Industrial marketing learning center

When interviewers test assumptions or present hypotheticals to experts, they become a powerful surrogate for potential customers hungry to learn.

Knowing all that rides on a subject matter interview, it's common for marketers to suffer paralysis by analysis. But it doesn't need to be so stressful. Read our top prep tips.

A common marketing mistake is treating our subject matter interviews like a performance...as if we matter. But we don't. See why there's no room for vanity.

Subject matter interviews are the essential way to understand any B2B industrial audience. But they're only productive if you're prepared — and flexible, too.

How Eminem's famous lyrics help marketers understand why the pressure's on in subject matter interviews — and how building trust through empathy can relieve it.