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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

“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords

November 19, 2019 in B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Featured Content Creation, Featured Content Strategy, Featured Message Testing, Featured Messaging, Featured Messaging - Marketing, Message Testing Research, Messaging - Marketing /by Isabel Gautschi

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

September 2, 2019 in B2B Market Research Blog, Blog Posts /by Isabel Gautschi

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

April 18, 2019 in B2B Brand Studies, B2B Market Research Blog, Featured Brand Research /by Isabel Gautschi

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

February 12, 2019 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 in B2B Marketing Blog, Featured Content Strategy, Featured Message Testing, Featured Messaging /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 in Blog Posts /by Isabel Gautschi

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

September 28, 2018 in Blog Posts /by Isabel Gautschi

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

April 20, 2018 in B2B Buyer Persona Research, B2B Marketers, Blog Posts, Featured B2B Marketing Teams, Featured Podcasts, Funnel Analysis, 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 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 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.

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Written by

Isabel Gautschi

Isabel Gautschi

Director of Messaging
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.

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