Posts

B2B partner enablement

How to Build a Trustworthy B2B Partner Program

/in , , , /by
Share this entry

B2B partner enablement programs unlock new routes to market and product synergy opportunities. Even so, they can be more trouble than they’re worth without proper management.

Over the years, we at Cascade Insights have analyzed many different types of partner enablement programs in the B2B tech industry. Based on our research, we’ve discovered several strategies for building and improving partner programs and helping partner managers achieve success.

Read more

user persona research

How Does a Person Fall in Love…with Your Product?

/in , , , , /by
Share this entry

Users aren’t buyers. Unfortunately, B2B companies typically skip over this essential fact.

It is also true that B2B companies tend to buy buyer persona projects quite frequently, and user persona research much less so. We believe this is a mistake. Both research efforts are equally important, and the failure to do either one can lead to a lost customer down the road.

One reason for this divide is that marketers typically purchase buyer persona projects, not product research. These marketers are rightly concerned about the buyer’s journey, how buyers influence each other in the buying committee, and the customer’s key buying criteria. Regrettably, with all of this emphasis on managers, directors, and VPs, minimal attention is placed on users. And users can make or break a product’s success. Read more

buyer personas

Is Your Buyer Persona Research Written So You Can Actually Use It?

/in , , /by
Share this entry

Buyer persona research should always yield highly useful information for companies. It allows marketers to understand exactly how certain buyer personas make complex buying decisions. With such valuable research in hand, marketers can then go on to create effective messaging that resonates with prospective buyers on a deep level.

To be able to unlock the powerful benefits of buyer persona research, however, marketers first need to ensure that it’s written in a way that their companies can actually use.

Buyer persona research should not be presented as a template that has been filled in with demographic and psychological details. Instead, it should dig deep into buyers’ key motivators, pain points, jobs-to-be-done, the decision making chain, and more. Those are the types of critical insights that companies need to win business.
Read more

buyer personas

5 Risks of Conducting Your Own B2B Buyer Persona Research

/in , , /by
Share this entry

Imagine your company is about to launch a new product. As a B2B marketer, it’s your job to lead the charge on developing buyer personas. You need to gain insights into the people who will be buying your company’s new product.

To begin your research, you scroll through Google and see dozens of guides with instructions on creating your own buyer personas. There are templates you can fill out. They have checklists you can follow. There are sample interview questions for you to ask your current customers.

Initially, this may seem promising. However, given the importance of getting this research right—and the level of risks that are involved—DIY buyer persona research can be added to a growing list of things that are better left for the professionals.

Other projects like updating your kitchen, changing out your snow tires, or cutting your own hair may all seem like things you could potentially handle on your own. However, unexpected setbacks are bound to pop up along the way. These setbacks threaten to leave you with results that range from lackluster (at best) to catastrophic (at worst).

Similarly, marketers who attempt to take on a buyer persona research project on their own can expect to face setbacks that result in a reduced quality of output. These issues can lead to generic, run-of-the-mill, and sometimes even inaccurate information for companies.
Read more

Buyer Personas

Mistakes B2B Marketers Make Without Buyer Personas

/in , , /by
Share this entry

Buyer personas are the multi-vitamin of market research efforts. Without them, companies grow weak sales and marketing efforts. With buyer personas in hand, companies can confidently take on new markets, new buyer types, and new opportunities with ease.

Yet this truth is sometimes ignored by marketers who are taking over a new position. Whether it’s a newly promoted marketer or a marketer at a new company, we’ve traditionally seen these people focusing on brand studies first vs. buyer persona efforts.

We think this is a mistake. While brand research is important, of course, it can sometimes be nothing more than a sugary snack that supports rebranding efforts, especially when compared to the multi-vitamin of buyer personas.

