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3 Ways to Use Smart Competitive Intelligence in Your Customer Journey
Competitive Enablement

3 Ways to Use Smart Competitive Intelligence in Your Customer Journey

Smart competitive intelligence isn’t just for closing anymore. Account-based marketing, omnichannel customer journeys, cross-functional collaboration—the movement towards unified customer servicing is well underway and it means everyone working together to offer the most comprehensive, engaging and efficient customer journey.

Companies that win more show up in search and provide prospects with relevant content, quickly.

They are smarter, faster and they understand how to optimize for every step of an increasingly fragmented customer journey.  They drive the discovery rather than passively wait for the perfect moment to pitch hard against a rival.

From discovery to service, their message is consistent and integrates competitive intel into each touch point—no opportunity is lost to emphasize strengths and key differentiators in the context of the competitive landscape. Here are three ways to drop smart competitive intelligence into your customer journey:

Competitive Intelligence for Discovery

Let’s start with micro-moments, purpose-driven moments in which consumers use their smartphones for a specific reason: to do something, learn something, buy something or so somewhere. A report from Think by Google describes them as “critical touchpoints within today’s consumer journey, [that] added together, … ultimately determine how that journey ends.” It breaks them into four categories: I Want to Know, I Want to Go, I Want to Do or I Want to Buy.

Smart search strategies will help you stay ahead of the competition when you integrate ###. That assumes you know enough about your competition to specifically target them in this way. And that means sharing that intel across all departments and building it into multi-channel messaging. Smart competitive intelligence isn’t just for battlecards anymore!

The report states that 1 in 3 mobile users has bought from a brand they did not set out to buy from initially. They place more value on the What than the Who.

Less time is spent in-office, formally searching for solutions. Consumers use time ‘in-between’ for mobile discovery. Your target buyers are looking for options on their phones. Are you there to answer their questions? If you’re offering value in those micro-moments, you can build a connection that moves the buyer along your funnel. They may not be familiar with your product, they may even be your competitor’s paying customer—data shows that 51% of mobile users have bought from a brand intended because the right content was offered at the right time. With a deep understanding the SEO and SEM strategies of your rivals, you can fill the gaps and get there first with more relevant content.

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Competitive Intelligence for Conversion

There is a point in the customer journey when a buyer has narrowed the field. You’ve defined their specific needs and shown how your solution fits. You have gained their trust and offered guidance throughout the process. You’ve made the shortlist, as have one or two of your competitors. It’s time to take them out of play, or they’ll do it to you.

The most important asset in your toolkit here is the sales battlecard. Sales battlecards target the weaknesses of specific competitors and offer a counter-point to anything they may be saying about your solution. A sales rep armed with a powerful sales battlecard and a deep understanding of the buyer’s unique needs will demolish the competition.

Competitive Intelligence for Retention

Your customers deserve the very best service available. Make sure that everything they need is easy to find on your website. Implement a multi-channel customer messaging solution to offer real-time support. Dedicate an app or separate site to users to spare them the navigation costs of logging in through a marketing site’s menu—both on mobile and desktop. It’s easier for them and an easy way to provide more relevant content consistently. Your existing customers should receive different messaging than your prospects.  I’m always mildly insulted when my telecomm company dumps the same promo messaging into my pages as they do for unknowns. I mean, I’ve paid them enough over the years to at least earn some customization.

Patch up any gaps you might have in your own customer service and investigate areas of weakness in your competition’s. Win-loss interviews are a great source of insight into rival onboarding and experience.

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