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Competitive Intelligence: Keeping an Eye on Your Competitors Part 2

In today's cut-throat business environment, gaining a competitive advantage has become a top priority for companies across industries. With markets constantly evolving and competitors lurking around every corner, businesses must be proactive in their approach to stay ahead of the game.


One tool that has gained significant momentum in recent years is competitive intelligence (CI). By collecting and analyzing data on your rivals, your company can make informed strategic decisions that may give you an edge over your competitors.

But competitive intelligence is not just a simple data collection exercise. It's a complex, ongoing, and dynamic process that requires constant vigilance, creativity, and attention to detail. In this high-stakes game, the ability to outmaneuver the competition can make all the difference between success and failure.


So to pick up from where we left off in the last article, here are more practical examples of competitive intelligence:


1. Employee Reviews

One often overlooked source of competitive intelligence (CI), Employee reviews.


That's right - those little nuggets of feedback that your competitor's employees leave on Glassdoor or LinkedIn can be a treasure trove of information. Negative reviews from engineers complaining about product management? That's a red flag that the end-user experience might be a total disaster. But positive reviews from customer success reps? That's a sign that your competitor might be nailing the customer experience.


Now, you might be thinking, "Employee reviews? Who cares?" But let me tell you - this intel can be a game-changer. Analyzing these reviews can help you identify areas where your competitors are excelling and areas where they're falling short. And that knowledge can be the key to building and maintaining a competitive edge in your market.


Executives can use this intel to create a world-class employee experience, while product managers can use it to create a world-class end-user experience. And marketing, sales, and customer success? They can use it to craft messaging that resonates with prospects and customers alike.


So don't overlook the power of employee reviews in your quest for competitive intelligence. It might just be the edge you need to stay ahead of the game.


2. Job Postings

Let me tell you something - if you're not keeping tabs on your competitors' job postings, you're missing out on some seriously valuable intel. Job postings can be a goldmine of information about what your rivals are up to behind closed doors.


By analyzing the positions they're hiring for, you can get a good sense of where they're focusing their resources and where they might be struggling. For instance, if you notice a competitor hiring for a VP of Product Management right after you caught wind of some negative employee reviews about their product management team, it's a safe bet they're trying to course-correct their product roadmap.


But it's not just about spotting your competitors' weaknesses - job postings can also give you a glimpse into their growth and expansion plans. If you see a posting for a video marketing position, it's a clear sign they're looking to ramp up their presence on platforms like YouTube. And that's intel your marketing team, especially the content specialists, can leverage to stay ahead of the curve.


Here's the bottom line: job postings are a window into your competitor’s strategies, and everyone in your organization can benefit from this intel. By staying on top of their hiring trends and goals, you can better prepare your own team for success. So keep your eyes peeled on those job postings!


3. Missing customer logos

Have you considered spying on your competitors' websites? It's not just about what products or services they're offering - it's also about their customers. You need to know when your rivals lose a major account so that you can pounce on the opportunity and snatch up that business for yourself. And the easiest way to keep tabs on this is by regularly checking out their website for changes in customer logos.


If you spot a big-name logo that's been quietly removed from a competitor's homepage, it's time to start digging. And if you uncover a less-than-glowing review from a featured company, you've got a chance to swoop in and win them over.


Sales and marketing should be all over this. Your sales reps can start reaching out to those newly available prospects, while your marketing team can craft campaigns targeted at those specific companies. But don't forget to keep your executive leadership in the loop too. If you notice your competitors swapping out smaller logos for enterprise ones, it could mean they're shifting their focus to a new customer segment - and you don't want to be left in the dust. And, yes, not every website carries their clients’ logos for one reason or another, but this is a simple strategy to implement. So keep a sharp eye on those logos!


4. Content Updates

Are you simply keeping an eye on what your competitors are doing today? That's not enough if you want to dominate your market. You need to be two steps ahead of them, anticipating their future moves. And the best way to do that is by monitoring their content updates.


What are they writing about? Who are they targeting? Are they shifting their focus to a new market segment or buyer persona? If so, that could spell disaster for your market share. Don't wait until it's too late to investigate. Stay vigilant and stay ahead of the game!


But it's not just about gathering intel. You need to act on it too. And that means keeping your executive team in the loop. They need to be aware of what's happening in the market to make informed decisions about the future of your business. Your marketing and product management teams should also be involved, as they need to adjust their strategies to stay competitive. And of course, your sales team will be directly impacted by any changes in your competitor's target accounts.


Don't sit back and wait for your competitors to make a move. Be proactive and keep a close eye on their content updates. Your business's future depends on it!


Practical Ways to Source Competitive Intelligence


Now that you know what kind of information to look for - WHERE SHOULD YOU LOOK?


We all want to know what our competitors are up to. But let's face it, they're not going to hand us their secrets on a silver platter! So where can we turn to for insights? Well, there are a plethora of sources that can give us the juicy details we seek.


1. Competitors' materials

Explore your competitors' brochures and marketing materials. What are they saying? How are they positioning themselves? Are they highlighting any unique features or benefits? Analyzing their materials can offer valuable insights into their strategy and approach.


Get your hands on your competitors' products and give them a thorough analysis. What's their quality like? How do they compare to your own offerings? Understanding what your competitors are selling can help you identify areas for improvement and innovation.


