Cascade Insights Blog

Keep It Real | B2B Messaging Strategy | Marketing

B2B Messaging Strategy: Keep It Real

It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. Unfortunately, many marketers take it too far, forgetting that inauthentic messaging turns many buyers off. B2B tech sector buyers are particularly skeptical of boasts with no evidence to back them up. Do your marketing boasts sound overblown? […]

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