From Guesswork to Growth: Marketing Research for B2B Leaders

Josh Libresco

Executive Vice President, The OSR Group

April 9, 2026 | 10–11 AM PT

In consumer markets, research is a given. Companies like Procter & Gamble and Clorox wouldn’t dream of launching a product without extensive testing and validation.

But in B2B industries — technology, financial services, associations, and professional services — research often feels more complex. The audiences are smaller. The sales cycles are longer. The stakes are higher.

Yet the most successful B2B organizations are not guessing. They are using research strategically — just in ways that differ from consumer brands.

In this session, Josh Libresco will share how modern B2B companies are leveraging marketing research to drive smarter decisions and sustainable growth.

In This Session, You’ll Learn:

• How marketing research differs in B2B vs. consumer markets

• New tools and methodologies being used by successful B2B firms
• How research informs product development and innovation
• Practical approaches to market segmentation
• How to measure customer satisfaction in meaningful ways
• When and how to test pricing and messaging

Josh will introduce key concepts and walk through real-world case studies so attendees can see how research translates into actionable business decisions.

Whether you’re launching a new offering, refining your positioning, or seeking clarity in a shifting market, this session will help you move from instinct-driven decisions to evidence-based strategy.

About the Speaker

Josh Libresco is Executive Vice President of The OSR Group, a global marketing and public opinion research firm conducting studies across more than 60 countries.

The OSR Group partners with organizations across industries to design and execute research initiatives, including focus groups, online interviews, telephone interviews, and customized research methodologies.

Josh brings more than 30 years of experience in marketing research, including leadership roles at Opinion Research Corporation and The Harris Poll. He is a graduate of Princeton University, where he studied at the Woodrow Wilson School of Public and International Affairs.

With decades of experience helping organizations translate research into strategic insight, Josh brings both analytical depth and practical perspective to today’s most pressing B2B challenges.