tonesanna.blogg.se - Cascade insights

Cascade insights how to#
Cascade insights software#

The story with enterprise software companies was quite different though. Enterprise software companies required a whole new marketing strategy. This was just the sort of feedback any marketer wants to hear. In other words, our mid-market clients had easily sought out or come across our content, and liked what they saw. Some remembered finding us through a Google search or being impressed by a topic covered on the Cascade Insights Blog or the B2B Revealed Podcast. To our relief, we got mostly positive feedback from our clients working in mid-market companies. Our marketing strategy was working great for mid-market companies. those in enterprise software companies.īasically, we realized our market segmentation needed more nuance. Over the course of the interviews, we discovered something major: there is a huge difference between the way folks in mid-market software companies consume content marketing vs. Do you subscribe to newsletters? Do you read them?.What types of content do you read all the way through?.Do you ever forward content to your colleagues? What would prompt you to do so?.Some questions in this category included: Other questions were designed to reveal how target customers evaluate the merit of the content marketing pieces they come across.

When looking for a market research vendor, do you vet their content marketing (blogs, newsletters, podcasts, etc.)? Or do you focus on the root pages of their website (home page, about us, etc.)?.

What keywords do you search? Do you type in a phrase or a question?.

When you have a business problem, where do you first look for more information? Google search? Internal company publications? Social feeds? Online communities?.

We designed the discussion guide to tease out when and how target customers find and consume content marketing. So, we crafted a discussion guide for in-depth interviews to get the conversation started. Instead, we wanted to have conversations with our clients that would allow for answers we may not have thought to ask questions about. In this case, we decided a survey would not suffice. Our interview subjects were executives in the marketing or market research departments of enterprise and mid-market B2B software companies. We reached out to a few of our clients in companies we would like to do more projects with in the future. We went right to the source and asked them.

So how could we get more people to see it? Especially our target customers? People liked what they saw when they saw it. That, along with the steady increase in cold inbound marketing leads told us that the quality of our content was not our top concern. We were getting a lot of positive feedback from our podcast listeners, blog readers, and social media followers.

Cascade insights how to#

We needed answers! Luckily, we know how to get them. Was our content reaching our target customers? Did our content help scoot buyers down the sales funnel? We knew we had to gauge our marketing success in other ways. Especially seeing as we have a pretty niche focus: market research for B2B software companies.īut, as we’ve said before, popular and profitable aren’t necessarily the same thing. Enthusiastic praise, frequent boosts in industry publications, social engagement and shares…By these measures, our marketing at Cascade Insights was, well, awesome.