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.
Research Activation™
When a research project is complete, it’s critical that you know what to do next. At the readout, we set you on a firm foundation to Act With Clarity™ by: Act With Clarity™ Additionally, our ability to help you Act With Clarity™™ goes beyond the readout. Unlike other market research firms, our team contains a mix of researchers who deeply understand marketing and marketers who deeply understand research. This mix allows us to: Expert Insight at the Speed of AI Truly impactful research goes beyond the data you’ve had in front of you for a while. By combining the power of AI with our deep human expertise, we can move faster than other firms while still bringing insightful, comprehensive, and uniquely human perspectives to any research study. How We Leverage AI: AI significantly enhances our ability to organize and analyze conversational data, quantitative data, and secondary sources of information rapidly. This allows us to identify patterns and trends with greater efficiency. Fluid Intelligence™: However, AI alone cannot capture the full picture. That’s where our team’s expertise shines. We bring: In short, great research isn’t just about collecting words or text. It’s about listening with empathy, paying close attention to your words and tone, nonverbal cues, and what is unsaid as much as clearly stated. These human capabilities drive great research that uncovers valuable insights, ultimately delivering a competitive advantage. Research Activation™ Services for B2B Tech After more than 15 years in the space and thousands of conversions with B2B tech buyers, we know how to help companies find and seize the right opportunities. Our marketers know your context. No need to bring us up to speed on what a hybrid multi-cloud environment is or the difference between a systems integrator and a managed service provider. We get B2B tech. But, more importantly, we know how ...
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.
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Write Right: Convincing Content
The tech world undervalues an absolutely crucial skill: writing. As a result, your average B2B content marketing is kind of a snore. Here's how to do better.
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Does It Sell? Content Marketing Tips
How successfully does your content sell your product or service? Do you know how to evaluate that success? We’ve got some content marketing tips for how to effectively measure the efficacy of your efforts.
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Are You Shouting Into The Void? Market Research Lessons For Marketing
What we learned when we market researched ourselves... and how it sharpened our B2B marketing strategy.
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Left Brain + Right Brain = Marketing Success
Author Adele Sweetwood explores why balancing both marketing data and creativity is necessary for a properly targeted marketing strategy.
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Alive at Work
Dan Cable, Professor of Organisational Behaviour at London Business School, joins us to talk about his book, Alive at Work: The Neuroscience of Helping Your People Love What They Do.
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Podcasts and the Trouble with Conversion Optimization
The podcast conversion funnel is complex. This article defines the funnel and explores optimization strategies for B2B lead generation.
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The Rebel’s Role
Lois Kelly, author of Rebels At Work: A Handbook for Leading Change From Within, shares her first-hand experiences witnessing the impact rebels can have on an organization.
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Voice-Centric Marketing
Niraj Dawar, the Professor of of Marketing at Ivey Business School, joins us to talk about the intersection of voice marketing and the world of B2B.
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Lost and Founder
Rand Fishkin, the author of “Lost and Founder: A Painfully Honest Field Guide to the Startup World” joins the show today. Rand’s book is a clear and authentic view of the pain and opportunity all startup founders face. Rand reminds us that “first-time founders, like first-time gamers, die on the first level.” Rand's wise advice can help any kind of B2B focused founder (startup, product, or team lead) get past that first level. <span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>
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Have No Rules
Kevin Kruse, the author of Great Leaders Have No Rules, joins the B2B Revealed podcast today to discuss why rule-based leadership leads to failure.
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Crisis Ready Preppers
Melissa Agnes joins the B2B Revealed show today. Melissa is an author, a crisis management strategist, and an expert in mitigating corporate risk.
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Going Beyond Brexit: Doing Business in the UK, France, and Germany
In this episode, we discuss how Brexit will impact the world of B2B with Martina Bozadzhieva, market research Europe expert at DuckerFrontier.
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Offices For Humans
Tech office culture can receive a boost from good office design. Kristin Kelsey, an expert on office design and Design Lead at Herman Miller, tells us how.
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The Transparent Seller
In this episode, Todd Caponi explains why radical transparency is the key to rebuilding trust in B2B sales.
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Are You a Superboss?
In this episode, professor & executive coach Sydney Finkelstein explains how B2B leadership superbosses create lasting value for their companies.
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Take Care of Your Data
How to fight B2B data degradation. Tips from Ruth Stevens, co-author of "B2B Data-Driven Marketing: Sources, Uses, and Results."
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Thumb-Stopper Creative
Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.
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Rising to Leadership
Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.
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The Long Game: Selling New Products
Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.
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Revenue Isn’t the Goal: Manage What You Can Control
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead.
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Writing Well
B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.
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Freelancers: Avoid the Boomerang
Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.
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People-Pleasing Is Not a Good Messaging Strategy
People-pleasing is safe, but it leads to poor B2B marketing strategy. Learn what you should do instead when crafting your next B2B messaging framework.
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B2B Buyer Personas: Delete the Fluff
Too often, B2B buyer personas rely on obvious or irrelevant info. Instead, they should give real insight into key buying criteria and the buyer's journey.
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5 Clues It’s Time for Brand Research
Which of your business problems are being caused by customer brand perception? Learn the signs it’s time for brand research.
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Nearly 80% of Business Activity Is Disrupted By Coronavirus
Coronavirus is disrupting business operations regardless of industry and company size - and is particularly impacting leadership roles. See more data on how the pandemic is impacting business.
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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.
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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.
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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.
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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.
