Unlock Your Marketing Potential: Insights for Successful Outcomes

Does it sometimes feel like you and your team are running in circles with your marketing? You’re doing great work but not seeing the results you expected? It’s almost always the result of one fundamental piece that’s missing - insights. Insights provide perspective, showing you what works and what doesn’t, and give you the confidence and direction to reach your goals. So what are insights? Put simply, they’re patterns you’ve observed, unique to your business and customers, which have been validated by reliable evidence and data. They come from the preferences and behaviours of your best customers, the conversations your support staff have daily, the meetings your sales team have with prospects and the experiments your team runs every month.

Executing without the right insights is like running around a maze without tracking where you’ve been. You’ll waste time and energy and repeat your mistakes ad nauseam. With the right insights, you can effortlessly outperform your competition, even if they’re bigger than you and have more money to spend. Insights are the main competitive advantage any marketing organisation can have - the more you know and understand, the better decisions you can make and the better outcomes you can create. But it’s not easy to find and capture insights. You need to take action, engage with your customers, listen and pay attention to create insights.

Every campaign, creative asset and piece of copy should be informed by the collection of insights you’ve acquired, and each of these should lead to more insights. Collect, compile and collate your insights into an “insights library” - a shared place that everyone internally can consume, comment on and contribute to. When your marketing team and your organisation are focused on insights, you can guarantee the success of your marketing. Ask yourself - what insights do we need? And how will we get them? If you make that your quest, you’ll find that exceeding your goals and obliterating your targets becomes simple.

Originally reported by Martech: https://martech.org/heres-why-your-marketings-success-depends-on-insights/
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