About this event
From performance branding to generative AI—there’s no shortage of new tools for B2C research to boost marketing ROI in tight-margin timelines. Yet B2B research methods lag behind. Brand leaders—both in house and agency side—are using ad-hoc methods and intuition more often than they would care to admit. It’s time to apply the same rigor and customization in your brand strategy to your B2B insights approach. Don’t settle for old school techniques like retrofitting B2C methodologies, or relying on sales as spies in the field.
For insights that drive big ideas, rewards, and the bottom line growth, agency partners and marketing leaders have to use the best tools available to differentiate and stay ahead of competition. Join GreenBook, Landor & Fitch, R/GA, and NewtonX for a candid conversation on how leading organizations uplevel their insights practices in the era of creative efficiency.
Key takeaways:
- For insights leaders and agencies: Learn best practices to build a responsive research stack that molds to tight timelines and drives campaign success—covering trending methodologies like Custom Recruiting
- For in-house brand and marketing leaders: Discover how to test your hypotheses, stop making intuition-based decisions, and tailor your budgets and processes to niche B2B audiences
- For all: Learn the framework for efficient B2B research partnerships—yielding higher win rates and marketing success
Hosted by
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Guest speaker
Christian Kugel SVP, Global Managing Director Applied Intelligence @ R/GAG
Christian is a senior research and insights leader with 25 years of experience across product, digital, brand & media functions. He’s responsible for shaping R/GA’s approach to insights and analytics and has a track record of designing global initiatives, using innovative methods to uncover human truths. Prior to joining R/GA, Christian was SVP of Strategic Insights & Analytics at NBCUniversal, where he built new research capabilities and elevated the organizations’ understanding of cross-platform viewing behaviors to measure the effectiveness of advanced video advertising. Before that, he held leadership positions at AOL/ Verizon Media, Publicis Groupe and Millward Brown. Christian is the recipient of several prestigious awards, including the IIR EXPLOR award for innovation in research and ESOMAR’s Best Paper at Congress.
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Guest speaker
Jackie Cutrone Head of Brand & Marketing @ NewtonXG
Jackie sits at the intersection of business, brand, content and technology. Her past experience includes partnering with Fortune 500 organizations to develop their brand strategy and governance. Previously she led the marketing and sales function at brand agency, Monigle, where she was responsible for helping brand leaders build smarter brand management using technology. She has also led client strategy at Interbrand, delivered ad campaigns at Havas and supported marketing at small startups. Jackie holds a M.S. in Strategic Communications from Columbia University, and a B.S. from Syracuse University’s Newhouse School of Public Communications. She currently teaches a graduate course on Content Strategy at Columbia University and Pratt Institute.
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Guest speaker
Maarten Lagae Executive Director of Insights & Analytics, Americas @ Landor & FitchG
Maarten has been with Landor & Fitch for more than 7 years and currently leads the company as the Executive Director of Insights & Analytics of the Americas. Maarten has had international experience of applying cutting-edge insights & analytics methodologies for the world’s biggest and most fascinating brands across FMCG/ CPG, tech media and financial services like working at YPulse as director of research services and prior to that at InSites consulting as senior research manager. Maarten holds a Master’s in Communication Sciences from Ghent University and a Master’s in Marketing Management from Vlerick Business School.
Greenbook
The Future of InsightsGreenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
