Embarking on a road trip without a map or GPS often leads to frustrating detours, wasted time, and the risk of getting completely lost. Similarly, diving into the development of a SaaS marketing strategy without market research is like navigating uncharted territory without guidance.  B2B research acts as your essential GPS, guiding you toward the ... Read more The post Research-Backed SaaS Marketing Strategy: Your 5-Step Guide appeared first on Cascade Insights ..read more

Expanding your product and service portfolio to include professional services can be a daunting task. Here's how to ensure that your messaging framework resonates with your key personas. The post Case Study – When Your Product-Services Mix Changes: It’s Time For New Messaging appeared first on Cascade Insights ..read more

Imagine the B2B tech landscape as a vast, shimmering desert. Opportunities sparkle in the distance, yet distinguishing between those brimming with real potential and those that are mere mirages can be challenging. Without a well-defined Ideal Customer Profile (ICP), there’s a high risk of pursuing these illusions and squandering precious resources. ICP research helps you ... Read more The post ICP Research: Transforming Market Mirages into Real Opportunities appeared first on Cascade Insights ..read more

Imagine you’re a leading provider of open-source solutions for IT teams getting ready to bring a new solution to market. What would you do to ensure its messaging will resonate with target personas? In this short video, we’ll explain how we conducted a series of In-Depth Interviews (IDIs) with key target personas, including CIOs, Directors ... Read more The post Case Study – New Solution Success: Using Message Testing to Ensure a Successful Launch appeared first on Cascade Insights ..read more

These are the top 5 reasons why we see SaaS customers churn – and what you can do to turn things around. The post SaaS Churn: 5 Reasons Why Your Customers Are Leaving appeared first on Cascade Insights ..read more

Closed deals bring celebration, but the real goldmine for growth lies hidden within lost deals. A SaaS win-loss analysis delves into those untold stories, uncovering valuable insights from lost opportunities. However, simply gathering data isn’t enough. What truly unlocks potential are the right questions. Asking the right questions will reveal: Where your offering resonates and where it falls short. How competitors are positioning themselves and winning deals. Unmet customer needs and hidden pain points. Opportunities to refine your marketing message and sales approach. By asking the right ..read more

What would you do if you were about to launch a new solution targeted toward IT professionals, but you knew from past messaging efforts that this would be a problematic persona to connect with? In this short video, we’ll discuss how a message testing effort helped to illuminate what messages would resonate the most, what messaging repelled this key audience, and how to back up a messaging effort with substantiated claims. Ultimately, our client was able to use the insights we developed to develop a messaging framework that deeply resonated with IT pros. Video Transcript The Problem What would ..read more

Churn research holds exceptional importance for SaaS companies – more so than for many other organizations. One of the primary drivers for this is the high customer acquisition cost (CAC) compared to other industries. In fact, it costs SaaS companies upwards of five times the cost to acquire a new customer vs. retaining the existing one. Additionally, many SaaS companies also adopt a “land and expand” strategy, where they initially secure customers with a small purchase and then encourage them to progressively increase their commitment by expanding their usage of the product. When SaaS custome ..read more

Imagine if your team had identified over ten different personas who played a role in the buyer’s journey. How would you know which ones to focus on first, second, and third in your marketing and sales efforts? In this short video, we’ll show how we conducted In-Depth Interviews to identify the most relevant persona types our client should target and those they should deprioritize. Overall, our research efforts empowered our client to make strategic decisions regarding where to focus their marketing, sales, and product efforts for maximum ROI. Video Transcript The Business Problem What would y ..read more

As a B2B marketer, you understand the significance a comprehensive go-to-market (GTM) strategy plays in the successful launch of any new SaaS solution. This strategy should incorporate essential elements such as detailed buyer personas, a well-defined pricing model, compelling messaging, and more. Yet, the crucial component that often gets overlooked is research. Go-to-market research isn’t just another aspect of a GTM strategy; it serves as the bedrock that shapes all the strategic decisions a SaaS company makes when introducing its solution to the market. Effective research involves addressi ..read more