In this episode, host Nitin Kartik sits down with Maria Bersteneva, Senior Director of Product Marketing at Brandwatch, to unpack a real-world product marketing case study that every B2B marketer can learn from.

Maria shares how her team transformed an AI product launch that initially failed to convert data scientists into buyers, and how a strategic pivot in positioning and audience targeting turned the story around. Through her signature three-step research process, Maria walks us through how shifting focus from data scientists to loyalty marketers completely redefined success for her company.