In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research.

The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen.

Key Discussion Points:

• Matt Powell’s 20-year career journey at B2B International and lessons from the phone room
• How emotion and trust are now leading drivers in B2B decision-making
• The role of AI, synthetic data, and rapid insights in modern B2B research
• Importance of data quality and human validation in high-stakes B2B studies
• Dentsu B2B’s integrated model: combining media, creative, CX, and insights

Resources & Links:

• B2B International
• Merkle (Dentsu)
• Greenbook GRIT Report

You can reach out to Matt Powell on LinkedIn.

Many thanks to Matt Powell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.