B2B Thought Leadership: How To Use Data Effectively
The whole point of B2B Thought Leadership is to build recognition & credibility. So make sure you’re not leveraging data in a sloppy or unethical way.
Entries by Isabel Gautschi
Nearly 80% of Business Activity Is Disrupted By Coronavirus
Coronavirus is disrupting business operations regardless of industry and company size – and is particularly impacting leadership roles. See more data on how the pandemic is impacting business.
“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords
Everything promises to accelerate, optimize, and transform. But, um, what does it do? Your B2B content strategy should prohibit marketing buzzwords.
B2B Focus Groups: Aim for Alchemy, Avoid Anarchy
B2B focus group moderators need a solid understanding of both the business and technical context in order to effectively gain insight from participants.
B2B Brand Research: Don’t Skip the Qual
B2B brand research requires a specifically B2B approach and upfront qualitative research before surveying larger samples of B2B buyers.
We’ve Moved… New B2B Marketing & Market Research Blogs
We’ve launched a new Cascade Insights B2B Marketing Blog & B2B Market Research Blog.
Horror Stories: B2B Tech Messaging
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
Ageism in tech cannot simply be written off as older workers being less capable than their younger colleagues. We’ve got a reading list to prove it.
In Defense of Women In Tech
There is nothing in women’s nature, collective ambitions, or capabilities that make them less qualified than men in STEM fields.
Narcissism: Marketing’s Nemesis
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.
