Most business proposals miss the mark because they don’t feel personal. Clients expect solutions that directly address their needs, not copy-paste offers. Using data can change this.
With the right insights, you can understand client goals, show the most valuable points, and make your proposal more relevant. Proposals built on data have a higher chance of success because they focus on what the client truly cares about.
This guide will help you learn how to use analytics to customize your proposals.
Here’s the guide on how to use analytics to create proposals.
Understanding the customer is the first step in writing a good proposal. With the help of analytics you can clearly see what the client appreciates most. Start by looking over any information that is accessible about their company.
This involves their previous initiatives, difficulties they have discussed in meetings, or even industry trends. David Martinez, VP Enterprise & OEM Accounts at Cybernet Manufacturing, adds, “CRM software can be invaluable here, providing insights into previous interactions, their preferences, and even the pain points they’ve mentioned.”
Look for specific patterns once you’ve gathered this specific information. For example, if the client has expressed concerns about costs in previous discussions, your proposal should highlight value and cost efficiency.
If they’ve struggled with scaling operations, you can show how your solution addresses scalability. The more specific you can be in addressing their needs, the more impactful your proposal will look.
A proposal isn’t just about understanding the client; it’s also about presenting your solution as the right choice. Market analytics can help you identify trends, challenges, and opportunities that are shaping the client’s industry.
For example, if you’re pitching to a retail company, and the data shows a surge in online shopping, you can emphasize how your product or service aligns with this shift.
Dan Close, Founder and CEO of BuyingHomes.com, says, “Provide data or illustrations that show how your solution aligns with these patterns. This not only increases your reputation but also gives the client confidence that you are providing them with something that is pertinent to their present problems.”
Clients often compare proposals from different vendors, so understanding what your competitors are offering can give you an advantage. Barry Conybeare, Michigan Accident Lawyer at Conybeare Injury & Accident Lawyers, explains, “Analytics systems can reveal information about pricing schemes, service offers, and competitive tactics. Examine their proposals for any holes or flaws that your company can fix.”
For example, if competitors focus solely on cost-cutting but ignore long-term growth, your proposal can highlight how your solution balances immediate savings with future scalability.
Each consumer reacts differently to offerings. Some focus on the cost, while others go into the installation process's finer points. Gerald Ming, Founder of Whitelabelseo.club, says, “Analytics tools can track these behaviors, showing which parts of previous proposals received the most attention. Use this information to guide the structure of your new proposal.”
For example, if the client tends to skip over lengthy introductions, keep it brief and get straight to the point. If they spend more time reviewing case studies, include a detailed example of how your solution has worked for similar clients.
By aligning your proposal with the client’s natural focus areas, you make it easier for them to see the value in your offer.
Clients care about outcomes. Instead of just listing your services, use data to show the results your solution can deliver.
Aaron Dewit, Owner of Commercial Cleaning Depot, mentions, “You can use analytics to extract case studies, success stories, or performance measures. For example, when presenting a software solution, provide statistics which shows how it lowered expenses or increased productivity for a previous customer..”
Use real numbers whenever possible — like a 25% increase in productivity or $50,000 in annual savings.
Although charts and numbers are helpful, if they are not presented correctly, they can be just a waste of time. Tables, infographics, and graphs are examples of visual aids that improve the efficiency and comprehension of data. Templates or ideas for making visualizations are frequently offered by analytics tools.
Jeremy Hoye, Business Owner of Jeremy Hoye Jewellery, adds, “If you’re discussing ROI, a simple graph comparing investment costs to expected returns can drive the point home faster than paragraphs of explanation. Just ensure your visuals are clean, relevant, and easy to interpret.”
After you submit the proposal, the procedure continues. Client engagement with your content may be monitored by analytics tools, which can reveal which areas customers spend the most time on, where they pause, or whether they completely ignore important portions. This data is vital for improving subsequent bids, shares Tim Jones, Founder of Zendash.
If you observe that clients routinely ignore particular portions, it can mean that they are either too complex or not pertinent enough. If they focus too much on certain topics, such as case studies or price, however, think about enlarging those portions in subsequent proposals. Your proposals become more successful over time if you make adjustments based on real customer behavior.
While analytics helps you craft a data-driven proposal, it’s essential to maintain a personal connection. Clients don’t want to feel like they’re just another name on a list.
James Forsyth, ICAEW Chartered Accountant at Quality Contracts, shares, “Use the insights you’ve gathered to include details that show you’ve taken the time to understand their unique situation. For example, mention specific goals they’ve shared during conversations or reference challenges they’ve highlighted.”
Little things like using their name and including their business logo in the proposal are sufficient. A greater impression is produced when analytics and true customization are combined.
Strong proposals are built on statistics, but they are given life by storytelling. Utilize the data you have acquired to craft an engaging narrative that demonstrates how your solution will change the client's industry. Give an overview of their present problems before moving on to discuss how your solution resolves them and produces quantifiable outcomes.
For example, instead of simply stating, “Our platform can increase efficiency,” frame it as, “Imagine cutting your administrative workload in half and focusing more on strategic growth. With our platform, this is not just possible—it’s a proven result.”
