If you work in product marketing, you know the flood of competitive news, feature launches, and pricing tweaks never stops. Kompyte (see here) promises to help you spot important changes without drowning in useless notifications. But if you just flip on a few basic alerts, you’ll get buried in noise—or worse, miss something crucial. This guide is for product marketers who need to build custom alerts that actually surface what matters, and skip the rest.
1. Get Ruthless About What Really Matters
Before you even touch the Kompyte dashboard, step back. Ask yourself: What actually changes how we go to market? What triggers would genuinely require action from your team?
Here are common signals worth tracking: - Major pricing or packaging changes from competitors - New product launches, major feature releases, or roadmap reveals - Sudden shifts in competitor messaging, like a new “hero” use case - Updates to their website that reflect strategic repositioning - Big customer wins or losses that show up publicly
But here’s the honest truth: Not every update is a red alert. Ignore every little blog post, case study, or tweet unless your team has a reason to care. If you try to track everything, you’ll end up acting on nothing.
Pro tip: Start small with 3-5 core alert types. You can always expand later, but scaling back is harder once the notifications start flying.
2. Map Alerts to Real Business Actions
A custom alert is only useful if someone knows what to do when it fires. For each alert you want, answer these questions:
- Who needs to know? (PMM, sales enablement, execs?)
- What action should they take? (Review, share, update a battlecard, etc.)
- How urgent is it? (Immediate, end-of-week, or just FYI?)
Set up Kompyte alerts with these end-points in mind. For example: - Slack channel for real-time, can’t-miss stuff - Weekly digest email for non-urgent, “keep an eye on this” info - Direct assignment in a project management tool for workflow items
If you can’t answer “so what?” for an alert, don’t set it up.
3. Build Alerts That Cut Through the Noise
Now, dive into Kompyte and get specific. Here’s a practical way to set up useful alerts:
a. Pick Your Competitors (and Ignore the Rest)
Don’t track every company in your space. Focus on your top 3-5 direct competitors. If your list is longer, you’ll waste time sifting through irrelevant updates.
b. Choose Triggers That Actually Signal Change
Kompyte lets you build alerts for all sorts of signals. A few that tend to be genuinely useful: - Website changes: Only track core pages—home, pricing, product, and solutions—not every blog or press release. - Feature announcements: Set alerts for keywords like “launch,” “beta,” “introducing,” or “[product] now available.” - Pricing or package updates: Watch for changes to pricing pages and key terms like “plan,” “tiers,” “monthly/yearly.” - Job postings: Useful if you want to spot new investments in product, sales, or leadership.
c. Use Smart Keyword Filters
Don’t just track every mention of your competitor’s name. Layer in keywords that matter to your product or market, like: - Industry-specific jargon - Key customer logos you care about - Regulatory or compliance terms if that’s your world
This helps avoid alerts for irrelevant fluff.
d. Set Frequency and Channels Intentionally
- Daily or real-time alerts for high-impact changes
- Weekly digests for less urgent signals
- Don’t default to email—use Slack, Teams, or whatever your team actually checks
What to skip: - Social media monitoring unless you have a team member who will actually sort through it (most don’t) - “All news mentions” alerts—most are noise
4. Test, Tweak, and Ruthlessly Prune
The first version of your alert setup will not be perfect. You’ll get some junk, miss some things, and need to adjust.
- Review every alert for a week: Are you acting on what comes in, or archiving it without reading?
- Kill or refine any alert that generates more noise than signal.
- Ask your team: Is this helping you do your job, or just adding to the pile?
Iterate aggressively. It’s better to miss a minor update than to drown in clutter.
Pro tip: Once a month, do a quick audit. If you can’t remember the last time an alert led to a meaningful action, cut it.
5. Build a Workflow for Sharing and Acting
Great alerts do nothing if they just sit in your inbox. Set up a simple, repeatable workflow so that important signals get to the right people, fast.
- For urgent changes: Share in a dedicated Slack channel or standup.
- For competitive intel that needs analysis: Assign to a team member to investigate and summarize.
- For updates that require content refresh: Tag the owner of sales decks, battlecards, or website copy.
Don’t try to automate everything. Human judgment matters—a lot.
6. Stay Sane: What Not to Do
A lot of teams get trigger-happy and end up with alert fatigue. Here’s what to skip:
- Don’t track every competitor: Focus on the ones you actually see in deals.
- Don’t set up alerts “just in case.” If you can’t explain how you’ll use the info, don’t track it.
- Don’t forward every alert to the entire team: Most people will tune out. Curate ruthlessly.
- Don’t expect Kompyte (or any tool) to “automate” competitive intelligence. It’s a helper, not a replacement for smart analysis.
7. Real-World Examples: What Actually Works
Here are some alert setups product marketing teams have found useful:
- “Pricing page change” alert: Triggers only when a competitor updates their pricing page or terms. Sent to PMM lead and sales enablement.
- “New product launch” keyword alert: Flags press releases or blog posts with “launch,” “introducing,” or “now available.” PMM reviews, then shares summary with sales.
- “Website messaging shift” alert: Monitors top-level pages for changes in key value props or customer logos. Shared monthly in a digest.
And here’s what usually doesn’t work:
- Tracking every blog or social post: Too much noise, not enough value.
- Monitoring “all mentions” of a competitor: You’ll get lost in the weeds.
8. Keep It Simple, Review Often
Custom alerts in Kompyte are only as good as the discipline behind them. Don’t let the tool run wild—start small, stick to alerts that drive real action, and prune what doesn’t work. You’ll save time, keep your sanity, and actually spot the competitive moves that matter.
Remember: The goal isn’t to know everything—just the things that help your team win. Set up your Kompyte alerts, test them, tweak as needed, and keep it all as simple as possible. That’s how you stay ahead without losing your mind.