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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.
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 MoreImprove 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.
Read MoreHigher 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?
Read More12 Tips for Better DIY Win/Loss Interviews
If conducted and analyzed with a structured approach, win/loss interviews can identify trends and identify opportunities to improve win rates. If you conduct your own win/loss interviews these tips will help you ask the right questions, set up calls with those elusive lost deals, conduct a better interview, and produce an objective analysis.
Read MoreCompetitor Sorting: Ignore, Monitor, or Threat
Competitive intelligence delivers both short-term and long-term benefits by helping Sales close more deals, informing product messaging, and as an input to the product roadmap. B2B marketers need a simple, yet systematic, process to identify which competitors they can safely ignore, and which warrant ongoing focus and attention. One approach is to split competitive intelligence activities into two categories: High-Level Market Scanning and Competitor Profiling.
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