DELIVERING THE RIGHT TYPES OF INSIGHTS TO ADDRESS CUSTOMERS’ UNCONSIDERED NEEDS AND DEFEAT THE STATUS QUO

Creating and delivering insights is all the rage.

WHAT WE FOUND:
A recent Corporate Visions survey, which polled more than 400 business-to-business marketers and sales professionals, found that 81 percent of respondents believe they’re using an insights-based approach as part of their marketing and sales strategy.

So we know most companies think they’re delivering insights to help them win deals, but what actually makes for a powerful insight? And what types of insights are most effective at differentiating your solution and defeating a prospect’s status quo bias?

In other words, how can you know whether you’re actually creating action or just recycling data?