Search Blog

Relevant messaging in a changing IT outsourcing landscape

IT organizations are becoming more mature users of outsourced services and delivery models.  Isurus’ research across multiple technology categories shows a shift in how IT evaluates outsourcing options and its use of various models (offshore vs. domestic, in-house vs. outsourced, on-premise vs. offsite hosting, etc.), and these trends are also evident in research conducted by CIO Magazine, Forrester, and others. 

Read More

One from the archives: 7 Communication tips from the B2B trenches

Based on research with business decision makers we’ve developed broad recommendations for B2B marketers aiming to overcome these challenges. Although each company and sector faces a unique set of communications challenges, the following seven themes apply in some degree to any company–including yours.

Read More

Words matter. Exhibit A: The “fiscal cliff”

Most readers of this blog need no convincing when it comes to the importance of the words we use to name and describe products, companies, and issues.  We spend significant hours and budgets thinking about the most compelling, resonant language with which to describe our offerings.

Read More

Sometimes your channel is your brand

“There is very little loyalty left. Manufacturer X is mercenary. They just want to make money, and I’m mercenary. In other words, Manufacturer X doesn’t care about me, and I don’t care about Manufacturer X. They just make a good product.” This quote from a recent study sums up the state of many of the channel relationships we see across a range of technology and industrial B2B markets.

Read More

Positioning challenges for technology startups

When we look at the cyclical patterns of startups vs. legacy systems we feel this time around will go much smoother than last major round of startups – the .com era. Today’s IT executives have been through this process before and know where the risks lie and how to mitigate them as much as possible. In a silver lining to the sluggish economy’s grey cloud, budgets are tight so even the most hyped technologies (e.g. mobile) receive much more attention and systematic evaluation than previous .com initiatives ever did.

Read More

Why likability matters

Likability is also one important criterion we use to test advertising.  Even as advertising and advertising research have become much more sophisticated over time, likability continues to be a useful predictor of effectiveness. 

Read More

Marketing and selling to the reptilian brain

Tim Riesterer’s recent HBR blog post about stimulating the customer’s “lizard brain” to make a sale correlates with Isurus’ work on messaging and sales effectiveness.  Riesterer points out that most sales messages fail to compel buyers to move away from the status quo because our “lizard brain”—the brain stem and other structures responsible for our survival instincts—prefers safety and avoids risk. Implicit in this message is the idea that a purely logical message often isn’t enough to drive change.  To make a sale that breaks the status quo, the sales message must appeal to the lizard brain.

Read More

What have you done for me lately? Marketing short-term benefits

Across a diverse range of b2b and consumer product categories studied by Isurus in the last six months, the messaging strategies that best resonate are ones that speak to short-term benefits.  Messages that speak only to long-term benefits failed to motivate buyers, even when the eventual benefit is very meaningful (a life-saving therapy, a significant ROI, etc.). 

Read More

Using primary market research to create custom content

If you’re thinking about conducting primary market research to support custom content, here are a few recommendations for getting the most out of the investment.

Read More