Search Blog
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
Read MoreSegmentation 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.
Read MoreB2B 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.
Read MoreHow to identify the right price point in B2B markets
One of the questions in B2B go-to-market strategies is: What is the right price point for our offer? This post provides a high-level overview of standard pricing research techniques that can identify the market’s willingness to pay for your solution.
Read MoreMastering your B2B ICP
This post describes why an effective Ideal Customer Profile (ICP) enhances sales cycles and conversion rates by helping focus sales, marketing, and product strategies on the companies most likely to buy. It discusses the challenges marketers face when information is insufficient or scattered and offers some suggestions for ways to fill in the informational gaps.
Read MoreContent Marketing Surveys: Advice for Using Survey Data to Show Solution Effectiveness
Can B2B users of more robust or advanced solutions have lower self-reported performance scores than businesses that use simple or good-enough solutions? The short answer is, “Yes.” And this can throw a monkey wrench into content marketing efforts that use survey data. This post talks about what drives this surprising outcome and how to mitigate it with survey design.
Read MoreFour 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 MoreHow to improve B2B customer retention rates
Retention has long been a focus for B2B product marketers. In a subscription business focused on ARR, customer retention is a key metric. Further, many B2B companies operate in finite markets that target a specific industry, account size, or other niche. A customer retention problem effectively reduces the market size and growth becomes unsustainable.
Read MoreKnow your B2B buyer
In any part of the economic cycle, organizations that understand their customers and prospects achieve better results, whether measured by growth, profitability, or other metrics. The current pandemic recession highlights how quickly B2B buyer needs can evolve, and the need to ground decisions in accurate data.
Read MoreSegmentation tips for B2B marketers
Segmentation is a bedrock principle for effective marketing. Yet, B2B marketers often don’t invest in it. It may seem too expensive, too complicated, or too “consumer-ey”. Segmentation can be all of these things, but it doesn’t have to be. B2B marketers can build an effective baseline segmentation using internal data and straightforward analytics.
Read More