The strategic value of research in B2B marketing

Rob Smith : Head of Corporate at 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.

Synopsis

A new episode of the Born to B2B podcast is here. This time, Liam sits down with Rob Smith, Head of Corporate at Censuswide, a leading market research consultancy.

Rob shares his expertise on the strategic role of research in B2B marketing, explaining how insights can shape campaigns, inform content and drive real impact. They also explore practical tips for maximising research on a budget, bridging the gap between marketing and sales teams and avoiding common pitfalls that can undermine results.

The conversation also looks ahead to the role of AI and synthetic audiences, and what this means for understanding complex B2B buyers. Packed with actionable insights, this episode is a must-listen for marketers looking to make smarter, research-driven decisions.

Tune in now and discover how research can be your secret weapon in B2B marketing.

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Episode #10 - Writing copy that connects

15/1/2025 - 40:00

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Paul Smith : Director - The Amber Group

This episode of Born to B2B is a copywriting masterclass led by Paul Smith, an NCTJ-qualified UK journalist, former PR consultant and Director of the communications training company, The Amber Group. Him and Liam discuss what makes brilliant B2B copy, how AI is changing the copywriting game and actionable strategies for impactful persuasive writing.

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Episode 11 - The strategic value of research in B2B marketing

23/9/2025 - 45:00