Market research in B2B and understanding the subtle insights that shape buyers’ decisions

In this episode of the Value-Driven Marketing Podcast, I sit down with Angela Troccoli, global marketing executive and author of the upcoming book Signals, to unpack one of the biggest challenges marketing leaders face today: loss of focus.Angela shares why many teams fall into the trap of constant activity without clear direction, and how that erodes credibility across the organization. From misalignment with leadership to disconnected sales and marketing narratives, this conversation explores what’s really holding marketing back.You’ll learn:Why “doing more” often leads to worse resultsHow to rebuild credibility with leadership and salesWhen and how to take a strategic pauseWhat a strong marketing foundation actually looks likeHow to balance customer value with business outcomesIf you’ve ever felt stuck in execution mode, overwhelmed by requests, or unsure how to connect marketing to real business impact, this episode is for you.

Pricing is more than the price tag: it’s the one tactic companies have at hand that can have a direct impact on the bottom line.And price signals to your customers how your brand is positioned, and how you value your product or service.In this episode of the Value-Driven Marketing Podcast, I’m speaking with Caroline Cookson, founder of Cookson Partners and pricing strategist, about how companies can approach pricing more strategically.During the conversation, they discuss:Signs that it may be time to review your pricingHow to think about customer value when setting pricesPractical approaches for testing and adjusting pricing in B2B contextsHow to communicate price increases clearly and transparentlyThe role marketing teams can play in shaping pricing strategy

Why do some products immediately make sense to customers, while others struggle to land?Often, the problem isn’t the product, but the story customers already live in.In this episode of the Value-Driven Marketing Podcast, I speak with Aurelia from Innate Motion about how market research helps businesses uncover the deeper drivers behind decisions: hidden fears, motivations, identity, and the internal dynamics shaping B2B choices.When companies understand these insights, they can frame their products and services in a way that truly resonates in their audience’s mind.We also discuss:• Why market research is really empathy at work• The difference between data and meaningful insight• How to start doing research without big budgets• The most common mistakes businesses make when trying to understand customers• How AI is changing research, and where human insight still mattersIf you’ve ever wondered why a great product doesn’t always connect with the market, this episode will change how you think about customer insight.

Expanding into the US can open the door to endless opportunities, but success requires the right mix of research, patience, and cultural understanding.In this episode of the Value-driven Marketing Podcast, host Elena Iordache-Stoica talks with Ted Kohnen, CEO and Co-founder of Park & Battery, a globally awarded B2B marketing agency helping brands turn intelligence into impact.Ted shares insights from decades of experience working with global brands like Meta, Universal Music, and Thermo Fisher Scientific, revealing what truly drives growth in the US market.What you’ll learn in this episode:How communication and decision-making differ across US regionsWhy patience and trust are essential when working with US companiesHow to research effectively before entering the marketThe role of compliance, risk mitigation, and cultural nuanceChannels and messaging strategies that resonate with American audiencesWhether you’re expanding your footprint or just exploring opportunities in the States, this episode is filled with practical guidance and real-world examples.

Elena sits down with Rodger Jones and Bryan Forbes from Bader Rutter, North America's #1 B2B agency, to unpack what it really takes to succeed in the United States.Discover why direct, action-oriented communication is the norm, how silence in business conversations can be a double-edged sword, and why you need to think of the US as 50 different countries, not one monolithic market.You'll learn about the key success factors for US market entry: fully committing to your brand story, adapting your positioning for American audiences, testing before scaling, and focusing on outcome-based communications that answer "what's in it for me?"From SAP's strategic partnerships to Tesco's billion-dollar misstep, Rodger and Bryan share real-world examples of what works and what doesn't. They also provide practical advice on research sources, regional nuances, localization strategies, and why having a US presence builds credibility that opens doors.Whether you're in tech, services, or B2B, this conversation offers actionable insights on cultural differences, decision-making styles, business etiquette, and the marketing assets you need to succeed.

