Most of what B2B marketers call research wouldn’t clear the lowest bar in academia or industry R&D. Tanaaz Khan, a freelance content strategist who came to marketing from infection biology, makes the case that grabbing two reports and the most agreeable stat is quietly wrecking your credibility, right as AI makes fake data and made-up quotes easy to produce.

She lays out what actually separates research from fact-checking, why the synthesis step matters more than the data you collect, and why being just 10% more rigorous than everyone else compounds into an obvious edge within a year.

This episode is sponsored by beehiiv.
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• Read Tanaaz’s piece on B2B research 

• Follow Tanaaz Khan on LinkedIn

• Follow Rachel Bicha on LinkedIn

  
  

• Website: http://tanaazkhan.com/

• Newsletter: https://thecontentloop.beehiiv.com/