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Track 4 - Elevating Quality & Trust

What does success look like for B2B insights leaders in 2027?

What Does Success Look Like for B2B Insights Leaders in 2027?

Wednesday, September 16, 2026
4:20 PM - 4:50 PM CT
Location: Daniel Burnham
B2B corporate researchers are facing a huge shift in expectations for insights from their internal stakeholders, including the C-suite. AI is putting pressure on feasibility, budgets, and timing for B2B research initiatives. The role of a B2B insights leader is evolving, as more time is spent communicating the value of real B2B customer insights than ever before.

This session brings together B2B insights leaders and practitioners to share experiences and learnings about how to lead as a research expert in your organization under these new pressures. It will shed light on how B2B brands across industries are adapting to collect, implement, and safeguard B2B customer insights.