\u2019d prefer to be taught extra or have questions, please attain out or subscribe to our B2B Insights e-newsletter by way of the B2B Worldwide Insights Hub.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<\/p><\/div>\n<iframe src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.b2binternational.com\/2026\/04\/01\/driving-smarter-b2b-acquisitions\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The B2B Insights Podcast Channel was created to assist advertising and marketing and insights professionals navigate the rapidly-changing world of B2B markets and develop the&#8230;<\/p>\n","protected":false},"author":1,"featured_media":121056,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-121055","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B Insights Podcast #69: How Brand Research Drives Smarter B2B Acquisitions - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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