Case Study: a leading cybersecurity company launches a new product with buyer persona research from Cascade Insights

How to Successfully Launch a New Product With Buyer Persona Research

The head of sales or marketing at a leading cybersecurity company was tasked with launching a new product to small businesses via a frictionless online sales process. To gain clarity on the best marketing and sales approaches for this digital channel, the company engaged Cascade Insights for buyer persona research.

Cascade Insights conducted in-depth interviews with the target personas, including CEOs, CTOs, and heads of IT at small businesses. This research provided a deep understanding of their pain points, buyer journey, and the messaging that would resonate. As a result, Cascade Insights enabled the client to build robust marketing and sales approaches that were perfectly aligned with their new online solution.