Market Research
3 Answers
Sherrie Nguyen (she/her)
Indeed Director of Product Marketing • July 29
I love this question. I've done this in a really scrappy way at a start-up and then approached this with significant budgets at a larger company. The scrappy way was to identify a couple leads, reach out with a request to learn from them to influence your product roadmap, and bring them swag. Thi......Read More
494 Views
3 Answers
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • September 14
Market research on a tight budget, or what I like to call "Scrappy research" - my favorite! First, let me start with a quote - “Don’t let perfect be the enemy of good.” Many a research project hasn’t gotten off of the ground for fear it won’t be statistically significant or have thousands of resp......Read More
1506 Views
2 Answers
Jennifer Kay
Product Marketing Expert & Mentor • April 8
One of the ways I approach this is to reframe competitive research and intel gathering to be a prioritized part of my "always on" or "evergreen" activities as part of my weekly workflow as a product marketer- much the same as I would think about the process and work around understanding my custom......Read More
308 Views
31 Answers
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • September 14
I’ve had the best success with easy to digest “competitive battlecards” for sales. The simpler, the better. They should give basic company info, pricing, and how to handle objections. For larger sales teams, these are a great reference point for them to use on the phone. The ultimate goal of ......Read More
2079 Views
4 Answers
Sean Lauer
MURAL Senior Director, Product Marketing • February 17
There's nothing that says gathering intel in standard ways isn't ethical or fair. There are definitely some tactics that might straddle the line and a few that go way over the line that should obviously be avoided. I would rely on approaches that are very common, ethical, and effective: * Win/l......Read More
726 Views
How do you get competitive pricing and packaging information from B2B complex sales companies i.e not saas, and with components on hardware, software, business services
Like Industrial automation solutions, including costs for integration
2 Answers
Andrew McCotter-Bicknell
ClickUp Head of Competitive Intelligence • October 19
To be 100% honest, I only have experience in SaaS so I'm probably not the best guy to answer this question. But I would venture a guess that win/loss could still help here. You'd be amazed at the info you could access if you have a great relationship with prospects, buyers, customers, etc. ......Read More
526 Views
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
15 Answers
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • August 9
I would say it's time to get scrappy! Calling them (or even having a consultant do so) can be tricky because most companies that are secretive or demo-shy screen for this. But it's amazing what you can find online. Look at YouTube, often there are past speaking gigs or presentations that can give......Read More
1127 Views
3 Answers
Scott Monroe
Momentive (SurveyMonkey) Director, Product Marketing • March 31
There is certainly an overlap between market and competitive intelligence, but they serve very different purposes. For me, market intelligence is more about understanding customer trends, preferences, behaviors, buyer personas, and even micro-economic forces in your particular industry. Compe......Read More
767 Views
5 Answers
Vanessa Thompson
Twilio Senior Director, Product Marketing • December 3
The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ......Read More
771 Views
8 Answers
Vikas Bhagat
Webflow Senior Director, Head of Product Marketing • July 14
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning. Usually this includes but it varies o......Read More
577 Views