How content marketing creates competitive advantage | Eli Woolery

How should you approach hiring for a competitive intel role? Erica Howes is an employer brand and recruitment marketing consultant. She helps hiring teams capture and share employee stories so that they can show candidates what it's really like to work at an organization.Erica helped me go behind the job description for a role that I'm currently hiring for at Airtable: Competitive Enablement Manager. Erica helped me unpack what candidates for this role might actually be looking for. She's really good at asking questions that make you share beyond the surface level. I know this very well because... well, we're actually.. married. She inspires me every day. More about Erica: https://ericahowes.ca/Competitive Intelligence Certified, my course with the Product Marketing Alliance: https://certified.productmarketingalliance.com/p/competitive-intelligence-certified

Competitive comparison landing pages. Maybe you have them, maybe they're in your plan for this year. Either way, customers are searching for information about your products versus the alternatives. Are you a part of that conversation or are you letting your competitors shape the narrative? Federico Jorge is the founder of stack against a highly specialized agency focused on comparison pages for SaaS companies. Competitive Intelligence Certified | https://certified.productmarketingalliance.com/p/competitive-intelligence-certified

Andy Tran is one of the sharpest sellers I have ever worked with. He's currently an Account Executive at Biorender. And after this conversation with Andy, I ran back to my battlecards to update them based on what we talked about.

Is it possible to create competitive advantage by giving something away for free? Eli Woolery is the Sr Director of Design Education at InVision, where content marketing looks less like a typical B2B SaaS content team and more like a full-on media company. With its generous investment in content and education over many years, InVision has helped lift up the design community to true business leaders, transforming entire industries.

Win/loss analysis. You've heard about it, maybe you've penciled it into this year's OKRs. But are you really ready to make it a priority? Do you know what you're getting into? Natasha Narayan is the CEO and Co-founder at IcebergIQ, a consultancy that helps B2B software companies learn from candid conversations with their customers and prospects.

It's great that you're becoming the go-to person for competitive intel, but how are you ensuring that you aren't becoming a bottleneck? Andy McCotter-Bicknell leads Competitive at ZoomInfo, supporting over 1000 sellers.

Why do some research findings collect dust, while others drive real organizational change? Ryan MacDonald thinks it has less to do with how well they're presented, and more to do with everything that happens before the research even begins.

Maithilee Nargundkar is shaping market insights that help Wiley Publications make sense of its rapidly changing industry. She'll school on why "monitoring" is an outdated approach to CI.

Melanie Grefsheim wants you to cut your 60-page battlecards down to the most crucial soundbites. The stuff that Sales can actually use.

If you are building a CI program from scratch, you need to hear from Tracy Berry at ServiceMax.