Wynter

When you present the data and they still want to go with their gut feeling.

In moments of discomfort, we often avoid accountability. It’s human nature, we prefer to delay the difficult conversations, the hard truths, and the uncomfortable decisions. But without it, we often drift toward complacency. Accountability forces us to hold ourselves to a higher standard. Without it, the tendency is to settle for the bare minimum, whether it’s in personal growth or professional goals. We stop asking the tough questions and fall into a routine of shipping content or running ads without considering if we’re really making an impact. In marketing, it’s easy to get caught up in output without reflecting on how to truly resonate with your audience. The real question is: are you doing enough to become your ICP’s go-to resource? Building brand trust is a challenging journey, but the rewards are immense when you succeed. If you’ve ever found it hard to create messaging that connects with your audience, know that it’s a common challenge. But it’s one you can overcome by taking a step back, rethinking your strategy, and crafting a narrative that speaks directly to your customers’ needs. Curious how to start? There’s a way to test, optimize, and refine your messaging so it aligns perfectly with what your audience wants to hear.

Last week, the Wynter team gathered in Athens for our annual offsite. It was a great few days of deep discussions on how we’re reinventing B2B market research to make it faster and simpler. You know, the usual world-changing stuff. Amidst the serious work (and let’s not forget the glorious Greek weather), we squeezed in a few noteworthy highlights: Birthday celebrations, grandma’s homemade buffet, sipping wine poolside, a totally serious volleyball match, a random game of Cards Against Humanity, and of course, Peruvian pisco sours that did not disappoint. 🥂 All in all, an incredible offsite with an even more incredible team. 🫂 Already counting down to the next one. P.S. Enjoy these highly professional team photos, showcasing our two offsite moods.

When product-led growth (PLG) started gaining momentum back in 2019, Appcues knew they had to go beyond observing industry trends. They needed to fully understand them to stay ahead. That’s when the idea for the Product-Led Growth Collective was born, helping Appcues turn insights into action. In this blog, Eric Keating, VP of Marketing & Sales at Appcues, shares how they approached gathering target customer insights—and how it became a cornerstone of their strategy. Curious about their top methods for gathering customer insights? Read the full story for actionable takeaways. 🔗 Link in the comments.

When DocuSign first introduced “Intelligent Agreement Management” as their main message, it didn’t go over well. It was met with ridicule and criticism for being overly complicated and vague. Chances are, there were voices within the company that recognized the issue, but without clear data, decisions were made based on hierarchy rather than insight. The backlash eventually forced a shift to simpler, more effective language. But what if they had tested that message beforehand? It could’ve saved them from the public embarrassment and led to better outcomes right from the start. Before launching any message, make sure it resonates with your audience—data always speaks louder than opinions.

A/B testing can reveal surprising truths, especially when it comes to personalization. A recent test with a Fortune 500 company, which heavily invested in personalized messaging across different segments (enterprise, SMB, government, military), led to an unexpected result. Despite the segmented approach, a single, unified homepage message outperformed every personalized variant across all groups. Here’s what stood out: 1. Personalization doesn’t always equal better results—it’s only effective if it truly adds value. 2. Targeting different audiences doesn’t always require completely different messaging. What matters is identifying the key differences that drive decisions. 3. Research into your ICP is crucial to uncovering what really resonates across various segments. Before investing in complex solutions, it’s vital to understand the core needs of your audience. Knowing what truly matters is more powerful than any tool.

One of the most overlooked ways to gather customer insights is through quantitative analysis, specifically targeting your prospects, not just your current customers. Many companies rely solely on their CRM to make strategic decisions about where to focus their efforts. But what about the prospects you’re not reaching yet? In this clip, Andrew Mattock, VP of Demand Gen at Apollo, shares a powerful method that goes beyond your internal data. Smart marketers use every tool available to reach the right people. If you’re not already thinking like this, it might be time to consider how you gather and leverage market data. ➡️ Watch the full video to learn more, link in the comments.

Why does a company’s messaging hook readers at first, only to lose them as they dig deeper? In our latest episode of *Do You Even Resonate?*, we analyzed Kloudle’s homepage and found some key areas where they might be missing the mark with their DevOps audience. Catch the full breakdown in the video (link in the comments) and see what could be holding your messaging back. Want your company featured? Share your URL and ICP!

Understanding your market is one thing, turning those insights into meaningful action is another challenge altogether. In our latest blog post, Andrew Mattock (VP, Demand Gen @Apollo.io) shares his experience and lessons learned, reflecting on a product launch that didn’t hit the mark despite thorough research. He breaks down how refining your approach to gathering and utilizing market insights can make the difference between a lukewarm response and true customer engagement. Curious about his 3 method of gathering target customer insights? ⬇️ Read the full post for actionable strategies, link in the comments.

In SaaS, things evolve at breakneck speed, especially in how your ICP thinks and reacts. Recent analysis revealed a massive jump in cold emails mentioning AI: from 24% in early 2023 to 91% just 18 months later. At the same time, our research showed audiences are fatigued by AI-driven website messaging. When AI becomes the centerpiece, it often triggers eye rolls, not engagement. What does this tell us? It’s not about AI or any specific trend. It’s about staying tuned in to what your audience actually values *today*. If you’re not actively tracking these shifts, you risk becoming irrelevant, or worse, out of touch. Instead of reacting, start anticipating where your ICP is headed. (Always-on insights can make all the difference.)