About the Episode:
In this episode of Statistically Speaking, Kerry Cunningham and Sara Boostani introduce their new series on an often overlooked issue in B2B marketing: benchmarks and headlines that aren’t tested or validated statistically.
Their goal is to help marketers become more confident and critical consumers of data by learning to spot when statistics are being used — and why sources that don’t shouldn’t be trusted.
The series breaks down complex statistical concepts into accessible, real-world applications. Covering everything from misleading benchmarks to the broader need for data literacy, Statistically Speaking delivers bite-sized (5–10 minute) episodes designed to help marketers of all levels understand the data they encounter—and use it wisely.
Topics Covered
- What this series is about (and why it’s needed)
- Helping marketers recognize when statistics are missing, understand what can (and can’t) be trusted, and build confidence with key statistical concepts.
- What to expect
- Each episode will focus on one core statistical concept, delivered in a 5-to-10-minute format that’s approachable and practical.
- Topics covered in upcoming episodes
- The role of qualitative vs. quantitative data in marketing research
- The difference between descriptive and inferential statistics
Key Takeaways
- Many commonly cited benchmarks in B2B marketing lack proper statistical support.
- Learning to question data sources is a critical skill for marketers and you don’t need a stats degree to do it.
- This series is built to demystify statistical concepts—quickly and clearly.
- Marketers at any level can strengthen their decision-making by building data literacy.
Related Benchmarks
