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Realistic B2B Brand Tracking Research

This post provides guidance for setting the right cadence, setting expectations, and tracking the overall story, to create realistic brand tracking studies.

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Metrics that Predict B2B Messaging Effectiveness

Product and brand messaging is part art, part science. The art includes the storytelling, compelling visual elements, tonality, and the brand personality. These elements are best left to the creative teams. Research rarely improves them. The science comes in when predicting and evaluating the effectiveness of an individual message, ad, or campaign. This post reviews some of the elements common to effective messaging.

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4 Elements of Effective B2B Product Marketing Messaging

B2B product marketers wear many hats, one of which is building messaging platforms for the solutions in their portfolio. This post outlines four elements we believe represent the core pillars of any messaging effort.

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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.

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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.

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Alternatives to conjoint for identifying optimal feature bundles

Conjoint analysis is great tool to have in your research toolbox. Unfortunately, a combination of budget and practical realities can eliminate it as an option. This post looks at the how traditional approaches and techniques can provide the type of insights associated with conjoint and other trade-off modeling techniques.

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How 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.

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How 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.

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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.

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Higher ed sector disruptions: New research

What do Higher Ed leaders have to say about the impact of COVID, disruption in their category, and evolving their market strategy?

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