From Epic B2B Wins to Cringeworthy Fuckups: The Truth About Market Research in B2B

In this presentation, we will dive deep into the transformative power of market research and customer insights in driving B2B success. Drawing from 15 years of real-world experience, we’ll share unfiltered stories of how effective research unlocked multi-million-dollar deals, enabled the successful launch of new products and services, and provided businesses with the competitive edge they needed to thrive.

But it’s not all wins - this is also a candid exploration of the lessons we’ve learned the hard way. From overblown budgets that spiralled out of control to exhausting overnight marathons to deliver projects, we’ll reveal the very human side of market research: the missteps, failures, and critical learnings that followed.

At its core, this session is a testament to the strategic importance of doing research right. You’ll walk away understanding how that final 20 % of insights can make or break your strategy, why investing in customer intelligence is not optional, and how to leverage it to outpace competitors and win in today’s high-stakes B2B landscape.

Whether you’re leading a sales team, developing new solutions, or rethinking your go-to-market approach, this presentation will arm you with inspiration, actionable insights, and perhaps a few laughs along the way.