Take a close look at your competitors' websites. What do they look like? How are they designed? What information do they provide? A website can reveal a lot about a company's priorities and values.


Stay up-to-date on your competitors' shareholder reports and notices. What are they disclosing to their investors? What changes are they making? This information can give you a sense of your competitors' financial health and future plans.


Visit your competitors' stores and outlets. What's the customer experience like? What kind of inventory do they have? How do they interact with their customers? Seeing firsthand how your competitors operate can offer valuable insights into their strategy and approach.


Keep tabs on your competitors' social media platforms. What are they posting? How are they engaging with their followers? Social media can be a powerful tool for building relationships with customers, and analyzing your competitors' social media presence can help you stay ahead of the game.


Sign up for your competitors' newsletters and mailing lists. What kind of content are they sending out? How often are they reaching out to their customers? This information can help you understand your competitors' marketing strategy and identify areas for improvement in your own approach.


2. Customers

Survey your customers and ask them how they feel about your products compared to your competitors. What do they like? What do they wish you did differently? Use their answers to improve your offerings.


Create scorecards for your customers that measure how well you're doing on the things that matter most to them. Keep track of how you're doing compared to your competitors, and use that information to get better.


Talk to your customers and find out why they might choose your competitors over you. Listen carefully to what they say, and use their feedback to make changes that will win them back.


Pay close attention to what your customers say about your competitors. Take note of any positive or negative comments, and use that information to improve your own products or marketing.


If your customers are big organizations, follow them on social media and subscribe to their newsletters. Add yourself to their mailing lists, too. This will help you stay on top of what they're doing and anticipate their needs.


3. Suppliers

Go where your competitors go. Attend the same events, conferences, and presentations sponsored by your suppliers, and keep an eye out for which ones your rivals are also attending.


Snoop around your suppliers' websites. Look for any signs of your competitors, and check out their current and potential customers. This can give you a good idea of where your competitors are focusing their efforts.


Keep tabs on your suppliers' social media accounts. Follow them, and set up alerts so that you'll be notified when they post something new. This can help you stay up-to-date on your competitors' interactions with your suppliers.


Subscribe to your suppliers' mailing lists. Be the first to know about any updates, newsletters, or publications they release. This can provide you with valuable insights into the industry and your competitors' activities.


4. Industry associations

Don't just work in your industry, be a part of it! Join associations and business groups that are related to your field. You'll meet fellow professionals, learn new things, and maybe even discover some insider secrets.


5. Conferences

If you want to stay on top of your game, you can't just sit at your desk all day. Attend conferences and other events in your industry to hear from thought leaders, network with peers, and discover new trends and technologies.


6. Trade journals

Knowledge is power, and in business, information is your fuel. Stay informed and up-to-date with publications from your industry, regulatory bodies, business associations, local business groups, and more. Whether you're reading about new regulations, market trends, or industry best practices, you'll be better equipped to make informed decisions.


7. Online

The internet is a vast and ever-changing landscape, but it's also a treasure trove of information. Search relevant websites, blogs, and social media channels to stay in the loop on the latest news, insights, and perspectives in your industry. And don't be afraid to engage with others online – you might just learn something new or make a valuable connection.


How often should you perform Competitive Intelligence?


The frequency of Competitive Intelligence (CI) activities largely depends on the nature of your industry, market, and competitive landscape. However, it's generally recommended that you conduct CI activities regularly, at least quarterly or semi-annually. As I mentioned in my Business Growth Cafe Podcast, competitive intelligence should be an ongoing process and not a one-time event.


Your competitors are always on the move, looking for ways to gain an edge. They're expanding their product lines, targeting new markets, and improving their services to win over customers. If you're not keeping up with their moves, you could be missing out on game-changing opportunities.


By regularly conducting CI activities, you'll gain actionable insights that can help you make informed decisions about your business. From analyzing your competitors' marketing materials to attending industry events and surveying your customers, there are countless tactics you can use to stay ahead.


Don't let your competitors outmaneuver you. Stay on top of your game by making CI an ongoing process. With the right information at your fingertips, you'll be able to make strategic decisions that keep you ahead of the curve. Take proactive steps to gather competitive intelligence regularly, and you'll be well-positioned to make strategic decisions that keep you at the top!


Competitive Counterintelligence


Have you heard the buzz about competitive espionage? Some companies will do anything to win, including sending spies to infiltrate their competitors' research and development departments or bribing former employees for insider information. But let me tell you, you don't need to be a sleazy spy to gather intel on your competitors. In fact, it's downright unethical to stoop to those levels.


But while you're busy gathering intel, don't forget to protect your own company from similar attacks. That's where counterintelligence comes in, my friends. By consulting the same sources you're using to gather intel, you can identify any information that may have accidentally become public.


And don't stop there! Implement strong systems and practices to keep your information safe. Make sure your employees sign confidentiality agreements, use top-notch cybersecurity protocols, and limit public reporting to a trusted communications specialist. And be careful with who you hire and fire - you never know who could be leaking sensitive information.


Knowledge is power, but using that power ethically is what separates the winners from the losers. So stay sharp and stay safe!



Need help in creating a Competitive Intelligence program for your organization? We can help! Send us a message with your inquiry and we’ll send you an eBook on Establishing a Competitive Intelligence Program.


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