Partner Article

Create better demand generation and sales enablement content

A recent survey from Corporate Visions, Inc., the leading marketing and sales messaging, content and skills training company, that polled 400 B2B industry professionals on their use of “insights” to shape marketing messages and sales conversations revealed that ‘visionary insights’ are the most effective types of insights-based selling content. The results found that “visionary” insights – which focus on positioning the company as a sage-like expert that defines both unconsidered and emerging needs in the market – were regarded as the most effective types of insights-based selling content. Shockingly, however, visionary insights were at the bottom of the list of content types these respondents are actually currently producing or feel comfortable creating.

As a direct response to these finding Corporate Visions has recently announced the launch of Power Insights™, a new product designed to help companies develop original insights-based research for use in demand generation campaigns and sales conversations. As insights-based selling approaches become more popular, this new service will help companies generate and support their distinct point of view using defensible, exclusive industry research and supporting data.

With Power Insights, companies will be able to develop interesting and counterintuitive market data points and then interpret that information in a way that helps prospects see the need to change. When used in tandem with Corporate Visions’ Power Positioning messaging and tools development services, companies can not only develop their own visionary insights, but also turn them into marketing campaigns and sales enablement content that breaks the status quo bias and differentiates their solution from the competition.

“One interesting finding in our research is that many companies frequently use third-party data from analysts and similar sources to support their insights, but the information isn’t regarded as differentiating or powerful enough. This is largely because everyone in the industry can reference those same data points,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. “To combat this, you must create differentiated messaging that delivers an unexpected urgency and compels your prospects to make a change. The new Power Insights product helps you develop the exclusive data points that support your distinct, provocative message and then turns them into legitimate insights from your company, instead of simply regurgitating the publicly available facts like the rest of the industry.”

This was posted in Bdaily's Members' News section by Corporate Visions .