What’s your go-to method for researching prospects? Maybe you scan press releases, scroll LinkedIn or browse company websites. While these approaches are effective, you might be surprised by how well some unconventional methods can uncover valuable insights and provide a deeper understanding of your prospects’ challenges and needs.  

HubSpot’s Jay Fuchs reached out to a few sales leaders for their best under-the-radar research tips. Want to learn about these unique but effective methods? Read on. We share Fuchs’ findings in this issue of PromoPro Daily.

1. Watch how prospects complain online. Look where prospects are chiming in about issues or sharing complaints. These are hints about their pain points. Fuchs says when you want to know what keeps people up at night, look at their online comments. Even quick comments on Reddit threads can shine a light on unresolved headaches.

2. Monitor social media communities. Doing so can give you some unconventional data points that can help you better understand your prospects. By monitoring social media and digital communities, you can gauge their sentiment around various topics.

3. Review public comments on industry blogs. Your prospects may be making public comments on blogs or forums in their industry. When you read through those comments, you get an up-close look at what’s on their mind, whether they’re sharing praise about something or expressing a concern.

4. Scope out a company’s less visible online assets. These assets could include a company’s page on platforms like Glassdoor or a company’s careers page. Fuchs learned from sales pros that it’s important to pay attention to the language they use when describing the internal culture or organizational goals. The words they use could give you insight into how you can position your promo solution.

5. Use digital shadowing. This is essentially researching your prospects’ social media presence, analyzing their website’s user experience and even signing up for their newsletters incognito. This can help you learn their brand voice and customer engagement strategies. Although it takes time, it helps you learn how they think and operate.

Consider the ideas above to branch out with your usual prospect research. From reviewing comments on industry blogs to exploring prospects’ digital communities, these methods can help you gain a broader idea of your prospects’ needs and personal pain points. The more you understand where they’re coming from, the better you can customize your promo pitch.

Compiled by Audrey Sellers
Source: Jay Fuchs is the managing editor of the HubSpot Sales Blog and The Pipeline newsletter.