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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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mastering the mid-market

Mastering The Mid-Market: Lessons In Leadership With Charlie Nooney

October 3, 2017/in B2B Buyer Persona Research, B2B Channel Market Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Market Opportunity Research, B2B Market Segmentation Research, Blog Posts /by Sean Campbell
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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.

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B2B Marketing Strategy

Are You Shouting Into The Void? Market Research Lessons For Marketing

September 13, 2017/in B2B Market Research Blog, B2B Market Segmentation Research, B2B Marketing Blog, Blog Posts /by Isabel Gautschi
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Enthusiastic praise, frequent boosts in industry publications, social engagement and shares… By these measures, our marketing was, well, awesome. Especially seeing as we have a pretty niche focus: market research for B2B software companies.

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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 Buyer Persona Research, B2B Channel Market Research, B2B Go-To-Market Research, B2B Market Segmentation Research, B2B New Product Launch Research, Blog Posts /by Sean Campbell
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Mid-market marketing is no easy task. Especially if your product is the first of its kind.

However, a savvy marketer knows how to effectively market a product in a new category. Matt Ipri is an expert in doing just this.

As the vice president of marketing and business development at Decision Lens, Matt brings a lot of first-hand experience to the table. In this episode, Cascade Insights CEO Sean Campbell chats with Matt about strategic mid-market marketing.

Creating The Category - An Interview With Matt Ipri

Become a Master of Mid-Market Marketing.

Listen To Learn How To:

  • Target multiple industries with your website.
  • Maximize the effectiveness of your current content.
  • Build separate strategies for market awareness and product awareness.
  • Work well with the analyst community.
  • Handle competing with your customer.
  • Reap the benefits of creating a new category.

Subscribe to our podcast on iTunes, Soundcloud, or Stitcher. Want more B2B brilliance? There are lots of ways to follow us.

 

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 Segmentation Research, B2B New Product Launch Research, Blog Posts, Key Buying Criteria, 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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Stall Points and Market Assumptions

Are Your Market Assumptions Still True?

November 19, 2016/in B2B Channel Market Research, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Market Segmentation Research, B2B New Product Launch Research /by Sean Campbell
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You could be on a collision course for a stall point. Many companies don’t even recognize their market assumptions are wrong until it’s too late!

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Key Buying Criteria: The Path to ‘Yes’

Key Buying Criteria: The Path to ‘Yes’

September 21, 2016/in B2B Buyer Persona Research, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Market Research Blog, B2B Market Segmentation Research, Blog Posts, Key Buying Criteria /by Sean Campbell
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Understanding customers’ key buying criteria is vital to having a competitive edge. To give the people what they want, you have to know what they want.

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After the Sale: 11 Market Research Questions for B2B Customers

After The Sale: 11 Market Research Questions for B2B Customers

March 18, 2016/in B2B Buyer Persona Research, B2B Channel Market Research, B2B Competitive Landscape Analysis, B2B Market Research Blog, B2B Market Segmentation Research, B2B Usability Testing, Blog Posts, Key Buying Criteria, Win/Loss Analysis /by Isabel Gautschi
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Market research 101: talk to the competitor’s customers. Here are 11 key B2B market research questions for buyers who have opted for the competitor.

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How To Make Praiseworthy B2B Buyer Persona

How to Make Praiseworthy B2B Buyer Personas

February 24, 2016/in B2B Buyer Persona Research, B2B Customer Journey Mapping, B2B Market Segmentation Research, Blog Posts /by Sean Campbell
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Are you Keeping your Personas in a Drawer?

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Written by

Sean Campbell
Sean Campbell
Isa Gautschi
Isabel Gautschi

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