Insights

March 19, 2021

Mistakes B2B Marketers Make Without Buyer Personas

Buyer persona research is crucial to creating effective messaging and marketing that targets the right people. Without this crucial foundational piece, it’s impossible to set your marketing off in the right direction. Here are just a few examples of where B2B marketers can go wrong without it.

March 9, 2021

Market Opportunity Research: Demand Evidence and Think Critically

Market opportunity research will give you the confidence to know there is a market and a need for your solution.

February 23, 2021

Success Isn’t Guaranteed: Concept Testing Can Help

You want your new technology to be adopted by millions. Concept Testing can show you what you need to fix before you launch.

February 11, 2021

Make Better Decisions With B2B Concept Testing

As you plan a new product or service and go-to-market strategy, B2B concept testing can protect you from poor investments.

February 9, 2021

5 Clues It’s Time for B2B Concept Testing

The most innovative tech & the awesomest features don’t guarantee success. B2B Concept Testing shows you what the market thinks of your idea.

January 1, 2021

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.

December 9, 2020

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.

November 25, 2020

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.

November 2, 2020

5 Clues It’s Time for B2B Churn Analysis

If you haven't changed anything but there's a spike in churn or if your sellers are struggling to sell, it's time for B2B Churn Analysis.

B2B Sales Tactics Customer Buying Journey

October 30, 2020

Are Your B2B Sales Tactics Derailing the Customer Buying Journey?

B2B sellers can upgrade the B2B customer buying journey by treating it as less of a numbers game and focusing more on relationship building.

Keep It Real | B2B Messaging Strategy | Marketing

October 14, 2020

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.

October 7, 2020

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.

September 30, 2020

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.

September 16, 2020

B2B Churn Rate: Don’t Be A Chump About Churn

CRM data can’t tell you everything about your B2B churn rate. Here are 4 reasons you may not have considered, based on Cascade Insights®’ own research.

September 7, 2020

B2B Buyer’s Journey: 7 Reasons Prospects “Swipe Left” Instead of Reaching Out

Some prospects just find you unworthy. Learn 7 reasons why they swipe left instead of contacting you in their B2B Buyer's Journey.

August 26, 2020

B2B Customer Experience Research: Because The Whole Company Needs Voice of the Customer Data

Customer experience research uncovers the voice of the customer data your organization needs to smooth the buyer’s journey & boost sales.

August 7, 2020

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

Make sure your GTM Strategy is guided by the voice of the customer. Key go-to-market-research questions to ask your target market.

August 7, 2020

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

Are you focusing on the features that buyers will actually use- not just what they say they want? B2B Jobs-To-Be-Done Research can help.

June 26, 2020

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.

June 17, 2020

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.

12 B2B Sales Enablement Tips for Hard Times

June 3, 2020

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.

May 22, 2020

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.

April 21, 2020

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.

April 16, 2020

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.

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

March 25, 2020

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.

February 24, 2020

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

Get real-time customer reactions and capture the big picture with Online Research Communities.

February 22, 2020

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

B2B longitudinal research reveals customers’ unfiltered views about the experience of interacting with your product or service.

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

February 13, 2020

B2B Marketing Strategy: What’s a Real Differentiator?

A solid B2B marketing strategy requires differentiators that actually stand out. But, unfortunately, in B2B tech, great differentiators are hard to come by. Here's how to do better.

February 3, 2020

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.

December 14, 2019

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

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®

November 21, 2019

B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends

Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.

November 19, 2019

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.

November 19, 2019

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

Everything promises to accelerate, optimize, and transform. But, um, what does it do? Your B2B content strategy should prohibit marketing buzzwords.

November 12, 2019

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.