WiseTalk: Proprietary Data
Learn how to turn small, proprietary wins into powerful brand stories, using WiseStamp’s 40% webinar lift as a real-world example.
Spotify’s Wrapped, Nike Run Club’s personal bests, and LinkedIn’s State of the Workplace are just a few examples of proprietary data gone viral.
And in this age of AI (pardon the cliche!), where content is being generated faster than it’s being consumed, brands have one advantage that can’t be copied: their own data. When used well, proprietary data becomes your brand’s unique story engine. It gives you something no one else can claim, and your audience something they actually resonate with.
On June 30, 2025, I sat down with Windward’s Director of Content, Ziv Gidron, for a conversation on how marketers can uncover, use, and scale their proprietary data stories.
Here are the top 3 takeaways:
1. Data is Everywhere. At WiseStamp, It Includes Our Own Marketing Wins.
Proprietary data is often an intimidating topic for marketers because we tend to think that you need millions of data points in order to make a compelling story. It’s not true. Proprietary data doesn’t need to mean dashboards full of metrics or a million users. The best stories often come from small but meaningful insights.
Case in point: we ran a single email banner campaign promoting a webinar. Just a clean design added to our internal email signatures. The result? A 40% lift in webinar registrations, directly tied to the clicks on that banner.
It’s simple, powerful, and completely ours. That’s what makes it resonate.
2. Repurpose, and Then Repurpose Again.
The powerful thing about building a content strategy around storytelling is that you can use different formats to catch your audience wherever they hang out online. And while we might assume our audience sees everything we post, Ziv reminded us they don’t.
That’s why telling your proprietary data story in multiple formats isn’t repetitive. It’s strategic. Write about it in your newsletter. Then turn it into a LinkedIn carousel. Add it to your sales deck. Drop it into a signature banner. Each repetition adds to the impact, making your message stick.
Our team has repurposed our success metrics in all of the above. That same banner stat? It’s now fueling social posts, sales enablement, and more.
3. Start Small. Then Let the Results Speak for Themselves.
You don’t need to overthink it. For example, we didn’t wait for months of reports or hire a data scientist. We just tracked clicks on a banner.
That low-effort move surfaced a stat that told a clear, relevant story to our audience. From there, we built out a broader campaign, and proved how proprietary data can be actionable from day one.
As Ziv said, “Proprietary data isn’t something you build, it’s something you uncover.”
Conclusion: Proprietary Data Isn’t Just for Product Teams. It’s a Marketer’s Greatest Answer to AI.
The biggest takeaway? You already have what you need to stand out with proprietary data. And it doesn’t have to be massive. It just has to be yours, packaged in a way that makes your audience curious.
At WiseStamp, we’ve seen firsthand how even the most overlooked touchpoints, like email signatures, can become measurable, brand-building assets when you start tracking their impact. The key is to tell a story your competitors can’t. One click at a time. One stat at a time. And one campaign at a time.
Watch the replay to hear the whole conversation.
