Establishing a Competitive Intelligence Program — Angelo Ponzi // Craft Marketing Architects
Angelo Ponzi
Craft Marketing Architects
- Part 1Determining your brand differentiators — Angelo Ponzi // Craft Marketing Architects
- Part 2 Establishing a Competitive Intelligence Program — Angelo Ponzi // Craft Marketing Architects
- Part 3Marketing as a growth engine — Angelo Ponzi // Craft Marketing Architects
Show Notes
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02:25Setting up a competitive intelligence programContinually collect data on what your competitors are doing. Determine how their marketing strategies impact your business. Use the data collected to drive content development.
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06:50Reacting to competition and business changesDoing competitive research should guide your business, not dictate it. The research simply helps businesses to make better decisions and know whats happening in the industry.
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09:06Data collection when building a competitive intelligence programLook at sources B2B prospects are most likely to use like press releases and websites. Data can also be collected quantitatively through focus groups or market studies.
Quotes
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"There's a data collection process that should be ongoing to understand what your competition is doing, looking at their press releases and their website." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"Try to understand how your competition is looking at new products, distribution channels, and pricing. Digest this information to determine how it impacts your business." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"I've got clients that say, I want to be on Pinterest or Instagram. When we look at our competitors, we find out, nobody's there because the audience isn't there." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"An ongoing competitive program allows you to adjust accordingly if you need to, or be aware when a competitor makes a change." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"If your competition decides to add a new service, all this says to me is they've added a new service. The question is why is there an opportunity in the marketplace?" -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"Research is meant to provide insights for us to use as leaders to make intelligent decisions. Doesn't tell us what to do. Doesn't tell us when to do it." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"If somebody puts a press release out, I want that information. I want to look at the website. Some of those real touch points that a prospect's going to go to." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
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"Looking at 2016-2019, a McKinsey study identified an 85% increase in the amount of research a B2B prospect did online before picking up a phone to call somebody." -Angelo Ponzi, Craft Marketing Architects, Founder & Fractional CMO
- Part 1Determining your brand differentiators — Angelo Ponzi // Craft Marketing Architects
- Part 2 Establishing a Competitive Intelligence Program — Angelo Ponzi // Craft Marketing Architects
- Part 3Marketing as a growth engine — Angelo Ponzi // Craft Marketing Architects
Up Next:
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Part 1Determining your brand differentiators — Angelo Ponzi // Craft Marketing Architects
Founder and Fractional CMO of Craft Marketing Architects, Angelo Ponzi, discusses competitive intelligence and marketing. Though it may seem strange, talking to your perceived competitors can help improve your marketing business. Afterall, you have to know what is already out there to know what you should be offering. Today, Angelo talks about determining your brand differentiators.
Play Podcast -
Part 2Establishing a Competitive Intelligence Program — Angelo Ponzi // Craft Marketing Architects
Angelo Ponzi, Founder and Fractional CMO of Craft Marketing Architects, discusses competitive intelligence and data collection. Staying up to date with your competitors is just as important as staying up to date with consumers. Being in the know leads to better business decisions. Today, Angelo describes the process of developing a competitive intelligence program.
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Part 3Marketing as a growth engine — Angelo Ponzi // Craft Marketing Architects
Craft Marketing Architects’ Founder and Fractional CMO, Angelo Ponzi, talks about the technology behind competitive intelligence and marketing. Knowing your competition and consistently checking on the marketplace are vital to marketing success. However, growth is the ultimate aim for businesses. Today, Angelo takes a look at marketing as a growth engine.
Play Podcast
