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Beyond 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.
Read MoreBeyond 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?
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