Stop Doing It All: Building Research That Moves B2B Businesses

Session Details: Most B2B financial research teams are stretched thin, reacting instead of driving change. This panel session reframes the work from “doing it all” to building an intentional insights engine that actually moves the business. Three senior B2B researchers share concrete approaches for delivering impact across strategy, product, process, and marketing while making smart tradeoffs between speed and certainty. The panel gets specific about where AI accelerates research and where deep context, judgment, and trust still matter most.

Attendees will walk away with practical patterns for choosing the right research path for the change they need to drive and for designing outputs that turn insight into action, not just another deck.

Panelists:
• Joe Agostinelli, Senior Director of Market Research, Morningstar
• Marissa Crooke, Senior Consultant of Research Insights, Lincoln Financial
• Christa Melotti, Lead Researcher in Financial Advisor Services, Vanguard