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When you have a solid understanding of what users love and hate about your solution, your product development efforts can become much more strategic. Instead of building every feature, just build what leads users to advocate for your solution. Though users may not play a huge role in the initial purchase, adequately meeting their needs is vital for retaining key accounts. Whether you’re offering productivity software or a specialized SaaS solution, Cascade Insights finds out how well your solution helps users accomplish their jobs-to-be-done. Improve Customer Satisfaction In tech, it’s common to see applications or services that have robust functionality but are a complete nightmare to use. The average B2B company’s customer-experience index rating comes in at less than 50%. Cascade Insights’ User Persona Research can help you determine what adjustments are needed to improve customer satisfaction and lower churn. Go Beyond Simple UX Research Cascade Insights’ B2B User Persona Research dives much deeper than just how a user interface is interacted with. Through double-blind research, you’ll gain clarity around the needs, pain points, and behaviors of users. We also delve into ease of integration, onboarding experiences, and what ROI end-users and business leaders see from the solution When Do You Need B2B User Persona Research? B2B user persona research is ideal for organizations that are: The Right People for B2B User Persona Research The Right Questions for B2B User Persona Research

To be effective, buyer persona research needs to uncover more than just a shallow profile. They need to dig into key motivators, pain points, jobs-to-be-done, and how the personas interact with other roles in B2B buying decisions. Today’s sales process is largely independent, with 68% of buyers preferring to research on their own before creating a shortlist. If your website doesn’t connect with your buyer’s priorities, or your content doesn’t show up where they are looking, you are likely to lose a lot of prospects that could have been leads. Cascade Insights’ B2B Buyer Persona Research gets you the information you need to effectively reach and persuade your buyers. Our Approach to Buyer Persona Research Buyer personas are table stakes for B2B marketers. Unfortunately, many versions are so templated, generic, or irrelevant that they don’t provide information you can actually leverage to increase leads and sales. We know that fluffy findings like “the CMO delegates decisions” or obvious statements like “the CIO reads the Wall Street Journal” won’t meaningfully impact your sales or marketing messaging.  We never use a template. Instead, we design our studies to best address your specific business objective. Whether you want to hone your marketing, jumpstart sales enablement, or understand a new set of buyers, we’ll make sure you get actionable findings to advance your goal. When Do You Need B2B Buyer Persona Research? Because personas are foundational to both marketing and sales success, changes in your business or space signal it’s time for updated research. How Is B2B Buyer Persona Research Conducted? B2B buyer personas are created through research studies in which analysts will recruit the right respondents, conduct in-depth interviews (IDIs), and then analyze and present insights. Here’s how the entire process is conducted from start to finish. Recruiting Respondents for a Buyer Persona Research Study ...