Key Buying Criteria Archives - Cascade Insights

Know Before You Go (To Market): Key Go-To-Market Research Questions

August 7, 2020/in B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Research Blog, Blog Posts, Key Buying Criteria, Product/Service Research /by Ava Anderson

You’re going to market with a new product or service. You know you need a product roadmap, a sales plan, and strong marketing. You need to understand your market segment(s) and generate a pricing strategy.

But have customer insights sufficiently informed your go-to-market strategy? If you can’t pinpoint how the voice of the customer shaped your strategy, you’re setting yourself up to fail. Go-to-market research can help you better align your plans with real world success.

5 Clues Your Product Team Needs B2B Jobs-To-Be-Done Research

August 7, 2020/in B2B Customer Experience Research, B2B Customer Journey Mapping, B2B Market Research Blog, Blog Posts, Jobs-To-Be-Done, Key Buying Criteria /by Ava Anderson

If you’re a product person and you’re good at your job, you’re already listening to your customers. You might meet regularly with your sales team. Maybe you’ve even gotten a voice of the customer market research program implemented. But if you’re one of the 34% of product managers who frequently or always worries that you’re delivering features customers won’t use, you might need more granular customer input, like understanding customers’ jobs-to-be-done.
Read more

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, Key Buying Criteria, Marketing Strategy, Message Testing Research /by Sean Campbell

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.

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

November 9, 2019/in B2B Competitive Landscape Analysis, B2B Marketing Blog, Blog Posts, Key Buying Criteria, Sales Enablement Marketing, 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.