10/08/2026
Most marketing problems aren’t content problems. They’re research problems.
One thing I payed more attention to in AI marketing is what happens before the content is created.
It’s easy to open Canva and ask:
“What should we post today?”
But that’s often the wrong question.
The better question is:
“What does our customer actually need help with?”
Before creating content, I want to understand:
What problem are they trying to solve?
What are they struggling with?
What outcome do they want?
What objections might stop them from buying?
What questions are they already asking?
What would make them start looking for a solution?
That’s the value of B2B customer research.
It gives you the raw material for better marketing.
The process looks something like this:
Customer research → insights → messaging → content → conversion.
And this is where AI becomes useful.
AI can help organize research, group similar pain points, identify patterns, generate research questions, and turn messy information into useful themes.
But there’s an important distinction:
AI can help process the information.
It shouldn’t decide what the information means for the business.
That still requires a marketer who understands the customer, the market, and the company’s goals.
For B2B SaaS companies, this matters because producing more content doesn’t automatically create more demand.
If you don’t understand the customer, you can end up creating polished content that nobody cares about.
Better research gives you a better chance of creating content that feels relevant, useful, and worth paying attention to.
So before asking, “What should we post?”
Ask:
“What do we know about the people we’re htrying to reach?”
As a marketer which customer insight do you think marketers overlook most: pain points, objections, goals, or buying triggers?
