#INBOUND14 
Competitive Intelligence for Sales and Marketing 
How To Win More Opportunities and Optimize Your Marketing St...
Founder & CEO of TrackMaven 
The Competitive Intelligence Platform for Digital Marketers 
allen@trackmaven.com 
@allen 
AL...
#INBOUND14 
COMPETITIVE INTELLIGENCE FOR SALES
#INBOUND14 
GOAL: Discover opportunities to differentiate yourself from your competitors
#INBOUND14 
CREATING FUD 
Fear, Anxiety, Doubt
#INBOUND14 
JOB POSTINGS: INDEED 
What are they hiring for? 
What are their priorities for growth?
#INBOUND14 
Look for special projects/worry signs (CX, 
UX, technical architect, etc.) 
Look for new product signs. Hiring...
#INBOUND14 
Glassdoor 
What is the company like internally? Organized? High morale?
#INBOUND14 
How they treat customers 
Is it boiler 
-roomesque? 
Do people say things about 
the product? 
What we’re look...
#INBOUND14 
IncData 
Are they smaller than us? 
Are they growing faster?
#INBOUND14 
Growth Rate 
Revenue Rate 
Industry 
INC 500/0 has a significant amount of data
#INBOUND14 
REVENUE & RISKS 
Analyze S1 Data
#INBOUND14 
Revenue Summary 
Are they spending $1 to 
make 0.50? 
Disclose any risks to 
business that would scare custome...
#INBOUND14 
STARTUPS 
How can you benefit from competitor transparency?
#INBOUND14 
Are they small? 
Only generating a small 
amount of revenue? 
Look at Traction Section 
AngelList: Look For “O...
#INBOUND14 
B2B REVIEWS 
Do they have bad reviews? 
What do people dislike?
#INBOUND14 
Overall Company Rating? 
What 
do people like and dislike? 
TrustRadius and BestVendor
#INBOUND14 
WEBSITE MONITORING 
Does the messaging make sense? 
Is their website user-friendly?
#INBOUND14 
Create pings for specific 
sections of competitor websites (ex: Pricing, Positioning, Offers, etc.) 
VisualPin...
#INBOUND14 
THOUGHT LEADERSHIP 
Does it have a positive or negative impact? Does it make them seem smart/knowledgeable?
#INBOUND14 
Do your competitors’ CEOs post 
presentations on SlideShare? 
Do they post industry talks online? 
What audien...
#INBOUND14 
POPULARITY OVER TIME 
Is their customer base shrinking?
#INBOUND14 
Track changes in competitors’ 
customer base 
No one likes to be on a 
sinking ship… 
Pull down a list of cust...
#INBOUND14 
EMPLOYEE LINKEDINS 
Look For Employee Overdisclosures
#INBOUND14 
PROSPECTS 
Are we charging too much? Too little?
#INBOUND14 
ASK! Ask your prospects for 
competitors’ pricing and materials 
They are happy to share! 
Prospects: Resource...
#INBOUND14 
2 
COMPETITIVE INTELLIGENCE FOR MARKETERS
#INBOUND14 
GOAL: Gain Insight Into How We Are Performing And What We Can Do To Improve
#INBOUND14 
SENDERBASE 
Are we sending the right number of emails?
#INBOUND14 
SOCIAL PLATFORMS 
Gather weekly stats on audience size/channel
#INBOUND14 
META DESCRIPTIONS 
See what people think their key messages are
#INBOUND14 
META KEYWORDS 
Are they broadcasting their SEO strategy?
#INBOUND14 
GOOGLE SURVEYS 
Survey competitors customers on their opinions about them
#INBOUND14 
GHOSTERY 
See your competitors’ advertising and marketing automation tools
#INBOUND14 
FEEDLY 
How many people subscribe to competitors’ RSS feed?
#INBOUND14 
GOOGLE TRENDS 
How much word of mouth is there for us? Organic search is a good proxy.
#INBOUND14 
TRAFFIC PANEL TOOLS 
Which of your competitors have the largest footprint?
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14 
CI Tools 
Where are your competitors winning?
#INBOUND14 
QUESTIONS ?
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COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITIES AND OPTIMIZE YOUR MARKETING STRATEGY [INBOUND 2014]

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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.

