Managing research in Ignition
Ignition makes it simple to collect customer insights and competitive insights, and then tie them to your roadmaps and GTM plans. It can automate much of your work around gathering these insights, and becomes a powerful knowledge base as you start to make connections between learnings and plans and performance. The most magical part is how Ignition makes your research actionable though, by using it to inform AI models that output better plans and content based on your customers’ language.
👨🚀 Items in Research can be re-used across Roadmaps and Campaigns using Connections. Tag items from your repository to a plan, and it will be used to inform AI outputs related to that plan, as well as becoming easily referenceable for context.
Customer Research
Ignition helps automate customer research by analyzing your customer conversations with AI, as well as empowering you to conduct one-off studies:
Voice of Customer – The Voice of Customer tab allows you to use AI to analyze customer conversations from the tools you use today like call transcription tools, CRMs, and support tickets. You can also upload insights via CSV or as raw notes. When using the Voice of Customer tools, once you’ve imported your data (via the Integrations tab), Ignition will auto-tag your conversations based on the subject matter, and apply an individual summary to it. From there, you can use the “Generate takeaways” button to extract insights based on the filtered view you have applied (try segmenting your data, or using the “refine results” option to add free-form instructions for more specific results).
Conducting Research Studies – From the Studies tab, you can create customer research studies for a variety of topics. Just pick the type of research you want to conduct, and follow the steps in the flow. Ignition will ask you a few questions about the product you're researching, generate a best-practice-based study, then give you the option to load in a list of recipients you'd like to collect data from. You can always preview the survey or edit the message they'll receive as well.
Competitive Intel
Ignition helps automatically monitor competitors, and analyze win/loss data with AI:
Battlecards – Building a battlecard in Ignition couldn't be simpler! Just drop in a competitor's URL and we'll build it for you! Ignition will automatically pull tons of data about your competitor, as well as analyze their website, your website, and reviews data to recommend key talking points for how to sell against them. If you want to analyze a specific sub-product for a competitor, just drop the product page link for that product. Then, you can customize any fields you like. We'll automatically refresh this data on a regular basis, so you're always up-to-date.
Sharing with Sales — The best way to share battlecards with Sales is by configuring your CRM integration to embed your battlecards. You can do this in the Integrations menu. Once configured, your battlecards will appear directly within the Deal object in your CRM for sales team members to access while on customer calls. You can also easily share battlecards with the “Share” button in the top-right. This will allow you to share your battlecards via a public link that doesn’t require the viewer to login for access.
Win/Loss Analysis – If you use a supported CRM, you can connect your CRM from the Win/Loss tab and automatically visualize performance against specific competitors across different timeframes, complete with insights into why deals were won or lost. Try playing with filters and then using the “Generate takeaways” button to extract insights about a specific competitor or subset of deals.