B2B Marketing Strategy Services

Roadmaps that Increase MQLs, SQLs, & POs for the B2B Tech Sector

Partner with Cascade Insights for research-backed strategy to guide the marketing of your B2B tech brand, product, or service.

We’ve had thousands of interactions with B2B tech buyers, so we understand what they want from their vendors. We synthesize our extensive knowledge of your industry into actionable steps that advance your strategic goals. You’ll gain marketing tactics infused with a blend of data, strong industry intuition, and creativity.

Cascade Insights offers the following strategy services:

If you’re running campaigns but still facing poor conversion of marketing qualified leads (MQLs) to sales qualified leads (SQLs), low click-through rates, low gains in organic site traffic, or other digital marketing woes, then your campaigns aren’t working for you. Whether you’re struggling with PPC, email, content marketing, or other tactics, we can help. We’ll use our B2B tech messaging expertise to identify opportunities for improvement. You’ll finish the project with tactical advice to optimize your campaigns.

Is there a hole in your bucket? We’ll analyze your pipeline from MQL, to SQL, to Purchase Order (PO). Through conversations with sales, marketing, and executive leadership, we’ll uncover better methods for rating leads and opportunities. We’ll also highlight more effective ways for marketing and sales to communicate with each other. We’ll analyze whether the right kinds of leads are entering the funnel, or if the problem is an incorrect Ideal Customer Profile (ICP).

A recent survey showed that B2B brands who reported outperforming the competition were twice as likely to invest in long term goals. So, managing the long-term trajectory of your brand is critical to your business. We’ll start with market research to understand the perception of your brand as it currently stands. We’ll use those insights to develop a roadmap to evolve your brand in order to increase awareness, consideration, usage, and advocacy.

If your in-house team is struggling to effectively address a B2B tech audience, we can help. Our half day or full-day writing workshop will help your team write in a more actionable and audience-specific way. Learn to avoid buzzwords, create a hierarchy of emphasis, highlight your most compelling differentiators and more. Our team includes deep writing expertise from academic, business, and journalistic backgrounds combined with the benefits of being part of a firm that talks with B2B customers every day.

If your content pipeline is full but the sales pipeline is not, we can help. We’ll work with you to build a project that resolves your pain points. We might recommend:

  • A content calendar audit in order to assess gaps.
  • An evaluation to make sure your buyer personas are up-to-date and include the necessary information to effectively persuade your target customers.
  • A review of the market segments or industries you’re targeting to ensure you have good alignment between your content channels and targets.
  • An analysis of your competitive set’s content in order to identify opportunities and differentiators.

You’ll finish the project with a roadmap for tweaking your content strategy so it effectively converts to sales.

Not sure which value prop makes you stand out in your customers’ minds? We’ll make sure you’re memorable for the right reasons. We’ll apply our industry expertise to benchmark your differentiators. You’ll gain actionable feedback on whether you’re saying the same thing as everyone else or something that truly stands out and matters.

84% of B2B buyers say being treated like a person, not a number, is crucial to winning their business. Detailed, accurate buyer personas are critical to meeting that need.

We’ll develop personas that go beyond the obvious. Our buyer personas include key information like unmet needs, preferred methods of communication across the buyer’s journey, and what KPIs buyers use to measure success.

These insights enable sales teams to emphasize buyer priorities, marketers to build great messaging, and product teams to build products that matter to customers. We can also develop marketing strategy and/or assets that effectively speak to those personas. We offer messaging frameworks, content, PPC campaigns, email messaging, and more.

Already working with us on brand research, win/loss analysis, or competitive landscape analysis? We’ll work with you to transform the findings into actionable brand, differentiation, or sales funnel strategic roadmaps.

A survey of 600 B2B Marketers showed that those who reported outperforming their competition were more likely to devote a substantial portion of their marketing budget to long-term goals. 2

B2B Tech Expertise

Our firm has worked exclusively with B2B tech companies for nearly 15 years. We understand what’s happening in the industry and the impact it has on your business. We know your customers- and your competitors’ customers. Don’t waste time filling in your agency on B2B tech sector context. Work with a firm that is as committed to the B2B tech industry as you are.

Data-Driven Marketing

Since our roots are in research, all of our marketers benefit from insights gained over thousands of interviews with B2B buyers. We have extensive data on what works (and what doesn’t) with B2B tech buyers.

Our marketers specialize in crafting compelling narratives for brands and buyers. Bringing strong journalistic, academic, and business writing backgrounds to the table, they understand how to transform that data into powerful marketing assets and initiatives.

Creativity and Data Can Coexist

Don’t choose between data and creativity. We have analysts and creatives working side-by-side. All of our marketing work is shaped by our immense catalogue of data on what works for B2B buyers.

Our hybrid research/marketing identity is ingrained in our culture. Each marketing deliverable is vetted by the top technical, messaging, and B2B experts in the company (and industry).

B2B Tech Sector Specialists

We only accept projects from the B2B tech sector.
Our areas of expertise include:

  • SaaS
  • PaaS
  • IaaS
  • Software
  • Hardware
  • Cybersecurity
  • IoT
  • Cloud
  • AI
  • Big Data
  • AR/VR
  • Blockchain
  • Applications
  • Infrastructure
  • & More

Our clients range from enterprise giants to stars of the mid-market.
We help companies in the following fields:

  • IT Services
  • FinTech
  • MarTech
  • Health Tech
  • Green Tech
  • EdTech
  • AdTech
  • Legal Tech
  • BioTech
  • GovTech
  • InsurTech
  • RetailTech
Cascade Insights

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