Your call recorder data, chats with sales, win/loss interviews, customer advisory boards: each one has a piece of the truth about why your product matters to your audience. On their own, they're fragments. Put together, they're the closest thing to a full picture of your buyer you'll get.

Join Brandon Riggs, Head of Product Marketing at GetWhys, and Joe Ariganello VP of Product Marketing, Veracode, for a hands-on live session and workshop on why buyer intelligence only works when you stop looking at your data sources one at a time.

We'll walk through what each source is good at, where each one falls short on its own, and how to combine them into something you can use this quarter.

Why attend…

  • "Throw AI at it" doesn't fix a new-segment problem. The data was never built to answer that question.
  • "Commission a study" doesn't either. Studies are slow, expensive, and describe the broad market, not your buyers.
  • Your existing customer data only tells you about existing customers. Lean on it for a new segment, and you're learning about the wrong group.
  • Call recordings show you what buyers said, not why they chose you. For a new segment, that's mostly a read on your pitch, not the segment itself.

What you'll take away…

  • Why no single data source tells the whole story.
  • What each source is uniquely good at, and where its blind spots sit.
  • A framework for triangulating signal across sources, instead of leaning on whichever one is loudest.
  • How to catch a "buyer insight" that's really one team's interpretation of a fragment.
  • Concrete steps to start connecting the data you already have this quarter.

Meet your speakers…

Brandon Riggs Head of Product Marketing, GetWhys

Brandon is the founding product marketing lead at GetWhys, a buyer intelligence platform built on a proprietary database of qualitative buyer interviews. He owns positioning, messaging, sales enablement, and content for GetWhys, and previously spent time as a Product Marketing Leader and GTM Strategist with Qualtrics and Perceptyx.

Joe Ariganello, VP of Product Marketing, Veracode

Joe Ariganello is a forward-thinking Product Marketing & GTM Strategy Executive. With over 20 years of experience transforming complex technologies into compelling market narratives, Joe has driven measurable business growth through strategic positioning and innovative go-to-market strategies for companies, including MixMode, FireEye, Anomali, Blue Voyant and more.