A Marketer’s Guide To Aggressive Intelligence

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Across just about all industries, it’s got harder for brands in order to stand out among the competition. According to a 2020 survey by Crayon, businesses have, normally, 29 competitors — a 16% boost from 2019.

Small and large companies alike are usually fighting for customers’ attention through focused marketing campaigns, convincing sales teams, plus competitive pricing constructions.

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The question is, how can a brand stay competitive since new companies arise every day and threaten its position?

One solution is competing intelligence (CI) – a process that can generate revenue and keep brands ahead in their sector.

Let’s enter into what CI is certainly, what it isn’t, and how brands can control it.

During the past, it was primarily enterprise-level companies that got the resources to invest in CI, but that’s changing. In 2017, the Crayon study reported that just 37% of companies had CI groups or dedicated CI employees. In 2020, that number grew simply by 20%.

Provided how attainable info is online, they have now easier just for small businesses to carry out CI tactics without having shelling out on sources.

Another thing to notice about competitive cleverness is that those insights are not only for C-suite executives. With the details gathered through CI, teams in:

  • Sales are outfitted to fight objections and address discomfort points.
  • Marketing can adjust their own messaging to better reach their user personas.
  • Product may better understand competitors’ pricing and product packaging models.

Ways to Conduct Competitive Cleverness Research

1 ) Identify your competitors.

With CI, a person treat your sector as a game and your competitors as gamers. The end goal is to leverage key insights from their plays to determine your next move.

If you don’t know that your competitors are, it can make it that much tougher to gather valuable details.

Start by narrowing down your top direct competitors. These are brands that offer a similar product or service and target the same user character.

Then, put together a secondary list of roundabout competitors. They’ll give a different product or service yet may still catch the attention of your target audience. They have good to track with regard to inspiration rather than with regard to competitive advantage.

Once you have your checklist, rank them simply by threat level.

2 . Set goals.

Before you start performing CI research, established your objectives. Ask yourself and your team: inch What do we want to learn? ” This will help you determine which usually avenues to go after and which data sources on which to concentrate.

Let’s say high end handbag company Amore wants to better understand its competitors’ marketing strategy, specifically their messaging, campaigns, and content marketing. This is a quite specific goal which gives a clear direction for your CI team. Following that, the team may devise a plan to find that data.

3. Determine data collection strategies.

Now that your CI team knows the finish goal, they can setup their data collection tools.

Sticking with Amore’s goal of understanding its competitors’ marketing approach, the intel team will likely look at their sites, landing pages, blog posts, and downloadable provides – to name a few.

Social overseeing and social hearing will also be valuable in understanding what articles Amore’s competitors are usually putting out there and exactly how consumers are responding.

Having a plan of action with regard to data collection assists CI teams remain within the scope of the project. When you cast a net as well wide, it can be difficult to know where to start.

4. Gather and analyze your data.

Now that you have your competitors, goals, and research programs outlined, you can get to operate.

The data gathering process can take several weeks or months, depending on your goals. While you compile your data, using a CI tool will be instrumental in categorizing your data for analysis later. Jump to that section here.

Once you have enough details, things get fun. You can start looking for styles and discover strengths and weaknesses in your competitors.

five. Relay insights to key stakeholders.

Identifying themes within your research is the first portion of the process, the second is delivering your insights in order to key stakeholders.

They can then control this information to further the particular growth of the business and generate more revenue.

One thing to keep in mind is that much like for any data evaluation, you are the storyteller. You are tasked along with not only analyzing it but also framing it to explain why it matters. Without that will key component, it can be difficult to understand where to go next.

You will also want to create reports tailored to the team. For instance, your sales force may find battle cards to be most useful whilst your marketing team may prefer a visual reporting breakdown. If you’re not sure what works best, go right to the source. Collaborate with your teams to determine the easiest way to communicate your own findings.

Competing Intelligence Examples

CI work may include anything from monitoring your competitors’ pricing model to monitoring their social media action. It all depends on just how much time and how a lot of resources your group is willing to invest. Here are the most popular sources and intel employed for CI:

  • Pr campaigns
  • Job posts
  • Ad advertisments
  • Lead magnets, such as ebooks, whitened papers, and templates
  • Product and service updates (rollouts, updates to features, packages, etc … )
  • Pricing modifications
  • Customer review sites
  • Rebranding announcements
  • Site changes or redesigns
  • Sales phone calls and client marketing communications
  • Earnings reports (for publicly traded companies)

While some of the information will be gathered by the CI team, other departments may also submit their intel. For instance, sales representatives can be especially useful when gathering intel, as they have immediate contact with leads and customers.

Competitive Intelligence Best Practices

1 . Stay inside legal limits.

