COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITIES AND OPTIMIZE YOUR MARKETING STRATEGY [INBOUND 2014]
So much data. So little time. This session will walk you through how to aggregate, analyze, and make actionable competitive intelligence. For marketers, how can you use competitive intelligence to be a data-driven marketer? What are the clues that your competitors are leaving as to their effective tactics? Understand how to identify trending topics, successful distribution strategies and more from looking at data. For sales, how can you understand the messages entering your funnel from your competitors? Are they causing customers to shirk away from you? What are the key data sources to look at and what are some sneaky ways to get surprising information.
JOB POSTINGS: INDEED
What are they hiring for?
What are their priorities for growth?
Look for special projects/worry signs (CX,
UX, technical architect, etc.)
Look for new product signs. Hiring lots of
product managers, especially with specific skills.
Create Alerts for new postings
Job Postings are Leading Indicators
What is the company like internally? Organized? High morale?
How they treat customers
Is it boiler
Do people say things about
What we’re looking for
Are they smaller than us?
Are they growing faster?
INC 500/0 has a significant amount of data
Are they spending $1 to
Disclose any risks to
business that would scare customers?
S1 Filing: Great resource if company is going public
How can you benefit from competitor transparency?
Are they small?
Only generating a small
amount of revenue?
Look at Traction Section
AngelList: Look For “Overdisclosure” From Startups
Do they have bad reviews?
What do people dislike?
Overall Company Rating?
do people like and dislike?
TrustRadius and BestVendor
Does the messaging make sense?
Is their website user-friendly?
Create pings for specific
sections of competitor websites (ex: Pricing, Positioning, Offers, etc.)
VisualPing.io: Monitor Website Messaging
Does it have a positive or negative impact? Does it make them seem smart/knowledgeable?
Do your competitors’ CEOs post
presentations on SlideShare?
Do they post industry talks online?
What audiences are they
What stories are they telling about
YouTube & SlideShare: Look For Executives’ Presence
POPULARITY OVER TIME
Is their customer base shrinking?
Track changes in competitors’
No one likes to be on a
Pull down a list of customers
each month and search for losses
BuiltWith: Real-Time Popularity For Tech Products
Look For Employee Overdisclosures
Are we charging too much? Too little?
ASK! Ask your prospects for
competitors’ pricing and materials
They are happy to share!
Prospects: Resource For Competitor Sales Funnel
COMPETITIVE INTELLIGENCE FOR MARKETERS
GOAL: Gain Insight Into How We Are Performing And What We Can Do To Improve
Are we sending the right number of emails?
Gather weekly stats on audience size/channel
See what people think their key messages are
Are they broadcasting their SEO strategy?
Survey competitors customers on their opinions about them
See your competitors’ advertising and marketing automation tools
How many people subscribe to competitors’ RSS feed?
How much word of mouth is there for us? Organic search is a good proxy.
TRAFFIC PANEL TOOLS
Which of your competitors have the largest footprint?