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Brian Surguine

Brian Surguine

About Brian Surguine

This author has not written his bio yet.
But we are proud to say that Brian Surguine contributed 20 entries already.

Entries by Brian Surguine

Don’t Stop Believin’ in Message Testing

August 9, 2022

Great B2B messaging, just like a great song, resonates. To resonate with buyers, it’s best to learn from the greatest hits of all time.

More Software Won’t Fix Your Data-Driven Marketing Strategy

December 9, 2020

Don’t forget the “strategy” part of data-driven marketing strategy. If you don’t understand your buyers’ motivations, more software won’t help you win them over.

5 Clues It’s Time for B2B Churn Analysis

November 2, 2020

If you haven’t changed anything but there’s a spike in churn or if your sellers are struggling to sell, it’s time for B2B Churn Analysis.

B2B Messaging Strategy: Keep It Real

October 14, 2020

Does your messaging strategy include marketing boasts you can’t back up? Don’t make claims a quick Google search could easily dispel.

B2B Churn Rate: Don’t Be A Chump About Churn

September 16, 2020

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.

How Do Customers Really Feel About Your Product? B2B Longitudinal Research

February 22, 2020

B2B longitudinal research reveals customers’ unfiltered views about the experience of interacting with your product or service.

B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends

November 21, 2019

Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.

Freelancers: Avoid the Boomerang

November 12, 2019

Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.

Writing Well

November 12, 2019

B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.

The Long Game: Selling New Products

September 26, 2019

Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.

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