The UK is a unique market in many respects: it is attractive in its own right, has a tradition of international trade, and can serve as a springboard to other markets.But it’s also very competitive. To understand the inner workings of this market, how decisions in B2B are made, and how to navigate the specific British communication style and sometimes the humor, I’ve had the pleasure of speaking with Richard Parsons, Managing Director at True, BBN London.With over 30 years of experience across blue-chip and startup brands, Richard shares what it really takes for international companies — including Romanian tech firms — to win in the UK market.Discover:The nuances of British communication and business etiquetteWhy context and politeness matter in meetingsHow decisions are made (and who really makes them)The importance of brand familiarity and trustHow to enter a mature market strategicallyWhy “just do it” is Richard’s advice for those ready to expand🔗 Connect with Richard: trueagency.com

The United States is one of the most dynamic, diverse, and opportunity-rich markets in the world, but also one of the most complex to navigate.In this episode of the Value-driven Marketing Podcast, Elena talks with Chris Eifert, Managing Director, US, at Luxid Group, a global B2B marketing agency that helps brands connect creativity, data, and technology to drive growth.With over three decades of marketing and leadership experience, Chris shares practical insights on culture, communication, and the real investment required to build trust and win clients in America.What you’ll learn in this episode:How Americans communicate and make business decisions.Why local presence and distribution matter for credibility.The role of emotional connection and storytelling in B2B marketing.Practical advice on adapting your messaging and positioning for the US.If you would like to connect with Chris, you can find him on LinkedIn.Discover these articles Chris wrote on market expansion:Balancing messaging consistency and local relevanceCreative that can go the distanceTeam structures that work well for global marketing

Looking at expanding into Norway? Wondering how to build trust and succeed in one of Europe’s most digital-savvy markets?In this episode of the Value-driven Marketing Podcast, Elena Iordache-Stoica speaks with Andreas Thue, Founder and Creative Director of Iteo, Norway’s top B2B marketing agency. With 25 years of experience and clients like IBM, Dell, Salesforce, and Emirates, Andreas explains how to navigate Norwegian business culture and earn credibility.What you’ll learn in this episode:Why Norwegian culture values consensus, openness, and directness.How compliance, sustainability, and GDPR shape decision-making.The role of local presence, references, and trust in winning deals.What deal-breakers to avoid (hint: aggressive sales won’t work here).Why quality and reliability trump “cheap” market entry strategies.We also discuss how companies like Tesla built strong local presence and became trusted brands in Norway.If your company is considering market expansion into Norway, this conversation will help you get started on the right foot.

Thinking about expanding into Germany? Before you make your move, you need to understand the culture, mindset, and business expectations that shape success in this market.Elena is joined by Dennis Güth, Chief Growth Officer at wob, one of the leading B2B agencies in the DACH region. They delve into the cultural nuances, decision-making processes, and the importance of trust and localization. Dennis shares valuable insights on how businesses can successfully penetrate the German market by focusing on substance first and building long-term relationships. Tune in to learn about the strategies that can make or break a deal in Germany and how to navigate this unique business landscape.What you’ll learn in this episode:Key cultural aspects of doing business in Germany.Why trust, precision, and reliability matter more than flashy pitches.How to avoid common deal breakers when approaching German enterprises.The importance of localization, from websites to pitch decks.Practical steps for building credibility and securing long-term partnerships.If your company is considering expansion into Germany, this conversation is packed with practical insights you don’t want to miss.

Social selling is a term that is being thrown around a lot these days, but for most companies, it means sending automated connection requests over LinkedIn followed by “me, me” messages.  My guest Claudiu Jojatu, CEO and co-founder of Milk & Cookies Studio has a different take on what social selling done right looks like. For Claudiu, social selling with zero BS means doing high-quality networking and getting involved in building long-term relationships. Is social selling effective? Well, Claudiu and his team managed to generate over 1 million EUR in pipeline for one of their tech clients in a little over 9 months.  If you’d like to learn more about how Milk & Cookies Studio approaches social selling, hit play. If you’d like to connect with Claudiu, find him on LinkedIn and on milkandcookies.studio Bonus:  Download for free this 30+ pages #NoBS social selling guide.