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Go Beyond Google: How to Gather Free B2B Competitive Intelligence

Presenter: Sean Campbell, Scott Swigart
Broadcast on Thursday, February 04, 2010 » Now available on demand!
Duration: 90 minutes
Cost: $129.00 (FREE for Pro members)

Read more on B2B Marketing, Benchmarking, Marketing Strategy, New Media

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Knowing a competitor's strategies, in advance, can be the difference between success and failure, and yet most business owners, marketers, and sales teams are stretched too thin just "doing their job" to spend much time really analyzing the competition.

In this presentation Cascade Insights, a competitive intelligence firm, will walk you through more than 20 free web-based tools, that anyone can use, to quickly get information on your competitors that you won't find through straightforward Google searches.

You Will Learn

How to determine if the competition has been hiring your people
How to automatically monitor a competitor's site for changes, and spot new products, customer wins, etc.
Monitoring techniques that let you view all news related to the competitor
How to get information about a private company's revenue, profitability, and employee count
About tools that let you see if their job postings are exposing their future moves
About tools that show how their messaging, positioning, and products have changed over time
How to get a sense for the morale and culture at a competitor
How to see slide presentations on their products and positioning

About this Seminar

Who Should Attend: Product Marketers who would benefit from knowing more about their competitors strategic and tactical moves, and who don't want to spend a lot of money to find out.

About The Presenter

Sean Campbell and Scott Swigart have decades of experience in the development of hardware and software technologies. They began their careers writing code, then progressed to delivering training and authoring books and articles on best practices in the technology industry.

Today they use their hands-on knowledge of technical details and their rich understanding of the tech field, from hardware to software, to deliver deep-dive competitive intelligence and qualitative market research for their clients.

They advise software leaders in the Fortune 500, as well as start-up or niche players.

What Participants Said

Of the participants who evaluated this seminar, 99% would recommend it to a colleague. Some of their comments:

"Finally, someone answers the question: how do we track the huge (and growing) volume of competitive business intelligence? Offers terrific advice, and great tools that you can use if you're a big firm or a small one."

"There is a lot more available in the way of competitive intelligence tools than I thought possible. You have to familiarize yourself with this subject."

"Lots of specific sites were given - most of them free. He even mentioned small/private companies which relates to mine and several of our competitors."

"Scott and Sean are very knowledgeable not just about how the tools work, but how they can work for us and what the information gleaned can mean."

"Fascinating, many ah-ha moments on how the techies get to data you can't seem to find."

"Awesome new tools that I've never heard anyone talk about before!"

"This presentation included a capable moderator, two expert presenters and a slide deck that included real examples, such as word maps, 360-degree search and LinkedIn screens."

"Loaded with useful information. Was not aware there were so many options out there."

"There are some nuggets that are amazing, and it is also a little scary thinking about how much information may be out there about our company."

"This was more than an online seminar. It was a training class."

Some of the comments on twitter:

alanx2: in the office listening 2a cool #mprofsrap webinar. He likes what's being said bout the future of Twitter + LinkedIn 4 biz!
Davash: Listening to #mprofsrap competitive seminar. Always impresed how great @marketingprofs webinars are!
CONNSTEP: The results from archive.org and waybackmachine is just plain scary! The evolution of our site is sobering! #mprofsrap
mollienothnagel: Thanks for a great webinar from @marketingprofs on competitive intelligence tools. Thanks @shelleyryan! #mprofsrap
Check out Twitter to see all the tweets from the seminar! Go to hashtag #MProfsRap.