The web is full of noise about "optimizing strategy." The explosion of B2B content marketing has flooded our inboxes with playbooks about improving your marketing and competitive intelligence efforts. While the info can be valuable, these tools and the content they push only focus on how to boost your strengths and overcome your weaknesses.
The thing that's missing in all of this content is how to look at the other half of SWOT. We're talking about Opportunities and Threats.
Some of the obstacles to finding relevant content that covers the "OT" in SWOT is the challenge of separating the signal from the noise in external intelligence, and doing so in a timely way. In this post, we will help you understand how to identify real threats and genuine opportunities, and then outline an action plan to win. After all, we don't want to limit our marketing strategy to what happens inside of the four walls of our business.
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.
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.