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 
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:
- Anecdotal insights – Content that is created in-house and focuses on more tactical day-to-day issues such as best practices, lessons learned and features and functionality.
- Authoritative insights – Content that leverages the work of respected third-parties, such as analysts and external subject matter experts, and is used to reinforce key company messages around trends, problems, challenges, risks, opportunities and requirements.
- Current insights – Content that centres around original research and surveys that are produced by the company as supporting facts for campaigns and selling messages.
- Visionary insights – Content that leverages in-house expertise but looks to the future of the industry and defines what is next.
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:
- Anecdotal insights
- Authoritative insights
- Current insights
- Visionary insights
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.”