From fintech to edtech - marketplaces are getting increasingly crowded and buyer loyalty has become more fickle than ever. As a result, staying competitive is at the top of every C-Suite’s priority list.
Competitive de-positioning is the art of diminishing your competitors’ credibility by highlighting your brand’s value. And given the state of global business competition today, competitive de-positioning should be a pillar in every tech CMO’s strategy.
When thinking about competitive de-positioning, there are tools your tech marketing agency can help you create so that you can 1) win sales cycles for new customers, and 2) siphon existing customers away from competitors. Let’s break them each down:
Winning sales cycles
Battle cards are primarily used as internal collateral and can help sales reps keep key company differentiators at their fingertips.
Use search ads to bid on competitors’ key terms in order to show up in search results related to those brands.
For B2B brands, case studies play a vital role in shepherding prospects through the buyer's journey. Make sure they are ungated and easily accessible on your site.
Transition guides are long-format pieces that can be digital or print and are used to guide more complex sales cycles and products with implementation periods.
Luring customers away from competitors
By creating landing and/or pillar pages you can help buyers make an informed decision. A common topic for a competitive landing page is feature and price comparisons.
Consider running display ads that use competitive messaging on key industry sites where buyers frequent. You can even refine ad targeting to reach competitors’ followers.
Use social media listening tools to scan for mentions of competitors and other relevant industry terms. When you see customers mention competitors (especially in a negative light) your brand channel can reply appropriately and direct them to your solutions.
Use competitive intelligence tools to pull email marketing lists of your competitor’s customers, then craft email messaging that tells them what makes your brand different and why they should opt for your solution.
We mentioned case studies in the section above, but they’re also worth repeating here. The holy grail of case studies is when a customer shares why they switched from a competitor to your company.
Alloy recently published an 11-page playbook that details how tech marketers can deploy full-funnel campaigns that de-position competitors in both subtle and direct ways. We even include visual examples of these artful marketing pieces. Download it today and start siphoning leads and customers away from your competitors.