How to Use Competitor Insights to Level Up Your B2B Marketing in 2024

This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

Successful B2B brands are intensely focused on their customers, and they should be. After all, without a thriving customer base, brands will struggle to build and maintain thriving, sustainable companies that succeed. However, brands can’t afford to ignore the other part of the successful company equation: the competition.

Competitor analysis—the process of identifying your competition and researching their products, tactics and communication strategies—allows brands to better understand the competition, enabling their success in the process.

This doesn’t mean brands should lose sight of what they did well. Rather, competitive market research contextualizes their offerings to identify paths to differentiation, not emulation.

Let’s make it more personal.

Competitor analysis isn’t about replicating what your peers are doing. When implemented effectively, competitor analysis creates opportunities for original marketing strategies highlighting your product or service’s unique value proposition.

Here are three things every B2B brand can learn from competitor insights that allow them to level up their marketing in 2024 and beyond.

1. Product or Service Positioning

Many products or services seem revolutionary when they are in development. Of course, promise and potential are very different from actual consumer impact…