Cascade Insights Blog

Real Buyers vs Imaginary Friends | B2B Market Segmentation | Cascade Insights

B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends

Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.

People-Pleasing Is Not a Good Messaging Strategy

November 19, 2019/in B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Featured Content Creation, Featured Content Strategy, Featured Messaging, Featured Messaging - Marketing, Messaging - Marketing /by Sean Campbell

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.

“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.

Freelancers: Avoid the Boomerang

November 12, 2019/in B2B Marketing Blog, Podcasts /by Brian Surguine

Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.

Writing Well

November 12, 2019/in B2B Marketing Blog, Content Creation, Podcasts /by Brian Surguine

B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.

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

November 9, 2019/in B2B Competitive Landscape Analysis, B2B Marketing Blog, Blog Posts, Funnel Analysis, Key Buying Criteria, Win/Loss Analysis /by Sean Campbell

Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead.

B2B Messaging: It’s Harder than B2C

October 11, 2019/in B2B Market Research Blog, B2B Marketing Blog, Content Creation, Content Strategy, Featured Content Creation, Featured Content Strategy, Featured Message Testing, Featured Messaging - Marketing, Message Testing Research, Messaging - Marketing /by Sean Campbell

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.

The Long Game: Selling New Products

September 26, 2019/in B2B Marketing Blog, B2B Sales, Interviews - Thought Leaders, Podcasts /by Brian Surguine

Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.