B2B Marketing Strategy: What’s a Real Differentiator?
A solid B2B marketing strategy requires differentiators that actually stand out. But, unfortunately, in B2B tech, great differentiators are hard to come by. Here's how to do better.
B2B Buyer Personas: Delete the Fluff
Too often, B2B buyer personas rely on obvious or irrelevant info. Instead, they should give real insight into key buying criteria and the buyer's journey.
Don’t GTM Before You’re Ready (Ignore The True Believers)
You need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy.
B2B Market Segmentation Research: Real Buyers vs. Imaginary Friends
Are you building solutions for an imaginary buyer? This happens all too often. Take the guesswork out of your B2B market segmentation strategy.
People-Pleasing Is Not a Good Messaging Strategy
People-pleasing is safe, but it leads to poor B2B marketing strategy. Learn what you should do instead when crafting your next B2B messaging framework.
“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords
Everything promises to accelerate, optimize, and transform. But, um, what does it do? Your B2B content strategy should prohibit marketing buzzwords.
Revenue Isn’t the Goal: Manage What You Can Control
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead.
The Answer is Still No
Having a key account take up more than 20 percent of your P/L is business suicide. Key account management means being tough. Just say no.
B2B Quant: Not Your Average Survey
Recruiting for B2B quantitative research works differently than in B2C. B2B personas change relevant roles and responsibilities far more frequently.
B2B Focus Groups: Aim for Alchemy, Avoid Anarchy
B2B focus group moderators need a solid understanding of both the business and technical context in order to effectively gain insight from participants.
Rising to Leadership
Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.
Thumb-Stopper Creative
Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.
Take Care of Your Data
How to fight B2B data degradation. Tips from Ruth Stevens, co-author of "B2B Data-Driven Marketing: Sources, Uses, and Results."
Hero’s Quest: The B2B Buyer’s Journey
Improve the B2B buyer's journey: flip the funnel, up your LinkedIn ad game, get customer feedback, leverage influencers, & more.
Are You a Superboss?
In this episode, professor & executive coach Sydney Finkelstein explains how B2B leadership superbosses create lasting value for their companies.
The Transparent Seller
In this episode, Todd Caponi explains why radical transparency is the key to rebuilding trust in B2B sales.
Offices For Humans
Tech office culture can receive a boost from good office design. Kristin Kelsey, an expert on office design and Design Lead at Herman Miller, tells us how.
Going Beyond Brexit: Doing Business in the UK, France, and Germany
In this episode, we discuss how Brexit will impact the world of B2B with Martina Bozadzhieva, market research Europe expert at DuckerFrontier.
Win-Loss Analysis: Is Your Sales Team Set Up To Succeed?
With our B2B win-loss analysis research experience, we have found that simple adjustments to your sales team can result in improved win rates.
We’ve Moved… New B2B Marketing & Market Research Blogs
We've launched a new Cascade Insights B2B Marketing Blog & B2B Market Research Blog.
Tech Needs More Age Diversity
Ageism in tech cannot simply be written off as older workers being less capable than their younger colleagues. We've got a reading list to prove it.
In Defense of Women In Tech
There is nothing in women’s nature, collective ambitions, or capabilities that make them less qualified than men in STEM fields.
A B2B Primer: VR
Whatever acronym you choose — VR, AR, MR, XR, or something else — reality is getting an upgrade. Here's what B2B companies lest they're left behind.
Teams: Better With Time
Guest Maia Josebachvili, VP of Marketing and Strategy at Greenhouse, has gone beyond that conventional wisdom and helped to create the Employee Lifetime Value Framework.
Data’s Cold Embrace
David Fisher, author of Hyper-Connected Selling, knows that technology-enabled sales is great, but it’s never going to satisfy the need for human connection.
B2B’s Amazon Moment
Chloë Thomas, author of “B2B eCommerce MasterPlan” joins us to talk about B2B eCommerce. Yes, B2B companies need to go online. No, they shouldn’t be taking their cues from the Amazon consumer experience.
Creative Teams Need a Reliable Protector
Creative teams need a reliable protector if they're going to be effective contributors. Make sure you have your team's back.
Marketing Madness: Chasing Viral Dreams
Your video doesn’t need to go viral to be a success. Despite that, too many marketers chase views at the expense of reaching the right viewers.
Ready to Book It? Probably Not
In the latest episode of B2B Revealed, Sean Campbell interviewed Caleb Breakey, CEO of Speak It To Book. They discussed the best way to transform your business views into a story worthy of publication. Here's a hint: a fancy title is not the same as recognized thought leadership.
Hire Better: Know Your Team’s Core Values
Do you have the wrong people in the wrong roles? To help figure this out, we turned to Dan Cox, the CEO of EXOS Advisors. A long-time executive coach and expert in talent management, Cox shared his experiences using the Core Values Index (CVI) to help companies optimize their workforces.
Boardroom Diplomacy: Marketing Needs Allies
Myopic marketing executives focus solely on messaging to external audiences. Lack of attention to internal communications costs marketers influence on business decisions … and allies.
Don’t Fear The Churn: Inside Sales Management
B2B sales problems? Try treating your sales development reps (SDRs) like vital resources instead of cogs in a machine. Trish Bertuzzi, author of "The Sales Development Playbook," explains how to start treating your SDRs right.
Narcissism: Marketing’s Nemesis
B2B marketing has a vanity problem. Popularity is one thing, profitability is another. Samantha Stone, author of "Unleash Possible: A Marketing Playbook That Drives B2B Sales," shares her thoughts on measuring marketing ROI.
Spend Wisely: LinkedIn Marketing Tips
The lure of LinkedIn’s vast amount of business data makes it an attractive advertising asset… if you know what you’re doing. B2Linked Founder AJ Wilcox shares when and how to use LinkedIn ads to reach B2B audiences.
B2B PR: The Blurring of Business & Politics
Public relations expert Nicole Rodrigues shares best practices for B2B PR in the age of pay-to-play and CEO activism.
Shoot For The Moon (Within Reason)
Whoever has the most information should do the most talking... and make the first offer. American Negotiation Institute Director Kwame Christian shares business negotiation tactics in this episode of B2B Revealed.
