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Beyond Willingness to Pay: Incorporating Contextual Factors in B2B Pricing Research
This article explores the complexities of determining willingness to pay (WTP) for products and services. It underscores the necessity of including contextual questions in surveys and discussion guides to glean more insightful data and make more informed pricing decisions.
Read More7 Proven Tips to Deliver Actionable Market Research Insights
Struggling to turn market research data into actionable insights? This guide shares 7 proven tips from Isurus’ 20+ years of experience to deliver findings that drive real business impact.”
Read MoreHow to Name a Product: A Guide to Creating Effective Product Names
Naming a new product is a crucial step. A good name can communicate the product’s value proposition, differentiate it from competitors, and create a positive association with customers. But how do you find a name that meets these criteria and resonates with your target audience? That’s where market research comes in.
Read MoreAdd some “Why you” to your content marketing
Content marketers should consider adding questions to their content marketing surveys that highlight why their solution is a better approach than your competitors. Based on the typical B2B buying journey it may be mutually beneficial to have some solution-related information in your content marketing materials. In addition, more mature markets provide a natural opening for solution-related information.
Read MorePractical sampling decisions for your content marketing survey
Surveys are an essential part of many B2B content marketing programs. Unfortunately, response rates to surveys continue to decline across B2B sectors. As a result, programs that once hit 600 completed surveys can struggle to reach half that number today. This post looks at factors driving the decline in response rates and offers steps you can take to help mitigate or slow the drop-off in your content marketing surveys.
Read MoreBe more systematic in your content marketing surveys
This post provides two frameworks you can use to help develop more compelling and valuable marketing content. A key is to systematically identify the data needed to tell a story, rather than hoping an interesting story will emerge from the data.
Read MoreWhen to use ROI in messaging
As compelling as ROI calculations can be in the sales process, they don’t always resonate as expected in messaging strategies. This seems to contradict the marketing tenet of connecting solutions to revenue and the bottom line. What is going on? One factor is that your solutions ROI sits within a broader context of time, priorities, and internal perceptions.
Read MoreDeveloping service offerings that add value
If your team is developing a new service offering, it is worth your time to ask the following questions. Does it address a pain point the customer is struggling with? Will customers pay for it? And does the customer believe you can provide it?
Read More5 Tips for B2B Product Bundling Research
Tips for conducting bundling and pricing research to help address questions such as: Are we leaving money on the table? If we increase prices, how many customers will we lose? Should we use a good-better-best bundling strategy? Is there a slimmed-down version of our product that appeals to cost-sensitive prospects? Is there a market for a premium bundle of features and services?
Read MoreAre you messaging to threshold conditions?
B2B marketers feel pressure to include threshold conditions in messaging – they can be deal-breakers. It’s natural to want to get them on the table preemptively. But in most cases, B2B providers would be better off messaging to the benefits their solutions provide and highlighting their competitive differentiation.
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