If you’re running B2B marketing and you’ve ever tried to actually use competitor insights, you know the drill: lots of noise, not much signal. You get generic charts, vanity metrics, and maybe a few “trends” that don’t tell you what to do next. This guide is for people who want actual, actionable intel—and want to see if Konnecto can help you get it done.
Let’s break down how to use Konnecto to find out what’s really working for your competitors, where they’re vulnerable, and how you can use that info without wasting time.
Why B2B Competitor Insights Usually Suck
Before we get into the steps, a quick reality check: most B2B competitive analysis is either too vague (“they’re ranking for these keywords!”) or too backward-looking (“here’s what they did last quarter”). If you’re hoping for a magic button, you’ll be disappointed.
What you can get with the right approach is enough insight to spot real opportunities: unguarded channels, content gaps, or customer pain points your competitors are ignoring.
Konnecto won’t make your strategy for you, but it can surface patterns you’d miss by hand—if you use it right.
Step 1: Set Up Your Konnecto Workspace With The Right Competitors
First things first: don’t just dump your whole “wish list” of competitors into your workspace. The more focused you are, the better the insights.
How to choose: - Pick 2–4 direct competitors who actually compete for the same customers as you. Ignore the “industry leaders” if they’re way out of your league. - Include at least one up-and-comer or niche player—they often have more creative tactics. - If you’re not sure, look at who’s showing up in deals you’ve lost, or who your prospects mention on calls.
Pro tip: Don’t get greedy. Too many competitors at once, and you’ll drown in data.
Step 2: Define What “Insight” Actually Means For You
This is where most people mess up—they don’t know what they’re looking for, so they end up with a mess of random charts.
Decide what you care about: - Are you trying to steal market share, or just keep up? - Do you want to find new content ideas, or spot channel opportunities (like paid LinkedIn, webinars, or email)? - Are you looking for messaging gaps, or tactical stuff (like how competitors run their nurture flows)?
Write down 1–2 questions you actually want answered. Don’t move on until you have those.
Step 3: Dive Into Konnecto’s Data—But Don’t Drown
Once you’re in, Konnecto will show you a ton of stuff: customer journeys, channel performance, creative examples, and more. Here’s how to cut through the noise.
What’s Actually Useful
- Acquisition Channel Breakdown: See which channels are driving traffic before prospects convert. (Example: Are competitors winning more on webinars or cold outbound?)
- Messaging and Offer Analysis: Look at the actual words and offers being used in competitor ads and landing pages.
- Journey Mapping: Follow the breadcrumbs—what steps do customers take before they raise their hand or book a demo?
What to Ignore
- Surface-level engagement metrics. “Likes” and “shares” don’t pay the bills. Focus on actions that correlate with pipeline.
- Obscure channel data. If you’re not going to use TikTok or Snapchat, don’t bother analyzing them—even if a competitor is dipping their toe in.
Step 4: Find the “Why” Behind the Data
A dashboard won’t tell you why something’s working. You need to dig a little.
How to do it: - When you see a spike in competitor traffic from a channel, look at the actual creative—is it a new webinar, a bold claim, a different offer? - If you notice new landing pages or content themes, ask: What pain point are they targeting? Is it something you’re ignoring? - Check if there’s a shift in messaging. Are they suddenly leaning into a new feature, use case, or audience?
Example:
If Konnecto shows a competitor suddenly getting more demo requests after launching a “ROI calculator” landing page, that’s a clue: prospects care about proof, not just promises.
Step 5: Turn Insights Into Actual Experiments
This is the part most teams skip—they get excited, make slides, and… nothing changes.
How to take action:
- Pick ONE idea and turn it into a test.
Maybe it’s a new paid campaign with a punchier offer, or a landing page targeting a pain point you saw working for a competitor.
- Set a time frame (two weeks, a month—whatever fits your sales cycle).
- Measure real results: leads, demo requests, or pipeline. Don’t get distracted by vanity metrics.
Pro tip:
Don’t copy-paste. Use competitor moves as inspiration, not a playbook. What works for them might flop for you.
Step 6: Set Up a Simple Monitoring Routine
You don’t need to check Konnecto every day. That’s a fast track to analysis paralysis.
What works better: - Block 30 minutes every couple of weeks to check for changes in competitor activity. - Watch for new offers, creative, or channel surges—not just steady trends. - If something big shifts (like a competitor starts crushing it on a new channel), that’s your cue to dig deeper.
Ignore: - Small week-to-week bumps. B2B cycles are slow; look for sustained changes, not flashes in the pan.
Step 7: Share Only What Matters With Your Team
Dumping raw data on your sales or product team is a waste of everyone’s time. Instead:
- Boil your findings down to 1–2 punchy insights.
- Focus on things your team can actually do something about—like messaging tweaks, new campaign ideas, or content gaps.
- Skip the PowerPoint deck. A quick Slack message or team huddle works better.
Example message:
“Competitor X’s new webinar series is pulling in a ton of demo requests. Should we try a similar angle, or double down on what’s working for us?”
What Works, What Doesn’t, and What to Ignore
What works: - Narrow focus. Pick a question, dig for the answer, move on. - Using Konnecto to spot patterns, not just one-off stunts. - Treating competitor moves as experiments, not gospel.
What doesn’t: - Chasing every new thing your competitors try. - Overcomplicating your analysis with 15 dashboards. - Expecting Konnecto to tell you what to do—use it as a tool, not a strategist.
What to ignore: - “Share of voice” metrics that don’t tie back to business outcomes. - The urge to check dashboards daily—nothing shifts that fast in B2B.
Keep It Simple—And Iterate
Competitor analysis isn’t about copying the popular kids. It’s about spotting clues, running a few smart tests, and seeing what works for you. Use Konnecto as a flashlight, not a crystal ball. Keep your process simple, check in regularly, and don’t be afraid to ignore most of the noise. If you’re learning and shipping experiments, you’re already ahead of most teams.