David Strom and Paul Gillin co-host a weekly podcast called For Immediate Release: B2B, with a focus on B2B marketers. They generously invited me to join in for this 20-minute episode
![FIR B2B](https://www.mironov.com/content/images/2022/01/Screen-Shot-2016-08-08-at-4.29.22-PM.png)
We talked about the importance about researching markets and not generalizing from a single case study or customer. Marketers / product managers should spend time talking with dozens of customers before making any product decisions, and deeply understanding real customer problems — even if users/customers don’t yet understand our solutions). We don’t want to build something that no one wants. (Easy to say, harder to do; similar to noting that there are no health benefits from *joining* a gym – you actually have to go there and exercise.) Marketers will do their job better if they have some idea of what customers are doing with their products.
![david_strom-240x320](https://www.mironov.com/content/images/2022/01/david_strom-240x320-150x150.png)
![Paul-Gillin](https://www.mironov.com/content/images/2022/01/Paul-Gillin-150x1502.jpg)
Marketers should also know that product managers are pulled in a lot of different directions, and figuring out where the dividing lines between product managers and marketers is a good thing to do up front. Find the best stories from the product team and make them sing.