B2B Competitive Intelligence
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The Intelligence Edge: How to Track Your B2B Competitors Online and Drive Better Search Marketing Results
Overview
Your competitors are watching you. Are you watching them? Are you using what you learn to improve your search marketing results?
Online competitive intelligence – gathering and analyzing information about your competitors’ online activities – is clearly a hot topic among business-to-business (B2B) search marketers competing for the best position in organic and paid search results. In a recent study of Business.com clients, all managing B2B paid search campaigns and/or search engine optimization (SEO) programs, 87% said that it was important or very important to understand how their competitors are marketing themselves online in order to run an effective SEO program; 84% felt the same for pay-per-click search marketing.
Despite the typical knowing-doing gap, where people know what they need to but never get around to actually doing something about it, B2B search marketers are taking online competitive intelligence seriously. We found that 69% were actively monitoring how their competitors market themselves online. This goes well beyond the occasional Google search on top keywords or looking up competitor web site traffic. We defined “actively monitor” as proactively going online to find competitor ads, keywords or other information, and recording what they find for later comparison to see how competitors’ online marketing programs change over time.
In fact, the median respondent actively monitors four competitors, and 17% of respondents track 10 or more competitors.
The purpose of this Solution Guide is to help you, as a B2B search marketer, understand B2B online competitive intelligence practices and tools so that you can improve your search marketing program performance.
To view the entire whitepaper, click here to register.
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