B2B Competitor Analysis Definitive Guide

by Eric Tonk

Ever been assigned the task if analyzing a competitor’s digital marketing programs such as the number of webinars they are hosting per month, the types of speakers and attendance plus length.

Other types of B2B competitor analysis revolves around the channel of paid. Lots of b2b organizations are extremely interested in the keywords that competitors are bidding for plus the ad copy and messaging within it and finally the landing page and offer being presented.

Certain B2B companies are more interested in gaining a clear understanding of the content competitors are using to capture leads such as whitepapers, analyst papers, and data sheets.

One of the core principles to keep in mind when doing your analysis for a b2b organization is to remember the following acronym:

PCMD:
Positioning
Context
Messaging
Differentiation

Regardless of which channel is analyzed and recommendations are provided in a PowerPoint to a VP of an organization, the one thing that will ensure that you stand out is covering all of the points in the acronym.

Now let’s jump into the substance of the post and provide an overall high-level process to follow when doing a B2B competitor analysis. You can read the following post and gain an understanding but package your information in a manner that is professional and helps easily get the point across the ego-maniac VP’s of B2B companies, which is an art in itself.

It might suit you best to download the PowerPoint that lays out each point and all you will need to do is fill in the slides. Your presentation will look extremely professional and it’s guaranteed to win brownie points with whom your presenting.

Not only is a PowerPoint a part of the B2B Competitor Analysis package but also a handbook that demonstrates the quickest way to obtain vast amounts of information, decipher what’s most important for your analysis plus

It also comes with a process that shows the quickest way to obtain such a vast amount of information such as a b2b competitive analysis and develop a professional PowerPoint.

By the end of the process, you will have all of the information you need to show the most important points of the analysis plus an easy to fill out PowerPoint based on the information you’ve collected.

It is truly a tool that will save you the time and heartache that comes along with such an enormous task. Simply follow the steps, collect the information, fill in the PowerPoint and your set.

It’s much better than scratching your head not knowing how to even get started or even worse, procrastinating until the last minute and then providing a halfway attempt at the analysis, basically ensuring your fate at the company as a person that is not up to par.

Let’s talk about the acronym because this is mandatory to any good competitive analysis.

PCMD:
Positioning
Context
Messaging
Differentiation

Let’s go with Google AdWords as the channel for the example that explains the 4 key points.

Positioning
If we look at the following ad copy, you’ll notice the positioning states that PureCloud is the #1 Cloud Call Center. Immediately, a position is built in the end user’s mind that this organization is #1 for cloud call centers.

Competitor Analysis

Context
This one can be a bit tricky but if we decipher the ad copy, it becomes quite evident. In this particular case, we are looking to understand context as to why small and midsize businesses are being targeted. The handbook goes through this extensively but basically, you should look at your competitors and find out why is your B2B company using this target audience, the context is most likely due to a new product that suits the small to medium size business market the best.

Messaging
The ad copy does a great job at messaging. It is quite clear exactly who they are targeting, which are small to midsize businesses plus the site links below the actual ad itself is also stating “Small Business Solutions”. Based on this messaging it is right to infer that the company is attempting to capture an audience that is not Enterprise but rather small to medium size enterprise businesses also known as SMB’s.

Differentiation
This completely dependent on the other competitors within the space and how they are writing their ads. The goal here is to show how different the ad that you are inspecting is versus the competitors. Also, it is important to state why are you different. The whole goal of differentiation is not to just have ad copy that looks different. The entire goal of differentiation is to show the end user what makes your product different than the others. If all products were the same then why even build another one?

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