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Tag Archive for: B2B marketing

Message Maps, Frameworks, and More: Decrypting the Differences for the B2B Marketer

January 24, 2023/in B2B Marketing Blog, B2B Messaging, Blog Posts /by Raeann Bilow
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It’s typically standard practice for B2B marketers to lead the development or enhancement of an organization’s messaging. What’s not standard, however is how marketers label a messaging development effort. In our experience we’ve seen tech marketers use any or all of the following when attempting to describing a messaging creation effort.

  • Message map
  • Messaging framework
  • Message house
  • Message architecture
  • Messaging matrix
  • Messaging hierarchy
  • …and more

With so many different terms all used in varying degrees, there is the potential for some initial confusion. What distinctions are there between these terms and approaches? How significant are those distinctions?

Given how often we see this confusion we thought a short primer that can help decrypt those differences would be useful. In this article, we’ll take a look at all the different ways a company can organize its messaging, and exactly what a marketer will focus on when approaching the problem form a particular point of view – message map, message house, etc.

Finally, we’ll dive deeper into the specifics of how to develop great B2B messaging – regardless of how it’s structured.

The Rundown: Different Options For Structuring Messaging

Message Map

A message map lays out a company’s positioning for their product or solution in the format of a map. It will typically start with a key value prop, followed by key messaging points and supporting details that explain the benefits of the product or solution to a specific buyer persona.

The supporting information can include examples, proof points, or even customer quotes. Some marketers may prefer to keep those supporting details in an appendix that are ready for external use.

Pros + Cons: Message maps offer a great visual representation of an organization’s messaging. It allows for a quick snapshot of the core value prop, followed by key and supporting points. However, it may not provide the space necessary to provide a detailed and strong set of supporting points.

Messaging Framework

A messaging framework lays out an organization’s key value prop(s), messaging pillars, and supporting proof points in more of a grid-like format. Messaging frameworks generally offer more space to be descriptive and detailed.

Messaging frameworks can be flexible about which details make most sense to include. They will typically include specific personas, industries, and company size segments. They may also include elements like short and long-form positioning statements, customer pain points, and the brand tone to use.

Pros + Cons: Frameworks provide the room that’s needed to include thorough and comprehensive copy, allowing marketers to get into great depth with each framework element. However, this copy-heavy format many not be as scannable as other potential formats.

 

Message House

As the name suggests, a message house organizes an company’s messaging in the outline of a house. At the top of the house is the roof which contains an “umbrella message” that is meant to convey the primary value proposition. The three columns each have a supporting pillar message. The foundation includes the supporting details such as proof points, examples, and testimonials.

Pros + Cons: Similar to a message map, message houses are also great for creating a more visual impact. The structure of the house provides a strong visual indication as to how each message component supports the company’s main message. However, an additional appendix may be needed to provide the additional depth needed for certain audience segments.

 

Message Architecture

A message architecture addresses the key messages each persona or stakeholder needs to hear, based on their needs and how the product or service will benefit those needs.

Additionally, a message architecture will outline key objections or concerns that each persona is likely to have and your company’s responses to those objections. Those responses should be persuasive, well-reasoned and include supporting proof points such as case studies, third-party research, and more.

Pros + Cons: A messaging architecture offers a more persona focused way of organizing your messaging. This format may be particularly helpful for sales teams; however, it may not provide overall, foundational messaging that marketers need that crosses all of the company’s target personas and solutions.

Messaging Matrix

A messaging matrix is a chart that allows companies to create distinct messaging by persona and channel (email, social, paid ads, etc.). This is particularly useful when developing content to reach prospective customers at different stages in the buyer journey.

Pros + Cons: Similar to message architecture, a messaging matrix concentrates less on the behind-the-scenes internal messaging that guides an organization. Instead, it focuses more on how to activate it that messaging. Messaging matrixes are great for developing a plan that effectively targets personas and the channels they pay attention to. However, this approach has the same flaw as a messaging architecture in that it doesn’t typically provide overarching messaging for the company as a whole.

