Existing Customer Data Provides Key Prospect Insights
Demand Gen Report examines how customer success platforms capture behavioral data that sales and marketing teams can apply to targeting and messaging.
Companies invest in market research, third-party intent data and prospect intelligence tools to refine messaging and improve targeting. Many overlook the customers they already have as a source of insight, according to Demand Gen Report.
Revenue From Existing Customers
Over 70% of customer revenue leaders say their revenue comes primarily from existing customers. Customer success teams record what customers value, how they behave and what drives long-term success through ongoing conversations. This intelligence resides in the customer success platform.
Sales and marketing teams often build campaigns using external data sources that provide only a partial view.
Limits of CRM Systems
CRM systems capture pre-sale activity such as meetings, opportunities and deal progression. They typically do not record post-sale details including feature adoption, implementation progress, account expansion or disengagement.
The customer success platform captures day-to-day customer behavior after the sale begins.
Sharing Post-Sale Intelligence
Many organizations lack a defined process for sharing customer intelligence between sales, marketing and customer success teams. When teams establish a process that connects post-sale intelligence to top-of-funnel strategy, customer data influences prospect targeting, messaging and product positioning, according to Demand Gen Report.
Marketing Applications
Marketing teams can examine support tickets to learn how customers describe problems and review customer success conversations to identify moments that create frustration or loyalty. Adoption patterns and engagement levels from existing customers help refine ideal customer profiles beyond prospect conversations and demographic data.
Sales Applications
Sales teams can build demos using product usage data from the customer success platform that center on features most used by highest-value customers. Feature adoption data shapes prospecting conversations, discovery questions and demos.
AI Analytics in Customer Platforms
AI analytics in customer success platforms identify roles that emerge as champions, stakeholders involved in purchasing decisions and behaviors linked to expansion or retention. The same tools analyze sentiment across interactions to surface emerging themes, according to Demand Gen Report.
