The Art of B2B Market Research: Understand Your Audience Better–and Faster—in 2024. 

B2B market research is essential for understanding your target audiences—but how do you know if you’re doing it right? Iron Horse Vice President of Growth Strategy, Barbie Mattie, and Director of Growth Marketing, Ellen Smoley, discuss effective ways to collect market intelligence, so you can engage your customers smarter and faster.

Originally aired on March 19th, 2024.

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Key takeaways.


Ask foundational survey questions.

Your questions should focus on key areas crucial for understanding your target audiences’ needs, preferences, and decision-making process.


Leverage your data to create compelling content.

By aligning your content strategy with audience expectations and preferences, you can create content that captures attention and drives engagement.


Structure your surveys to maximize objectivity.

Avoid using ambiguous or leading questions. Craft clear, specific questions that are easily understood by respondents to avoid biased answers.