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Include Jobs-to-be-Done in Your Customer Satisfaction Surveys
B2B solution providers can enrich the insights from their customer satisfaction surveys and conversations by taking a cue from product marketing and adding a few questions about the customer’s jobs-to-be-done.
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 MoreRealistic 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.
Read MoreMetrics 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.
Read More4 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.
Read MoreThe 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.
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 MoreAlternatives 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.
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 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.
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