The Marketing Intelligence Dashboard helps you understand what’s missing between current and desired outcomes by analyzing customer language, objections, and opportunities. This guide shows you how to access and use the dashboard to inform your marketing strategy.

Accessing the Marketing Intelligence Dashboard #

Step 1: Navigate to Create Dashboards #

1. Login to your Insight7 account at https://insight7.io
2. Click on Analyze in the main navigation
3. Select Create Dashboards

Step 2: Select Marketing Intelligence #

1. You’ll see different dashboard types available
2. Click on Marketing Intelligence Dashboard
3. You’ll see: “Shows what’s missing between current and desired outcomes”
4. The system will begin analyzing your calls and conversations
5. Wait for processing to complete

Understanding Your Marketing Intelligence Results #

The dashboard provides several key sections to inform your marketing strategy:

Customer Language #

What it shows:

• The actual words, phrases, and terminology customers use
• How customers describe their problems and needs
• Natural language patterns in customer conversations

Use this to:

• Align marketing copy with customer vocabulary
• Ensure messaging resonates with your audience
• Avoid industry jargon that customers don’t use
• Create more authentic, relatable content

Messaging Recommendations #

What it shows:

• AI-generated suggestions for marketing messages
• Recommended positioning based on customer conversations
• Strategic communication approaches that address customer needs

Use this to:

• Develop campaign messaging that speaks to real pain points
• Refine value propositions based on customer priorities
• Create targeted messages for different segments
• Test new positioning angles grounded in customer data

Top Customer Objections #

What it shows:

• Most frequent concerns, hesitations, or barriers mentioned
• Common reasons customers resist or delay decisions
• Specific objections raised during conversations

Use this to:

• Preemptively address objections in marketing content
• Create FAQ content that resolves common concerns
• Develop sales enablement materials
• Adjust positioning to overcome resistance points
• Build trust by acknowledging and solving real concerns

Campaign Ideas #

What it shows:

• Suggested marketing campaign concepts based on insights
• Content themes derived from customer conversations
• Strategic initiatives aligned with customer needs

Use this to:

• Brainstorm new campaign directions
• Validate campaign ideas against real customer data
• Identify timely or trending topics to capitalize on
• Develop data-backed creative briefs

Customer Stories #

What it shows:

• Real examples and anecdotes from customer conversations
• Success narratives and use case examples
• Authentic customer experiences with your product or service

Use this to:

• Source material for case studies
• Find testimonial-worthy moments
• Identify compelling customer journey narratives
• Create authentic storytelling content

Content Opportunities #

What it shows:

• Gaps in your content that customers are asking about
• Topics customers want to learn more about
• Content types that would address unmet information needs

Use this to:

• Build your content calendar
• Prioritize blog posts, guides, or videos
• Fill knowledge gaps in your content library
• Create educational resources customers actually want

Success Stories #

What it shows:

• Specific success narratives organized by theme
• Example: “Leadership in Disruption” with story count
• Expandable stories with full details

How to use it:

1. Review the theme categories (e.g., “Leadership in Disruption”)
2. Note the story count (e.g., “1 story”)
3. Click to expand and see the full story details
4. Read customer success examples and outcomes
5. Identify stories suitable for marketing materials

Use this to:

• Find case study candidates
• Pull quotes for testimonials
• Understand different success patterns
• Create segmented success narratives for different personas

Emotional Brand Drivers #

What it shows:

• Emotional themes that drive customer connection to your brand
• Example: “leadership” with mention count
• Expandable insights showing context and keywords

How to use it:

1. Review the emotional driver categories (e.g., “leadership”)
2. Note mention frequency (e.g., “1 mention”)
3. Click to expand to see detailed insights
4. Review keywords and context around each emotional driver
5. Understand what emotionally resonates with customers

Use this to:

• Develop emotionally resonant brand messaging
• Understand what values customers associate with your brand
• Create campaigns that tap into emotional motivations
• Align brand positioning with customer emotional needs
• Differentiate based on emotional connection points

Using the Marketing Intelligence Dashboard Effectively #

For Marketing Managers #

Campaign Planning

1. Review Customer Language for messaging alignment
2. Use Campaign Ideas as brainstorming starting points
3. Address Top Customer Objections proactively in campaigns
4. Leverage Success Stories for social proof

Content Strategy

• Prioritize Content Opportunities for content calendar
• Use Customer Language to optimize SEO and copy
• Mine Customer Stories for authentic content
• Build thought leadership around emotional brand drivers

Messaging Refinement

• Implement Messaging Recommendations in website copy
• Test different messages based on customer language
• A/B test objection-handling approaches
• Align all touchpoints with customer vocabulary

For Content Creators #

Story Mining

1. Expand Success Stories to find compelling narratives
2. Click on emotional brand drivers for context and quotes
3. Use Customer Language to write authentically
4. Address Content Opportunities systematically

SEO Optimization

• Use Customer Language for keyword targeting
• Create content around frequently mentioned topics
• Optimize existing content with customer vocabulary
• Build FAQs addressing Top Customer Objections

For Product Marketing #

Positioning Development

• Ground positioning in Customer Language
• Use Emotional Brand Drivers for differentiation
• Address objections in competitive positioning
• Validate messaging with real customer conversations

Launch Planning

• Reference Campaign Ideas for launch themes
• Use Success Stories for launch case studies
• Leverage Messaging Recommendations for launch copy
• Address anticipated objections preemptively

For Sales Enablement #

Collateral Development

• Create objection-handling guides from Top Customer Objections
• Develop battlecards using customer language
• Build pitch decks featuring Success Stories
• Train teams on Emotional Brand Drivers

Conversation Guides

• Incorporate customer language into talk tracks
• Prepare responses to common objections
• Use messaging recommendations in sales scripts
• Reference success stories in demos

Dashboard Best Practices #

Regular Reviews

• Check dashboard monthly for new insights
• Track how customer language evolves over time
• Monitor emerging objections or concerns
• Identify trending emotional drivers

Cross-Functional Sharing

• Share insights with product teams for roadmap input
• Collaborate with sales on objection handling
• Align customer success on success story themes
• Brief leadership on emotional brand drivers

Action-Oriented Approach

• Don’t just read insights—implement them
• Assign owners to each content opportunity
• Set deadlines for addressing top objections
• Track which recommendations drive results

Combine with Other Data

• Cross-reference with sales analytics for conversion correlation
• Compare with performance evaluations for consistency
• Validate against customer surveys or NPS data
• Use alongside journey maps for complete picture

Expand for Details

• Always click to expand Success Stories for full context
• Review expanded Emotional Brand Drivers for keywords
• Don’t rely on summary counts—read the details
• Look for quotes and specific examples to use