We do a lot of research at HubSpot.
It's how we remain able to deeply understand human behaviour and so manage to innovate by developing new software that people actually want to and need to use.
We invented inbound marketing which helped thousands of companies out there drive good-fit leads through their own website and content, and then pass them onto the sales department that though an inbound sales philosophy became able to close these leads into actual customers and so grow the company's revenue.
We preach what we teach and this whole methodology served us well for a long time. But by deeply knowing our own customers we're starting to see a shift where customer acquisition through the described approach above is not only becoming more expensive but it's also not as effective as it used to be.