Depending on the outcomes desired (360* view of competition, product knowledge, pricing, positioning, etc.) there are a lot of different way to stay on top of a lot of different data points. In addition to using Google/ RSS Alerts:
1. Integrate as much intel into your current processes as possible
- If your customers have to provide a cancellation notice, set a default checkbox to select if leaving to a competitor, and provide a text box to elaborate
- Track migrations or transitions from another product to yours during onboarding and offboarding
- Set keyword trackers on sales calls if using a tool like gong.io
- Track NPS comments that mention other tools or apps
- Set up alerts for reviews of other apps and sync to a Slack channel
The majority of the above can be synced to Slack channels using a variety of integrations to compliment that “set and forget” component of staying on top of things, and provide a lot of both qualitative and quantitative data.
2. Become a customer
- Gain access/ licences to your competitors apps to know when updates/ changes are made
- Get into their funnel; sign up for a trial, sign up to their newsletter
- Demo their product; learn about their product from their Sales team
3. Use people
- Survey your customers
- Conduct win/loss analysis
- Talk to your Sales team
I haven’t tried using tools, but have heard good things about klue.com
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Credentials & Highlights
Director of Product Marketing at jane.app
Lives In British Columbia, Canada
Knows About Competitive Positioning, Product Launches, Enterprise Product
Marketing, Influencing ...more