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Intelligence & Inspiration for Marketing, CI, & Strategy Teams

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How to Leverage Competitor Product Reviews In Your Competitive Analysis

Review sites are jam-packed with competitive intelligence. Customers complaining about competitors’ products. Customers detailing strengths and weaknesses of each platform. Visibility into when and how competitors respond to customer issues. Direct and public customer feedback, without the outreach.

How do you then turn that intelligence into a tool for sales to win deals? Certainly it’s more than sending the review itself around the office. Here are 5 ways to leverage competitor product reviews to win sales.

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Market Intelligence: The Advantage Millions of Businesses Miss

Millions of businesses understand what’s happening internally, but they’re blind to what’s happening outside the four walls of their company.

Most companies have awesome data on their own marketing campaigns, lead generation efforts, product roadmaps, budgets and hiring plans. They use mature products like HubSpot and Salesforce.com to track and optimize their efforts.

But when it comes to understanding and acting on what’s happening externally - with competitors, customers, and partners - many companies are radically underinvested. When it comes to understanding what’s happening in the market, most companies operate in an informational vacuum.

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How and Why to Learn from Aspirational Competitors

"We are disruptors in our space, we don't have direct competitors."

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Many times I have heard that statement, especially from startups, and it has been followed by the refrain that looking at competitors doesn’t matter. But does that mean you have nothing to learn from other companies? Does that mean you don’t compete for attention? No company exists in a vacuum, and it can often be the less direct competitors and the broader market forces that can provide great insight and inspiration.

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8 Key Product Marketing Metrics: Marketing Leaders Weigh In On What To Track

The challenge of measuring product marketing success is not a new one. Nearly every marketing leader I’ve asked about measuring product marketing impact has stated how difficult it is. Especially with marketing moving more and more in the direction of data-driven decisions and results, it becomes quite the challenge when marketers are unable to attribute tangible results to a team’s effort.

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