A recent survey from Corporate Visions, the marketing and sales messaging & skills training company, that polled 400 B2B industry professionals, found that that many companies frequently use third-party data to support their insights, but the information isn’t regarded as differentiating or powerful enough to engage new businesses.
Clearly this is largely because everyone in the industry can reference those same data points. Shockingly, own research insights were at the bottom of the list of content types these respondents are actually currently producing or feel comfortable creating.
Tim Riesterer, chief strategy and marketing officer for Corporate Visions said “To combat this, you must create differentiated messaging that delivers an unexpected urgency and compels your prospects to make a change. Businesses need to create 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.”