This document outlines 8 key characteristics that competitive research should examine: 1) Price, 2) Product Description and Image, 3) Email Subscription, 4) Mobile Optimization, 5) Social Media, 6) Interaction with Clients, 7) Value Proposition, and 8) Call to Action. For each characteristic, it provides questions for evaluation such as how prices, descriptions, and interactions compare to yours as well as details about social followings and calls to action.

1. The Top 8 Characteristics
B2B Competition Research
Should Identify
What to look for in your competition research

2.  With B2B competition research, you evaluate your
competitors’ strengths and weaknesses.
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3.  With B2B competition research, you evaluate your
competitors’ strengths and weaknesses.
 Here are eight characteristics your competitive research
should zero in on.
Image Credit: OWNI.EU

4. #1 Price

5. #1 Price
 How do their prices compare to yours?

6. #1 Price
 How do their prices compare to yours?
 Is the pricing part of their brand identity?

7. #1 Price
 How do their prices compare to yours?
 Is the pricing part of their brand identity?
 Have their prices changed in the past?
Are there any anticipated changes on
the horizon?

8. #2: Product Description and
Product Image
Image Credit: 2Quick.com

9. #2: Product Description and
Product Image
 How do they describe their products?
Image Credit: 2Quick.com

10. #2: Product Description and
Product Image
 How do they describe their products?
 What images do they use to convey the value of their
products?
Image Credit: 2Quick.com

11. #2: Product Description and
Product Image
 How do they describe their products?
 What images do they use to convey the value of their
products?
 What images do they use in ads, on their websites, etc.?
Image Credit: 2Quick.com

12. #3: Email Subscription
Image Credit: Cre8tive Nerd

13. #3: Email Subscription
 Are they reaching out to leads through email?
Image Credit: Cre8tive Nerd

14. #3: Email Subscription
 Are they reaching out to leads through email?
 What is their subscription offer? A newsletter? Blog updates?
Image Credit: Cre8tive Nerd

15. #3: Email Subscription
 Are they reaching out to leads through email?
 What is their subscription offer? A newsletter? Blog updates?
 What does their subscription form look like?
Image Credit: Cre8tive Nerd

16. #3: Email Subscription
 Are they reaching out to leads through email?
 What is their subscription offer? A newsletter? Blog updates?
 What does their subscription form look like?
 What questions does it ask?
Image Credit: Cre8tive Nerd

17. #4: Mobile Optimization
Image Credit: echidna

18. #4: Mobile Optimization
 Is their website and online content accessible by tablet or
smartphone?
Image Credit: echidna

19. #5: Social Media
Image Credit: GraphicsFuel

20. #5: Social Media
 What social networks do they use?

21. #5: Social Media
 What social networks do they use?
 How many followers do they have?
Image Credit: GraphicsFuel

22. #5: Social Media
 What social networks do they use?
 How many followers do they have?
 What do they post about?
Image Credit: GraphicsFuel

23. #5: Social Media
 What social networks do they use?
 How many followers do they have?
 What do they post about?
 How frequently do they post?
Image Credit: GraphicsFuel

24. #6: Interaction with Clients

25. #6: Interaction with Clients
 Do they provide website forms for feedback?

26. #6: Interaction with Clients
 Do they provide website forms for feedback?
 What tone do they use with their clients?

27. #6: Interaction with Clients
 Do they provide website forms for feedback?
 What tone do they use with their clients?
 Do they have a preferred means of communication with
clients (e.g., chat, email, phone number)?

28. #7: Value Proposition

29. #7: Value Proposition
 What do they emphasize as their product’s primary value?

30. #7: Value Proposition
 What do they emphasize as their product’s primary value?
 What problems do they claim to solve?

31. #7: Value Proposition
 What do they emphasize as their product’s primary value?
 What problems do they claim to solve?
 How do they try to reach out to those that need their
solution?

32. #7: Value Proposition
 What do they emphasize as their product’s primary value?
 What problems do they claim to solve?
 How do they try to reach out to those that need their
solution?
 What difference do they cite that sets them apart from their
competition?

33. #8: Call to Action

34. #8: Call to Action
 Do they have an obvious call to action on their website?

35. #8: Call to Action
 Do they have an obvious call to action on their website?
 Is it obvious what action they want a visitor to take?

36. #8: Call to Action
 Do they have an obvious call to action on their website?
 Is it obvious what action they want a visitor to take?
 Is it obvious what will happen when the visitor takes that
action?