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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


Competitive Web Design: How Do These Brands Stand Up Against Their Competition?

If you’re looking for new ways to differentiate yourself from your competition, redesigning your website is a solid place to start. When people hear about your brand, they will likely head to your website or even your social media profiles - which will then likely direct them to your site. When they get to your site, you want them to see what you have to offer, front and center. You know that when you offer a product or solution, there are more likely than not, other companies that have similar offerings. When people come to your website, you want them to think of your brand as the best in the industry and choose your offerings over those of your competition.

Designing a website in a competitive industry is a loaded task. You want to make sure you stand out from your competitors when it comes to color, design, imagery, messaging, and CTAs. You also want to ensure that you are meeting the needs of your target customers by highlighting how your solution solves their problems. With so many moving parts going into a differentiated website, let’s take a look at five pairs of rivals to see how they differentiate themselves from their competition through their websites.

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How to Architect Your CRM for Stronger Win/Loss Analysis

Once you’ve decided to tackle win/loss analysis as an organization, the next natural step is to invest some time and thought into how you will go about collecting the data. Win/loss interviews – whether they’re run internally or by expert agencies – are fantastic resources for in-depth understanding of buying decisions. The natural partner for this qualitative information is consistent internal win/loss quantitative data from across your sales team. 

But what data should you be collecting in your Customer Relationship Management (CRM) solution? And when should salespeople be asked to fill them out? Below, I detail some of the fields that you will want to ensure you have in your CRM, as well as some accompanying choices and considerations.

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Identifying Your Competitive Intelligence Stakeholders and What They Need

Every team and employee within a business can benefit from relevant competitive insights. This may seem as obvious as saying that every team and employee can benefit from performance data – how else would the business know what’s working, what’s not, and how to improve? Competitive insights deliver a similar benefit – they provide data on what’s happening outside the business’s four walls to show how things are shifting, how other companies are growing or stalling, and providing critical input on how the business can improve. 

Serving the many competitive intelligence (CI) stakeholders can be challenging for a small CI team or, even more so, someone who is taking on CI as just part of their role. But by identifying each stakeholder, involving them in the discussion of CI priorities, and producing deliverables that are relevant to each of them, you can have a massive impact on the business. Let’s dive into who each of these stakeholders is and a few of the common deliverables appreciated by them.

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5 Examples of Competitive Commercials that Will Inspire You To Launch Your Own Competitive Campaign

Poking fun at your competitors is a marketing tactic that has been used for years. Whether you’re making a discreet pass or totally throwing shade at your competition, competitive ads are prominent in media today. Grabbing the attention of customers when you’re in a competitive industry can be tough when they have so many options from which to choose. This is especially true for B2C brands. Enter competitive advertising - ads or commercials in which a company positions itself as the superior product by calling out their competitors’ weaknesses. Let’s take a look at five examples of competitive advertising campaigns to see how these brands tackle advertising in a competitive industry.

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