Custom Insights provide specialized intelligence tailored to your unique business focus areas, allowing you to track and analyze account activities, initiatives, and mentions related to your specific solution domains and value propositions.

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What are Custom Insights?

Custom Insights are personalized intelligence categories that you define based on your business needs:

  • Solution-specific tracking (cloud security, DevOps, customer experience, etc.)
  • Industry-specific intelligence relevant to your market focus
  • Technology-specific mentions and initiatives
  • Custom-defined business themes and strategic areas

Custom Insights must be configured in Settings → Custom Insights to appear in the Insights tab. You define the specific criteria, keywords, and themes that matter most to your sales process.

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Custom Insight Components

Targeted Intelligence

Focused analysis on topics specifically relevant to your solution and market

Contextual Information

Written summaries explaining the relevance and implications of findings

Supporting Data

Related facts, figures, and quantitative information that supports the insights

Source Attribution

Complete source tracking from web data, annual reports, earnings calls, and other documents

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Why Custom Insights Matter for Sales

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Solution-Specific Intelligence

Custom Insights enable you to:

  • Track mentions and initiatives directly related to your value proposition
  • Identify accounts actively discussing problems your solution solves
  • Monitor competitive landscape in your specific solution area
  • Understand market timing and readiness for your type of solution

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Competitive Advantage

Custom tracking provides:

  • Intelligence that competitors without custom setup cannot easily access
  • Deep domain expertise demonstration in your solution areas
  • Ability to engage at exactly the right moment when needs emerge
  • Differentiated conversation starters based on specialized knowledge

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Common Custom Insight Categories

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Technology-Focused Insights

Cloud migration initiatives, infrastructure modernization, hybrid cloud strategies

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Business-Focused Insights

CX transformation programs, customer satisfaction initiatives, omnichannel projects

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How to Use Custom Insights

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Strategic Positioning

Solution Alignment: “I noticed you mentioned [Custom Insight Topic] in your recent announcement. Our solution specifically addresses…”

Market Timing: “Given your focus on [Custom Insight Area], this seems like the perfect time to discuss how we can accelerate those initiatives…”

Competitive Differentiation: “Unlike general solutions, we specialize specifically in [Custom Insight Domain], which aligns perfectly with your [Initiative]…”

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Conversation Starters

  • Initiative Discovery: “I saw your team is working on [Custom Insight]. What’s driving that priority?”
  • Challenge Exploration: “How are you approaching [Custom Insight Challenge] given your industry constraints?”
  • Success Metrics: “What does success look like for your [Custom Insight Initiative]?”
  • Timeline Understanding: “What’s your timeline for the [Custom Insight Project] you mentioned?”

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Best Practices

Custom Insights are only as valuable as the criteria you define. Ensure your custom categories align closely with genuine business priorities and buying signals relevant to your solution.

  1. Strategic Relevance: Define insights that directly connect to your value proposition
  2. Specificity Matters: Create focused categories rather than broad, generic themes
  3. Regular Review: Update custom insight definitions as your solution and market evolve
  4. Source Validation: Always check sources to understand context and accuracy
  5. Competitive Intelligence: Use insights to understand competitive positioning in your space

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Custom Insight Applications

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By Sales Stage

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Content Development

Use Custom Insights to create:

  • Specialized Case Studies: Success stories directly relevant to their custom insight areas
  • Technical Documentation: Materials focused on their specific solution requirements
  • Industry Analysis: Market intelligence specific to their custom insight domains
  • ROI Calculations: Value models based on their specific initiative types

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Integration with Sales Process

Custom Insights enhance your sales effectiveness by:

  • Qualification: Identify accounts with active initiatives in your solution areas
  • Messaging: Create highly relevant, specialized communication
  • Timing: Engage when specific needs and initiatives emerge
  • Differentiation: Position as domain experts rather than generic solution providers
  • Value Creation: Provide insights and intelligence specific to their business priorities

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Setting Up Custom Insights

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Configuration Requirements

To maximize Custom Insight value:

  1. Define Clear Categories: Create specific, focused insight areas
  2. Set Relevant Keywords: Include terminology common in your solution space
  3. Specify Sources: Identify which types of sources are most valuable
  4. Regular Updates: Refine categories based on market changes and solution evolution
  5. Team Alignment: Ensure categories align with overall GTM strategy

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Best Practice Categories

Consider creating custom insights for:

  • Solution-Specific Terms: Technology, processes, or capabilities you provide
  • Problem Areas: Challenges and pain points your solution addresses
  • Industry Terminology: Sector-specific language and concepts
  • Competitive Landscape: Mentions of competitors or alternative approaches
  • Buying Signals: Language that indicates purchase readiness or budget allocation

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Quick Actions

Configure Custom Insights

Set up your specialized intelligence categories

Generate Targeted Content

Create content based on custom insight findings

Ask AI Assistant

Get deeper analysis of custom insight implications