The Verdict: How Should B2B Marketers Structure Their Messaging?

Each messaging format provides a different visual representation of an organization’s messaging. Although very similar, there are differences in how they can be best utilized.

Message maps, houses, and pyramids are all similar in the fact that they are very visual in nature and can provide a clear snapshot of an organization’s messaging at a quick glance. They can be very useful when an organization is misaligned on it’s messaging efforts all up. At the same time, more visual approaches like message maps limit the amount of information that can be effectively conveyed at a glance. This can be a problem for more complex solutions or for companies who target a number of different verticals, solution areas, or personas.

Messaging frameworks give the space needed for marketers to delve deep into the specifics of each messaging pillar and supporting points. This added depth makes it easy to keep various marketers, and sales teams aligned, when it comes to in-depth customer facing messaging. However, such a format can lose the forest for the trees, in that a clear understanding of a single clear brand promise, tagline, or top line messaging pillar can be harder to connect with.

Message architecture and messaging matrixes focus more on how an organization would go about activating these messages and how to use different messages while targeting different personas via different channels. These are helpful for marketers who have already established their organization’s foundational messaging, and are thinking about the best ways to activate that messaging.

Ultimately, any marketer needs to make a choice when it comes to these formats. Is it more important for me provide detail and direction or vision. Once that decision is made, the choice of model – or at least a category of models – becomes that much easier.

B2B Messaging: How to Make a Significant Impact

Aristotle once said, “the whole is greater than the sum of its parts.” This insight can apply to messaging efforts as well. While all of the models discussed previously provide a way to structure the parts of a messaging effort, the parts themselves only add up to so much. A great messaging development effort ultimately focuses on how all of the messaging will impact customers over the buyer’s journey. It is this “sum of the whole” that marketers need to keep their eye on.

As a way for marketers to stay focused on this end goal, we developed a checklist to help determine if 1.) they’ve met the baseline of what’s essential to any set of messages, 2.) they’ve elevated their messaging into the realm of being highly effective, or 3.) their messaging actually contains some red flags.

Table Stakes B2B Messaging: What’s Essential

These are the critical components that need to be included in any B2B organization’s messaging:

Key Value Proposition/Brand Promise
Critical to any organization’s messaging is their key value proposition. A brand promise or similar, describes, in a nutshell, what is most important about your organization and what sets it apart from competitors.

Messaging Pillars
Organizations use messaging pillars to elaborate on their key value prop. Messaging pillars branch out and expand upon the different key messages that target personas care most about.

Proof Points, Facts, Etc.
Some claims made in a messaging pillar or value prop will need to be supported by an outside, third party source. For example, if a messaging pillar includes a reference to your technology solution being “number one” or “industry-leading” in a certain area, that needs to be backed up by independent research of some kind. Without those proof points, marketers won’t be changing any minds. Worse yet, they could actually be alienating potential customers with claims they consider to be dubious.

Elevating Your Message: How to Make it Truly Resonate

To elevate the content of your messaging so that it captures the attention of prospective buyers and inspires them to act, marketers should ensure the messaging is:

Tailored To Specific Personas, Industries, And Company Size Segments
Messaging that speaks to the right person is the first step toward delivering a message that will resonate. Once you’ve identified which role at a certain sized company and in a specific industry that you will be targeting in your messaging, then you can speak to that person’s specific fears, risks, and challenges they face within their roles. You can speak to the meaningful career goals your solution can help them achieve, and highlight the exact features of your solution that they would care most about. This level of specificity is the crucial first step toward building out messaging that will motivate them to learn more.

Truly Differentiated
Great B2B messaging requires differentiators that actually stand out. This seems obvious. But unfortunately in B2B tech great differentiators are hard to come by. To ensure your messaging is truly differentiated, it needs to be:

Unique from competitors

Before crafting your own messaging, perform an analysis of your competitors’ messaging. Do you notice any gaps that your offering can cover? Are there certain features or benefits that your competitors don’t have or that they are not highlighting? Are there certain areas where your offering could do something better or improve upon what a competitor is offering? Those are opportunities for you to message something that’s different from what’s out there.

