You did it.
Your persistent competitive research efforts have yielded a key piece of intel about one of your competitors. Maybe a competitor is quietly discontinuing a product line, or maybe they’re starting to change their pricing model. Either way, you know at least one of your internal teams can use that information to their advantage.
So what’s next?
Research is just one part of the competitive intelligence (CI) process - a part to which many marketers and CI pros dedicate entirely too...
Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is...
Building and scaling a well-oiled marketing team that facilitates growth is a tall order. Building and engaging an audience with insightful content that pushes the known boundaries of your market is...
Review sites are jam-packed with competitive intelligence (CI). On review sites, you’ll find both happy and unhappy customers giving insight into your competitors’ products and outlining strengths...
For anyone with an internet connection and a glut of time available for research, competitive data points are nearly inexhaustible. New job postings, minor website copy changes, new marketing content...
Roles in sales and marketing have become more specialized in recent years. Salespeople are rarely responsible for a full customer lifecycle, instead focusing singularly on initial outreach, pre-sale...
Product marketers have a lot on their plates during a period of normalcy. During an atypical time when markets are in constant flux, and competitive pivots are just as swift, those plates are filled...
Product marketing is a uniquely diverse function, and as such, product marketers tend to come from varying backgrounds and possess differing strengths. Some product marketers are master storytellers....
Formulating messaging that resonates with your target market is a challenging endeavor. Strong messaging needs to concisely demonstrate differentiated value that addresses the unique goals and...
The hiring process for product marketing roles is unusually difficult compared to most other roles. Product marketers have a substantial breadth of responsibility and level of cross-functional...
Most marketers and competitive intelligence (CI) pros would agree that gathering competitive insights is only a valuable activity if those insights are used to further key business goals. Almost...
Competitive intelligence (CI) is not a new business function. The way businesses and CI practitioners are approaching competitive intelligence, however, is changing quickly. We recently surveyed...
The nature of product marketing is constantly evolving. Campaign marketers chase new channels each year, content marketers adopt new content mediums; the phenomenon of change isn’t unique to product...
Your competitors impact nearly every aspect of your business. They impact how your product team shapes its development roadmap. They shape how your marketing team runs campaigns. They even influence...
One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing...
Competitor battlecards have become a popular tool for enabling sales teams, and with good reason. Competitive analyses are more in-depth than what a salesperson needs when they encounter a...
It’s good to be the king.
Companies that ascend to the top of their industries and become category leaders have one goal: continue to grab market share while fending off the ankle-biters that seek...
Receiving an inbound demo request is often the best part of a salesperson’s day. Learning that the evaluation is going to be competitive in nature can be less exciting. Sales teams in competitive...
Writing landing page copy, cooking up AdWords campaigns, agonizing over email subject lines - demand generation marketers have a lot on their plate. It’s no surprise that demand gen teams are not...
