The B2B Insights Podcast helps marketing and insights professionals navigate the rapidly-changing world of b2b markets and develop the strategies that will propel their brand to the top.
Discover exciting new trends and opportunities, and explore the pressing challenges facing b2b businesses today.
Each episode will arm listeners with valuable insights and tactical takeaways on topics such as customer experience, branding, communications effectiveness, product development, go-to-market strategies and much more.
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#71: Client Spotlight - The Value of B2B CX Research
In this episode of the B2B Insights Podcast, Louise Walton-Coy, Research Director at B2B International, speaks with Ryan Davies, Senior Business Transformation Manager for Customer Experience at Rotork, about the evolving role of customer experience, the growing importance of Voice of the Customer programs and how CX research can help organizations make more informed decisions.
With nearly two decades of experience across customer experience, Ryan shares his perspective on how CX has evolved from a traditional customer service function into a strategic discipline that spans every customer touchpoint. He also discusses how Rotork uses customer insight to identify improvement opportunities, prioritize action and strengthen customer relationships.
Through a combination of transactional and relationship-focused research, Rotork has developed a robust Voice of the Customer program that helps the organization better understand customer needs, benchmark performance and drive meaningful business change.
Hear Louise and Ryan discuss the challenges and opportunities facing CX teams today, the importance of turning insight into action and why customer research remains a critical component of any customer-centric strategy.
Key discussion points:
How customer experience has evolved beyond traditional customer service functions
The key differences between B2B and B2C customer experience strategies
Why Voice of the Customer research is essential for identifying priorities and driving change
The value of benchmarking CX performance against competitors and broader industry standards
Looking beyond metrics to understand the reasons behind customer sentiment
How Rotork uses CX research to improve customer satisfaction and support business transformation initiatives
The importance of storytelling when presenting customer insight to stakeholders
Why AI should enhance, rather than replace, the human side of customer experience
13 Aug 2026
#70: How Market Research Accelerates Healthcare Innovation
In this episode of the B2B Insights Podcast, Beata Miklosz and Niklas Heitland from B2B International speak with Dr Christine Wübben, Postdoctoral Researcher at the University Hospital Bonn, and Sandra Lewash, PhD Researcher at the University Hospital Bonn, about the role market research can play in transforming scientific discoveries into commercially viable healthcare innovations.
The discussion focuses on COLDEX, an innovative antiviral nasal spray project developed within the ImmunoSensation Cluster of Excellence. Having demonstrated the scientific feasibility of their technology, the team partnered with B2B International to better understand market needs, validate key assumptions and identify the most promising routes to commercialization.
Through a program of market research involving healthcare professionals, patients and other stakeholders, the team gained valuable insights into target audiences, market opportunities, adoption barriers and strategic priorities for future development.
Hear Beata, Niklas, Christine and Sandra discuss how market research helped shape the project's direction, reduce risk and strengthen confidence in key innovation decisions.
Key discussion points:
How COLDEX evolved from fundamental immunology research into a real-world healthcare innovation
Why scientific evidence alone is not enough for successful market entry
The importance of validating assumptions before making major development and investment decisions
How market research helps innovators understand user needs, commercial potential and regulatory considerations
Lessons learned from engaging healthcare professionals, patients and other key stakeholders
Why prevention-focused innovations can present unique market adoption challenges
The value of introducing market research earlier in the innovation process
Advice for researchers and innovators looking to bridge the gap between scientific discovery and commercial success
31 Mar 2026
#69: How Brand Research Drives Smarter B2B Acquisitions with Trevor Glue, Marketing Director at Ricardo
In this episode of the B2B Insights Podcast, Senior Client Partnerships Director Simi Dhawan speaks with Trevor Glue, Marketing Director at Ricardo, about the challenges B2B organizations face during acquisitions - particularly around brand perception, integration, and ensuring teams are aligned.
Recently, Ricardo acquired E3 Modelling, and B2B International supported the organization through a program of brand equity research to understand market perceptions and guide strategic decisions.
After acquiring E3 Modelling, B2B International supported Ricardo, a global consultancy operating across transport, energy and climate sectors, through a program of brand equity research to understand market perceptions and guide strategic decisions.
Hear Simi and Trevor discuss the business challenges prompting the research, the most valuable insights gained, and how the findings helped guide strategic decisions at Ricardo.
Key discussion points:
Why unbiased external research is essential during acquisitions
Understanding and validating the brand equity of an acquired company
How research helps reduce post‑acquisition brand confusion
Bringing internal teams and acquired employees on the journey
Turning insight into strategic, operational and marketing decisions
Why objective research prevents costly long‑term mistakes
Lessons learned for organizations planning similar brand‑equity projects
Who has been a guest on B2B Insights Podcast
Names identified in recent episode analyses. Showing up to five guests.
Louise Coy
Kim Arend
Pete Mullarkey
Herminia Ibarra
Rita McGrath
Reach and audience
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Apple Podcasts (US)
4.6 / 5
5 ratings
Spotify
5.0 / 5
4 ratings
Podcast Authority Score: 43 / 100
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Quality
55
Social presence
0
YouTube
0
Engagement
76
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