Published in: Marketing

COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITIES AND OPTIMIZE YOUR MARKETING STRATEGY [INBOUND 2014]

  1. 1. #INBOUND14 Competitive Intelligence for Sales and Marketing How To Win More Opportunities and Optimize Your Marketing Strategy Allen Gannett Founder and CEO of TrackMaven
  2. 2. Founder & CEO of TrackMaven The Competitive Intelligence Platform for Digital Marketers allen@trackmaven.com @allen ALLENGANNETT
  3. 3. #INBOUND14 COMPETITIVE INTELLIGENCE FOR SALES
  4. 4. #INBOUND14 GOAL: Discover opportunities to differentiate yourself from your competitors
  5. 5. #INBOUND14 CREATING FUD Fear, Anxiety, Doubt
  6. 6. #INBOUND14 JOB POSTINGS: INDEED What are they hiring for? What are their priorities for growth?
  7. 7. #INBOUND14 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
  8. 8. #INBOUND14 Glassdoor What is the company like internally? Organized? High morale?
  9. 9. #INBOUND14 How they treat customers Is it boiler -roomesque? Do people say things about the product? What we’re looking for
  10. 10. #INBOUND14 IncData Are they smaller than us? Are they growing faster?
  11. 11. #INBOUND14 Growth Rate Revenue Rate Industry INC 500/0 has a significant amount of data
  12. 12. #INBOUND14 REVENUE & RISKS Analyze S1 Data
  13. 13. #INBOUND14 Revenue Summary Are they spending $1 to make 0.50? Disclose any risks to business that would scare customers? S1 Filing: Great resource if company is going public
  14. 14. #INBOUND14 STARTUPS How can you benefit from competitor transparency?
  15. 15. #INBOUND14 Are they small? Only generating a small amount of revenue? Look at Traction Section AngelList: Look For “Overdisclosure” From Startups
  16. 16. #INBOUND14 B2B REVIEWS Do they have bad reviews? What do people dislike?
  17. 17. #INBOUND14 Overall Company Rating? What do people like and dislike? TrustRadius and BestVendor
  18. 18. #INBOUND14 WEBSITE MONITORING Does the messaging make sense? Is their website user-friendly?
  19. 19. #INBOUND14 Create pings for specific sections of competitor websites (ex: Pricing, Positioning, Offers, etc.) VisualPing.io: Monitor Website Messaging
  20. 20. #INBOUND14 THOUGHT LEADERSHIP Does it have a positive or negative impact? Does it make them seem smart/knowledgeable?
  21. 21. #INBOUND14 Do your competitors’ CEOs post presentations on SlideShare? Do they post industry talks online? What audiences are they cultivating? What stories are they telling about the company/product? YouTube & SlideShare: Look For Executives’ Presence
  22. 22. #INBOUND14 POPULARITY OVER TIME Is their customer base shrinking?
  23. 23. #INBOUND14 Track changes in competitors’ customer base No one likes to be on a sinking ship… Pull down a list of customers each month and search for losses BuiltWith: Real-Time Popularity For Tech Products
  24. 24. #INBOUND14 EMPLOYEE LINKEDINS Look For Employee Overdisclosures
  25. 25. #INBOUND14 PROSPECTS Are we charging too much? Too little?
  26. 26. #INBOUND14 ASK! Ask your prospects for competitors’ pricing and materials They are happy to share! Prospects: Resource For Competitor Sales Funnel
  27. 27. #INBOUND14 2 COMPETITIVE INTELLIGENCE FOR MARKETERS
  28. 28. #INBOUND14 GOAL: Gain Insight Into How We Are Performing And What We Can Do To Improve
  29. 29. #INBOUND14 SENDERBASE Are we sending the right number of emails?
  30. 30. #INBOUND14 SOCIAL PLATFORMS Gather weekly stats on audience size/channel
  31. 31. #INBOUND14 META DESCRIPTIONS See what people think their key messages are
  32. 32. #INBOUND14 META KEYWORDS Are they broadcasting their SEO strategy?
  33. 33. #INBOUND14 GOOGLE SURVEYS Survey competitors customers on their opinions about them
  34. 34. #INBOUND14 GHOSTERY See your competitors’ advertising and marketing automation tools
  35. 35. #INBOUND14 FEEDLY How many people subscribe to competitors’ RSS feed?
  36. 36. #INBOUND14 GOOGLE TRENDS How much word of mouth is there for us? Organic search is a good proxy.
  37. 37. #INBOUND14 TRAFFIC PANEL TOOLS Which of your competitors have the largest footprint?
  38. 38. #INBOUND14
  39. 39. #INBOUND14
  40. 40. #INBOUND14
  41. 41. #INBOUND14
  42. 42. #INBOUND14 CI Tools Where are your competitors winning?
  43. 43. #INBOUND14 QUESTIONS ?

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