01
Voice of Customer Analysis
BuildBetter extracts and clusters the exact language customers use to describe their problems. Surface the phrases that appear most often — the words your homepage should be using right now.
A customer-led workflow
Messaging & Positioning
Stop guessing at messaging. Build your entire positioning strategy from actual customer language extracted from sales and customer calls — and watch conversion rates follow.
Customer evidence
“Citations in reports are critical for us. They build trust and prove accuracy — when leadership sees top citations, it reinforces credibility.”
Make the decision with the evidence in reach.
Ask a specific question of your company context. Inspect the accounts and source material behind the answer before using it in a report or a team decision.
Put it to work.
02
Pain Point Hierarchy
Quantify which problems matter most to which customer segments. See how often each pain point is mentioned, with what emotional intensity, and by which buyer profiles — so you can lead with what actually drives decisions.
03
ICP Identification from Real Patterns
Ask Chat to identify what your most successful customers have in common. Instead of a broad persona ('growing companies'), you get a precise ICP ('Operations managers at 10–100 person B2B companies scaling past their spreadsheets').
04
Value Proposition Validation
Build value props from outcomes customers already describe in their own calls. Every line of copy maps back to a real customer quote — so you can tell sales exactly where your messaging came from.
05
Competitive Differentiation
Surface what prospects say about alternatives they considered, why they chose you, and what objections they had. Build positioning and battle cards grounded in actual buyer language, not analyst frameworks.
06
Continuous Messaging Validation
Run a weekly query on new sales calls to catch shifting language, emerging objections, and new ICP characteristics. Messaging stays current as your market evolves.
A practical place to start.
Week 1 — Access and listen
Get 10–20 sales call recordings
Work with your sales leader to access recent discovery calls and demos — a mix of won and lost deals from different customer segments. If sales uses Gong or Chorus, export and upload to BuildBetter.
Upload and tag the calls
Tag each recording: 'Sales - Won Deal', 'Sales - Lost Deal', 'Discovery Call', 'Demo Call'. Processing takes 10–30 minutes per hour-long recording.
Listen to 3–5 calls with a marketing lens
Focus on what words customers use (not your words), what emotional tone comes through, what triggered their search, and what outcomes they actually want — not features.
Review auto-extracted Signals
After each call, check the Signals section. Filter for Problem, Need, Praise, and Objection types. BuildBetter already pulled the key quotes — you're looking for patterns across calls.
Week 1 — Extract and analyse language
Find pain point patterns
Go to Signals, filter by Type = Problem, and read through them all. Look for the same problem mentioned by three or more customers — those are your headline pain points.
Ask Chat to surface customer language
Query: 'How do customers describe their pain points? Give me their exact language, not summarised.' The output shows common phrases, emotional words, and how they frame the problem — not how you describe it.
Identify your true ICP
Query: 'Who are our most successful customers? What do they have in common?' Look for patterns in company size, industry, role, tech stack, and the trigger event that made them act.
Export a customer quote library
Filter Signals by Type = Praise, Sentiment = Positive, then export to CSV. This is your raw material for testimonials, website copy, and sales decks.
Week 2 — Rewrite and test
Rewrite the homepage hero
Replace vague taglines with the pain point language your customers actually use. 'Streamline your workflow' becomes 'Stop drowning in spreadsheets. One place for all your data.'
Rewrite value props as outcomes
Swap feature bullets for outcome statements from real calls. 'Real-time sync' becomes 'One source of truth your whole team can trust.' Every line should echo something a real customer said.
Tighten the ICP statement
Update your persona language from 'growing companies' to the precise description your data surfaced. Specific resonates; broad is ignored.
Share findings with Sales and run an A/B test
Send a summary to sales: top pain points, ICP characteristics, and outcome language. Then A/B test old versus new homepage copy. Expect 20–40% conversion improvement within 30 days.
Ongoing — Keep messaging current
Weekly 30-minute call review
Query Chat: 'What new pain points or language emerged in this week's sales calls?' Stay ahead of shifting customer language before it affects conversion.
Monthly messaging refresh
Deep-analyse 10–20 calls, update your quote library, and check whether ICP patterns have shifted. Adjust homepage and ad copy accordingly.
Quarterly ICP and positioning audit
Full review: competitive positioning, segment-specific messaging variations, and value prop hierarchy. Share insights company-wide.
Keep the workflow useful
- Analyse both won and lost deals — wins show what messaging worked, losses reveal objections you failed to address
- Stop when you hear the same pain points repeatedly with no new patterns emerging — 20–30 calls is usually enough for statistical confidence
- Keep the emotion in rewritten copy: 'drowning in spreadsheets' becomes 'buried in spreadsheets' — preserve the intensity, just clean profanity if needed
- Run messaging changes by sales before publishing — their buy-in makes alignment effortless and they'll flag anything that doesn't match call reality
- Track not just conversion rate but also lead quality after the rewrite: better-matched messaging attracts better-fit prospects
- Refresh ICP and messaging quarterly — customer language shifts as your product and market evolve
Keep exploring.
Ready to let your customers write your marketing?
Bring a real question. We’ll walk through the context and the next step together.
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