This may seem apparent but a expression like competitive cleverness can give the wrong impact.

When performing any sort of CI work, you must stay inside legal limits. Getting at information through illegal measures, such as hacking or phone tapping, crosses over to “espionage” territory.

When there’s ever doubt on a CI method, err on the side of caution and consult with your legal group. If you don’t have an internal group, reach out to a corporate lawyer who can provide some insight within the best route to take.

2 . End up being ethical.

Simply because it’s legal, would not mean you should do it.

Let’s say your own team discovers a disgruntled employee from a competitor has recently quit and has key home elevators the business’ strategy over the next 5 years.

Whilst it’s not illegal to achieve out to the employee, it may be unethical as the employee may be tempted to reveal sensitive information.

Make use of good judgment. If it doesn’t feel correct, it probably actually.

3. Reveal insights often.

One study simply by Crayon found that will businesses that reveal CI at least once per week were twice as very likely to have revenue raises than those who contributed them less frequently.

With that in mind, expressing insights should be done frequently and regularly. CI is an ongoing procedure, not a one-and-done method.

As long as your organization is growing, you’ll need to keep an eye on the competition.

4. Contextualize reports.

An important part of CI is sharing insights regularly.

Be it through a newsletter, a monthly email record, or a meeting, framework is everything.

For instance, let’s say the particular CI team on Amore reports that their direct rival Abella has released a collaboration with a luxury clothing brand. That report must also mention how it affects Amore’s placement.

After all, the objective of tracking competitors would be to leverage that understanding to improve your own positioning.

In this example, the collaboration with the clothing brand can solidify Abella as a luxury brand plus help it move upmarket. This could weaken Amore’s position and require stronger messaging encircling the product’s exclusivity and craftsmanship.

Also, insights do happen in a vacuum. They’re built more than months or many years of trends. As such, including historical data may also help frame this and enable proper decisions.


crayon CI software feature

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Crayon is one of the leading competitive intelligence platforms in the market. The software offers a centralized platform to shop and analyze information from over three hundred million sources and over 100 data types.

You are able to track your competitors’ digital footprint and easily filter through everything from social media and events to customer reviews and economic reports. The platform’s top features include:

  • Everyday and weekly digests – You can set notifications to receive updates every time there is a change in something you’re monitoring, like a pricing page. Crayon also assigns a market analyst for your requirements to curate weekly custom reports.
  • Sales fight cards – This can make battle cards easily accessible to your sales repetitions and has the power to assess which plays are usually impacting revenue.
  • Automated categorization – If your CI group is gathering data from multiple resources, Crayon automatically sets up that data regarding easy analysis.

To request prices, you must contact the organization.

2 . Kompyte

Kompyte makes it easy to visualize the changes in your competitors’ pages. They have a before-and-after module which allows you to easily determine changes on a page.

Kompyte CI software's before-and-after feature

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The tool offers details on the effectiveness of your own competitors’ ads, providing you with insight into which opportunities are worth discovering and which ones to prevent. This includes A/B exams and targeted keywords.

Beyond that will, CI teams may also set KPIs plus monitor them within the platform to ensure most are on track to meet their own goals and make a change quickly based on performance.

To request pricing, you must get in touch with the company.

several. SEMrush

SEMrush is the place to go for a deep dive into your competitors’ domain performance.

SEMrush domain overview dashboard

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The platform allows brands to monitor other domains’ authority, their link-building efforts, paid research strategies, and more throughout multiple channels.

They offer a free edition with some access to competitive research tools. Nevertheless , the paid versions – ranging from $119 to $449 a month – unlock entry to traffic analytics together with several toolkits designed for SEO, advertising, social media, and content marketing and advertising.

4. SimilarWeb

To get a a lot more holistic view of your competitors’ online existence for free, consider SimilarWeb.

similarweb dashboard

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The platform has checking, benchmarking, and analytics capabilities to help scaling businesses better understand their market.

From SEO and web traffic to ad placement, the platform’s CI capabilities are extensive in both totally free and paid versions. For pricing information on the enterprise plans, you must reach speak with a SimilarWeb consultant.

5. Visualping

If you are low on assets or don’t require an extensive CI system, Visualping is an simple free way to keep an eye on your competitors and their website changes.

The site monitors internet site changes and alerts you via e-mail, text, Slack, or API. You can specify what areas of the page you would like to track along with how often you’d like to be alerted.

Visualping before-and-after feature

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All you need to start is an email and a web site to track. However , designed for business use, the particular monthly cost runs from $20 in order to $135.

The key takeaway is that whenever running a business, staying in your lane is important but that doesn’t mean you can’t look left or right from time to time to see what everyone else is up to. When done right, CI can be an incredible asset to every brand name.

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