Markets, buyer priorities, and competitive narratives shift faster than most teams can research them. When everyone is pulling from the same stale inputs, every message starts to sound the same — and differentiation disappears. This session breaks down how PMMs can build continuous narrative advantage by pairing modern, AI-enabled primary research with a tighter feedback loop to customers and the market. We’ll explore how to uncover what buyers truly care about right now, how competitor stories are evolving, and how to use those insights to shape a POV that actually leads the market. You’ll learn: - How to turn live customer and market insight into a distinctive POV that resonates across the entire funnel - How fast, first-party research helps PMMs stay ahead of—and meaningfully different from—every competitor - How real-time buyer understanding sharpens everything from messaging and positioning to content and campaign strategy