I’ve always been a firm believer in the power of market insights. But it wasn’t until a few years ago that I truly saw their potential.
It wasn’t during a high-stakes board meeting or a carefully planned marketing campaign. No, it was during a simple gamified campaign where we asked participants to share their business challenges as part of the game. The depth of information we received was astonishing.
It hit me then—collecting data is only half the battle. The real challenge is turning those insights into actionable strategies.
My journey in marketing has been all about using insights to connect with our audience on a deeper level. Today, I’m sharing the playbooks that have helped us gather target customer insights and, more importantly, turn those insights into actions that drive growth.
Learn how to conduct B2B market research.
At 360insights, market insights are the backbone of our marketing efforts.
Everything we do, from campaign planning to content creation, is driven by the insights we gather from our target audience.
One of the most effective approaches we’ve found is focusing on self-attributed data. This means we actively encourage our customers to share their business challenges, preferences, and goals with us.
This approach is more than just data collection; it’s about building a genuine relationship with our customers.
I remember when we first implemented this strategy. The volume and depth of insights we received were game-changing. That’s when I fully realized how these insights could reshape our strategies, helping us understand our audience on a more profound level and driving more effective marketing outcomes.
One of the most exciting ways we’ve gathered market insights is through gamified campaigns. And when I say gamification, I mean creating campaigns that genuinely engage people—not just throwing points or badges around.
If done right, gamification can be a powerful tool that captivates your audience and offers valuable insights into their behaviors and preferences.
A great example is our March Madness campaign. Participants weren’t just filling out forms; they were picking teams, competing on leaderboards, and answering business-related questions for extra points. Over the course of 18 weeks, we gathered thousands of data points from highly engaged participants.
The beauty of gamification is that it turns data collection into a fun, competitive experience, making people more willing to share valuable information. People are much more open to providing feedback when they’re enjoying themselves.
Why do I believe gamification is a breakthrough in insights-driven marketing?
Because it allows you to gather data in a way that feels natural and rewarding for your audience. They’re not just filling out a survey—they’re participating in an experience.
And the market insights you gain from these experiences are richer and more actionable.
Out now: Get access to the GTM Insights Pack to create a data-driven go to market strategy.
Another approach that’s been incredibly valuable for us is gathering market insights through indirect marketing channels. Sometimes, the most valuable insights don’t come from directly asking your target accounts—they come from the people they work with, like distributors, partners, or even customers.
For example, when we were trying to understand the challenges faced by manufacturers in the building materials industry, we didn’t just ask the manufacturers. Instead, we went to their distributors and asked them about their business challenges.
This gave us a much richer knowledge of the market, which we then used to fine-tune our content and sales strategies and align our overall business efforts.
What’s surprising is just how crucial these indirect channels can be.
By recognizing the challenges faced by our buyers’ customers, we positioned ourselves not just as another vendor, but as a strategic partner who truly understands what they’re dealing with.
It’s all about thinking outside the box when it comes to market research.
Find your ICP's primary marketing channels.
Subject matter experts (SMEs) have been essential in the process of gathering market insights at 360insights. When it comes to refining and validating the data we collect, SMEs bring a depth of knowledge that’s invaluable.
I remember a campaign we were running that targeted a very specialized market segment. Despite our best efforts, our initial strategies weren’t resonating as we’d hoped. It wasn’t until we brought in an SME who truly understood that market that we realized we needed to adjust our messaging.
What stood out to me was how the SME didn’t just help us tweak our copy—they helped us see the bigger picture. They highlighted specific challenges, such as the unique purchasing behaviors within that segment, and opportunities like untapped distribution channels that we hadn’t fully considered.
That is what do subject matter experts do to support data-driven decision-making. They bring clarity.
As next steps, we repositioned our messaging to align more closely with what our audience actually required, and the campaign ended up being a huge success, far exceeding our expectations.
Market insights are more than just data—they’re the compass that guides every strategic move we make in marketing. When we turn these insights into practical decisions, we don’t just respond to the market—we shape it.
The power of the right insights, collected in the right way, is what elevates marketing from the ordinary to the extraordinary.
As I often remind myself and my team, “The art of asking questions that lead to great data for sales and marketing is a skill set worth investing in.”
Because ultimately, it’s about being bold, creative, and above all, intentional in how we turn market insights into actions.\
