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Tune In to the Voice of the Competitor

Presenter:
Sean Campbell
Moderator:
Jennifer Kelly
Broadcast:
Thu, Mar 5, 2015, 12pm ET
Length:
90 minutes
Rating:
This online marketing seminar received 4.5 star(s)

Listening to your customers, at the exclusion of all else, seems like it'd be a best practice. However, it's notócompanies 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.

Presenter

Sean Campbell is the CEO of Cascade Insights, a competitive intelligence firm focused on helping B2B technology companies eliminate uncertainty about their product development, marketing, or research efforts. Sean is regularly asked to educate companies on the process of conducting real world competitive and market intelligence projects. He is also the author of several books, including his latest Going Beyond Google: Gathering Intelligence, now in its 5th edition.

Who Should Attend?

If you are responsible for marketing or product development, this seminar will teach you how to use the voice of the competitor in your own marketing strategy.

What Will You Learn?

At the end of this seminar, you'll be able to:

  • Gather quantitative information on competitors
  • Effectively approach your competitors' customers, and get them to participate in research efforts
  • Apply best practices for conducting competitive intelligence research in B2B markets

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