For cover letters, inquiry emails, informational interviews, or preparing for interviews (in person or over the phone), few things can provide as much pertinent information as reading a company's "news," "press releases," or "information"website sections, or doing an internet search with the company's name or name of some of the company leaders. This kind of "intel" can really open up great lines of communication and conversation, and show that you are putting in the kind of effort and thought that would be worthwhile having as part of the company.
That said, just tossing out facts and figures with no context is a pretty unsubtle move. What you want to do is connect your talents, experience, and interests with things that are current and happening with the company. Working this into a cover letter or conversation by communicating something like "I noticed that your company is starting to expand into new markets via an online club membership effort, and I have three years of experience setting up and maintaining loyalty club outreach work, as you may have seen on my resume." Or, "I read that (the company) is trying to expand the territory that salespeople will cover, and that reminds of the work that I did introducing (your old company) to new potential clients via cold-calling and targeted outreach to individuals and companies that I researched and put into a detailed data base." Linking what's coming up or important to the company that you would like to be hired by with your own experience and demonstrated talents slowing edges you away from "unknown commodity" status toward the "worth hiring" category. Enough of these nudges and you'll be talking to HR and filling out new hire paperwork...isn't that a nice moment to imagine?
Read the press releases the company puts out, search what newspapers or bloggers might have to say, know industry trends that might affect the company and bring these details out when the moment presents itself. If nothing else, in an interview, using this info during the "So, do you have any questions for me?" time is worthwhile. Better still is doing that linking of you and their needs when they start with the reliable "Tell me a little bit about yourself" interview gambit, and doing it then will give you momentum and confidence as the interview picks up speed.
Knowing the history of the company, some information about the person you might be speaking to in an interview, and the most up to date news on the company is information that you can process and think about and deploy when the time is right...and the right time is always sooner than later!
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