Stories create an emotional connection that helps clients see the bigger picture.
Below are some of the most effective tools and software you can use to boost your proposal.
When it comes to understanding your client, CRM tools are essential. They store client data, past interactions, preferences, and deal history in one place. This data helps you build proposals that reflect the client’s specific needs, pain points, and goals. Instead of guessing what the client wants, you have direct insights to work from, says Raviraj Hegde, SVP of Growth at Donorbox.
Here are the top CRM tools to use.
HubSpot CRM: Tracks client interactions, emails, and meetings. It also allows you to store notes and key insights about client needs.
Salesforce: Known for its advanced customization and data tracking, Salesforce gives you a 360° view of your clients.
Pipedrive: Help you track deal stages and client communications.
Proposal management solutions simplify the process of drafting, submitting, and monitoring bids.
Eran Mizrahi, CEO of Source86, explains, “Proposal management software lets you design, customize, and share proposals in just a few clicks. But the real magic is in the analytics. Once the proposal is sent, these tools track how long clients view specific sections, what pages they focus on, and where they stop reading.”
Here are the top proposal management tools.
Proposify: Tracks client interactions with your proposal, showing which parts they spend the most time on. You can also set up templates for faster customization.
PandaDoc: Offers interactive proposals where clients can sign and approve directly. It also tracks how long they view each section.
Better Proposals: This tool makes it simple to create visually appealing proposals with built-in tracking so you know when the client opens it.
Although numbers have a narrative to tell, poorly presented numbers can be dull. Data visualization technologies change unstructured data into infographics, graphs, and charts that help people understand, remember, and be persuaded by information.
These visualizations provide presentations of ROI, success measures, or timelines with a degree of professionalism that is unmatched by simple text.
Here are top data visualization tools.
Canva: An easy-to-use design tool that lets you create charts, graphs, and infographics without needing design skills.
Infogram: Specialized in creating interactive charts and data visuals for business proposals and presentations.
Google Data Studio: Connects directly to Google Analytics and other data sources to create real-time reports, charts, and dashboards.
If you want your proposal to stand out, you need to show you understand the client’s industry and current market trends. Adam Fard, Founder & Head of Design at AI Wireframe Generator, adds, “Market research tools provide real-time insights on industry shifts, emerging opportunities, and competitor analysis.”
Including this context in your proposal shows clients that you’re aware of their challenges and prepared to help them navigate them.
Here are the top market research tools.
SEMrush: Ideal for tracking industry trends, keyword research, and competitor analysis.
Google Trends: Shows real-time search trends so you can identify what’s popular in the client’s industry.
Statista: Provides access to industry reports, market forecasts, and detailed research that can be included in proposals.
Corey Schafer, SEO Specialist at Florin|Roebig, advises, “If you’re pitching a digital marketing service to an e-commerce company, you can use Google Trends to show that online shopping demand is rising. When you link your service to this trend, it makes your proposal feel timely and relevant. It’s no longer just “your offer” — it’s a solution to an emerging need.”
You’re not the only one submitting a proposal to your client. Competitors are doing the same.
“Competitor analysis tools give you insights into what others in the market are offering, where they fall short, and how you can stand out. By identifying gaps in your competitor's proposals, you can frame your solution as the better choice,” says Andrew Smith, Co-Founder of PropFusion.
Here are the top competitor analysis tools.
SimilarWeb: Helps you see what competitor websites are doing, like the types of services they highlight and how they rank.
SpyFu: Focused on SEO and advertising, but also useful for understanding how competitors position themselves online.
Owler: Provides industry insights and competitive analysis to see what other businesses are up to.
If you know a competitor is only offering 12-month contracts but you offer a month-to-month option, you can highlight this as a key advantage in your proposal. Competitor analysis tools help you find and emphasize these unique selling points.
Once you send a proposal, how do you know if the client actually read it? Engagement tracking tools show you which sections the client looked at, how long they spent on each page, and whether they shared it with others. This insight can help you follow up at the right time with the right message.
Here are the top engagement tracking tools.
PandaDoc: Tracks how long a client spends on each part of the proposal, so you know which sections they care about.
Proposify: Provides engagement tracking, letting you know if and when a client views the proposal.
Mixmax: Tracks email engagement and opens, so you know if your email containing the proposal was opened.
Proposals aren’t built alone. If multiple team members are involved, you need a tool that allows everyone to collaborate, add feedback, and approve changes. Internal collaboration tools keep everything organized and ensure that nothing gets lost in emails or Slack messages, says Alex Borkin, Owner of Coastline Gutter Pros.
Here are the top collaboration tools.
Google Docs: Allows real-time collaboration, edits, and comments. Perfect for multi-person proposal reviews.
Notion: Useful for organizing proposal content, deadlines, and feedback.
Slack: Great for team discussions and sharing quick feedback, though it works best when paired with a document editing tool.
Using analytics to create business proposals gives you a clear advantage. Instead of guessing what clients want, you use real data to understand their needs, show the right solutions, and focus on what matters most.
CRM software, proposal trackers, and market research platforms make this process easier. By using these insights, you can create proposals that feel more personal and relevant, which increase your chances of winning deals.