151 - B2B Research Reinvented: Matt Powell Talks Trust and Tech | Greenbook Podcast

In this Greenbook Podcast episode, Lenny Murphy interviews Matthew Powell, Managing Director of North America for B2B International, about the evolution and future of B2B research. Powell shares his career journey, starting from the phone unit to his current leadership role, and discusses the impact of Dentsu's acquisition on B2B International. The conversation explores the increasing importance of trust and emotional factors in B2B decision-making, the challenges of data quality in the age of AI, and the shift towards more agile and iterative research approaches. They also discuss the cultural elements that contribute to employee retention and the skills needed to succeed in the evolving research landscape. Powell expresses excitement about the integration of B2B International with Merkle and Dentsu B2B, which allows for a more holistic and impactful approach to research.

Outlines

Part 1: Introduction and B2B Foundations

Part 2: Data Quality and Engagement

Part 3: Innovation and the Future of Research

Part 4: Leadership, Challenges, and Skills

Part 5: Future Outlook and Concerns

Part 6: Closing

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151 - B2B Research Reinvented: Matt Powell Talks Trust and Tech

Greenbook Podcast

Part 1: Introduction and B2B Foundations

Introduction to Matthew Powell and His Journey in B2B Research

The Human Element in B2B Decision-Making

The Paramount Importance of Trust in B2B Relationships

Part 2: Data Quality and Engagement

Trust, Data Quality, and the Role of Human Oversight

Ensuring Data Quality and Partner Selection in B2B Research

Evolution of Engagement Mechanisms in B2B Research

Part 3: Innovation and the Future of Research

Experimentation and Innovation in B2B Research

The Future of B2B Research: AI, Synthetic Data, and Chatbots

The Enduring Need for Research and the Evolving Definition of "Best"

Client Expectations and the Rise of Agile Research

The Missing Human Element in AI and the Importance of Emotional Understanding

Synthesizing First-Party Data and Enriching Insights

The Evolution of Personalized Advertising and the Role of AI

Part 4: Leadership, Challenges, and Skills

Managing Change and Leaning into Disruption

Challenges in a Project-Based Industry and the Importance of Trust

Technology as a Benefit and the Importance of Critical Thinking

Building a Culture of Retention and Empowerment

Key Skills for Success in the Future

Part 5: Future Outlook and Concerns

Excitement for the Future and the Dentsu B2B Powerhouse

Concerns About the Impact of AI on the Agency Model

The Intuitive Human Element and the Role of AI Collaborators

Part 6: Closing

Closing Remarks and Contact Information

151 - B2B Research Reinvented: Matt Powell Talks Trust and Tech

Greenbook Podcast

Part 1: Introduction and B2B Foundations

00:09Introduction to Matthew Powell and His Journey in B2B Research

Introduction to Matthew Powell and His Journey in B2B Research

03:01The Human Element in B2B Decision-Making

The Human Element in B2B Decision-Making

04:58The Paramount Importance of Trust in B2B Relationships

The Paramount Importance of Trust in B2B Relationships

Part 2: Data Quality and Engagement

07:21Trust, Data Quality, and the Role of Human Oversight

Trust, Data Quality, and the Role of Human Oversight

09:19Ensuring Data Quality and Partner Selection in B2B Research

Ensuring Data Quality and Partner Selection in B2B Research

11:12Evolution of Engagement Mechanisms in B2B Research

Evolution of Engagement Mechanisms in B2B Research

Part 3: Innovation and the Future of Research

13:51Experimentation and Innovation in B2B Research

Experimentation and Innovation in B2B Research

16:30The Future of B2B Research: AI, Synthetic Data, and Chatbots

The Future of B2B Research: AI, Synthetic Data, and Chatbots

18:16The Enduring Need for Research and the Evolving Definition of "Best"

The Enduring Need for Research and the Evolving Definition of "Best"

20:34Client Expectations and the Rise of Agile Research

Client Expectations and the Rise of Agile Research

23:34The Missing Human Element in AI and the Importance of Emotional Understanding

The Missing Human Element in AI and the Importance of Emotional Understanding

25:56Synthesizing First-Party Data and Enriching Insights

Synthesizing First-Party Data and Enriching Insights

27:33The Evolution of Personalized Advertising and the Role of AI

The Evolution of Personalized Advertising and the Role of AI

Part 4: Leadership, Challenges, and Skills

29:23Managing Change and Leaning into Disruption

Managing Change and Leaning into Disruption

31:00Challenges in a Project-Based Industry and the Importance of Trust

Challenges in a Project-Based Industry and the Importance of Trust

33:14Technology as a Benefit and the Importance of Critical Thinking

Technology as a Benefit and the Importance of Critical Thinking

36:34Building a Culture of Retention and Empowerment

Building a Culture of Retention and Empowerment

38:43Key Skills for Success in the Future

Key Skills for Success in the Future

Part 5: Future Outlook and Concerns

40:01Excitement for the Future and the Dentsu B2B Powerhouse

Excitement for the Future and the Dentsu B2B Powerhouse

42:04Concerns About the Impact of AI on the Agency Model

Concerns About the Impact of AI on the Agency Model

44:18The Intuitive Human Element and the Role of AI Collaborators

The Intuitive Human Element and the Role of AI Collaborators

Part 6: Closing

45:54Closing Remarks and Contact Information

Closing Remarks and Contact Information