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Isabel Gautschi

Isa received her B.A. from Bard College. She was a journalist before joining Cascade Insights. She primarily works with editing and sharing the podcast and blog.

Isabel Gautschi

About Isabel Gautschi

Isa received her B.A. from Bard College. She was a journalist before joining Cascade Insights. She primarily works with editing and sharing the podcast and blog.

Entries by Isabel Gautschi

We’ve Moved… New B2B Marketing & Market Research Blogs

February 12, 2019/0 Comments/in Blog Posts /by Isabel Gautschi

We’ve launched a new Cascade Insights B2B Marketing Blog & B2B Market Research Blog.

Horror Stories: B2B Tech Messaging

February 1, 2019/0 Comments/in B2B Marketing Blog /by Isabel Gautschi

After scores of B2B message testing projects, we’ve seen the good, the bad, and the horrifying. Here’s what to avoid in your B2B tech messaging.

Tech Needs More Age Diversity

September 28, 2018/0 Comments/in Blog Posts /by Isabel Gautschi

Despite frequent public commitments to diversity, the tech industry isn’t kind to those over age 35. What’s more, many don’t see a problem with that. Remember when Mark Zuckerberg famously claimed that “young people are just smarter”? But, companies deprive themselves of the benefit of experience when they undervalue hiring and retaining workers who have […]

In Defense of Women In Tech

September 28, 2018/1 Comment/in Blog Posts /by Isabel Gautschi

There have been attempts to justify the stark gender disparity in tech. But none of them are valid. Cascade Insights was recently asked to present our findings on the gender gap in tech. More than 1 million LinkedIn profiles of employees of 50 major tech companies revealed how far the industry is from achieving gender […]

Narcissism: Marketing’s Nemesis

April 20, 2018/0 Comments/in B2B Buyer Persona Research, B2B Marketers, Blog Posts, Featured B2B Marketing Teams, Featured Podcasts, Interviews - Thought Leaders, Measuring Marketing Success Podcast Series, Podcasts /by Isabel Gautschi

B2B marketing has a vanity problem. Popularity is one thing, profitability is another. Samantha Stone, author of “Unleash Possible: A Marketing Playbook That Drives B2B Sales,” shares her thoughts on measuring marketing ROI.

Spend Wisely: LinkedIn Marketing Tips

April 12, 2018/0 Comments/in B2B Marketers, Blog Posts, Featured B2B Marketing Teams, Featured Podcasts, Interviews - Thought Leaders, Measuring Marketing Success Podcast Series, Podcasts /by Isabel Gautschi

The lure of LinkedIn’s vast amount of business data makes it an attractive advertising asset… if you know what you’re doing. B2Linked Founder AJ Wilcox shares when and how to use LinkedIn ads to reach B2B audiences.

B2B PR: The Blurring of Business & Politics

April 4, 2018/1 Comment/in B2B Brand Studies, B2B Marketers, Blog Posts, Featured Podcasts, Interviews - Thought Leaders, Podcasts /by Isabel Gautschi

Public relations expert Nicole Rodrigues shares best practices for B2B PR in the age of pay-to-play and CEO activism.

Shoot For The Moon (Within Reason)

March 16, 2018/0 Comments/in B2B Market Researchers, B2B Marketers, Blog Posts, Competitive Intelligence Teams, Featured B2B Marketing Teams, Featured B2B Product Managers, Featured CI Teams, Featured Market Research Teams, Featured Podcasts, Interviews - Thought Leaders, Podcasts, Presentations, Product Managers, Rethinking B2B Sales Podcast Series /by Isabel Gautschi

Whoever has the most information should do the most talking… and make the first offer. American Negotiation Institute Director Kwame Christian shares business negotiation tactics in this episode of B2B Revealed.

How Craig Walker Killed The PIN

March 8, 2018/0 Comments/in B2B Market Opportunity Research, B2B Market Researchers, Blog Posts, Competitive Intelligence Teams, Featured B2B Product Managers, Featured CI Teams, Featured Market Research Teams, Featured Podcasts, Interviews - Thought Leaders, Key Buying Criteria, Podcasts, Product Managers /by Isabel Gautschi

The killing of the conference call PIN is a case study in disruption. Get an inside look at an innovator’s journey with Dialpad Founder & CEO Craig Walker. In this episode of B2B Revealed: how UberConference did away with the PIN, enhanced security with participant visibility, and acquired millions of phone numbers.

Message Testing: Because Intent ≠ Interpretation

February 8, 2018/0 Comments/in B2B Brand Studies, B2B Buyer Persona Research, B2B Marketers, B2B Marketing Blog, Blog Posts, Featured B2B Marketing Teams, Featured Market Research Teams, Key Buying Criteria /by Isabel Gautschi

Somewhere between intent and interpretation, a lot can get lost in translation. Is the “message received” the same as “the message sent”? Insights from message testing for B2B technology companies.

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B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.

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