Hey Product Marketers, what tools do you use to monitor competitors in the news? I want to be updated every time a competitor updates their product or gets press. Currently, I do Google News searches every week but looking for something more automate
8 answers
All related (63)
Robin Pam
Product Marketing Lead, StripeAugust 29
  • Get email alerts from Google Alerts about each competitor. 
  • Set up a Slack channel for competitor news. You can grab Twitter feeds for each competitor through the Slack integration, pipe in the RSS feeds from their blogs, and have customer-facing teams post competitive intel in the channel as well.
Karen He
Principal Product Marketing Manager, SnapLogicMarch 15

Klue and Crayon are both great tools to collect competitor information from various channels (website update, social media posts, PRs and related mentions) in a single view. This is particularly useful if your PMM team is dedicated to competitive analyses and sends periodic competitive reports to the field. These reports can also show the macro trends of the competitors rather than just product/feature capabilities. Additionally, you can enhance these competitive analyses with competitive information obtained by other teams in the organization added to these platforms. 

Clare Hegg
Director of Product Marketing, SkopenowAugust 18

Definitely good old Google Alerts is key. Also, social media monitoring with Social Mention. Key: Read their blog. 


For product updates; keep tabs on their website changes with Visualping.io. 

Brady Gentile
Product Marketing, Hedera HashgraphJuly 21

This is less about automation, and more towards organization, but you can setup a list on Twitter and only include your competitors in that aggregated list. Good luck!

Kristy Cartier
Consultant, TMA Specialist | Formerly Movilitas/Engineering USA, CalAmpOctober 21

I use Google Alerts and Talkwalker as well as social media channel mentions. 

Jamie Yan
Product Marketing Manager, QuestionProJuly 18

You can automate your google searches with Google Alerts.

Jennifer Chen
Head of Product Marketing, Previously @ AI chip startupSeptember 26

Good tips above. Google Alerts is what I always start with since it's free, so at a minimum have this set up and get into a habit of checking the alerts. 

If your company or team has budget, you can look into competitive intelligence services such as https://www.crayon.co/ or https://klue.com/. I haven't used either one before so I can't speak more to it, but it's something I can imagine being quite helpful. 

Raymond Lei
Founder, ScalableJuly 2

I use Sift Alerts to track competitor news. It's like Google Alerts, but has more relevant articles and lets you track a bunch of companies in their daily email. 

I've previously tried Competitors.app (https://competitors.app/) as well as Google Alerts but the signal-to-noise ratio was way too low on both. 

Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Sarah Lambert
SVP, Marketing, Buckzy Payments
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can also help track the effectiveness here. Lastly, for new features or products by current customer...
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Derek Frome
Vice President Marketing, Ouster.io
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds to its value but cannot be sold on its own.    Products, features, and solutions tend to get different levels of attention from PMMs. Products will naturally get the most, solutions are really just collections of products and are therefore more an exercise in packaging and pricing. Features get a...