Demand
research for
B2B companies

Power your GTM strategy with product-specific insights delivered straight from your ideal customers.

What is demand research?

Research that drives an ROI

I

We survey your ICP and only address issues that your product solves, then we follow it up with a deep-dive analysis. The insights act as a foundation for a foolproof GTM strategy for teams with minimal bandwidth but aggressive growth targets.

Learn more
Why demand research?

Because data without insight isn’t actionable

Positioning and messaging

Resonate with your ideal buyer on the first try and align your GTM team around what matters most to your ICP.

Research-based content

Create content that’s guaranteed to be relevant, earns you backlinks, and can be repurposed for months on end.

Product roadmaps

No more shiny object syndrome. Stay focused on building features that you're confident that your ideal buyers need.

Sales enablement

Show prospects how well you understand their world. Then use data to prove why your product is a must-have.

Positioning and messaging

Resonate with your ideal buyer on the first try and align your GTM team around what matters most to your ICP.

Research-based content

Create content that’s guaranteed to be relevant, earns you backlinks, and can be repurposed for months.

Product roadmaps

No more shiny object syndrome. Stay focused on building features that you know your ideal buyers need.

Sales enablement

Show prospects how well you understand their world. Then prove why your product is a must-have with data.

The demand research process

GTM meets the scientific method

01
Strategy session
Every project starts with a strategy meeting to achieve alignment on business objectives, target audience, and to gather perspectives to test as hypotheses. We also identify ideal content outputs and storylines to research.
02
Develop survey
We leverage a combination of quantitative and open-text qualitative questions that only extend to the problems their company solves. Qualitative interviews with SMEs can also be included in our research.
03
Execute survey
We handle all the logistics of the survey execution, making sure to source a statistically significant amount of responses from your target audience and including multiple segments when necessary.
04
Extract insights
We look at each of the questions individually then zoom out to view the data in its totality. When we see themes emerge, we dig a layer deeper to extract the insight that leads to relevant, engaging, and high-quality content.
05
Present our findings
No data dumps here. We organize our analysis and present the key themes and narratives that emerged from the research – along with the insights and data points to support them – back to your team.
06
Create content
Finally, we guide you on how to build your content strategy around all of the above. No matter the format, the end product can’t help but resonate with your target audience. After all, it came directly from them.
What to expect

The deliverables

Survey development and execution

We develop the survey, host it on our platform, and capture the responses from each segment of your target audience. We also may conduct qualitative interviews with customers or SMEs.

Key storylines and related data points

In addition to business insights, we also provide the critical themes and storylines from the survey responses, including relevant stats and direct quotes for context within the content.

Guidance on best content practices

Partnering with your team throughout the production process, we advise on content structure, tone, and repurposing based on tried and tested approaches from previous client projects.

Actionable insights for entire GTM function

Demand research isn’t just for content teams. We also provide recommendations for your positioning, messaging, product, and sales enablement – all backed by data from your ICP.

Positioning and messaging consulting

Differentiate for the long haul with our point-of-view (POV) recommendations, get everyone on the same page, and start writing copy with our positioning and messaging foundation document.

Case studies

Results of demand research

Case Study

6 months of content from one survey

How we helped Adverity create six months of content with our insights – plus messaging for two distinct audiences – all from a single survey.

Full Case Study
Case Study

2x revenue in 12 months

How NewsCred doubled their revenue in just one year from a demand gen strategy built on our insights, including $750K in pipeline from one webinar.

Full Case Study
Case Study

Trust, quantified

How we took a struggling review site to one of the most visited websites in the world, followed by an IPO, plus quantified the value of their brand assets.

Full Case Study
Case Study

From GTM to 8-figures ARR

How Welcome Software built their GTM strategy from scratch with our insights, leading to 8-figures ARR in just 18 months, followed by a 9-figure acquisition.

Full Case Study

Ready to get relevant?

Get in touch