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.
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.
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.
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.
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.
“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.
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.
Writing Well
B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.
Revenue Isn’t the Goal: Manage What You Can Control
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead.
B2B Messaging: It’s Harder than B2C
B2B messaging is rewarding to create, challenging to make, and requires expertise to effectively test. Great customer insights can help you get started in the right way.
The Long Game: Selling New Products
Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.
The Answer is Still No
Having a key account take up more than 20 percent of your P/L is business suicide. Key account management means being tough. Just say no.
B2B Quant: Not Your Average Survey
Recruiting for B2B quantitative research works differently than in B2C. B2B personas change relevant roles and responsibilities far more frequently.
B2B Focus Groups: Aim for Alchemy, Avoid Anarchy
B2B focus group moderators need a solid understanding of both the business and technical context in order to effectively gain insight from participants.
Rising to Leadership
Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.
Thumb-Stopper Creative
Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.
Take Care of Your Data
How to fight B2B data degradation. Tips from Ruth Stevens, co-author of "B2B Data-Driven Marketing: Sources, Uses, and Results."
Hero’s Quest: The B2B Buyer’s Journey
Improve the B2B buyer's journey: flip the funnel, up your LinkedIn ad game, get customer feedback, leverage influencers, & more.
Are You a Superboss?
In this episode, professor & executive coach Sydney Finkelstein explains how B2B leadership superbosses create lasting value for their companies.
The Transparent Seller
In this episode, Todd Caponi explains why radical transparency is the key to rebuilding trust in B2B sales.
Offices For Humans
Tech office culture can receive a boost from good office design. Kristin Kelsey, an expert on office design and Design Lead at Herman Miller, tells us how.
Going Beyond Brexit: Doing Business in the UK, France, and Germany
In this episode, we discuss how Brexit will impact the world of B2B with Martina Bozadzhieva, market research Europe expert at DuckerFrontier.
Win-Loss Analysis: Is Your Sales Team Set Up To Succeed?
With our B2B win-loss analysis research experience, we have found that simple adjustments to your sales team can result in improved win rates.
Crisis Ready Preppers
Melissa Agnes joins the B2B Revealed show today. Melissa is an author, a crisis management strategist, and an expert in mitigating corporate risk.
B2B Brand Research: Don’t Skip the Qual
B2B brand research requires a specifically B2B approach and upfront qualitative research before surveying larger samples of B2B buyers.
Have No Rules
Kevin Kruse, the author of Great Leaders Have No Rules, joins the B2B Revealed podcast today to discuss why rule-based leadership leads to failure.
The Future of Connected Health
On the B2B Revealed show, Dr. Joe Kvedar shares why the Healthspan is so much shorter than the Lifespan and why the future for Connected Health is bright.
Lost and Founder
Rand Fishkin, the author of “Lost and Founder: A Painfully Honest Field Guide to the Startup World” joins the show today. Rand’s book is a clear and authentic view of the pain and opportunity all startup founders face.
Rand reminds us that “first-time founders, like first-time gamers, die on the first level.” Rand's wise advice can help any kind of B2B focused founder (startup, product, or team lead) get past that first level.
Voice-Centric Marketing
Niraj Dawar, the Professor of of Marketing at Ivey Business School, joins us to talk about the intersection of voice marketing and the world of B2B.
The Rebel’s Role
Lois Kelly, author of Rebels At Work: A Handbook for Leading Change From Within, shares her first-hand experiences witnessing the impact rebels can have on an organization.
Podcasts and the Trouble with Conversion Optimization
The podcast conversion funnel is complex. This article defines the funnel and explores optimization strategies for B2B lead generation.
We’ve Moved… New B2B Marketing & Market Research Blogs
We've launched a new Cascade Insights B2B Marketing Blog & B2B Market Research Blog.
Alive at Work
Dan Cable, Professor of Organisational Behaviour at London Business School, joins us to talk about his book, Alive at Work: The Neuroscience of Helping Your People Love What They Do.
Horror Stories: B2B Tech Messaging
After scores of B2B message testing projects, we've seen the good, the bad, and the horrifying. Here's what to avoid in your B2B tech messaging.
Tech Needs More Age Diversity
Ageism in tech cannot simply be written off as older workers being less capable than their younger colleagues. We've got a reading list to prove it.
In Defense of Women In Tech
There is nothing in women’s nature, collective ambitions, or capabilities that make them less qualified than men in STEM fields.
