Marketing Research

Agentic AI and B2B search behavior: are you ready for the shock?

You've probably already asked a generative AI to write an email, summarize an article, or generate a B2B marketing idea. But now imagine an AI that does more than just respond. An AI that acts on your behalf. That's agentic AI. And it's about to…. Read More

Published by : Claude Malaison, on June 25th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Customer Experience (Cx), Intelligence artificielle, Marketing B2B, Marketing Research, Martech

B2B focus group: when AI joins the table (and doesn’t even drink coffee)

How many artificial intelligences does it take to run a B2B focus group? Just one! It creates the group. Then it plays the participants and finally moderates the discussions. And it does so without ever asking for a coffee break. Or blueberry muffins. Joking aside,…. Read More

Published by : Lynda St-Arneault, on June 16th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Marketing Research

Synthetic populations: when AI redefines B2B marketing research

What if your customers could speak… even before they existed? What was once the stuff of science fiction is now one of the most innovative marketing tools available. Thanks to synthetic populations, it is now possible to simulate conversations, test messages, and gather feedback even…. Read More

Published by : Lynda St-Arneault, on June 9th, 2025.

Categories : B2B Marketing, Data marketing, Intent Marketing, Marketing Research

Google SGE and B2B marketing: how to be the “Lisan Al-Gaib”

Yes, I know, the "meme" below will go out of fashion in no time. But we can't pass up the opportunity to use it for educational purposes! So, have you heard of Google SGE (Search Generative Experience)? At the time I write these lines, maybe…. Read More

Published by : Vincent Cloutier-Naud, on March 19th, 2024.

Categories : Customer Experience (Cx), Marketing Research, SEO

B2B content marketing: a look at usage and… AI!

I recently published on LinkedIn, part of the results of CMI's annual content marketing study, "B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024". This publication focused on LinkedIn's dominance as the social network of choice for the vast majority of those who publish…. Read More

Published by : Claude Malaison, on January 23rd, 2024.

Categories : Artificial Intelligence, B2B Marketing, Blogging, Content Marketing, Marketing Research, Social Networks

Marketing and sales alignment : see how AI can strengthen it to optimise your customer journey

Digital transformation has been shaking up traditional B2B marketing methods for several years now. But with the arrival of AI and language models such as ChatGPT, we're seeing these changes accelerate. But also the possibility of better alignment between marketing and sales. One of the…. Read More

Published by : Lynda St-Arneault, on October 17th, 2023.

Categories : Alignement ventes marketing, Artificial Intelligence, Digital marketing, Marketing Research, Marketing Strategy, Sales-Marketing Alignment, Stratégies-marketing, Transformation marketing

Marketing research: where and how should you integrate it?

Artificial intelligence (AI) has been the talk of the town in recent weeks. Revolution in the making, Egyptian plague, blessing, coming plague… I'll stop here! Good old-fashioned marketing research still exists, and here are some pointers to where and how you should be integrating it…. Read More

Published by : Vincent Cloutier-Naud, on May 29th, 2023.

Categories : Marketing Research

Successfully launching a product in a B2B context

The launch of new products and services is essential in the life of a company, we all know that! What we know less about however, is how to make it a success. The product launch is a subject that fascinates me most in my practice. It is…. Read More

Published by : Lynda St-Arneault, on February 1st, 2022.

Categories : Lancement de produit, Marketing Research, Product Launch

4 points to make a great Focus Group

The focus group is often used in marketing research, in a B2B or B2C context. This exercise is part of a process of qualitative research, for which the success depends on good preparation and rigorous procedures. Here are some points to remember about focus groups.…. Read More

Published by : Collaboration, on December 16th, 2021.

Categories : Market Research, Marketing Research

The 3 growing tactics and challenges of B2B martech specialists

According to a recent study conducted by the agency 93x with the FINITE community, techno marketers (martech) believe that the channels that have grown in importance during COVID-19 are webinars, SEO and emails. Not surprising, you might say? Indeed, at least with regards to webinars and…. Read More

Published by : Claude Malaison, on February 18th, 2021.

Categories : Études, Marketing de contenu, Marketing Research, Martech