How well do you know your market? What’s changing, and what keeps your customers and prospects up at night? Is your messaging built around what they actually care about, or what you think they care about? Great messaging starts with great research. But it often gets pushed aside because of limited time, budget, or access to the right people. Using a real-world case study, Jessica will show you how to get smarter about your market, talk to the right people, challenge what you think you know, and build the right messaging for your audience. Key Takeaways: - Learn how to champion market research in your organization - Gain access to customers, even when you don’t own the relationship - Leverage AI to conduct market research in half the time - Walk away with a ready-to-use framework that makes your research engaging and valuable