Video: How To Activate Your B2B Market Research Recommendations

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Authored byRaeann Bilow

Strong and compelling recommendations should always be included in market research findings. Unfortunately, that’s not always the case.

At Cascade Insights, we always deliver recommendations – but we don’t just stop there. We take it one step further by helping you activate them. What might that look like? Well, we may develop messaging frameworks based on the message testing research that we’ve done. Or we could reset the content of your website based on the buyer’s journey research we’ve done. We may also help author content to reach specific buyer personas that came up during our buyer persona research.

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Video Transcript

Many research firms quit before the job is done. Sometimes they just deliver you the data. And then they say, here’s my invoice. Other times research firms take a few baby steps further and they include some summation of the data and some weak conclusions, but they also say here’s my invoice. When I think of this kind of poor job performance, I think of something my dad used to say to me when I was younger, probably to motivate me and I didn’t do a chore correctly, or I just forgot to do one.

My dad would say, son, I think that’s a high unsatisfactory. And I think this is true of research firms who don’t include strong and compelling recommendations. If you don’t do that, I think it’s also a high unsatisfactory from a job performance standpoint. And that’s what our research team does here at Cascade Insights.

We always include strong and compelling recommendations that you can use to change your sales marketing, or product development efforts. But what if you could go one step beyond recommendations and move into the realm of activation? What if your research firm could actually help you activate those research findings?

And that’s what our marketing team can do here at Cascade Insights specifically, if you’re a B2B marketer in a B2B technology company. But first off, what does our marketing team here do? Well, first they market Cascade. They also help the research team here develop compelling findings. So that includes helping with storyline development, some overall fit and finish, the inclusion of visuals, things along those lines.

But when we’re working with a B2B marketer, we can also go beyond recommendations and move into the realm of activation. And this activation might take a number of different forms. So I’ll just give you a couple of quick examples. For one, we might develop a messaging framework based on the message testing work we’ve done, or we might turn around and help you reset your website in terms of its focus and its content based on some buyer’s journey research we’ve done. We might also help author content or strategies and initiatives that can help you reach buyer personas that now, you know, based on the buyer persona research, you have to tackle. And finally, we’ll help you develop compelling playbooks that your sales marketing and partner teams can use to leverage the research and basically interact with the market in more compelling ways. So these are just some of the ways that we can help activate the research. And if you’re interested in moving beyond recommendations, into the realm of activation, just drop us an email.

We’d be happy to chat about what our marketing team can do and how we can take it to the next step when it comes to leveraging that research investment that you’ve made.

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