Hello!

Ever wish you had a crystal ball to see what your competitors are up to and how your prospects are interacting with them? Well, if you are using intent tools you can do this!

This week I’m diving into the world of intent data and how it can give you a competitive edge. I’ll walk you through eight powerful ways to leverage this data, from understanding market trends to refining your messaging.

And the added bonus is that intent data is valuable across the org. If you are the person with access, you can deliver a lot of value to your org by sharing intent data insights.

Let’s get started!

8 Power Moves to Gain a Competitive Advantage with Intent Data

Understanding how your prospects and customers interact with your competitors is gold. Leveraging intent data can significantly enhance your competitor analysis. Here's how you can harness intent data to gain a competitive edge.

Identify Competitor Engagement

One of the best intent insights is identifying which competitors your target accounts are engaging with. Intent data can reveal which companies are being researched by your prospects, providing you with a clear picture of their preferences and concerns.

For instance, if you notice a spike in searches for a particular competitor, it could indicate that their recent product launch or marketing campaign is resonating with your shared audience. By tracking these patterns, you can better understand the competitive landscape and adjust your strategies accordingly.

Analyze Content Consumption

Understanding the types of content your prospects are consuming about competitors can offer deep insights into their interests and pain points. Intent data allows you to see what competitor-related content is attracting attention.

If your prospects are engaging heavily with content about a competitor’s new feature, it signals a potential gap or area for improvement in your own offerings. Use these insights to tailor your content strategy, ensuring it addresses the specific needs and interests of your audience.

Benchmark Against Competitors

Or as I like to call it, find their weakness. Of course it works both ways, benchmarking your performance against competitors is essential for identifying areas where you need to improve or can capitalize on their weaknesses.

Intent data helps you compare the level of interest in your brand versus your competitors. For example, if you notice that a competitor is consistently attracting more attention, it might be time to re-evaluate your marketing strategies or product features. Conversely, if you are leading in certain areas, push on those.

Tailor Your Messaging

Crafting messages that address the specific strengths and weaknesses of competitors can significantly enhance your positioning. Utilize intent data insights to refine your value propositions.

For instance, if your intent data shows that prospects are interested in a competitor’s fast implementation times, highlight your own speed and efficiency, or other unique benefits you offer. This targeted messaging can help you stand out and more effectively attract your ideal customers.

Identify Market Trends

Intent data can also help you identify broader market trends. By analyzing patterns in competitor research activity, you can forecast shifts in customer needs and preferences.

Let’s say you notice there is a growing interest in sustainability features offered by competitors, it might indicate a rising trend that you can capitalize on by emphasizing your own sustainability efforts.

Improve Sales Enablement

I love to arm sales with intent data! It helps them address objections and close deals more effectively. Share intent data insights about which competitors are being researched by specific accounts. Develop battle cards and other sales enablement materials that highlight your strengths and how they counter competitor advantages. This preparation can help your sales team win.

Monitor Customer Churn Risk

We all want to retain customers! It’s a lot of work to get them in the first place. One of the most valuable uses of intent data is monitoring customer churn risk.

By detecting when existing customers are researching competitors, you can proactively address their concerns and retain their business. If intent data shows that a key account is exploring alternative solutions, reach out with targeted retention campaigns that reinforce the value of your offerings and address any potential dissatisfaction. Hold on to those customers.

Inform the Product Roadmap

Finally, intent data can guide your product development efforts. Understanding what features or capabilities of competitors are attracting interest can inform enhancements or new features in your company’s product roadmap.

The type of insights you may want to share, if intent data reveals a high level of interest in a competitor’s new AI capabilities, it might be worth exploring similar advancements in your own products. This ensures that your offerings remain competitive and aligned with market demands.

Wrapping Up

Now is a great time to make the most of intent data. Going into the summer months can be slow for business. Use this time to gain insights, share data across your org, and a competitive advantage so you are ahead of the game in fall.

Shannon