Industrial marketing learning center

A common marketing mistake is treating our subject matter interviews like a performance...as if we matter. But we don't. See why there's no room for vanity.

Subject matter interviews are the essential way to understand any B2B industrial audience. But they're only productive if you're prepared — and flexible, too.

How Eminem's famous lyrics help marketers understand why the pressure's on in subject matter interviews — and how building trust through empathy can relieve it.