Specific

Avoid copy that could be considered generic and vague. Your messaging should be explicit in explaining exactly who the solution is intended for and how that will benefit them. Furthermore, the messaging should make clear the types of customers, organizations, or personas that it would not be a good fit for.

Valuable to the buyer

According to the B2B Elements of Value pyramid, B2B buyers have a spectrum of priorities, beginning with table stakes elements like price, capabilities, and features. Higher needs like their own personal fears, risks, and challenges, however, is where differentiation begins to occur. If your brand or solution is tied with a competitor on table stakes, your peak elements of value might get you over the line with your buyers.

Backed By Research
Market research helps to set a strong foundation for which effective messaging can be built upon. For example, buyer persona research can help to identify which roles in the buying teams carry the most influence, what they care most about, and how your solution could potentially benefit them. Message testing can help make clear which messages resonate best with which audiences. These kinds of insights can provide the information that’s needed to build effective messaging that’s rooted in fact, not intuition.

B2B Messaging Red Flags: What to Leave Out

Does your messaging contain any of the following problems? Unfortunately, much of B2B tech messaging is flooded with these common mistakes. Take a look and see if you may be turning buyers away with:

People-Pleasing: Trying to be all Things for all People
B2B messaging should always clarify what the product or service does not do. Being upfront about your solution’s limitations saves buyers’ time and reduces confusion. Forcing buyers to dig through your website looking for what you don’t do leaves them frustrated. They know that before their organization invests a significant amount of money into this purchase, they’ll need to know what the limits are of that solution. Making that easy to find builds trust; making it difficult to find leaves a sour first impression.

Worse still, glossing over limitations leads to frustrated customers later when they realize they didn’t get what they paid for. That leads to churn and bad reviews, which turns other prospective buyers away.

Conversely, clearly laying out your solution’s limitations gives buyers an accurate picture of how best they can utilize it. The majority of buyers want to understand the cons of a product or service before purchase. Filling in the information gaps for them can only be mutually beneficial.

Buzzwords
What do phrases like “digital transformation”, “robust ecosystem”, or “scalable” all have in common? Well, they’re used constantly in B2B tech messaging, yet they don’t really mean a whole lot to buyers.

The problem with these terms is that they don’t provide any real, concrete descriptions or examples of what they will do for buyers and how they might benefit from them. On top of that, competitors are all using these same terms, so you’re losing your ability to differentiate.

Inauthentic Or Unsubstantiated Claims
It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. However, sometimes marketers may take it too far, moving into the realm of inauthenticity. B2B buyers are inherently cautious and skeptical of this type of messaging.

B2B buyers also have a dim view of any marketing boasts they see that don’t come with proof. Making claims like being the “fastest” with no statistics and competitor comparisons provides no useful information for your buyers. Worse yet, it can mislead and/or turn them off if they try to gain clarity by googling to figure out if your boasts are true and it turns out that they are unsubstantiated by any reputable third party sites.

Moving Beyond the Message Map

American writer Richard Bach once said “Judge not by the form of the messenger, but the form of the message itself.”

B2B messaging can come in a myriad of forms. However, how that messaging is organized internally – whether it’s through a message map, or framework, or house, or anything else – is typically of less significance than the impact of the messaging.

Effective messaging will instantly capture the attention of the desired persona and inspire them to learn more. Free from buzzwords, people-pleasing, and inauthentic claims, great B2B messaging stands out from the competition.

If that sounds like something you’re interested in, then give us a call. We can organize your messaging in a way that makes sense for your organization. Most importantly, however, we’ll deliver targeted, focused, and differentiated messaging that inspires action.


