Episode 26: The Value of Market Research & Self-Reflection in B2B Marketing | Priscilla McKinney

In this episode of the Interesting B2B Marketers, Steve Goldhaber and Priscilla McKinney discuss the value of market research and self-reflection in marketing. Through a case study example about a large facility provider for focus groups, they bring to light how collaboration can help industries boost performance.

They then share their own experiences from their first jobs in marketing and how it has influenced their approach. They also talk about the use of market research as an insurance policy, the importance of using it to learn instead of just validating, reverse mentorship, and the need to prepare and respect audiences.

All these topics are vital for successful B2B marketing research. Lastly, they emphasize the need to constantly learn and network in order to stay ahead of trends.

Key learnings from this episode:

• Collaboration is a key factor in achieving success in the B2B market research space; it allows teams to create and refine buyer personas, as well as re-purpose existing content for better targeting of audiences.
• Market research should be used to learn instead of just validating preconceived notions; by understanding who dislikes or rejects a product, companies can be better prepared for disruption.
• Self-reflection is necessary to avoid making mistakes and recognizing failure; relying too heavily on talent should be avoided and hierarchal barriers should be broken down in professional relationships.
• Constantly learning and networking are essential to staying ahead of trends; staying updated on the latest industry developments and maintaining a strong professional network are both important for success.
• Respect and preparation for audiences should always be taken into consideration when developing marketing strategies. Understanding consumer behaviors, preferences, and values helps ensure that content is targeted accurately and effectively.

Connect with Priscilla McKinney and Steve Goldhaber on LinkedIn.