B2B Marketing Blog

Welcome to the Cascade Insights B2B Marketing Blog, where we cover the most pressing issues facing marketers in the B2B tech sector. We go in-depth on topics such as messaging strategy, understanding the B2B buyer’s journey, B2B buyer personas, content marketing, and business podcast production. You can also listen to the latest episodes of the B2B Revealed Podcast, where experts discuss technology trends, marketing strategy, and practical marketing tactics.

B2B Buyer Personas: Delete the Fluff

Too often, B2B buyer personas rely on obvious or irrelevant info. Instead, they should give real insight into key buying criteria and the buyer's journey.
February 3, 2020/by Sean Campbell

People-Pleasing Is Not a Good Messaging Strategy

People-pleasing is safe, but it leads to poor B2B marketing strategy. Learn what you should do instead when crafting your next B2B messaging framework.
November 19, 2019/by Sean Campbell

“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.
November 19, 2019/by Isabel Gautschi

Freelancers: Avoid the Boomerang

Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.
November 12, 2019/by Brian Surguine

Writing Well

B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.
November 12, 2019/by Brian Surguine

Revenue Isn’t the Goal: Manage What You Can Control

Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead.
November 9, 2019/by Sean Campbell

B2B Messaging: It’s Harder than B2C

B2B messaging is rewarding to create, challenging to make, and requires expertise to effectively test. Great customer insights can help you get started in the right way.
October 11, 2019/by Sean Campbell

The Long Game: Selling New Products

Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.
September 26, 2019/by Brian Surguine

Rising to Leadership

Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.
August 29, 2019/by Brian Surguine
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