New data shows that while 81% of companies use insights in their marketing and sales efforts, the types that are deemed to be most successful are actually the ones least used by companies today and they are actually 
relying on ‘anecdotal’ instead of ‘visionary’ insights to create and deliver more effective lead generation assets and sales conversations.
The survey by Corporate Visions, Inc – a major marketing and sales messaging, tools and training company – polled 400 business-to-business (B2B) marketing and sales professionals worldwide regarding the use of ‘insights’ in their marketing and sales assets. Results revealed that the type of insight-based content created most frequently is believed to be the least effective in generating engagement and closing deals with prospective buyers.
Insights are defined as context-based facts specific to a prospect that companies use to shape their marketing messages and sales conversations, and differentiate from the competition. Overall, the survey found that 81 per cent of respondents use an insight-based approach as part of their marketing and sales strategy.
The four specific insight types include:
Respondents were also asked to review and rank these four insight types based on how frequently they appear in marketing collateral and sales tools. The rankings were:
Respondents were then asked to rank those same insights in order of how effective they believe they are at generating more engaging conversations and driving sales decisions. Surprisingly, the rankings fell in the exact opposite order of those in the previous question:
1. Visionary insights
2. Current insights
3. Authoritative insights
4. Anecdotal insights
Tim Riesterer, chief strategy and marketing officer for Corporate Visions, said: “What’s surprising about the survey results is that the insights marketers and salespeople feel are the most effective are exactly the opposite of the insights they believe their companies produce.
“However, regardless of the category, the real power of an insight comes from using it in proper context – identifying relevant market data points and then interpreting that information to make it meaningful to the challenges prospects are facing.
“In order for companies to be truly successful, they must take these insights and turn them into provocative questions and a distinct point of view that breaks the status quo bias and differentiates their solution.”
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Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
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