This blog post is brought to you by Cascade Insights, a firm that provides market research and marketing services exclusively to organizations with B2B tech sector initiatives. Want to learn more about the specific messaging that we deliver? Our B2B Messaging services can help.

B2B Messaging Frameworks: Grounded by Research, Activated by Marketing

B2B Messaging Frameworks: Grounded by Research, Activated by Marketing

October 17, 2022/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts /by Ashley Wilson
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Marketers often find themselves stuck when trying to create the right messaging frameworks for their organizations. Maybe it’s because they are nervous about suggesting a new messaging framework without the data to back it up. Or perhaps they weren’t hired to solve that type of problem; they were hired to drive existing marketing campaigns. So, they’re not confident in their ability to create new messaging. Or maybe it’s because they’ve been sitting at their end of the table for so long that they no longer even know what their buyers’ needs are.

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How To Activate Your B2B Market Research Recommendations

September 6, 2022/in B2B Market Research Blog, B2B Marketing Blog, Uncategorized, Videos /by Raeann Bilow
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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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Don’t Stop Believin’ in Message Testing

August 9, 2022/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Message Testing Research /by Tricia Lindsey
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Arguably the most famous song from the 1980s was introduced in 1981 by the band Journey. To this day “Don’t Stop Believin’” is a hit song for people of all ages that’s heard at sporting events, weddings, and other social events. Now, you might be asking yourself, “How has this song stood the test of time?”

Greatest hits are rarely born overnight. For example, the initial inspiration for the core lyric in the song “Don’t Stop Believin,” occurred five years before Journey sat down to record the track. After inspiration, comes the hard work of developing lyrics and music that work in harmony. 

Musicians, songwriters, and producers write and rewrite a song, refining the lyrics, melody, and title until they create an irresistible song. Oftentimes, there are multiple collaborators working behind the scenes testing musical ideas. Even “Don’t Stop Believin’” has three songwriters and two producers to its credit. 

The same creative and intellectual rigor can be applied when developing great B2B messaging. Just as a great song benefits from multiple collaborators testing ideas, great messaging benefits from external perspectives – specifically, those of your potential buyers.

To develop B2B messaging that resonates, marketers first need to test it. Without message testing, your messaging may fall flat with your audience, alienating buyers, or worse, driving them to your competitors. However, conducting message testing allows you to understand where your messaging falls short, where it resonates, and what you can do to craft messaging that rocks your audiences’ socks off.

What Makes A Greatest Hit?

Just as a hit song consists of a catchy title and lyrics, a memorable melody, and a great hook, great B2B messaging can be broken down into the same key elements:

  • Instant attention-grabbers
  • Clear persona targeting
  • Banished buzzwords
  • Clear calls to action (CTA)

Instant Attention-Grabbers

According to Pew Research Center’s 2021 Digital Experience Benchmark report, the B2B industry spends an average of 1.37 minutes on a company webpage. As a marketer, that’s all the time you have to grab your audiences’ attention.

Your message needs to instantly capture a potential buyer’s attention to want to learn more. Once you’ve commanded a buyer’s interest, more descriptive and informative messaging can follow.

You Can’t Write to Everyone, You Have to Write to Someone

If you’re still trying to write a universal message that resonates with all your audiences, think again. Sharp messaging should be built to target each of the personas’ interests and concerns. 

The context: We worked with a company who wanted to understand how people responded to the word “risk.” We found that respondents generally don’t like the word “risk” because it implies you might lose something. 

For example, if you’re talking to a line-of-business person in financial services, they wouldn’t want to hear the word risk. Instead, they’d prefer a phrase like “improving security.” Conversely, a chief security officer may want to hear how you plan to mitigate risk.

The takeaway: When you understand how your audiences will perceive different phrases, it allows you to write stronger content. Rather than writing generalized blanket statements, you need to tailor your messages to the right persona.

Say Bye-Bye to Buzzwords

Certain terms gain instant popularity in B2B messaging, but can fizzle out just as fast. These buzzwords suffer from frequent overuse, resulting in loss of meaning. Unfortunately, many B2B marketers still continue to use them.

