The Default Model Trap: An AI Tip Most People Miss
One of the things that really surprises me as we start 2026 is that when people interact with an AI ...
Case Study – How to Create Research-Backed Thought Leadership
Here's how we used a quantitative survey of CFOs to understand their needs and challenges to create compelling thought leadership.
Case Study – Building Success in a New Market Segment with Strategic Marketing
In this short video, we'll show the steps we took to help our SaaS client develop a strategic marketing plan to expand their customer base to include both enterprise and mid-market customers.
5 Signs Your B2B SaaS Company Needs a Messaging Agency
Here are five signs that indicate you might need to seek out a B2B messaging agency for your company's SaaS success.
Research-Backed SaaS Marketing Strategy: Your 5-Step Guide
Here’s how to incorporate research into every stage of your SaaS marketing strategy development for maximum impact.
Case Study – When Your Product-Services Mix Changes: It’s Time For New Messaging
Expanding your product and service portfolio to include professional services can be a daunting task. Here's how to ensure that your messaging framework resonates with your key personas.
Case Study – How to Use B2B Message Testing to Drive Leads and Sales
Here's how we used message testing to help our client understand what messages would resonate best with B2B customers.
The Power of Niche Positioning for Professional Services
Niche positioning allows professional services to generate more value for their clients, deliver higher quality services, and so much more.
The Secret to B2B Sales Messaging Success: Marketing-Sales Synergy
Integrating sales expertise is essential for effective B2B messaging. Here's how marketers can harness the strength of their sales teams.
Offsite 2023
We like remote work. We like to have fun together, too — so once a year we get together for a 3-day company retreat in Oregon.
SaaS Messaging and Positioning: Successful vs. Struggling
Discover what differentiates successful vs. struggling SaaS messaging and positioning, featuring real-world SaaS website examples.
Generative Image AI: A Picture of B2B Marketing to Come
Generative image AI has a lot of potential uses in B2B Marketing, but only if you know how to write prompts to get the results you expect.
AI Content Marketing Tools: A Supersuit for Modern Marketers
AI-based content assistants are continuing to evolve, and a marketer who fails to get used to wearing a super-suit will be left behind. Worse yet, while you’re falling behind personally, your team, company, clients, or partners will feel the pain as well.
Video: Cascade Insights® Company History – What We Don’t Do
Services firms need to be able to say where they provide value and where they don't. This is our story of how we came up with that answer.
B2B Thought Leadership: Tough Times Call for a Second Opinion
B2B thought leadership is more important than ever during a tough economic period. These are our five tips for creating great thought leadership content during a downturn.
Message Maps, Frameworks, and More: Decrypting the Differences for the B2B Marketer
Have you ever wondered if there are any significant differences between the ways marketers label a messaging effort? We decrypt those here.
4 Ways B2B Buyer Persona Research Supports the Sales Process
Just as actors rely on their script to perform well in a movie, sales people rely on B2B buyer persona knowledge to understand buyers throughout the sales process.
B2B Messaging Frameworks: Grounded by Research, Activated by Marketing
The best messaging frameworks come from research and marketing teams working together. Here’s how to make it happen.
3 Types of Market Research to Benefit Healthcare Cybersecurity Startups
Here’s how market research can help a rapidly-expanding healthcare cybersecurity startup grow in the right direction.
Video: How To Activate Your B2B Market Research Recommendations
Strong and compelling recommendations should always be included in market research findings. Here's how to activate them.
Don’t Stop Believin’ in Message Testing
Great B2B messaging, just like a great song, resonates. To resonate with buyers, it’s best to learn from the greatest hits of all time.
4 Types of Bad News B2B Brand Research Delivers
Brand research can sometimes reveal bad news to good marketers. Here’s how to take the negative news and use it to improve your company’s brand.
Cascade Insights® Recognized as Top Business to Work for in Oregon
Here’s Cascade Insights®’ account on how we became a “top business to work for in Oregon” as a 100% remote company.
Untrustworthy B2B Thought Leadership: 3 Red Flags To Watch Out For
Just because a B2B thought leadership piece exists does not mean that it’s credible. Watch out for these 3 red flags to signal it’s untrustworthy.
B2B Thought Leadership Content: How to Back up Your Opinion With Facts
Position your company as an industry expert by creating B2B thought leadership content that utilizes research and data to back your opinions.
B2B Thought Leadership: How To Use Data Effectively
The whole point of B2B Thought Leadership is to build recognition & credibility. So make sure you’re not leveraging data in a sloppy or unethical way.
More Software Won’t Fix Your Data-Driven Marketing Strategy
Don’t forget the “strategy” part of data-driven marketing strategy. If you don’t understand your buyers’ motivations, more software won’t help you win them over.
B2B Sales Enablement Strategy: Shorter Proposals Win
B2B Sales Enablement Strategy: the goal of every B2B seller should be shorter, more concise, and well- thought out proposals.
B2B Messaging Strategy: Keep It Real
Does your messaging strategy include marketing boasts you can’t back up? Don't make claims a quick Google search could easily dispel.
B2B Lead Nurturing: How to Woo Your MQLs
As a B2B marketer, your job is to guide (not push) buyers along their journey. Learn when & how to make your move for optimal lead nurturing.
B2B Sales Strategy: Plan Before the Rain
Don’t get complacent. B2B sellers and their leaders need to plan ahead and develop a B2B sales strategy for when times are rough.
Rebranding A Company: Dos & Don’ts
Dear B2B tech sector, there is a lot to consider before rebranding a company. Here’s what to keep in mind in order to avoid costly mistakes.
10 Keys to Spotting a Bad B2B Marketing Agency
Finding a great B2B marketing partner can be a challenge. Learn the signs that the B2B marketing agency you're considering may not be up to the task.
Stormy Days Playlist: 12 B2B Sales Enablement Tips
How should B2B sales teams refocus their priorities and activities during a recession? Read on for sales enablement best practices during hard times.
B2B Branding: What’s Your Brand Story? (Yes, It Matters)
B2B marketers who ignore brand storytelling are missing an opportunity to gain a competitive edge. Learn how to tell an effective story for B2B branding.
COVID-19: The End of the Beginning
13.5% of respondents saw an increase in business activity – 4x better than the last time we fielded the survey.