How to Solve for a Limited Understanding of Industry Trends

Go-to-market teams often struggle to understand key trends and challenges in their target industries. This lack of knowledge leads to generic messaging, wasted resources, and missed revenue opportunities.

The problem is clear - when teams don't grasp industry-specific pain points and priorities, they can't create relevant, impactful outreach. This disconnect causes GTM Bloat, as teams waste effort on ineffective campaigns and content. But a solution exists.

AI-powered workflows provide comprehensive industry and account-specific insights, allowing go-to-market teams to develop targeted messaging that addresses each industry's unique challenges. This guide shows you how to gain the industry intelligence needed to drive GTM Velocity.

How to Gain Industry-Specific Insights

Go-to-market teams need two key workflows to understand trends and challenges in each target industry:

• Account Research
• Contact Research

These workflows, part of Copy.ai's GTM AI Platform, work together to provide a comprehensive view of industry landscapes and key players. With this intel, go-to-market teams can create hyper-relevant content and campaigns that demonstrate true industry expertise.

Combining industry-level insights with account and contact-specific details enables teams to position themselves as trusted advisors who deeply understand each industry's unique needs. Let's explore each workflow in detail.

1. Account Research (Prospecting Cockpit package)

The Account Research workflow uncovers in-depth insights about a target industry, including key trends, challenges, and growth opportunities.

Inputs Needed:

• Company domain

What the Workflow Does:

• Step 1: Analyzes the target company's website and online presence to identify industry-specific themes and messaging
• Step 2: Scans industry reports, news articles, and other relevant sources to surface key trends, challenges, and opportunities shaping the industry
• Step 3: Identifies the target company's specific industry-related pain points and maps them to your solution's value proposition
• Step 4: Generates actionable ideas for creating industry-specific content, campaigns, and sales plays that demonstrate deep understanding of the industry landscape

The Account Research workflow empowers go-to-market teams to:

• Develop messaging that speaks directly to each industry's unique challenges and opportunities
• Create content assets that establish your brand as a thought leader and trusted advisor in the industry
• Ensure sales and marketing efforts are aligned around the most impactful industry-specific themes

Example Output:

• Industry: Financial Services
• Key Trends: Digital transformation, regulatory compliance, cybersecurity threats
• Target Account Pain Points: Maintaining compliance while modernizing infrastructure, securing cloud-based data
• Content Ideas: Whitepaper on "Navigating Digital Transformation in Financial Services," webinar on "Ensuring Compliance in the Cloud Era"

2. Contact Research (Prospecting Cockpit package)

Engaging key decision-makers requires a deep understanding of their individual roles, priorities, and challenges. The Contact Research workflow addresses this need.

Inputs Needed:

• LinkedIn profiles of key decision-makers

What the Workflow Does:

• Step 1: Analyzes each decision-maker's LinkedIn profile to identify their specific role, responsibilities, and areas of focus
• Step 2: Scans the decision-maker's LinkedIn activity, including posts, comments, and articles shared, to surface the industry-specific topics and trends they care about most
• Step 3: Maps the decision-maker's priorities and challenges to your solution's specific value proposition and use cases
• Step 4: Provides recommendations for personalizing outreach and messaging to resonate with each decision-maker's unique industry-related needs

The Contact Research workflow enables go-to-market teams to:

• Tailor outreach to each decision-maker's specific industry-related priorities and challenges
• Demonstrate deep understanding of the industry trends and issues that matter most to each contact
• Build trust and credibility by positioning your brand as a knowledgeable, value-adding partner

Example Output:

• Contact: Jane Doe, Chief Information Security Officer
• Industry Focus: Cybersecurity in financial services
• Key Priorities: Securing cloud infrastructure, preventing data breaches, ensuring regulatory compliance
• Messaging Recommendations: Highlight your solution's specific use cases around cloud security and compliance, share relevant content on emerging cybersecurity threats in financial services
• Etc.

Putting Them Together

Each workflow provides immense value on its own, but the real power lies in combining industry, account, and contact-level insights to enable hyper-personalized go-to-market strategies.

Using the Account Research workflow to understand an industry's key trends and challenges, and the Contact Research workflow to engage decision-makers on the industry-specific issues that matter most to them, go-to-market teams can execute campaigns and outreach with unparalleled relevance and impact.

Key benefits of using these workflows together include:

• Developing industry-specific messaging and content that resonates deeply with target accounts and buyers
• Enabling sales and marketing to work together seamlessly to drive engagement across key industry segments
• Positioning your brand as a trusted advisor and go-to resource in each target industry
• Accelerating pipeline velocity by focusing efforts on the most impactful industry-related themes

Why Copilots Aren't Sufficient

Copilots like ChatGPT can assist with general industry research, but they can't provide the actionable, account and contact-specific insights that Copy.ai's GTM AI Platform offers.

Copilots can surface high-level industry trends but can't map those trends to a specific company's unique challenges or a decision-maker's individual priorities. They also can't generate granular recommendations for industry-specific messaging and content.

Also, copilots operate in isolation, disconnected from the broader go-to-market process. This can lead to generic, one-size-fits-none content and campaigns that fail to resonate with specific industry segments.

In contrast, Copy.ai's Account Research and Contact Research workflows are designed to provide the industry intelligence go-to-market teams need to drive GTM Velocity. They integrate directly into the prospecting process, deliver highly actionable outputs, and enable hyper-personalization at scale.

Looking Ahead

Implementing the Account Research and Contact Research workflows is a powerful first step towards developing deep industry expertise, but the opportunities for leveraging AI-powered insights extend far beyond prospecting.

Operationalizing these workflows and making industry intelligence accessible across the organization can supercharge every aspect of go-to-market strategy:

Marketing: In-depth knowledge of each target industry's key trends and challenges allows marketers to develop thought leadership content, targeted campaigns, and industry-specific events that establish your brand as a trusted authority.

Sales: Understanding the industry-related issues that matter most to each account and decision-maker enables sales reps to lead with insights, tailor their messaging, and position your solution as the perfect fit for each industry's unique needs.

Product: Staying informed about the latest industry trends and customer challenges helps product teams proactively evolve your solution to stay ahead of the curve and continue delivering industry-leading value.

Combining the power of Account Research, Contact Research, and other AI-powered workflows allows go-to-market teams to develop unparalleled industry expertise, differentiate themselves from the competition, and drive breakthrough revenue growth.

Start small, integrate these workflows into your existing processes, and continually expand your use of industry intelligence across the customer journey. With Copy.ai's GTM AI Platform as your partner, you can position your brand as a trusted advisor in every industry you target.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• Unstoppable Go-To-Market Success with Sangram Vajre: In this podcast episode, Sangram Vajre shares his insights on how to build an unstoppable go-to-market engine by aligning teams around industry-specific insights.
• Building Lasting Customer Relationships with Samantha McKenna: Samantha McKenna discusses strategies for leveraging industry expertise to build deep, long-lasting relationships with customers in target verticals.
• How Companies Can Eliminate Bloat and Improve CAC with Chris Walker: Chris Walker explains how focusing go-to-market efforts on the most impactful industry-specific themes can help eliminate waste and improve customer acquisition costs.

By operationalizing industry intelligence across your go-to-market engine, you can drive unparalleled relevance, resonance, and revenue growth. Book a demo today to see how Copy.ai's GTM AI Platform can help you build unparalleled industry expertise at scale.