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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 MoreStrategic Competitive Analysis: Techniques for Product Marketing Success
This post provides practical recommendations to systematically gather and evaluate critical insights about competitors and rank them by threat level. This can help focus your product, sales, and marketing resources where they matter most. Whether you’re facing new market entrants or reevaluating your competitive landscape, these approaches can help you stay ahead.
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 MoreIdentifying the Best Win/Loss Approach for Your Company
What is the best win/loss approach for your firm’s needs and objectives? Like advertising, there are many flavors of win/loss research. This article provides guidance on how to approach win/loss research based on your objectives, who is driving the research, and the nature of your deals.
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 More5 Tips for Creating Compelling Messaging that Differentiates in a Crowded Market
Creating compelling messaging in a crowded market is a critical challenge for product marketers. This blog provides five essential guidelines to help you craft messages that stand out and resonate with your ICP. This includes ensuring your messaging is relevant, emotionally engaging, unique, credible, and authentic.
Read MoreBeyond Buzzwords: Making AI Matter to Your B2B Buyers
Using AI as key component of your messaging strategy will only add value if customers understand the value the addition of AI to your solution benefits them. In our research we find that most customers are not able to make this leap and connect the dots. For AI-related marketing to resonate with customers, it must go beyond the novelty of AI and demonstrate how it enhances the solution for the customer.
Read MoreRedefining Losses: How Accurate Classification Transforms Sales Insights
This post addresses the challenge of accurately identifying true losses in your Win / Loss program. It outlines how misclassifications can occur—such as buyers in early research stages, predetermined decisions, or misaligned buyer segments—and the impact these inaccuracies have on your interpretation of the data.
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