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Posts

Ageism In Tech

Tech Needs More Age Diversity

September 28, 2018/in Blog Posts /by Isabel Gautschi
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Despite frequent public commitments to diversity, the tech industry isn’t kind to those over age 35.

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In Defense of Women in Tech

In Defense of Women In Tech

September 28, 2018/in Blog Posts /by Isabel Gautschi
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There have been attempts to justify the stark gender disparity in tech. But none of them are valid.

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B2B Breakups: 200+ Interviews With The Ones That Got Away

B2B Breakups: 200+ Interviews With The Ones That Got Away

January 24, 2018/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Research Blog, B2B New Product Launch Research, Blog Posts, Key Buying Criteria, Win/Loss Analysis /by Isabel Gautschi
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Never waste an opportunity to learn from a lost deal.

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B2B SEO

SEO: The Balancing Act of Visibility and Utility

January 15, 2018/in B2B Channel Market Research, B2B Customer Journey Mapping, Blog Posts /by Sean Campbell
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How should marketers balance the need to be visible with the need to be relevant and useful?

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The Spy Who Wasn't: Clarifying Competitive Intelligence

The Spy Who Wasn’t – Clarifying Competitive Intelligence

November 1, 2017/in B2B Buyer Persona Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Usability Testing, Blog Posts, Win/Loss Analysis /by Sean Campbell
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What is competitive intelligence (CI)?

A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.

Corporate espionage? No.

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mastering the mid-market

Mastering The Mid-Market: Lessons In Leadership With Charlie Nooney

October 3, 2017/in B2B Buyer Persona Research, B2B Channel Market Research, B2B Competitive Landscape Analysis, B2B Customer Journey Mapping, B2B Market Opportunity Research, B2B Market Segmentation Research, Blog Posts /by Sean Campbell
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If you’re going to transition from one market segment to the other, you sometimes just have to “rip off the Band-Aid hard,” according to MobiTV CEO Charlie Nooney.

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Ageism In Tech: The Silent Career Killer

Ageism in Tech: The Silent Career Killer

June 21, 2017/in B2B Market Research Blog, Blog Posts /by Sean Campbell
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Ageism in tech is common knowledge, but, oddly, there doesn’t seem to be a lot of data on it.

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Big Data Ethics: Math Responsibly

Big Data Ethics: Math Responsibly

March 22, 2017/in B2B Market Research Blog, Blog Posts /by Sean Campbell
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Big data can be used to create a powerful supporting argument for nearly anything. Wielded foolishly or maliciously, the potential for harm is great. It has never been more important to use math responsibly.

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Riveting Research: It’s Not a Mission Impossible

December 5, 2016/in Blog Posts /by Isabel Gautschi
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There is no excuse for a dry market research readout.

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Stall Points and Market Assumptions

Are Your Market Assumptions Still True?

November 19, 2016/in B2B Channel Market Research, B2B Go-To-Market Research, B2B Market Opportunity Research, B2B Market Segmentation Research, B2B New Product Launch Research /by Sean Campbell
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You could be on a collision course for a stall point. Many companies don’t even recognize their market assumptions are wrong until it’s too late!

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Isabel Gautschi

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B2B Revealed Podcast


B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.

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