Given the scarcity of data in B2B markets, how can companies rely on research to inform their product marketing activities?

Companies should invest in ways of conducting qualitative and quantitative research regularly, gathering their own meaningful data from customers and prospects. Whether that's with internal tooling that enables sales call listening, customer surveys, customer interviews, and internal data analysis, or it's working with external agencies - there is always a path for companies of any size to gather data to inform their product marketing strategy.

Foundational research is critical (segmentation / ICP, personas, journeys) and individuals can be found for primary research on just about any topic. With AI and secondary research, this kind of research can now be done at about 1/2 the cost and time of traditional approaches.

Once the foundations are in place, a modern research agency should be able to use AI grounded in that primary research to perform all kinds of follow-on research (like message testing), in days not weeks or months.