Reading time: 10 minutes | Video length: 38 minutes
Welcome to the second installment of our four-part Cannonball methodology series. If you haven't gone through Part 1: Focus, stop right now and start there! As Jordan emphasizes at the beginning of this training: "It's totally useless to you if you don't go back to the F stage." The Investigate module builds directly on the foundation we established in Focus.
Executive Summary
The Investigate module teaches you how to source high-quality target data that aligns with your ICP
You'll learn how to identify which channels will be most effective for your campaign
We'll show you how to determine your optimal go-to-market motion based on customer insights
This approach transforms generic targeting into hyper-specific segments with tailored messages
The goal is to create marketing so targeted that "people would pay to receive it"
Where Investigate Fits in the FIND Framework
Building on the Focus stage where we defined our ICP and personas, the Investigate stage is where we get tactical about finding and understanding our target audience in the real world:
Focus- Understand your product's market position and your ideal customers ✓Investigate - Research and analyze customer data and market opportunities ← You are here
Narrate - Craft compelling messaging and campaign narratives
Deploy - Execute multi-channel campaigns with precision
Three Core Goals of the Investigate Stage
1. Source High-Quality Target Data
The single most important goal of the Investigate stage is finding high-quality target data. As Jordan emphasizes: "The list IS the message."
Finding the right targets isn't just about identifying companies that match your ICP criteria – it's about understanding exactly which segments within your ICP will be most responsive to specific value propositions.
For our Skimmer example (pool service software), we discovered:
Critical inflection points where manual systems break down (typically at 40-50 pools)
Business transition periods that signal readiness (adding first employees, second-generation ownership)
Professionalization triggers that indicate buying readiness
Real insight: In the actual customer reviews, we found that multiple Skimmer users mentioned the same pain point: "When it was just me, I would clean the pool, check the chemicals, and put a note on the customer's front door. But as the list grew, it became clear that the pen and paper system had to go."
2. Determine Effective Channels
The second goal is to identify which marketing channels will be most effective for reaching your target audience. This isn't about guessing – it's about following the data.
For Skimmer, we identified:
Google as a primary research channel for pool service companies
Facebook groups where pool service professionals network
YouTube as a potential channel for educational content (related to certifications)
Email marketing opportunities targeting specific segments
Rather than spreading budget across every possible channel, the Investigate stage helps you pinpoint exactly where your target audience is already actively engaging.
3. Design Optimal Go-to-Market Motion
The final goal is designing the optimal motion based on all the insights gathered. This involves matching:
Your target segments
Their specific pain points
The channels they use
The messaging that will resonate most
For Skimmer, we identified three distinct value proposition themes from customer reviews:
Time savings (particularly for route planning and end-of-month billing)
Growth enablement (scaling beyond manual systems)
Service quality maintenance (maintaining standards while growing)
Each segment requires its own targeted approach based on their specific challenges.
Two Essential Prompts for Investigation
1. Find Customer Quotes Prompt
This prompt helps you systematically gather authentic customer language about your product or service from across the web. It's designed to uncover:
How customers actually describe their problems (not how you think they should)
The exact language that resonates with them
The specific moments when they realized they needed your solution
The results they've achieved
Customer Quotes Prompt
https://claude.site/artifacts/54ab3c4e-abdb-4de7-87f2-cf8f5409db74
2. Niche Data Sources Prompt
This prompt helps you identify hyper-specific data sources that can help you find your ideal customers. Remember Jordan's principle: "It's better to find a great list than to filter an okay list."
Key Insight: In our Skimmer example, we discovered that Google Maps data combined with review analysis provided the most accessible and actionable targeting data. By examining:
Whether pool companies have websites (16,000 out of 25,000 do)
Number and recency of Google reviews (indicating growth)
Star ratings (quality indicators)
Review text (revealing specific pain points)
We could identify precisely which companies were at the critical growth stage where Skimmer would be most valuable.
Niche Data Sources Prompt
https://claude.site/artifacts/d0e19f23-5323-4c81-ad2f-375f50158d67
Pro Tips: Getting the Most from Your Investigation
Finding the Growth Inflection Point
One of the most valuable insights from our Skimmer investigation was identifying the exact point where manual systems break down:
"With 40 accounts, you'd have a list of customers that you had to write in order. When you got a new customer, you had to sift through all your papers to find out where they could go next week. Then you'd put in the address in Google Maps and find them and make sure you were getting them on the right day. With a couple hundred pools, that's just not doable."
This insight gives us:
A clear targeting parameter (companies with 40-200 pools)
Exact language for our messaging
A specific pain point to address
The List IS the Message
Jordan emphasizes that great targeting data already contains your message. If you know:
A pool company has recently grown from 25 to 75 pools in the last year (growth segment)
Their Google reviews mention scheduling challenges (time savings segment)
They're a second-generation business modernizing operations (transition segment)
You already know exactly what messaging will resonate with them.
Multi-Generational Business Evolution
One fascinating insight from the customer quotes was the pattern of second-generation owners modernizing family businesses:
"Before I came back on, it was just my dad doing the best he could, the fastest that he could. To help make this transition possible, Chantel knew she would need to systematize Dazzle Pools' operation as much as possible."
This represents a distinct audience segment with specific motivations and pain points.
Google Reviews: An Underutilized Data Goldmine
While we explored various niche data sources, we discovered that Google Reviews data provided exceptional targeting value for our pool service software example:
Volume metrics: Total number of reviews indicates business size
Growth metrics: Recent review volume indicates business growth rate
Quality metrics: Star ratings indicate service quality
Pain point indicators: Review text reveals specific challenges
Public accessibility: This data is freely available with the right tools
By analyzing Google review data at scale, you can segment your entire target market based on their specific challenges, allowing you to craft hyper-targeted campaigns for each segment.
From Data to Messaging: Segmenting Your Approach
The ultimate goal of the Investigate stage is to prepare for targeted messaging in the Narrate stage. For Skimmer, we identified three distinct value proposition segments:
Time Savings Segment
Target: Companies with scheduling complaints in reviews
Pain Point: Route planning and end-of-month billing inefficiencies
Key Message: Automation of administrative tasks
Growth Enablement Segment
Target: Companies showing rapid review growth
Pain Point: Manual systems breaking under scale
Key Message: Systematization for continued growth
Service Quality Segment
Target: High-rated companies concerned about maintaining standards
Pain Point: Consistency across growing team
Key Message: Documentation and quality control features
Each segment gets its own tailored message that addresses their specific challenges.
Next Steps: Preview of Narrate Module
In our next session, we'll move into the Narrate module, where you'll learn:
How to craft compelling messages for each segment
Techniques for turning customer language into effective copy
Methods for developing a cohesive campaign narrative
Tools for testing and refining your messaging
Your Investigate Challenge
Before our next session, try applying the Investigation framework to your own product or service:
Use the Customer Quotes prompt to gather authentic customer language
Identify 2-3 key themes from your customer feedback
Use the Niche Data Sources prompt to find unique targeting opportunities
Share what you discover in the comments (optional)
Questions for Discussion
What unconventional data sources might help you target your ideal customers?
Which customer pain points surprised you when reviewing customer feedback?
How might segmenting your approach to different customer groups improve your results?
Remember: Great marketing doesn't start with creative messaging—it starts with precise targeting. As Jordan says, "The goal is to create marketing so targeted that people would pay to receive it."
Join us on March 11th for Part 3: Narrate, where we'll transform these insights into compelling campaign messaging.
Share this post