The context: We once worked with a client who was interested in message testing across their website. Our experiential analysis revealed that consumers and IT roles did not respond well to the flashy marketing buzzwords they repeatedly used. Some of the language was so overused that it lost its meaning to our client’s tech audience.

The takeaway: IT buyers want to hear specifically what your solution does and why it is unique. They will lose confidence in your solution if it includes the same generic buzzwords they’ve used to describe other solutions.

Focused CTAs

Does your messaging encourage your audience to take the next step? Effective CTAs not only bring in potential new leads, they also clearly indicate what your audience should do next.

Some examples of focused CTAs include:

  • Download our ebook
  • Subscribe to our weekly newsletter
  • Download this whitepaper
  • Sign up for free

These examples have a few things in common. First, they evoke curiosity and entice the audience to want whatever it is you’re offering. Second, they require the audience to take an actionable step. Words like “download” or “subscribe” tell your audience to take action, so there’s no confusion.

Great Message Testing Leads to Great Messaging

Although successful business messaging can sometimes come from a flash of creative inspiration, most of the time great messaging is achieved through the process of testing and refining ideas. 

Here are a few examples of how B2B message testing research has helped out clients.

Test Messaging That Sticks With Your Audience

Generic, buzzwordy messaging feels easy, but B2B buyers are looking for impactful messaging. To reach your buyers, test specific messages with each of your target personas. 

The context: We worked with a client who wanted to improve the benefits of one of its offerings. So, they came to us to conduct message testing to understand their target audience and how their messaging was perceived.

Our research revealed that IT directors, system admins and developers each wanted different things from our client’s content. System admins and developers despised the use of marketing fluff and preferred language that was directly related to technology. 

However, IT directors were more interested in seeing the ROI impact and placed a strong emphasis on security. When it came time to place value on the benefits of our client’s offering, each persona felt differently because they didn’t feel like it met their exact needs.

When it came time to place a value on the benefits of our client’s offering, every persona responded poorly because they couldn’t see how the solution met their exact needs. The messaging wasn’t specific enough.

The takeaway: We recommended that this client adjust their messaging to educate and increase awareness of their offerings. Message testing helped our client understand that different audiences value the relevancy of a message. 

Rather than trying to put all your eggs in one basket, we suggested that our client develop specific messaging targeted at each persona. Why? Because it not only shows that you understand your audience, but also demonstrates that you’re aware of the environment they’re working in and what matters most to them.

No One Wants to Hear “Free Bird”

Long paragraphs and stale language bore your readers. Understand what your target audience wants and strategically deliver that message. 

The context: We worked with a company to conduct message testing based on previous knowledge of their target audience. However, the messaging they used included run-on sentences and complicated phrases. They completely missed the mark on delivering effective messaging because they assumed that their target audience wanted more detailed, thorough information. 

Message testing revealed that the needs and interests of their audience had shifted. Their audience preferred short, direct messages not lengthy paragraphs of detailed text. This research gave our client the opportunity to reevaluate their messaging to keep their target audience engaged.

The takeaway: A lengthier message isn’t always an effective way to reach your audience. Messaging testing helps reveal these misconceptions, allowing you to sharpen your messaging.

R.E.S.P.E.C.T the Research

Sometimes you need to set aside persona opinions to produce great messaging. 

The context: We recently worked with a company to conduct message testing on a few phrases for a product offering. After conducting focus groups, it was apparent that respondents preferred a particular phrase over the other options presented.

During the final readout, one of the stakeholders explained that they did not agree with the choice of words the respondents preferred. In fact, the stakeholder went on to say that they would not change their messaging, even though the data suggested otherwise.

The takeaway: While our job is not to tell you what to do, we try to give you the information to make savvy business decisions. It’s important to keep an open mind when hearing the results of a message testing project. 

