Data Drives Innovation in Sales


Cole Arnesen


May 21, 2021

Data Drives Innovation in Sales

All creative projects, whether videos, designs, pitches, or advertising, should all start at the same step. Data compilation and study.

After over 5000+ creative projects, we still retain data compilation and study as our primary first step in all undertakings. Why? Because creative assets fall on deaf ears if they're based on assumptions rather than accurate data from users.

Making assumptions about your audience is known to plummet sales. Innovation in your creative media and sales assets should stem from studying the audience, their pain points, needs, and wants and creating media that resonate with what you've learned.

Applying Data to Innovation

A great example of this is when John Doe decides, "users don't want this feature," and promptly removes it and promotes a solution lacking that feature, assuming it will boost sales. Sales promptly stagnate, and current users start canceling.

Instead, John Doe could have surveyed all users on what features they love and what features they hate, compiled that data, reinforced the features users love, and removed/re-configure the parts users hate. Then promote a solution with these newly strengthened and re-worked features, further bolstering the solution's benefits.

One of the primary reasons our clients chose us for their sales media and strategy is our customer service and the strength of our messaging. In early 2022, we studied our onboarding process and surveyed our clients on what we could do better. The results surprised us since we hadn't heard some of the gripes with our process before. We promptly re-worked it from the ground up, and satisfaction skyrocketed.

We didn't change things based on our assumptions; we changed them to fit our clients' needs and wants, which quickly resulted in a smoother onboarding and a better customer experience.

If we apply this rule, "innovate with data," we swiftly come to a smoother sales experience, with customers feeling understood and their problems addressed by your solution.

Real-World Application

If you study your sales process and find that it can be better, the first step is to analyze your customer data. If you don't have data regarding your customers, here is what we'd recommend as a starting point:

  1. Who is your ideal prospect (job title, industry, etc.)
  2. What professional challenges and pain points are they facing?
  3. How does your product or service specifically address each challenge and pain point, and what differentiates your solution from competitors?
  4. Are there specific aspects of your company - differentiated from your product or service - that would make people want to do business with you?

The above will give you a stable starting point to then look into the specific issues with your messaging. Let's analyze an example:

EXAMPLE: Doe Company - Ideal prospects aren't interested in the product/service. - primary offering, Vendor Management, and auto-negotiation software.

  1. Ideal prospect: Manufacturing Plant Managers/Supply Supervisors
  2. Pain Points: They hate working with vendors and negotiating rates for products. Vendors seem to have a monopoly on price-fixing, and there's not much he can do about it. Manufacturing slows when pricing for parts/supplies exceeds their budget for the quarter.
  3. Differentiation: Our product manages multiple vendors for multiple products, auto-negotiating the best price and shipping rates/times based on the plant's scheduled needs. Our competitors only auto-order parts/supplies on a schedule, but we manage multiple suppliers to find the best rate.
  4. Why would someone do business with you: We are constantly optimizing our software to benefit the managers/supply supervisors based on their feedback to ensure we offer the best solution to order efficiency and maximize plant uptime.

With the above information, Doe Company adjusts its messaging to show their audience that their solution addresses their primary gripe with the parts/supplies ordering process. They are constantly updating it to the benefit of the users to keep their plant supplied and running at max efficiency.

Sales grow, the audience is interested, the product works, Doe Company bounces back.

Although the above is a rudimentary example of applying data to innovation in sales messaging and creative assets, it often happens precisely like the above. When it comes to sales messaging, you don't need 500 pages of analytics and spreadsheets to innovate. You only need points 1-5 above to accurately adjust a message to fit the audience.

Points 1-5 above are crucial to sales messaging; it's an integral part of our onboarding process to ask our clients those questions before writing a single copy line.

We Can Help

At ContentOne, we compile as much data as our clients can provide and study it in-depth to craft the ideal message that will get your audience's attention and route them to sales.

We have strict criteria in our copywriting, design, and animation process that we've refined over 5000+ projects to ensure our assets are the best for your audience.

Get in Touch

If you are looking to grow your sales, increase your audience's attention, and create a streamlined sales process, get in touch with us.


Cole Arnesen


VP of Sales


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