Isurus Observations

Avoiding the Data Debate: A Better Way to Align Stakeholders

From 25+ years of supporting product teams, we’ve seen that the process behind the data often determines whether the stakeholder team aligns around the findings. A transparent, collaborative process builds trust before the first insight is even presented.

Here are three recommendations to strengthen stakeholder alignment the next time you bring data to the table.

The Hidden Competition You May Be Overlooking

Many B2B vendors think of competition only in terms of direct rivals—but that’s just part of the picture. This post explores how internal priorities, cross-departmental dynamics, and budget constraints often present bigger obstacles to a sale than competing solutions.

Customer Touchpoints that Still Shape B2B Perceptions

As B2B providers embrace automation, key customer touchpoints still shape perceptions and customer satisfaction. This post highlights the type of touchpoints outside of your solution that customers care about—and how to identify the ones that matter most.

When Product-Market Fit Assumes Too Much Sophistication

A strong value proposition won’t translate into strong sales if your market isn’t ready to adopt. This post breaks down the risks of overestimating customer sophistication—like inflated TAMs and misaligned messaging—and outlines a practical framework to assess readiness across technical, human, and organizational dimensions.

Common Challenges of TAM Research

The ask is simple: Estimate the TAM. The reality? No clear data and no easy answers. Estimating the TAM for a new product or market often falls to the product marketing team. This simple-sounding task comes with many challenges. This article provides suggestions for how to address some of those challenges.

Designing Semi-Structured Interviews

Before conducting a set of customer interviews, you need to decide how much structure you need to impose on those conversations. Will open, free-flowing conversations yield you with the insights you need? Or do you need to lead the discussion down a specific path? To answer this question, first ask yourself why you are conducting the interviews?

How much data is enough?

How many surveys do we need for the data to be statistically significant? This is one of the most common questions for B2B product marketing teams when scoping out a quantitative survey project. The short answer is Probably fewer than you assume in most use cases.

B2B Persona Dimensions You Shouldn’t Miss

This blog post provides tips for creating effective B2B buyer personas, highlighting key dimensions often overlooked by generic templates. As interesting as aspirational persona dimensions be, most B2B marketers need practical, actionable personals that they can directly integrate into their marketing and sales efforts

Segmentation with Purpose: Aligning Objectives with Market Insights

While AI and LLM technologies are advancing personalization, segmentation continues to be the foundation of effective market strategies. This blog delves into practical insights and recommendations for how to set clear objectives, navigate challenging insights, and get the most out of your segmentation efforts.

B2B Buyer Journey Mapping: 3 Ways to Improve the Process

Mapping the buyer journey is a powerful tool for B2B marketers. This post provides three recommendations to improve the process: identify your most important questions, utilize internal and secondary research before diving into primary research, and target individuals with the broadest insights into the journey. These steps will help you get the most return on your research efforts.