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.
B2B brand research requires a specifically B2B approach and upfront qualitative research before surveying larger samples of B2B buyers.
We’ve launched a new Cascade Insights B2B Marketing Blog & B2B Market Research Blog.
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.
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 […]
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 […]
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.
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.
Public relations expert Nicole Rodrigues shares best practices for B2B PR in the age of pay-to-play and CEO activism.
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.
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.
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.
