Using Market Research to Build a Differentiated GenAI Story

To attract their share of attention, every smart marketer should try to leverage what’s hot in the market. But thoughtful strategic teams understand that, beyond trend-chasing messaging, there’s serious work to be done to properly assess and refine solution positioning. So as buyers do more and more research on their own (and their attention gets harder to earn), most GTM teams need to seek better input. They know they need better ways to ensure that what they say and what they intend to do will align more proactively and productively with what their target accounts are really looking for, both from a content perspective and with respect to the solutions they’re bringing to the market. That’s exactly what we’ll be discussing in this episode of our Analyst Insights for GTM Actions webinar series. Join Enterprise Strategy Group Principal Analyst Mike Leone as he shares revealing recent research about buyers and the state of their GenAI thinking. As always, the purpose of the session is to clarify what GTM teams should be doing! So, we’ll cover both how product teams should be thinking about this fast-moving space and how marketers can leverage the data to better engage buyers on what they truly care about right now. Beyond the buzz, our aim is to give you a significantly clearer blueprint for capitalizing on this hot topic that’s sure to become even hotter moving forward.