Competitive Intelligence as A Strategic Input
Competitive Activity is one of the most under-utilized strategic inputs in marketing. This isn't about copying—it's about learning. Strategy requires self-awareness and understanding your opposition. For resource-constrained companies, competitive intelligence is how you outsmart rather than outspend. Below are three ways to leverage competitive insights to up-level your GTM strategy.
Make Sure You Are On The Shelf
Tools like SEMRush reveal where you should be showing up. I've seen some brands covering a fraction of keywords their larger competitors utilize—low-hanging fruit. Keyword investment patterns across geographies also signal competitor priorities and broader business strategy. These same tools can be used to enhance your SEO/AEO approach and understand what customers actually see. Being visible alongside competitors builds credibility through association, creating valuable trust signals (previous post on ‘trust signals’).
Media Mix Intelligence
Services like Pathmatics (SensorTower) and AdClarity (BiScience) help you understand competitive digital media mix by channel, including CTV. This reveals what may be working for them—and where white space exists. Many companies have found success in channels competitors ignore. Benchmark your investment: Can you speak to category share of voice, impression trends, and strategic shifts? Pair this intelligence with on-site behavior and search/answer engine data for a complete view of market dynamics.
Messaging & Positioning
Platform ads libraries (Meta, LinkedIn) offer free insight into competitor messaging, positioning, audience targeting, and product prioritization. Dissect search ad copy using SEMRush to identify positioning gaps and differentiation opportunities. Paid services include Pathmatics, AdClarity, and Similarweb. This analysis should inform every campaign brief and integrated program you develop.
