Listening to your customers, at the exclusion of all else, seems like it'd be a best practice. However, it's not—companies that only listen to their customers tend to have a biased view of the market and are unable to clearly see future sales and marketing threats until it's too late to do anything about them.

In this PRO seminar, we'll cover strategies and tactics you can use to go beyond the voice of customer (VOC) research and move into voice of the competitor (VOTC) research. We'll explain how to tap into the digital world to not only identify your competitors' customers and influencers, but uncover the messages they're sending, as well as share proven best practices to help bring your marketing in line with the world around you. You'll leave this seminar armed with tools and techniques that can provide both quantitative and qualitative measures of competitor voice.