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Rebranding A Company: Dos & Don'ts

Rebranding A Company: Dos & Don’ts

June 26, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Brand Research, Marketing Strategy, Message Testing Research /by Sean Campbell
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Rebranding a company sounds like an exciting project to most marketers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. But, rebrands are also expensive, and risk alienating or confusing current customers. In short, when they go wrong, rebrands can be career-enders.

So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on…

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10 Keys to Spotting a Bad B2B Marketing Agency

10 Keys to Spotting a Bad B2B Marketing Agency

June 17, 2020/in B2B Marketing Blog, Blog Posts, Marketing Strategy /by Ava Anderson
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If you’re a B2B marketer who needs agency support, finding the right partner can be frustrating. B2B marketing and B2B tech both require significant expertise. B2B marketing agency partnerships are often high-stakes and high-cost, with little margin for error. It’s impractical to grill every candidate on the ins and outs of your space, and worse to chance a disastrous initial collaboration. How can you be confident you’re landing an agency that can get the job done?

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12 B2B Sales Enablement Tips for Hard Times

Stormy Days Playlist: 12 B2B Sales Enablement Tips

June 3, 2020/in B2B Marketing Blog, Blog Posts, Sales Enablement Marketing, Win/Loss Analysis /by Sean Campbell
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The COVID-19 pandemic has created massive heartache and loss across the globe. It has also led to the start of a worldwide recession. In stormy times such as this, how should B2B sellers adapt their tactics and strategies? Read on for sales enablement best practices for hard times.

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B2B Branding

B2B Branding: What’s Your Brand Story? (Yes, It Matters)

May 22, 2020/in B2B Marketing Blog, Blog Posts, Marketing Strategy /by Ava Anderson
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It’s tempting to assume that emotional marketing elements like your brand story don’t matter in B2B. But research shows that’s not the case. Marketers lose a key opportunity to gain a competitive edge when they ignore the emotional elements of B2B branding, like brand storytelling.

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COVID-19: The End of the Beginning | Cascade Insights

COVID-19: The End of the Beginning

April 21, 2020/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts /by Philippe Boutros
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Dark clouds remain, with some increase in business activity.

We first fielded a survey on the business impact of COVID-19 on March 18-20. The same week that San Francisco issued a shelter-in-place order.

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brand research

5 Clues It’s Time for Brand Research

April 16, 2020/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Brand Research, Marketing Enablement /by Ava Anderson
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What do customers just not get about your brand? Well-designed brand research can reveal how customers’ misperceptions are affecting your bottom-line. Read more

No company size or industry is immune to disruption from COVID-19.

Nearly 80% of Business Activity Is Disrupted By Coronavirus

March 25, 2020/in B2B Market Opportunity Research, B2B Market Research Blog, B2B Marketing Blog, Blog Posts /by Philippe Boutros
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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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Online Research Communities

Online Research Communities: Observe the B2B Buyer in their Natural Habitat

February 24, 2020/in B2B Market Research Blog, Blog Posts /by Ava Anderson
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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.

But what if you lived in Singapore for work for three months and I asked you to email me every day? I’d get much more nuanced insight into the highs and lows of Singaporean expat life. I could ask about the experience of grocery shopping and what the biggest challenges are as you integrate into your new office. You could even send me some of your Slack conversations with your new coworkers. I could understand your experience as it unfolds and witness the intensity of your emotions along the way.

Online Research Communities: Real-Time Reporting, In-Depth Timeline

We see similar patterns in market research. An annoying login issue, needing to find a workaround for a clumsy UX, or challenging integration between two products might not get the full dramatic explanation from customers if you don’t ask about it until weeks later. Even if it significantly impacted customer experience at the time, they may not remember how annoyed they were when asked to recall how they felt after the fact.

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How Do Customers Really Feel About Your Product? | B2B Longitudinal Research

How Do Customers Really Feel About Your Product? B2B Longitudinal Research

February 22, 2020/in B2B Market Research Blog, Blog Posts /by Brian Surguine
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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.

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A solid B2B marketing strategy requires differentiators that actually stand out.

B2B Marketing Strategy: What’s a Real Differentiator?

February 13, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Marketing Strategy, Message Testing Research /by Sean Campbell
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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.

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Written by

Sean Campbell

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