In this episode of The Marketing Front Lines, we speak with Alexandre Teplitxky, Senior Vice President of Marketing at SmartPM Technologies. SmartPM operates in the construction technology space, serving an industry that employs millions and builds the physical world around us. Alexandre shares a comprehensive masterclass on executing high-impact original research reports, specifically detailing how SmartPM's State of Construction Scheduling Report became their most successful marketing asset. By combining proprietary data analysis of 70,000 schedule files with thousands of survey responses, SmartPM created a research piece that delivered 100x the results of shorter marketing assets while taking only 4x longer to produce.

Topics Discussed

• Creating original research reports using proprietary data and survey methodology
• Combining quantitative data analysis with qualitative survey responses for compelling narratives
• Leveraging AI tools (ChatGPT) to streamline survey design and question optimization
• The team composition and cross-functional collaboration required for successful research projects
• Distribution strategies that maximize reach and engagement for research reports
• The gated versus ungated content debate and finding the right balance
• Building virality into research reports through strategic stakeholder inclusion
• Resource allocation: when to invest deeply versus execute quickly