Feel the Beat

Great messaging should help your clients and prospects feel the beat. A beat that speaks to their interests, their jobs to be done, and their organization’s goals. 

Yet, great beats take time to find and create. And they must be tested, with real world audiences. Finally, the danger in skipping this testing step is that you might find out you are standing out in all the wrong ways in the marketplace with your messaging.

If you want your messaging to be the next greatest hit with your buyers, give us a call. We can help you find the beat and create messaging that resonates.


This blog post is brought to you by Cascade Insights, a firm that provides market research & marketing services exclusively to organizations with B2B tech sector initiatives. Want to learn more about the message testing we deliver? Our B2B Messaging Services can help. 

Special thanks to Sean Campbell, Co-Founder & CEO, Laurie Pocher, Senior Consultant, and Brian Surguine, Creative Services Manager, for advising on this piece.

Panel Providers Vs. Expert Networks

Panel Providers Vs. Expert Networks: Who Gives the Highest Quality Respondents?

July 21, 2022/in B2B Market Research Blog, Blog Posts, Uncategorized /by Ashley Wilson
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Asking the right people to participate in your research study is just as important as designing and asking the right questions. You simply can’t have a successful market research project with a rushed recruiting effort at the start.

Sometimes, this means using a research vendor to assist with fielding the right participants. Vendors such as panel providers and expert networks are frequently tapped to identify respondents for research studies. But if you are using a research vendor and still throwing out a large number of respondents or are having trouble making sense of the data, it’s time to dig into the problem. And that may mean it’s time to switch to a new sample provider.

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B2B Buyer Persona Research: Truth Over Templates

B2B Buyer Persona Research: Truth Over Templates

April 29, 2022/in B2B Buyer Persona Research, B2B Market Research Blog, Blog Posts /by Ashley Wilson
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The power of a strong B2B buyer persona is undeniable. In the past, creating them brought a competitive advantage for companies that used them. Today, it’s more than just a benefit; it’s a necessity. However, if your personas are so generic that you can’t effectively reach your target audiences, you might want to think about basing those personas on a firmer foundation of truth.

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B2B Buyer's Journey: Buyers and Marketers in the Blender

B2B Buyer’s Journey: Buyers and Marketers in the Blender

March 8, 2022/in B2B Customer Journey Mapping, B2B Market Research Blog, Blog Posts /by Ashley Wilson
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COVID-19 threw organizations into a blender, with significant repercussions for the B2B buyer’s journey.
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B2B Buyer's Journey

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

September 7, 2020/in B2B Customer Experience Research, B2B Customer Journey Mapping, B2B Market Research Blog, Blog Posts, Jobs-To-Be-Done, Marketing Enablement /by Laura Johnson
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First impressions matter, especially in the B2B buyer’s journey. Buyers identify the problem or need their company is experiencing and begin exploring their vendor options. They swipe left or right on potential matches based on nothing more than what they see on vendors’ websites.

The amount of time a prospect spends on all of that content you’ve produced is minuscule compared to the time you spent developing it. For example, Google Analytics data suggests that a reasonable target for average session duration on a B2B website is two minutes.

So much like a social media or dating profile, your site needs to be engaging right from the start.

Finally, buyers spend nearly half of their B2B buyer’s journey flying solo. A 2019 study from Gartner shows that buyers spend nearly half (45 percent) of their time in the journey doing independent research. Many potential leads are lost in this phase—without sales or marketing even realizing it. Why? Because something makes that prospect swipe left before they ever fill out a contact form, send an email or pick up the phone.

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Writing Well | B2B Content Writing | Cascade Insights

Writing Well

November 12, 2019/in B2B Marketing Blog /by Brian Surguine
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You should write better. If you do B2B content writing, especially in the tech industry, you should really write better.

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B2B Messaging: It’s Harder than B2C

B2B Messaging: It’s Harder than B2C

October 11, 2019/in B2B Market Research Blog, B2B Marketing Blog, Message Testing Research /by Sean Campbell
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Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.

These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.

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