The limits of research and importance of judgement
Research data, especially quantitative data, can temp users and readers to go down paths the research was never designed for. The following are three recommendations to keep in mind when reviewing and sharing data from a research engagement.Read More
Four recommendations for bringing an AI product to market
Isurus’ perspective on AI-enabled solutions comes from multiple research engagements in the last three years. We work with a mix of growth-stage companies, and established companies adding AI to an existing product portfolio. We see a common set of trends and implications for bringing an AI product to market.Read More
Improve Sales and Marketing Alignment
Is there a perpetual, uncrossable gap between the sales and marketing? We don’t think so. While the gap may be large, we believe it’s possible to build bridges that benefit both functions. The following are trends we’ve seen that can help B2B marketing teams strengthen their relationships with the sales function.Read More
How much of the B2B buyer journey is completed before buyers talk to vendors?
Recent work in a variety of B2B sectors leads us to question the premise that much of the customer journey is completed before prospects reach out to vendors. Our research indicates three product dimensions influence when B2B buyers engage with vendors in the buying process: Product differentiation, business criticality, and complexity.Read More
How to write an RFP for your next market research project
When organizations use custom market research services for the first-time or only sporadically, a common question is how to structure the RFP. RFPs can be the proverbial double-edged sword. Done well, the market research RFP is a valuable tool for both the client and their prospective market research partners. Done poorly, it becomes a barrier to effective discussion, and can result in proposals that meet the RFP specs but don’t actually solve the business need.Read More
Insights and Strategies for the Next Recession
Economists have sounded the alarm about an impending slow down or recession for almost a year. The corona virus may be the event that makes those predictions a reality. What can B2B marketing teams do to help their companies survive and thrive in challenging times such as these?Read More
Isurus’ article on B2B buyer journey featured in Quirk’s Marketing Research Review
The February 2019 issue, focused on B2B market research topics, includes our article “Overcoming Inertia: How to understand sporadic customer journeys in low involvement B2B categories” .Read More
Are the response rates to your B2B customer surveys dropping?
If the response rates to your B2B customer surveys have dropped the past couple of years you aren’t alone. The trend spans verticals, product types, decision makers and end-users. Multiple factors contribute to the decline in responses: Spam filters have gotten stricter; DIY survey tools and the near ubiquitous NPS programs overload customers with surveys; and, poorly designed surveys create a poor experience for customers. So what can you do?Read More
B2B Customers Are Not Logos
People don’t want to be a number. B2B customers don’t want to be a logo. An increasing number of companies refer to existing and potential customers as logos, e.g. Our goal is to add 20 more logos this year. It’s gone so far that a search on LinkedIn will produce individuals with titles like VP of New Logo Acquisition. We think referring to customers this way is a mistake. Beyond being jargon, it sends the wrong message to employees. Customers and prospects are better terms. A customer is a person or organization your company has a relationship with. A logo is a stamp.Read More
Are Rising NPS Scores a Red Flag?
Reports that track NPS scores across a range of sectors—recently reported that NPS scores in the enterprise software sector have increased across the board – most vendors have seen an uptick in their scores. While good news, it raises some questions about the accuracy of NPS scores.Read More