Cascade Insights Blog

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.

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.

The Answer is Still No

September 18, 2019/in B2B Market Research Blog, Blog Posts /by Sean Campbell

Having a key account take up more than 20 percent of your P/L is business suicide. Key account management means being tough. Just say no.

B2B Quant: Not Your Average Survey

September 4, 2019/in B2B Brand Studies, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Research Blog, B2B Market Segmentation Research, Blog Posts, Featured Journey, Methodologies /by Brian Surguine

Recruiting for B2B quantitative research works differently than in B2C. B2B personas change relevant roles and responsibilities far more frequently.

B2B Focus Groups: Aim for Alchemy, Avoid Anarchy

September 2, 2019/in B2B Market Research Blog, Blog Posts /by Isabel Gautschi

B2B focus group moderators need a solid understanding of both the business and technical context in order to effectively gain insight from participants.

Rising to Leadership

August 29, 2019/in B2B Leadership, B2B Marketing Blog, Blog Posts, Interviews - Thought Leaders, Podcasts /by Brian Surguine

Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.

Thumb-Stopper Creative

August 27, 2019/in B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Interviews - Thought Leaders, Podcasts /by Brian Surguine

Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.