CUSTOMER INTELLIGENCE
Use wins and losses to define the market you can actually win.
InMarketIQ compares your strongest customers, wins, losses, disqualified opportunities, and poor-fit customers. It finds the attributes that separate good outcomes from bad, matches that Customer DNA across 14 million U.S. company websites, then identifies the people conducting relevant research.
The model keeps the attributes shared by strong outcomes and removes the attributes concentrated in losses, churn, and poor-fit customers.
THE DEFINITION
What is customer intelligence?
Customer intelligence is the process of comparing customer characteristics with business outcomes so a company can define who it should pursue and who it should avoid.
InMarketIQ converts those outcome patterns into Customer DNA. It matches the DNA across its commercial taxonomy, identifies active researchers inside qualified companies, and gives marketing and sales the same buyer market.
THE MISSED ADVANTAGE
Your CRM already shows who belongs in the market and who does not.
Wins reveal fit
Strong customers and closed-won deals reveal the company attributes, use cases, roles, and buying conditions associated with success.
Losses reveal limits
Losses, disqualifications, churn, and weak-fit customers reveal the attributes that should remove a company from the active market or exclude it from the market.
Outcomes sharpen the market
Comparing strong and weak outcomes produces a Customer DNA model grounded in evidence from your own business.
FROM OUTCOMES TO MARKET
How customer outcomes become a qualified buyer market.
Collect outcomes
Select strong customers, wins, losses, churned accounts, disqualifications, and poor-fit customers.
Build Customer DNA
Compare company attributes, roles, use cases, and outcome quality to isolate the winning pattern.
Match the company market
Find companies with the same commercial attributes across 14 million U.S. company websites.
Identify active buyers
Apply daily people-based research signals and map the known buying group inside each qualified company.
WHAT THE PLATFORM PRODUCES
Customer intelligence should produce a usable buyer market.
The output is a defined company market, identified researchers, buying-group coverage, qualified sales records, advertising audiences, and suppressions. Each output traces back to Customer DNA and current research.
THE SIMPLE TRUTH
COMMON QUESTIONS
Customer intelligence, without the jargon.
What information does InMarketIQ learn from?
It uses the outcome groups your company selects: strong customers, closed-won deals, losses, disqualifications, churned accounts, and poor-fit customers. It compares those outcomes with normalized company and role attributes.
How is Customer DNA different from a traditional ICP?
A traditional ICP usually starts with broad firmographic filters and industry codes. Customer DNA starts with actual outcomes, compares normalized commercial attributes, and defines the company patterns associated with wins and losses.
Who uses the output?
Leadership uses it to define the market. Marketing uses it to build audiences and suppressions. Sales uses it to rank identified buyers and fill buying-group gaps.
LEARN FROM YOUR OWN OUTCOMES
Build the qualified market your revenue team should work next.
See InMarketIQ in action
THE INMARKETIQ SYSTEM
One system. Four connected decisions.
Build the market from customer outcomes, identify the people creating buyer activity, activate qualified records and use new outcomes to sharpen the next cycle.
Build the ICP
Learn from wins, losses and customer quality to define precise company and buying-role fit.
Identify buyers
Find the people from that market researching relevant topics or visiting your website.
Activate buyers
Send qualified people and context into CRM, advertising, sales and automation workflows.
Learn from outcomes
Feed new wins and losses back into Customer DNA so the market keeps narrowing.