We are B2B research experts. That means we can help martech vendors better understand buyers’ needs, motivations, and pain points.
We are also strategists and consultants. That means we don’t just ‘dump’ research data on clients. We tell clients what the research means, and help them build strategy and implement change.
We work with a wide range of martech companies.
Our expertise includes
(but is not limited to):
We help martech companies to:
Segment their target audience (e.g., buyer personas)
02Optimize their brand, proposition, and messaging
03Develop a deeper understanding of the buying process and build maps of the decision-making unit
04Benchmark and monitor brand health and customer satisfaction (e.g., NPS)
05Develop and validate product/service concepts, including optimizing pricing and go-to-market strategy
06Develop content marketing reports
Over the last decade, the team behind Adience has helped several martech brands to better understand their target audience. This experience has allowed us to develop an approach to martech research that has three guiding principles.
Internal engagement is critical.
At the beginning of every engagement, we speak to internal stakeholders to learn more about their product and about their project objectives. Doing so helps us immerse ourselves in their business and ensures our recommendations are relevant. It also helps us to gain internal buy-in for our work, which means that internal stakeholders are more likely to accept our recommendations at the end of the process.
Find the ‘jobs-to-be-done.
When businesses launch a product or try to acquire customers, they often focus on the wrong thing. Specifically, they focus on who their existing customers are, and on which products those customers are currently buying. That means that they define the market too narrowly. The Jobs-to-be-Done framework forces you to change your mindset and think more broadly to unlock future opportunities. It suggests focusing on the ‘job’ that customers are hiring a product for. The critical thing is to define a ‘job’ by its outcomes, not its features.
Don’t just focus on HiPPos.
When companies purchase martech products, the purchasing process is often led by someone in the marketing department. But other individuals often have an influential role in the background. For example, the IT team may advise against a CRM if it isn’t seen as being ‘easy to integrate.’ Research projects should try to identify and engage those hidden influencers.