It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. Unfortunately, many marketers take it too far, forgetting that inauthentic messaging turns many buyers off. B2B tech sector buyers are particularly skeptical of boasts with no evidence to back them up. Do your marketing boasts sound overblown? […]
About Brian Surguine
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Meanwhile lets just say that we are proud Brian Surguine contributed a whooping 17 entries.
Entries by Brian Surguine
CRM data can’t tell you everything about your B2B churn rate. Here are 4 reasons you may not have considered, based on Cascade Insights’ own research.
B2B longitudinal research reveals customers’ unfiltered views about the experience of interacting with your product or service.
Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.
Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.
B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.
Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.
Recruiting for B2B quantitative research works differently than in B2C. B2B personas change relevant roles and responsibilities far more frequently.
Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.
Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.
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