The following post was written by Brittany Sudlow, Product Marketing Manager at Jumpshot. She specializes in positioning and messaging for go-to-market launches of new products and features. With a passion for storytelling, she translates technical B2B solutions to customer focused benefits.
So your competitor updated their website…
From the outside, this may seem like “just some marketing fluff.” Everyone updates their website at some point! Who cares? But product marketers know to look a little deeper.
This blog will outline the process and questions you need to ask in order to find the why behind your rivals’ web upgrades. Digging into this exercise will not only provide you valuable insight, as a product marketer, but will bubble up learnings that should be shared with a larger team -- product management, demand generation, etc.
Step 1: Inventory the Breadth & Depth of Changes
Begin with identifying what changed. Copy? Design? Products? Audience segments? All of the above? Take note of the breadth of changes so you can determine where to dig deeper.