In this episode of "Marketing in the Now," David Reske interviews Jen Anderson, a fractional CMO and co-owner of Contento, on building holistic B2B go-to-market strategies. Jen explains that many companies fail because they skip essential customer research and rely on assumptions. She provides a clear framework for a customer-led approach, starting with defining the Ideal Customer Profile (ICP) and conducting qualitative research to uncover the emotional drivers behind B2B purchasing decisions. The conversation covers how to translate these insights into actionable strategies for everything from pricing and product packaging to disciplined campaign execution and channel prioritization, helping businesses to lead, not just follow, their markets.