The Insight Advantage

The Power of “I Don’t Know”

Jennifer Berkley Jackson — Sat, 16 Oct 2021 05:42:16 +0000

Early in my prior life as a product manager, I realized that guessing at what customers want and need from products was not a sound strategy. That’s when my passion for soliciting insights from customers directly was born vs. taking a stab in the dark when faced with tough decisions. I’ll never forget one particular [...]

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Are You Doing Your Homework?

Jennifer Berkley Jackson — Wed, 03 Mar 2021 23:38:27 +0000

In a previous blog post, I shared 3 points to help succeed in the current virtual B2B selling environment. Virtual selling isn’t going away and it’s important to embrace and master the keys to succeeding. One thing that seems like Selling 101, but warrants further discussion is ‘doing your homework’. Customers have zero patience for [...]

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Tips for Embracing Remote Selling

Jennifer Berkley Jackson — Fri, 26 Feb 2021 19:05:16 +0000

The adjustments we have all had to make to the new realities of life in 2020/pandemic times extend, of course, to B2B selling also. I’ve interviewed many B2B buyers this year in my win/loss/churn research project work and thought it would be interesting to compile what I’ve heard and compare to what others are saying [...]

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No better time to LISTEN to your customers!

Jennifer Berkley Jackson — Tue, 04 Aug 2020 16:44:08 +0000

If you’re like me, you have seen an INSANE increase to the volume of incoming emails in the past few months. It’s mind numbing: every single company you have ever had any kind of relationship with is reaching out to try to reassure you, attract you, differentiate themselves, and more. It’s just too much! (I [...]

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Top 5 Ways to Close More Deals

Jennifer Berkley Jackson — Thu, 13 Feb 2020 15:51:49 +0000

As we approach our 20th anniversary of providing research support to companies, I recently stopped to think about what common themes I’ve seen across the hundreds of win/loss interviews I’ve done. This information can help you benchmark your own company against these attributes that customers across all of my clients find most important and use [...]

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Are B2B customer satisfaction surveys a dying breed?

Jennifer Berkley Jackson — Mon, 18 Mar 2019 21:00:41 +0000

When talking to a colleague recently, I was recently reminded of why I went into customer research back in 2000 when I started The Insight Advantage. I was passionate about customer service and wanted to help companies continually improve by keeping their finger on the pulse of their customers. My intention was to do customer [...]

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An Interesting Take on Customer Success vs. Customer Service

Jennifer Berkley Jackson — Mon, 11 Mar 2019 19:20:48 +0000

Over the past 10 years, we have seen the emergence of Customer Success teams primarily in B2B software-as-a service (SaaS) companies. This shift is the focus of a recent Forbes article where a good friend and colleague of mine, Ellen Grace Henson of Marketing Mechanics, was interviewed about some recent research she did. I often [...]

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Win Loss Analysis Tip #111: Using Win/Loss Research to Fine-tune Your Marketing

Jennifer Berkley Jackson — Thu, 29 Nov 2018 17:42:34 +0000

Many people I talk to think that win/loss research is focused on just providing feedback to salespeople about how they could have done a better job closing a sale. Definitely not! There are so many benefits to conducting win/loss research. Let’s focus on Benefit #5: to fine-tune your marketing efforts/messages. People who have recently evaluated [...]

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Win Loss Analysis Tip #110: Win/Loss Research Provides Great Competitive Intelligence

Jennifer Berkley Jackson — Sat, 03 Nov 2018 23:18:41 +0000

Having insights about your competitors and their new products, marketing strategies, etc. is important to make sure that you remain competitive. Often companies are at a loss for how to get insights about their competitors beyond monitoring their social media posts, press releases, etc. I’ve found that win/loss interviews provide my clients with timely competitive [...]

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Win/loss Research in a B2C Environment

Jennifer Berkley Jackson — Mon, 08 Oct 2018 18:10:28 +0000

In my experience, companies who invest in win/loss research are typically in the B2B world. I imagine that is driven by some of the following factors: B2B accounts are typically associated with more ongoing revenue, especially when you are talking about software licenses Vendors always have contact information for key people at the prospective account, [...]

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