Cascade Insights Blog

How Do Customers Really Feel About Your Product? B2B Longitudinal Research

B2B longitudinal research reveals customers’ unfiltered views about the experience of interacting with your product or service.

A solid B2B marketing strategy requires differentiators that actually stand out.

B2B Marketing Strategy: What’s a Real Differentiator?

A solid B2B marketing strategy requires differentiators that actually stand out. But, unfortunately, in B2B tech, great differentiators are hard to come by. Here’s how to do better.

B2B Buyer Personas: Delete the Fluff

February 3, 2020/in B2B Buyer Persona Research, B2B Market Research Blog, B2B Marketing Blog, Blog Posts /by Sean Campbell

Too often, B2B buyer personas rely on obvious or irrelevant info. Instead, they should give real insight into key buying criteria and the buyer’s journey.

Don’t GTM Before You’re Ready (Ignore The True Believers)

December 14, 2019/in B2B Go-To-Market Research, B2B Market Research Blog, Blog Posts /by Ava Anderson

You need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy.

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

B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends

November 21, 2019/in B2B Go-To-Market Research, B2B Market Research Blog, B2B Market Segmentation Research, Blog Posts /by Brian Surguine

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, B2B Messaging, Blog Posts, Content Marketing, Marketing Strategy /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, B2B Messaging, Blog Posts, Content Marketing, Message Testing Research /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 /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.