Know your market.
Rethink your marketing.
We help B2B go-to-market teams understand their buyers and discover better ways to work with AI.
Let’s Talk
Good questions uncover what your team needs to know.
A buyer’s explanation of why they chose a competitor rarely appears in public. To understand the decision, you need to reach the people who made it and ask beyond the first answer.
For nearly 20 years, we’ve helped B2B buyers explain how they compared their options, what mattered, and what nearly changed their minds. Your team gets evidence to decide what to do next.
Your team’s best work depends on judgment that rarely makes it into a process document. Why does a marketer reject a draft everyone else thinks is finished? What do they notice that others miss?
We investigate the decisions behind that work, explore what AI makes possible, and test a different approach with your team. Your people learn how to direct the work, judge the results, and keep improving it.
Make your next marketing decision with evidence
Why buyers choose. Where competitors win. What to do next.
AI can summarize what your market has already said in public.
Your next decision usually depends on what it hasn’t. Why a buyer chose the competitor. What would make a customer switch. Which message changes how your market sees you.
That evidence does not exist until someone goes and gets it. We interview and survey the buyers, customers, prospects, and partners who know, and we bring back findings your marketing team can defend in any room.
A few areas we can help you explore:
B2B Brand and Messaging
Understand how buyers see your brand, which messages connect, and what makes your offering stand apart.
We help you test messaging, develop research-backed thought leadership, and put your findings to work. Give your team evidence to sharpen its story and create marketing that reflects what matters to buyers.
B2B Buyer Research
Understand what buyers are trying to accomplish, how they evaluate their options, and what shapes their experience as customers.
We help you uncover buying criteria, develop personas grounded in research, and identify sources of satisfaction and frustration. Use those findings to prioritize audiences, refine your message, and better serve your customers.
B2B Market and Opportunities
Decide where to compete, how to reach buyers, and which opportunities deserve investment.
We investigate your competitive landscape, channel relationships, and the reasons deals are won or lost. Use the findings to evaluate market opportunities, sharpen your go-to-market approach, and understand where your business has a stronger chance of winning.
Take AI somewhere your team hasn’t considered
Improve something your team does today. Explore something it couldn’t take on before.
Saving time with AI is useful. What comes next depends on your team: maybe it’s leveraging AI to create work that drives more engagement, an idea you can finally pursue, or an approach you can take that simply wasn’t remotely feasible before.
Bring us a responsibility you want to improve or an idea you want to test. We examine real examples, ask how your experienced people make decisions, and build and test an approach together.
You leave with clearer criteria for good work, an approach you’ve tried, and a next step grounded in what you learned. Your people practice the questions and judgment they can bring to the next problem.
“AI changes what’s possible. Your people decide what changes. Progress depends on how well you equip them.”
Sean Campbell — Cascade Insights® CEO
Two ways to change the work:
AI Work Labs
Tackle a marketing responsibility or explore something your team couldn’t take on before. Choose a focused session to investigate and test an approach, or an extended project that carries it through building, testing in actual work, and handoff.
Learn MoreExecutive AI Advisory
Decide where AI deserves investment, what to expect from your people, and how to judge whether changes are working. Ongoing guidance for marketing leaders working through priorities, trade-offs, and what their teams should do next.
Learn MoreWe’ve helped B2B Go-To-Market teams in sectors such as:
Technology
FinServ
Marketing
Life Sciences
GreenTech
Education
Legal Tech
Government
Manufacturing
Retail
A Few of Our Clients
-
We had a very good engagement with Cascade! Their team has been a pleasure to work with, and the insights we’ve gotten out of it have been impressive.
I’ve compiled them not only into battlecards but a Gemini NotebookLM instance. It’s pretty cool — you can query it with anything you think of, and it pulls from ALL the sources: the transcripts, original .mp4 recordings, and various other documents. This wouldn’t have been possible with run-of-the-mill data gleaned from what’s publicly available. In fact, most competitor insights are carefully hidden away. Cascade uncovered all those details for us and allowed us to go a lot deeper.
-
Working with Cascade Insights® for our persona research was a game-changer for our business. Their expertise and meticulous approach in understanding our target audience helped us gain invaluable insights into our customers’ needs, preferences, and behaviors. Armed with this knowledge, we were able to tailor our marketing strategies, resulting in increased engagement and higher conversion rates.
-
When you’re in a fast-paced and highly competitive market space, you have to be nimble and smart and sure in all your marketing decisions – and your vendors have to match that. Sean Campbell and his team at Cascade Insights® are all that and more.
Before they even started on one of my recent projects, they conducted a thorough interview and brought in different perspectives that helped crystallize the actual questions we were trying to answer. The project ran flawlessly and professionally, and the analysis was exceptional. Cascade is on my “Go To” list when I need a partner to help me analyze tough market intelligence questions.
-
Most of my team is relatively new to the CI field, so I enlisted the help of Cascade Insights® to provide training in CI fundamentals, frameworks, and methodologies.
While the training was only 2 days in length, Sean thoroughly covered all the topics with time built in for team activities that further reinforced what we learned. After the training, the team raved about all the new tools they wanted to use and ideas to incorporate into their existing projects. In fact, they have already begun introducing concepts learned in this training into their day-to-day activities.
I highly recommend Cascade Insights® for any CI manager looking to quickly train new CI professionals or for any team looking to refresh their existing CI knowledge. Sean is very professional and knowledgeable in this field and can really help any CI team (regardless of experience) move to the next level.
-
We worked with Cascade Insights® to start up a substantial competitive intelligence and product insights initiative. Their whip-smart staff and expertise in B2B tech was a major asset, starting from our first conversations about doing a project together, making sense of research findings, and delivering results to senior leaders.
When we hit challenges along the road—practically inevitable in standing up a new initiative in an enterprise context—they were flexible, creative, and always positive in finding ways to move forward. In short, in the world of market research, Cascade is at the top of the heap.
What We Believe In: Fluid Intelligence®
AI gets more capable. Human judgment gets more important.
Fluid Intelligence® is our name for the judgment that working with AI takes: what to hand over in the first place, when to challenge what comes back, and where a person stays in control.
