Becky Lawlor And Darren Discuss How Original Research Builds B2B Trust In An AI Era

Becky Lawlor, founder of Redpoint Insights, joins Darren to discuss how B2B technology companies can use original research to build authority, earn buyer trust, and generate pipeline. With over 15 years of experience in B2B tech marketing, Becky shares how she has partnered with brands like JumpCloud, CallRail, and Neo4j to transform first-party data into highly effective credibility assets. Her research programmes have successfully doubled thought-leadership engagement, influenced nearly seven figures in opportunity ARR, and generated two to three times stronger lead performance.

They explore why original research is becoming the number one trust signal in the B2B sector today. As AI and LLM-powered evaluation change how buyers research vendors, the conversation highlights how brands can stand out by providing credible insights and strong points of view rather than relying on generic AI-generated content. Becky explains why "good content" is no longer enough and how robust research gives buyers the hard proof they need to circulate internally among complex buying committees.

Finally, Becky unpacks her framework for turning survey data into authority-building stories. She outlines the four signals that actually build authority, details why most thought leadership fails to survive internal scrutiny, and reveals how content truly converts in the middle of the buying journey rather than at the final demo.

Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190

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For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/

Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.