B2B customer interviews are a great way to inform product development and marketing. In this post we’ll review when interviews are the right research methodology (as opposed to other options), what you’ll need to get started to be successful along the way, and the main questions you’ll want to use.
When it’s time to decide what marketing to do, understanding the difference between owned, earned and paid channels is extremely valuable. Knowing how each impacts business performance and metrics is a necessary step to isolating the best tactics for your business.
Account Based Marketing (ABM) is a way of using hyper-tailored content pushed to extremely targeted prospects for the goals of driving awareness and interest in your business, and ultimately converting new customers. Check out when ABM is right for your team and the high-level steps necessary to make it a home run for your organization.
Do you know what business metrics will show you how viable your business is, how effectively your spending your marketing budget, and how likely it is that others will invest in you? This presentation will outline four key business metrics, how to measure them, and how to understand what they are all about.
One of the fundamental metrics startups and young businesses need to get a handle on early is their customer acquisition cost (CAC). Knowing how much you’re spending on acquisition is the first step to learning how well your budget is working for you…and how much effort you have to put in to make it more efficient. We’ll take you through different ways of measuring CAC and tactical approaches you can take right now to drive that number down.
Most startups are short on marketing funds, which is where content marketing comes in. Learn how to leverage data-rich long-form content to fuel your suite of marketing activities that will nurture and engage prospective customers.
Building a brand, a well-loved product or service that is highly differentiated and respected by customers, is no easy feat. To arrive at what it means to be a “brand” requires upfront research and strategy work. This post takes you through the brand development framework, a systemic process that will confidently lead you down the brand definition path.
As powerful as A/B testing is to optimize on-site behaviors, sometimes it just isn’t enough. As this short Pecha Kucha-style presentation shows, sometimes you need just a little customer research to help you hit your growth goals.