We've been at a point where our customers either find us relevant or irrelevant, but not just that, so do search engines etc.

We've used some insights to determine out engagement strategy, but ask yourself one question:

Is the customer really engaging with us or is it just a stopover on the way to their true destination?

It comes down to our plans and our objectives, but ultimately the true need is determined by the customers objectives.

We've frequently built 'stuff' that serves our needs and to a degree our customers, but typically they are just stopovers.

Don't get me wrong, there are some pockets of excellence and services that are engaging customers, but here are a few hints to improve alignment.

So now we have to change how we approach our marketing and a framework I find useful is R.A.C.E.

There are various ways you can build this data.

Check your web analytics - what is popular and what is not.
Use simple surveys to find out more about customer needs.
Use page ranking to test satisfaction of content
Check your search logs (your sites) to see what people are looking for on your own sites - many people forget this!