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What It Does

Connect your Grain account to CustomerOS to automatically extract marketing intelligence from every recorded call. Discover what content to create based on buying committee discussions, which messaging resonates across stakeholder groups, and how to position based on multi-participant conversations. Grain’s participant tracking and recording metadata are analyzed to surface marketing insights you can’t get from Grain alone—actionable intelligence for content strategy, positioning, and campaign optimization.

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Why It Matters for Marketing

Buying Committee Language: Understand how different stakeholder roles (technical, business, executive) describe problems and priorities. Create persona-specific content that resonates with each group. Content Gap Analysis: Identify questions that come up when multiple stakeholders are present. Discover that technical buyers ask about “API rate limits” while business buyers ask about “team collaboration”—then create content for both. Positioning Intelligence: Surface concerns and objections raised when full buying committees are present. These multi-stakeholder conversations reveal real positioning opportunities competitors miss. Campaign Quality Measurement: See which campaigns drive meetings with engaged buying committees versus single exploratory calls. Optimize toward campaigns that bring multiple decision-makers. Stakeholder Messaging: Discover which value propositions resonate with different roles. See that executives care about “time savings” while technical folks care about “customization”—then tailor messaging.

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Use Cases

Persona-Specific Content: Discover that technical stakeholders ask about “webhook reliability” while business stakeholders ask about “ROI timelines.” Create separate content tracks addressing each persona’s concerns. Buying Committee Messaging: See that when multiple stakeholders are present, “team efficiency” messaging resonates more than “individual productivity.” Update homepage to focus on team benefits. Technical vs. Business Content: Identify that engineering participants ask implementation questions while business participants ask change management questions. Build content libraries for both audiences. Campaign Quality Analysis: Find that LinkedIn thought leadership drives meetings with 3+ participants (buying committees) while paid search drives solo exploratory calls. Shift budget to committee-generating campaigns. Positioning from Objections: Track that when CFOs are present, they raise “budget approval process” concerns. Create dedicated content and sales enablement around procurement workflows. Content Sequencing: Discover that technical prospects who engage with API documentation before calls bring their business counterparts to second meetings 40% more often. Optimize content journey to involve full committees.

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How It Works

  1. Connect via OAuth - Click Connect and authorize CustomerOS to access your Grain recordings (read-only, secure)
  2. Automatic intelligence extraction - All transcripts sync every 2 hours with AI analysis identifying marketing insights
  3. Participant-level analysis - System analyzes which stakeholder roles ask which questions and raise which concerns
  4. Pattern identification - Identifies common themes across buying committees, technical vs. business conversations, and multi-stakeholder discussions
  5. Marketing insight generation - Get persona-specific content recommendations, positioning opportunities, and messaging analysis
  6. Campaign attribution - See which campaigns drive meetings with engaged buying committees versus solo explorers
  7. Take action - Use insights to create persona-targeted content, tailor messaging by stakeholder role, and optimize campaigns
What Gets Analyzed:
  • Participant-level questions and concerns by stakeholder role
  • Buying committee language and terminology across different personas
  • Technical vs. business stakeholder priorities and pain points
  • Multi-stakeholder conversation themes and patterns
  • Campaign quality signals (buying committee engagement vs. solo explorers)
  • Content gaps for different buyer personas and roles
  • Positioning opportunities from multi-participant objections
Intelligence frequency: Every 2 hours automatically. No manual analysis or transcript review required. Participant intelligence: System identifies which types of stakeholders (technical, business, executive) ask which questions, enabling persona-specific content and messaging. Campaign attribution: See which campaigns drive meetings with engaged buying committees versus individual exploratory conversations.

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How to Connect

  1. Go to Settings → Integrations → Meeting Transcripts → Grain
  2. Click Connect Grain and authorize CustomerOS (read-only access to recordings)
  3. Transcripts begin syncing automatically within 2 hours
  4. Past recordings sync first, then new meetings sync every 2 hours
  5. View transcripts in Briefs and analyze participant insights in CustomerOS

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Smart Features

  • Persona-specific insights - Identify which questions and concerns come from technical vs. business vs. executive stakeholders
  • Buying committee analysis - Surface patterns from multi-participant conversations to create content that addresses group dynamics
  • Content gap identification - Discover persona-specific questions that need dedicated content to address them
  • Stakeholder messaging - Identify which value props resonate with different buyer roles
  • Campaign quality scoring - See which campaigns drive buying committee meetings vs. solo exploratory calls
  • Positioning opportunities - Uncover objections raised when full committees are present
  • Automatic sync every 2 hours - Intelligence extraction happens without manual transcript review
  • Smart deduplication - Prevents duplicate analysis based on unique recording IDs
  • Multi-hour handling - Efficiently analyzes long, complex buying committee discussions
  • Attribution to campaigns - Connect conversation quality back to specific marketing efforts
  • Pattern recognition - Identify themes across hundreds of multi-stakeholder conversations

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Prerequisites

  • Active Grain account with recorded meetings
  • Grain connected to your calendar and meeting platforms (Zoom, Google Meet, Microsoft Teams)
  • Admin or owner access to authorize the CustomerOS integration

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Important Notes

  • Intelligence extraction: Marketing insights are generated every 2 hours automatically. No manual transcript review required.
  • Participant analysis: System identifies stakeholder roles and personas from email domains and conversation context for targeted insights.
  • Multi-stakeholder focus: Analysis prioritizes insights from buying committee conversations where multiple decision-makers are present.
  • Marketing focus: Intelligence extraction emphasizes content gaps, messaging optimization, and positioning opportunities—not just sales coaching.
  • Persona-specific content: Get recommendations for technical vs. business vs. executive content based on actual stakeholder questions.
  • Campaign attribution: See which campaigns drive buying committee meetings versus solo exploratory conversations.
  • Historical analysis: Past calls are analyzed when you first connect to build your intelligence baseline across all personas.
  • Privacy & security: Transcripts are securely stored and encrypted. Intelligence is extracted automatically without human review.

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Next Steps

  • Learn about Meeting Intelligence to understand the full marketing insight capabilities
  • Connect Fathom if your team uses multiple recording tools
  • Review Buyer Journeys to see how conversation insights connect to campaigns
  • Explore Briefs to view conversation history and stakeholder involvement before meetings
  • Track Meeting Bookings to understand which campaigns drive buying committee conversations
  • See Touchpoints for website activity that leads to multi-stakeholder engagement