A new study on coronavirus business disruption shows that while every industry has been gravely impacted, some, like tech, are faring better than others.
Cascade Insights’ survey reveals how the crisis is affecting business operations across company sizes, sectors, and job roles. (Hint: no business type, size, or function is immune.)
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How well do you know Singapore? That probably depends on how much time you’ve spent there. If you only spent a day in Singapore, you likely remember great things about it. You saw a few of the must-sees, sampled a highly-recommended restaurant, and enjoyed the frisson of excitement generated by being somewhere new. Maybe you got stuck in traffic or found the city’s layout confusing. Still, if I asked you to tell me about Singapore, I would probably get a highlights reel. The rosy lens of hindsight often blots out negative experiences. Read more
Have you ever wondered about your customers’ unfiltered opinions about a product or service? What if you could read a daily diary of a user’s experience as they learn to use your cloud service? That’s the type of access and insight B2B longitudinal research can achieve.
A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by.
The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight.
In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical.
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.
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.
Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do? If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Read more
Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.
These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.
One of the most important lessons of key account management: having a single account take up more than 20 percent of your profit and loss statement (P/L) is business suicide. Unfortunately, many executives don’t follow this sage advice – which results in broken businesses, laid-off employees, and the loss of entrepreneurial dreams.
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.