The strategic value of research in B2B marketing - Rob Smith, Head of Corporate / Censuswide

This episode of Born to B2B features Rob Smith, Head of Corporate at Censuswide, a leading market research consultancy. Rob and Liam discuss the strategic role of research in B2B marketing, from shaping campaigns and creating compelling content to bridging the gap between marketing and sales.

They also explore cost-effective research strategies, common pitfalls to avoid and the emerging role of AI and synthetic audiences in understanding B2B buyers.