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GTM Strategy

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
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You believe in the company you’re marketing, and so do your product and leadership colleagues. But, often because everyone believes in the business, companies end up with a hero complex. This leads to dangerous territory: a go-to-market (GTM) strategy that’s missing the customer perspective.

Whether you’re entering a crowded space or offering a bold new product, you need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy.

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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
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How much guesswork is involved in your B2B market segmentation strategy? Are you building products for an imaginary buyer? In the B2B tech sector, this happens more often than you would think.

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B2B Quant: Not Your Average Survey | B2B Quantitative Research

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
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B2B quantitative research works differently than in B2C.

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Heat Up Your Cold Email

February 14, 2018/in B2B Go-To-Market Research, B2B Marketers, Blog Posts, Interviews - Thought Leaders, Podcasts, Product Managers, Rethinking B2B Sales Podcast Series /by Sean Campbell
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How can sellers use cold email to engage rather than irritate?

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B2B Breakups: 200+ Interviews With The Ones That Got Away

B2B Breakups: 200+ Interviews With The Ones That Got Away

January 24, 2018/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Research Blog, B2B Market Researchers, B2B Marketers, B2B New Product Launch Research, Blog Posts, Competitive Intelligence Teams, Featured B2B Marketing Teams, Featured B2B Product Managers, Featured CI Teams, Featured Market Research Teams, Featured Win Loss, Key Buying Criteria, Product Managers, Studies, Win/Loss Analysis /by Isabel Gautschi
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Never waste an opportunity to learn from a lost deal.

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The Spy Who Wasn't: Clarifying Competitive Intelligence

The Spy Who Wasn’t – Clarifying Competitive Intelligence

November 1, 2017/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Market Researchers, B2B Marketers, B2B Usability Testing, Blog Posts, Competitive Intelligence Teams, Featured CI, Featured CI Teams, Featured Market Research Teams, Featured Podcasts, Interviews - Thought Leaders, Podcasts, Rethinking B2B Sales Podcast Series, Win/Loss Analysis /by Sean Campbell
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What is competitive intelligence (CI)?

A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.

Corporate espionage? No.

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Creating The Category - An Interview With Matt Ipri | Mid-market marketing

Creating The Category – An Interview With Matt Ipri

September 6, 2017/in B2B Brand Studies, B2B Buyer Persona Research, B2B Channel Market Research, B2B Go-To-Market Research, B2B Market Researchers, B2B Market Segmentation Research, B2B Marketers, B2B New Product Launch Research, Blog Posts, Featured Podcasts, Interviews - Thought Leaders, Measuring Marketing Success Podcast Series, Podcasts, Product Managers /by Sean Campbell
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Mid-market marketing is no easy task. Especially if your product is the first of its kind.

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Failure To Launch Syndrome: Do You Have The Symptoms? | B2B Product

Failure To Launch Syndrome: Do You Have The Symptoms?

July 21, 2017/in B2B Buyer Persona Research, B2B Go-To-Market Research, B2B Market Research Blog, B2B Market Researchers, B2B New Product Launch Research, Blog Posts, Competitive Intelligence Teams, Featured B2B Product Managers, Featured Launch, Featured Podcasts, Podcasts, Product Managers, Win/Loss Analysis /by Sean Campbell
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After hundreds of market research projects for B2B tech companies, we know the warning signs that a product will fail.

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How Partners Are Adapting to the Cloud

How Partners Are Adapting to the Cloud

May 3, 2017/in B2B Channel Market Research, B2B Go-To-Market Research, B2B Market Researchers, B2B Marketers, Blog Posts, Competitive Intelligence Teams, Featured CI Teams, Featured Market Research Teams, Featured Podcasts, Podcasts, Product Managers /by Sean Campbell
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Your partner channel sees the world differently now. The cloud has changed everything. For partners today, it’s adapt or die.

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B2B Market Segmentation Research

Customer Insights: You Need More Than Market Segmentation Data

February 7, 2017/in B2B Buyer Persona Research, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Market Research Blog, B2B Market Researchers, B2B Market Segmentation Research, B2B Marketers, B2B New Product Launch Research, Blog Posts, Competitive Intelligence Teams, Featured B2B Marketing Teams, Featured B2B Product Managers, Featured CI Teams, Featured Market Opportunity, Featured Market Research Teams, Featured Podcasts, Key Buying Criteria, Podcasts, Product Managers, Win/Loss Analysis /by Sean Campbell
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The tech industry is all about market segmentation. Unfortunately, this tendency often leads tech companies to miss a key measurement of success: whether the solution is actually accomplishing the tasks it is being used for.

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Page 1 of 212

Written by

Sean Campbell

Sean Campbell

CEO
Sean Campbell is the CEO of Cascade Insights, a competitive intelligence and market research firm for B2B technology companies. A 20-year technology veteran, Sean oversees the health of the firm, drives the company’s thought leadership efforts and maintains relationships with key clients.

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B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.

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