This year our podcast went through a major change. The B2B Market Research Podcast became B2B Revealed. Our focus broadened to a myriad of issues that impact our clients in the B2B technology sector. The result? More interviews, more thought leaders, more insight, and an even better B2B Podcast.
As the end of the year approaches, we decided to take a look back at your favorite episodes of the year.
Your Favorite B2B Market Research Podcasts of 2017
1. Customer Insights: You Need More Than Market Segmentation Data
For this episode, B2B Market Research/B2B Revealed Host Sean Campbell reviewed Clayton Christensen’s “Competing Against Luck: The Story of Innovation and Customer Choice.”
Campbell, also the CEO of Cascade Insights, explains the book’s special relevance to product teams and corporate researchers.
Understanding “jobs to be done” allows companies to build the solutions their target customers actually need and to identify unmet market needs.
Ignore target customers’ “jobs to be done” at your peril. If a rival meets that need before or better than you, you’re ripe for disruption. Market research can uncover your customers’ “jobs to be done” and spot disruption red flags.
2. Big Data Ethics: Math Responsibility
Big data is just a bunch of numbers without analysis. But, that analysis has to have a basis on good math. Unfortunately, many a big, impactful decision in business, technology, and government have a basis on flawed math and bad analysis… Worse, these false arguments give the appearance of being backed by big data. Needless to say, it has never been more important to math responsibly.
In this episode, Campbell discusses Cathy O’Neil’s excellent book “Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy” and how it applies to the B2B technology field.
3. The Pre-Flight Checklist for Research Presentations
No one wants to sit through a boring presentation. To capture and hold your audience’s attention, you need to transform yourself into a master storyteller.
Luckily, there is an easy way to make sure your presentation is interesting, effectively communicating your story, and highlighting critical information. Campbell shares a pre-flight checklist to keep your business presentation from crashing and burning. Make sure your audience’s key takeaways are the ones you intended.
4. Market Research Recruiting: How To Get A Superb Sample
Unfortunately, sloppy market research recruiting is the industry standard. But why waste your research budget on a panel firm when they interview respondents that aren’t qualified to answer the study questions?
Campbell explains Cascade Insights’ unique approach to finding study respondents that can truly answer clients’ questions in context.
5. Sales Needs A Say In Strategy
Through interactions with buyers, your sales team is essentially doing qualitative research on target customers every day. So why do so many B2B tech companies overlook their sales team’s experiences as a valuable source of data?
Campbell describes the unfortunate tendency for B2B tech companies to isolate their sales teams. He goes on to explain why it’s in companies’ best interest to give sales a seat at the table when determining strategy.
Your Favorite B2B Revealed Podcasts of 2017
1. Why You Suck at Virtual Presentations
This episode features Roger Courville, the “Michael Jordan of online presentations and virtual classes.” Courville and Campbell discuss how to effectively teach via webinar, captivating audiences, and generating engagement.
2. Creating The Category
Campbell talks mid-market marketing with Matt Ipri, vice president of marketing and business development at Decision Lens. The two discuss how to create a new category when the product is first-of-its-kind.
3. Is Cold Email a Legal Evil?
Campbell takes a hard look at cold email legislation, market research loopholes, and international law. Spoiler alert: the legality of cold email varies from country to country.
He also shares tips for B2B tech companies to keep their cold emails legal, and less evil than the rest of the junk mail flooding your inbox.
4. Sell Like The Avengers
In this episode, Campbell discusses evolutions in B2B sales with Nic Read, founder of SalesLabs, co-founder of RGI and EdX, researcher, author, consultant, and teacher. Together they discuss how old sales habits need to change, and new approaches to consider.
5. The Spy Who Wasn’t – Clarifying Competitive Intelligence
No, it is not corporate espionage. Campbell interviews Competitive Intelligence Expert August Jackson on the strategy, systemization, and ethics of CI. Learn why a strategic pricing analysis program can get you more information than even the competitor’s price book.
Thanks For Listening!
We’ve enjoyed bringing B2B tech topics and thought leaders to our listeners. Here’s to another great year of B2B!
From all of us at Cascade Insights, we wish a happy holiday season and a fantastic 2018 to all of our listeners.
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