In this episode, John Brezinsky, B2B marketing leader with experience at Babbel, Pearson, and Conductor, reveals how smart market research can transform your entire go-to-market strategy.

John breaks down when research is actually worth the investment, how to structure studies that deliver actionable insights, and why most teams are sitting on goldmines of untapped market intelligence.

If you're a marketing leader struggling with pipeline changes, competitive shifts, or just want to get closer to your customers, this conversation is loaded with practical frameworks you can implement immediately.

You'll learn:

→ The exact warning signs that signal it's time for market research

→ How to interview lost prospects without trying to revive deals

→ Why qualitative beats quantitative (and when to flip that script)

→ Smart ways to use AI for data analysis without losing human insight

→ A simple alignment framework to get stakeholder buy-in and budget

→ Creative interview techniques that reveal hidden persona psychology

→ Why your sales team is your best (and most underused) research asset