It’s no secret that the tech industry has been experiencing some unsettling circumstances recently. Nearly every week, another major tech company announces more hiring freezes or layoffs.
While much of the tech space is entrenched in uncertainty, there are certain segments within it that remain resilient. One such area is healthcare cybersecurity – one of the fastest growing among venture capitalists right now. In fact, the healthcare cybersecurity market is expected to reach $35B+ by 2027, more than triple its size in 2020.
During such a rapid growth period, companies run the risk of making the wrong decisions and quickly squandering any potential success. Conversely, making the right business decisions during this time can help a company to expand and scale sustainably.
B2B market research is a key component to helping a rapidly-expanding healthcare cybersecurity startup grow in the right direction. Here’s how market research – particularly buyer personas, brand research, and competitive landscape analyses – can all be instrumental in setting a new company up for success.
This is one of several blogs in our latest series, “Delivering Bad News to Good People,” where we explore different types of bad news we’ve had to deliver and how these discoveries help companies create meaningful impact within their organizations.
Marketers often have their own preconceived notions about a competitor’s success or failure in the marketplace based on anecdotal stories they’ve heard in the industry. A competitive landscape analysis can confirm many of these assumptions. However, it may also disrupt some of these beliefs by revealing unexpected challenges.
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead. So say Jason Jordan and Michelle Vazzana, the authors of the book “Cracking the Sales Management Code.”
Jordan and Vazzana make a compelling argument for sales leaders to concentrate on what is within their control rather than just aiming for a number.
Never waste an opportunity to learn from a lost deal.
What is competitive intelligence (CI)?
A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.
Corporate espionage? No.
Thinking about taking a break to check your email? Think again. These few minutes are costlier to your productivity than you think.
If you’re going to transition from one market segment to the other, you sometimes just have to “rip off the Band-Aid hard,” according to MobiTV CEO Charlie Nooney.
When it comes to B2B studies, having the right people is just as important as asking the right questions.
Your sales team is conducting qualitative research all the time. Talking to them is perhaps the lowest cost qualitative research project you could possibly do. It’s also your best chance to achieve a strong sales strategy in sync with the goals of your organization.
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