Is choosing a new website palette, a new logo, a new company name, or the design for a new website fun? Yes. However, we suggest marketers not take this step until they understand a fundamental question first: Am I saying the right things to the right people? That is a question that buyer personas are well suited to address.
Read more

More Software Won’t Fix Your Data-Driven Marketing Strategy | Cascade Insights

More Software Won’t Fix Your Data-Driven Marketing Strategy

/in , , , , /by
Share this entry

If you’re a B2B marketer, you probably have one or both of the following problems with marketing and customer data:

  1. There’s too much.
  2. All that data still leaves you with open questions, or partial answers to key questions.

As a result, your data-driven marketing strategy fails to win you new buyers. Consequently, you might be seduced by the idea that more powerful software will make your marketing problems disappear. Or, that you are just one software integration away from truly understanding your customer. But more software won’t fix your problem.

In our research, we’ve seen purely software-centered B2B marketing strategies fail because B2B sales are too long and complex. A B2B sale might take months or years, and involve an average of 6.8 stakeholders. Thus, a single database can’t comprehensively represent what’s going on, and B2B marketers see large holes in their data they can’t always explain.

Conversely, in a B2C sale, the entire purchase might take a single buyer half an hour on Amazon. So, while B2C marketers can find everything they need to know about their buyers from analyzing social media, click streams, web analytics, and content marketing statistics, B2B marketers need a different approach.

Specifically, good B2B marketers rely on a blend of great software, data, and organic market insights – based on independent research.

So before you pull out your credit card, try this sanity check: when you look at your existing dataset, do you have a clear idea of how to fill in those dark spots in your data? If you answered “no,” put the credit card away. More software won’t solve your problem.

Read more

B2B Sales Enablement

B2B Sales Enablement Strategy: Shorter Proposals Win

/in , , , /by
Share this entry

Proposal writing is somewhat counter-intuitive. Many sellers seek to impress with doctorate thesis style proposals. But, the truth is, the best proposals are shorter rather than longer. Smart B2B sales enablement strategies and tactics focus on the customer instead of the firm. Proposals also need to answer buyers’ unasked questions.

Unfortunately, the vast bulk of proposals I’ve seen over my life fail to meet any of these criteria. Here are some of the frequent errors I’ve seen with B2B tech sector sales enablement strategies and tactics and how to correct them.

Read more

5 Clues It’s Time for B2B Churn Analysis

5 Clues It’s Time for B2B Churn Analysis

/in , , , /by
Share this entry

Let’s face it: you’re probably uncomfortable with the idea of churn analysis.

You’re busy trying to grow revenue. There are a million fires to put out, and you have to keep your team focused on maintaining a healthy pipeline and winning more customers.

Ordinarily, this is the normal thing to do. However, focusing on customer acquisition when your churn rate is high is like trying to drive a car with a flat tire. Your journey isn’t going to be smooth, and you may not even get to your destination.

There’s no hard and fast rule for what constitutes an acceptable B2B churn rate. However, analysts generally agree that anything over 10 percent is cause for concern. If that applies to you, it’s time to hit pause and figure out why you’re losing so many customers.

Read more

B2B Sales Strategy

B2B Sales Strategy: Plan Before the Rain

/in , , , /by
Share this entry

B2B sales strategy is centered on holding a strategic viewpoint- not just a tactical one. Great B2B sellers develop and revise plans for their accounts, rather than simply taking tasks as they come.

We get it, it’s hard to remember to be strategic when a lot of opportunities are knocking at your door. In this scenario, it’s easy to just keep writing proposals, scheduling meetings, and working on statements of work. But if you aren’t regularly checking back in on the big picture, your B2B sales strategy is likely to lag far behind organizational changes and opportunities in your accounts.

Read more

Rebranding A Company: Dos & Don'ts

Rebranding A Company: Dos & Don’ts

/in , , , , , , /by
Share this entry

Rebranding a company sounds like an exciting project to most marketers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. But, rebrands are also expensive, and risk alienating or confusing current customers. In short, when they go wrong, rebrands can be career-enders.

So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on…

Read more