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.

The Rebel’s Role

Lois Kelly, author of Rebels At Work: A Handbook for Leading Change From Within, shares her first-hand experiences witnessing the impact rebels can have on an organization.
February 20, 2019/by Trevor Gilbert

Podcasts and the Trouble with Conversion Optimization

The podcast conversion funnel is complex. This article defines the funnel and explores optimization strategies for B2B lead generation.
February 19, 2019/by Trevor Gilbert

Alive at Work

Dan Cable, Professor of Organisational Behaviour at London Business School, joins us to talk about his book, Alive at Work: The Neuroscience of Helping Your People Love What They Do.
February 8, 2019/by Trevor Gilbert

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.
February 1, 2019/by Isabel Gautschi

Message Testing: Because Intent ≠ Interpretation

Somewhere between intent and interpretation, a lot can get lost in translation. Is the "message received" the same as "the message sent"?
February 8, 2018/by Colleen Clancy

Are You Shouting Into The Void? Market Research Lessons For Marketing

What we learned when we market researched ourselves... and how it sharpened our B2B marketing strategy.
September 13, 2017/by Isabel Gautschi

Does It Sell? Content Marketing Tips

How successfully does your content sell your product or service? Do you know how to evaluate that success? We’ve got some content marketing tips for how to effectively measure the efficacy of your efforts.
June 5, 2017/by Sean Campbell

Write Right: Convincing Content

The tech world undervalues an absolutely crucial skill: writing. As a result, your average B2B content marketing is kind of a snore. Here's how to do better.
January 27, 2017/by Isabel Gautschi

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