Blog Posts Archives - Cascade Insights

Don’t GTM Before You’re Ready (Ignore The True Believers)

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.

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

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.

People-Pleasing Is Not a Good Messaging Strategy

November 19, 2019/in B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Featured Content Creation, Featured Content Strategy, Featured Messaging, Featured Messaging - Marketing, Messaging - Marketing /by Sean Campbell

To develop a solid B2B messaging framework, you need to make some tough decisions. You also need to disappoint some people while delighting others. Sadly, too few companies do this. In all cases, this inability to commit leads to poor messaging and poor marketing.

“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords

November 19, 2019/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Featured Content Creation, Featured Content Strategy, Featured Message Testing, Featured Messaging, Featured Messaging - Marketing, Message Testing Research, Messaging - Marketing /by Isabel Gautschi

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

Revenue Isn’t the Goal: Manage What You Can Control

November 9, 2019/in B2B Competitive Landscape Analysis, B2B Marketing Blog, Blog Posts, Funnel Analysis, Key Buying Criteria, Win/Loss Analysis /by Sean Campbell

Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead. So say Jason Jordan and Michelle Vazzana, the authors of the book “Cracking the Sales Management Code.”

Jordan and Vazzana make a compelling argument for sales leaders to concentrate on what is within their control rather than just aiming for a number.

The Answer is Still No

September 18, 2019/in B2B Market Research Blog, B2B New Product Launch Research, Blog Posts, Featured Win Loss, Win/Loss Analysis /by Sean Campbell

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 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

B2B quantitative research works differently than in B2C.

B2B Focus Groups: Aim for Alchemy, Avoid Anarchy

September 2, 2019/in B2B Market Research Blog, Blog Posts /by Isabel Gautschi

B2B focus groups aren’t just conversations among peers. They need the structure and punch of a debate with a roundtable discussion’s free exchange of ideas. A skilled market researcher can set this tone.

Rising to Leadership

August 29, 2019/in B2B Leadership, B2B Marketing Blog, Blog Posts, Interviews - Thought Leaders, Podcasts /by Brian Surguine

According to Ron Carucci, executive leadership coach and co-founder of Navalent, many executives experience “altitude sickness” upon arrival into their roles for the first time. As a result, 50-60 percent of executives fail within the first 18 months of being promoted or hired.

Thumb-Stopper Creative

August 27, 2019/in B2B Marketing Blog, Blog Posts, Content Creation, Content Strategy, Interviews - Thought Leaders, Podcasts /by Brian Surguine

Facebook and Instagram provide tremendous B2B marketing opportunities – if your B2B creative is good enough to grab viewers’ attention. This is especially important in the niche B2B tech context, where generic creative really doesn’t fly.

Don’t GTM Before You’re Ready (Ignore The True Believers)

B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends

People-Pleasing Is Not a Good Messaging Strategy

“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords

Revenue Isn’t the Goal: Manage What You Can Control

The Answer is Still No

B2B Quant: Not Your Average Survey

B2B Focus Groups: Aim for Alchemy, Avoid Anarchy

Rising to Leadership

Thumb-Stopper Creative

Brian Surguine

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