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#INBOUND14 
Competitive Intelligence for Sales and Marketing 
How To Win More Opportunities and Optimize Your Marketing Strategy 
Allen Gannett 
Founder and CEO of TrackMaven
Founder & CEO of TrackMaven 
The Competitive Intelligence Platform for Digital Marketers 
allen@trackmaven.com 
@allen 
ALLENGANNETT
#INBOUND14 
COMPETITIVE INTELLIGENCE FOR SALES
#INBOUND14 
GOAL: Discover opportunities to differentiate yourself from your competitors
#INBOUND14 
CREATING FUD 
Fear, Anxiety, Doubt
#INBOUND14 
JOB POSTINGS: INDEED 
What are they hiring for? 
What are their priorities for growth?
#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
#INBOUND14 
Glassdoor 
What is the company like internally? Organized? High morale?
#INBOUND14 
How they treat customers 
Is it boiler 
-roomesque? 
Do people say things about 
the product? 
What we’re looking for
#INBOUND14 
IncData 
Are they smaller than us? 
Are they growing faster?
#INBOUND14 
Growth Rate 
Revenue Rate 
Industry 
INC 500/0 has a significant amount of data
#INBOUND14 
REVENUE & RISKS 
Analyze S1 Data
#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
#INBOUND14 
STARTUPS 
How can you benefit from competitor transparency?
#INBOUND14 
Are they small? 
Only generating a small 
amount of revenue? 
Look at Traction Section 
AngelList: Look For “Overdisclosure” From Startups
#INBOUND14 
B2B REVIEWS 
Do they have bad reviews? 
What do people dislike?
#INBOUND14 
Overall Company Rating? 
What 
do people like and dislike? 
TrustRadius and BestVendor
#INBOUND14 
WEBSITE MONITORING 
Does the messaging make sense? 
Is their website user-friendly?
#INBOUND14 
Create pings for specific 
sections of competitor websites (ex: Pricing, Positioning, Offers, etc.) 
VisualPing.io: Monitor Website Messaging
#INBOUND14 
THOUGHT LEADERSHIP 
Does it have a positive or negative impact? Does it make them seem smart/knowledgeable?
#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
#INBOUND14 
POPULARITY OVER TIME 
Is their customer base shrinking?
#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
#INBOUND14 
EMPLOYEE LINKEDINS 
Look For Employee Overdisclosures
#INBOUND14 
PROSPECTS 
Are we charging too much? Too little?
#INBOUND14 
ASK! Ask your prospects for 
competitors’ pricing and materials 
They are happy to share! 
Prospects: Resource For Competitor Sales Funnel
#INBOUND14 
2 
COMPETITIVE INTELLIGENCE FOR MARKETERS
#INBOUND14 
GOAL: Gain Insight Into How We Are Performing And What We Can Do To Improve
#INBOUND14 
SENDERBASE 
Are we sending the right number of emails?
#INBOUND14 
SOCIAL PLATFORMS 
Gather weekly stats on audience size/channel
#INBOUND14 
META DESCRIPTIONS 
See what people think their key messages are
#INBOUND14 
META KEYWORDS 
Are they broadcasting their SEO strategy?
#INBOUND14 
GOOGLE SURVEYS 
Survey competitors customers on their opinions about them
#INBOUND14 
GHOSTERY 
See your competitors’ advertising and marketing automation tools
#INBOUND14 
FEEDLY 
How many people subscribe to competitors’ RSS feed?
#INBOUND14 
GOOGLE TRENDS 
How much word of mouth is there for us? Organic search is a good proxy.
#INBOUND14 
TRAFFIC PANEL TOOLS 
Which of your competitors have the largest footprint?
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14
#INBOUND14 
CI Tools 
Where are your competitors winning?
#INBOUND14 
QUESTIONS ?

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