rubberducky profile picture
rubberducky profile picture

rubberducky

SAE

Politicker
Opinionated
Fire Starter
+3

Ways to find out your competitor's customers?

We noticed that we have a very high win rate against one of our competitors and we are trying to compile a list of their customers to then setup a targeted campaign.


We already tried the following:

  • Manual searching;
  • Testimonials on their website;
  • Check backlinks via for example Semrush to see where the tool is or was active;
  • Social media posts
  • Their webarchive.

Are there any other best practices you legends recommend?

🔎 Prospecting
☁️ Software Tech
📠 Startup
17

20 comments

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Phillip_J_Fry
Opinionated
5
Director of Revenue
Kinda feels like a backwards way to land logos. I'd just focus on your ICPs. If they're using your competition, great, you've got a solid talk track, and examples where you have displaced them.
It feels like you could utilize your time better this way instead of finding what companies are using your competition.
rubberducky
Politicker
2
SAE
Appreciate the feedback, Phillip. We have a good list of our ICP that we target daily. The reason we do this now is because our competitor made some big changes recently and we noticed a lot of their customers are now looking for a replacement tool. Therefore I want to jump on this opportunity :)
Sunbunny31
Politicker
2
Sr Sales Executive 🐰
Low hanging fruit!
Do you have partners who can provide some intel for you, if they're asked?
Phillip_J_Fry
Opinionated
2
Director of Revenue
Ah, that makes sense then. Like @Sunbunny31 said, partners would be a great source if you can lean on t heir existing relationships with their customers. I know there are also some tools out there that track what tools are being utilized by companies, but they never seemed completely accurate.
Filth
Politicker
1
Live Filthy or Die Clean
Our org was in a similar position and changed some language on a our site to say "welcome OTHER LESS ORG user" and hosted webinars for existing OTHER LESS ORG user and kind of blasted it out. Worked well, still getting good traction. If you are going after a comp user base, shout it out and see who buys a ticket to the show.
BTQ
Politicker
5
Account Manager
You can also check out www.builtwith.com to see what tech they are using on their website
rubberducky
Politicker
2
SAE
Great shout! Found a lot of new accounts using Builtwith and Similartech and already booked some meetings from them. Thanks!
RealPatrickBateman
Politicker
5
🔪Amateur Butcher🔪
Depends on your product/service/offering, but ZoomInfo will generally have a list of each Companies Technology Stacks.
CuriousFox
WR Officer
2
🦊
How accurate do you think that info is?
RealPatrickBateman
Politicker
1
🔪Amateur Butcher🔪
Honestly? Probably 1-2 years outdated. I haven't found ZoomInfo to be incredibly accurate over the last year. But its a shot ¯\_(ツ)_/¯
Diablo
Politicker
3
Sr. AE
Have you tried finding the list using 'technology used' as a filter for an ex. in ZoomInfo?
oldcloser
Arsonist
3
💀
I've done this with some success. Check out https://www.cbinsights.com/ it's like Crunchbase but deeper. You can find the company AND it's customers. Data is ok. May take a subscription if they don't have a trial anymore. And if that one isn't good enough, find cbinsights' competitors. Solid short cut.
Pachacuti
Politicker
3
They call me Daddy, Sales Daddy
Its costs money, but you can hire a research firm to reach out to them to dig deeper.

You can also go find a former sales person for the company and see what they might volunteer or what you can buy from them (a bit shady, but it can work).
GDO
Politicker
3
BDM
See who their AEs are connected with or interacting with on LinkedIn?
FinanceEngineer
Politicker
2
Sr Director, sales and partnerships
I would look into press releases and announcements from like PRNewswire as well as scraping sites with your competitor’s name/logo.

That said, I agree with others on here that it is a tough one and will have a lower win rate than new or actively looking companies.
Gasty
Notable Contributor
2
War Room Community Manager
@rubberducky : try Google Bard?
ThatNewAE
Big Shot
1
Account Executive - Mid enterprise
The bigger tools have courses to take. For example: SAP Ariba has analysts working in firms just to maintain the tool.
A linkedIn search to see if firms have these specialists or analysts helped me a lot. It might help you too.
There are tools like "Builtwith" that could tell you a lot about what techstack they use. Technology used in zoominfo too helps.
Beans
Big Shot
1
Enterprise Account Executive
If they're on their website or in testimonials, chances are those are their happiest customers...
DataCorrupter
Politicker
1
Account Executive
Surprised this hasn't been added yet:

If you have LinkedIn Sales Navigator, do a search and put in the key words of your competitor (Company name, product type ["APM", "database" etc], anything that hints it's them and not you). Consider doing this for your territory only, since you'll get a lot of results. Then search.

Look on the left hand side at the most keyword matches by company. If there's a lot, likely your competitor is there.

Or you can do this a different way: you start with company name search filter and see how many keyword mentions there are in the profiles of people who work at the companies. It's not a sure-fire way, but where there is smoke there is fire.

The reason this works is people love to list what tech they work with or work on, usually those at a lower level. Hope that helps.
rubberducky
Politicker
0
SAE
Thanks! Will have a look at that.

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