The document outlines the essential components of a competitor analysis, emphasizing its importance in marketing plans for B2B technology companies. Key elements to assess include competitor strengths, weaknesses, customer value propositions, and various marketing channels. It suggests conducting these analyses quarterly and provides links to templates for implementation.

1. What to include in a
competitor analysis
Aisling Foley Marketing
B2B technology marketing consultant

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▪ B2B companies
▪ Technology companies
▪ Software companies
▪ Start-ups with B2B focus
▪ SMEs

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▪ A competitor analysis or competitor
benchmark report is an in depth assessment
of competitors’ strengths and weaknesses
❑ Should be part of a marketing plan
❑ Completed at least quarterly

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• Company size
• Finance
• Positioning
• Key messages
• Target market – segment and size
• Target countries/regions
• Target job positions
• Sales/dealer channels used

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• Social media channels used
• Software integration partners
• Product price
• Product features
• Features they have and you don’t
• USP or Unique Selling Proposition
• CVP (Customer Value Proposition)

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1. Here’s a link to an excellent template from a
Boston-based company covering what
should be included across five areas
2. My own competitor marketing
activities template

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▪ Marketing consultancy for tech companies
▪ Planning and strategy
▪ Specialties
Marketing strategy Brochures
Website redesign Copywriting and messaging
Newsletters Social media and blogs
PR Mentoring

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