This document provides tips and resources for conducting competitive intelligence on sales and marketing strategies. It recommends monitoring competitors' job postings, reviews, website content, thought leadership presence, customer base, employee profiles, and prospects to gain insights. Additional suggestions include analyzing financial filings, startup traction, email volume, social media analytics, metadata, keyword strategies, surveys, advertising tools, RSS subscribers, search trends, and traffic to understand how your company performs compared to competitors. The overall goal is to discover opportunities to differentiate yourself and optimize your own marketing approach.
Marketing 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
COMPETITIVE INTELLIGENCE FOR SALES AND MARKETING: HOW TO WIN MORE OPPORTUNITIES AND OPTIMIZE YOUR MARKETING STRATEGY [INBOUND 2014]
1. #INBOUND14
Competitive Intelligence for Sales and Marketing
How To Win More Opportunities and Optimize Your Marketing Strategy
Allen Gannett
Founder and CEO of TrackMaven
2. Founder & CEO of TrackMaven
The Competitive Intelligence Platform for Digital Marketers
allen@trackmaven.com
@allen
ALLENGANNETT
7. #INBOUND14
Look for special projects/worry signs (CX,
UX, technical architect, etc.)
Look for new product signs. Hiring lots of
product managers, especially with specific skills.
Create Alerts for new postings
Job Postings are Leading Indicators
13. #INBOUND14
Revenue Summary
Are they spending $1 to
make 0.50?
Disclose any risks to
business that would scare customers?
S1 Filing: Great resource if company is going public
19. #INBOUND14
Create pings for specific
sections of competitor websites (ex: Pricing, Positioning, Offers, etc.)
VisualPing.io: Monitor Website Messaging
20. #INBOUND14
THOUGHT LEADERSHIP
Does it have a positive or negative impact? Does it make them seem smart/knowledgeable?
21. #INBOUND14
Do your competitors’ CEOs post
presentations on SlideShare?
Do they post industry talks online?
What audiences are they
cultivating?
What stories are they telling about
the company/product?
YouTube & SlideShare: Look For Executives’ Presence
23. #INBOUND14
Track changes in competitors’
customer base
No one likes to be on a
sinking ship…
Pull down a list of customers
each month and search for losses
BuiltWith: Real-Time Popularity For Tech Products