B2B Messaging Services

Turn Messaging Into MQLs: Frameworks & Campaigns for the B2B Tech Sector

Effective B2B messaging goes beyond feature lists and product comparisons. Great messaging helps B2B buyers understand how your solution can solve their specific problems, including ones they may not know they have.

With our long history researching the B2B tech sector and buyers’ jobs to be done, Cascade Insights can help you increase your marketing qualified leads (MQLs) and boost the efficiency of your marketing spend.

of global tech buyers say vendors give them too much material, and 59% agree that most of that content is useless. 1

Carefully crafted messaging frameworks ensure that your ongoing marketing efforts will effectively persuade your buyers. Cascade Insights offers messaging frameworks that target specific personas, industries, or company size segments. Our messaging frameworks include proof points, messaging pillars, messaging by persona, and more. Finally, any messaging framework we develop will demonstrate how you can stand out against the competition.

Partners shouldn’t be an afterthought when it comes to your messaging. Effective marketing strategies include messaging specifically crafted for partner needs. This requires an understanding of how your channel selects partners and how your partner channel goes to market. Finally, any messaging framework has to scale to meet the needs of partners of varying sizes.

Only 45% of B2B marketers say they achieve success in building subscribed audiences. If you’re falling short of your goals, we’ll assess your content offerings, including your website, key landing pages, blog posts, shared media, and more. Optionally, we’ll benchmark your content offerings against your competitors as well.

Clicks but no leads? We’ll analyze your PPC account to assess whether your ad messaging is reaching and resonating with your target buyers. Then, we’ll hone the messaging to make sure clicks lead to conversions.

Your customer should want to click on your newsletter, not be annoyed by its contents and immediately hit unsubscribe. Also, ideally, your newsletter should help them remember your offering when it’s time to buy. Is your newsletter doing its job? We’ll analyze your past newsletters and compare them to the competition to identify areas of opportunity and improvement. We’ll then provide a variety of newsletters for A/B testing. Newsletter testing can also be integrated into a focus group research project, where we’ll obtain feedback from customers on your current newsletter.

B2B buyers are deeply skeptical of messaging that doesn’t “get” them. Unfortunately, misused technical jargon, marketing buzzwords, and unsubstantiated boasts are common in B2B messaging. They may sound exciting to a non-technical audience, but will turn off a B2B buyer.

Because Cascade Insights integrates in-house research and creative, we draw on knowledge from scores of message testing projects and thousands of conversations with B2B buyers. We know what messaging catches their attention and what scares them away.

Here’s how some of our research projects can amplify your B2B messaging project.

  • Message testing research reveals what messaging resonates with your buyers and what messaging to avoid. We’ll use these findings to craft compelling content marketing or messaging frameworks that effectively target your buyers’ pain points.
  • Buyer persona research highlights your target buyers’ jobs to be done. With this insight, we can build content like a blog series or a landing page that specifically targets your personas’ pain points.
  • Competitive landscape analysis can help you benchmark your content marketing efforts and determine if what you’re saying is truly unique.
  • Buyer’s journey mapping can show you when and how web and content assets are accessed by prospects. Additionally, you’ll learn which marketing assets truly matter in the buyer’s journey and which ones don’t.

Messaging For the B2B Tech Sector

Our roots are in research. Cascade Insights has conducted market research for the B2B tech sector for 15 years. That means all of our marketers benefit from insights gained over thousands of interviews with B2B buyers. After scores of message testing interviews, we know what messaging works (and what doesn’t) for B2B tech products and services. Plus, all of our marketing deliverables are vetted by the top technical, business, and marketing experts in the firm.

What does this mean for you? Well, you won’t have to explain the difference between a virtual machine and a container to us. In turn, we can let you know when you’re over-relying on the marketing buzzwords that make IT & LOB buyers skeptical.

Cascade Insights’ special blend of in-(virtual)-house researchers and marketers means we deliver marketing projects so rooted in B2B tech sector context, their quality would be hard to match anywhere else.

B2B Tech Sector Specialists

We only accept projects from the B2B tech sector.
Our areas of expertise include:

  • SaaS
  • PaaS
  • IaaS
  • Software
  • Hardware
  • Cybersecurity
  • IoT
  • Cloud
  • AI
  • Big Data
  • AR/VR
  • Blockchain
  • Applications
  • Infrastructure
  • & More

Our clients range from enterprise giants to stars of the mid-market.
We help companies in the following fields:

  • IT Services
  • FinTech
  • MarTech
  • Health Tech
  • Green Tech
  • EdTech
  • AdTech
  • Legal Tech
  • BioTech
  • GovTech
  • InsurTech
  • RetailTech
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