AMA: Product Marketing Expert & Mentor, Jennifer Kay on Competitive Positioning

Here are several key sources and frameworks that I find valuable for gaining clarity on the competitive position. Market and Competitive Research: This includes studying competitor websites, product documentation, press releases, industry reports, and analyst insights. User Feedback and Reviews: Actively listening to user feedback and reviews, both from our own customers and those of our competitors. For competitors I look at online forums, social media, reviews, G2, and other similar resources. ...Read More

At the core of my approach as a product marketer is the belief in staying connected with customers through ongoing research and conversations. I consider it essential to have a deep understanding of their needs, pain points, and aspirations. This understanding lets me to make informed decisions and develop products or positioning that truly resonate with our target audience. I regularly engage with customers through various channels- from informal "get to know you" calls with new customers to mo ...Read More

Develop a Competitive Playbook: Create a comprehensive competitive playbook that outlines key information about each competitor, their offerings, strengths, weaknesses, and positioning. This playbook should serve as a go-to resource for your sales team, providing them with the necessary insights to understand the competitive landscape. Conduct Competitive Training Sessions: Organize regular training sessions to educate your sales team on competitive positioning. These sessions should cover infor ...Read More

As a Product Marketing Manager , effectively communicating and sharing competitor analysis with your team and stakeholders is crucial for aligning everyone on the competitive landscape and informing strategic decision-making. Here are some recommendations for how to approach this: Clearly articulate the purpose and benefits: Start by clearly explaining why conducting competitor analysis is important for the success of the product or business. Highlight the potential benefits, such as identifying ...Read More

Lack of deep understanding of the target audience: Differentiation should be based on a thorough understanding of the target audience's needs, preferences, and pain points. Like everything in product marketing- it should start with your customer. Building parody features or postioning to copycat a competitor is a fast road to a dead end. Neglecting to communicate the value proposition clearly: Even if a product has distinctive features or benefits, failing to communicate them clearly to the targ ...Read More

Establish a Centralized Repository: Create a centralized repository or knowledge management system to store and organize competitive intelligence. This can be a shared document, a dedicated folder structure, or a specialized competitive intelligence software tool. I use a pretty simple google spreadsheet where I date and track links by competitor and source. Set up Information Gathering Channels: Implement channels to capture new competitive information efficiently. This can include setting up G ...Read More

I'm all about being resourceful and creative. If you can call and ask directly do it. If you are at a tradeshow, stop by the booth and ask.1. Network within the Industry: Reach out to industry contacts, attend conferences, or participate in industry-specific forums and communities. Just asking around can net a ton of intell. 2. Leverage Online Sources: Explore alternative online sources beyond the competitor's official marketing channels. Look for industry publications, blogs, or forums where di ...Read More

Deep Understanding of Customer Needs: Ensure your sales team has a deep understanding of customer needs and pain points. This allows them to clearly differentiate your offering from competitors, even if the functionality seems similar on the surface. Highlight Unique Value Proposition: Emphasize the unique value proposition of your product. Focus on aspects that go beyond basic functionality, such as ease of use, scalability, integration capabilities, performance, security, customer support, or ...Read More