Active Blogs is now Proven Content!
 800-720-5398 Email Proven Content
Email Proven Content

What Is Research Marketing, and How Do You Master It?

Joseph Kim
Chief Marketing Officer for ProofPilot

Don’t fall in love with your service, or your product, or what it can do. You need to really fall in love with the customer’s problem.

Episode Summary

Joseph Kim — Chief Marketing Officer for ProofPilot — joins Connor to discuss his work with health and wellness influencers, the difference between market research and research marketing, and how to use product research as your sales channel. Learn how marketers can break through customer mistrust to help them solve their problems.

Key Takeaways

  • You do market research to understand the market, but in research marketing, you use research as your marketing channel.
  • Two things are true of consumers today: They’re more self-educated on your solutions than ever before, and they’re much more distrustful.
  • In both B2B and B2C contexts, you can use your product research as your sales channel. People would often rather pay for your product and take part in the research for it than simply pay for the product without participating.

Hope you enjoyed this episode of B2B Mentors! Make sure to subscribe on your favorite podcast platform. Leave us a 5-star review, so your friends and colleagues can find us too. B2B Mentors is brought to you by Head over to our Content Trifecta page to schedule a chat with Connor about custom marketing content solutions for your company and the Content Trifecta effect!

Watch the full interview below:

About Joseph:

Joseph Kim is the Chief Marketing Officer of ProofPilot. He brings over 23 years of pharmaceutical research expertise to ProofPilot, most recently in a senior leadership role as Senior Advisor in Eli Lilly and Company’s Digital Health Office. He was recognized as one of the Top 100 Individuals on the 2015 Medicine Maker Power List and 20 Innovators Changing the Face of the Clinical Trials Industry by CenterWatch. He holds a B.S. in molecular biology from Lehigh University and an M.B.A. from Villanova.

Follow Joseph on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

  • , , at