Customer insights are the foundation of a successful demand generation strategy. According to a recent study by the Sales Management Association, 83% of high-performing sales organisations consider customer insights a critical element in their sales strategy.

Here are a few reasons why customer insights are critical in building a demand generation strategy that produces a consistent, healthy pipeline:

1. Effective Segmentation: Predicting and understanding customer behaviour helps segment them more accurately. It aids in identifying the characteristics and preferences of target groups, enabling the creation of tailored marketing campaigns that resonate with them deeply.

2. Enhanced Conversion Rates: Customer insights present the opportunity to tailor the buyer's journey, maximizing cut-through and improving conversion rates. Knowing your customers intimately enables you to effectively address their concerns and expectations, leading to higher engagement and conversion.

3. Retention and Repeat Business: Customers want to feel valued and understood. Leveraging customer insights enables you to consistently meet their needs, fostering loyalty and encouraging repeat business. Moreover, it helps predict churn risks and take timely action.

We’re still seeing product marketing talking about features in product releases, rather than focusing on the jobs that the solution can help with, the pain it removes and the impact it could have on both the business and the stakeholders.