B2B Market Research Blog

GTM Strategy | Don’t Go-To-Market Before You’re Ready – B2B Marketing Article

You believe in the company you’re marketing, and so do your product and leadership colleagues. But, often because everyone believes in the business, companies end up with a hero complex. This leads to dangerous territory: a go-to-market (GTM) strategy that’s missing the customer perspective. Whether you’re entering a crowded space or offering a bold new product, you need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy. It’s important to hear from…

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Real Buyers vs Imaginary Friends – B2B Marketing Article

How much guesswork is involved in your B2B market segmentation strategy? Are you building products for an imaginary buyer? In the B2B tech sector, this happens more often than you would think. Change Your Tactics To Sell To the Little Guy For example, one of our SaaS clients is very successful at selling to human resources (HR) buyers in enterprise organizations. But when they tried to launch a product targeting small and medium businesses (SMBs), it fell flat. What went…

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A Cautionary Tale of Marketing Buzzwords – B2B Marketing Article

Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Stop Recycling Buzzy Taglines- Just Throw Them Out Unfortunately, B2B tech marketing has a tendency to go for fluff over substance. And marketers keep relying on the buzzwords that annoy and confuse customers…

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B2B Messaging: It’s Harder Than B2C – B2B Marketing Article

Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical. These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights. B2B Buying Happens By Committee With B2C sales, a marketer…

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Is Your Sales Team Set Up To Succeed? – B2B Marketing Article

Improving win rates is within your control. After many B2B win-loss analysis research projects, we have found that simple adjustments can make a huge difference to the effectiveness of your sales team. Largely, it comes down to ensuring your sales team has the time, tools, and training to do their jobs. Sadly, this is all too rare in the world of B2B tech. We recently hosted four B2B sales experts on the B2B Revealed Podcast to learn what B2B sales…

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