Every December, Spotify users go wild when the streaming service drops its annual Wrapped feature. It’s not just a recap of what you listened to: It’s a mirror of your preferences, moods, and moments. Spotify doesn’t just use this data for entertainment; it uses it to predict what you’ll love next, personalize your experience, and keep you coming back. (Shoutout to their AI-enabled DJ!)
What if B2B companies did the same?
They already have rich postsale data. They know what customers use, what they ignore, what drives outcomes, and what causes churn. But most of that data lives with CS teams that sit on goldmines of customer insights often overlooked by those in other functions, like marketing and sales, who are out chasing new business without the benefit of these insights.
We’ve been thinking a lot about how postsale customer data is used for retention and expansion efforts, but it is underutilized in shaping how companies target, engage, and convert prospects earlier in the buyer’s journey. But what if these insights are the missing link in your demand strategy? Using these insights, frontline teams can:
Refine ICPs with usage data. Your best-fit customers aren’t theoretical; they’re already using your product. By analyzing how they engage and where they find value, you can sharpen your targeting and prioritize prospects who look like your most successful customers.
Improve messaging with onboarding feedback. Onboarding highlights customers’ needs, expectations, and the friction they experience in a critical phase of the lifecycle. Understanding where there might be misalignment and what drives value helps frontline teams better personalize outreach to support growth.
Guide campaign strategy with advocacy signals. Your advocates are already telling you what works. Their stories, reviews, and referrals are rich with insights that can be used to build trust and create campaigns that reflect real customer outcomes.
When marketing, sales, and CS teams each understand what success looks like for customers, they can work backwards to attract and convert the right prospects that are most likely to thrive and grow, and doing that starts by leveraging the wealth of insights you already have.
To learn more about postsale insights, Forrester clients can read Activate Postsale Customer Insights To Win, Retain, And Grow Revenue Across The Opportunity Lifecycle. And if you are ready to dig in further, reach out to your account team to book guidance sessions with me or my colleague Nora Conklin.
