Blog Post

Let’s be real. B2B research isn’t the most glamorous part of marketing—but it’s definitely one of the most powerful. It’s how I identify what’s working, what’s broken, and where I can outsmart the competition.

If you’ve ever felt like your marketing is “fine” but not quite cutting through, chances are you’re missing out on a goldmine of insight hiding in plain sight: your market and your competitors.

I’ve spent years refining my research process, and today I’m sharing the exact approach I use to gather insights, make decisions, and drive strategy. This isn’t theory. These are tactics I’ve tested and used with actual businesses.

• How I define and prioritize competitors (it’s not as obvious as you’d think)
  
• Tools I use to get smarter, faster results
  
• How to transform raw research into actionable strategies
  
• Pitfalls I avoid after learning the hard way
  
• A few bonus tricks I keep up my sleeve for quick wins
  

I never start any research project without answering one question: why am I doing this?

Sounds basic, but this step sets the direction for everything that follows. Whether I’m entering a new market, refining a product, or reworking a positioning strategy, defining the purpose upfront helps keep the research tight and focused.

Without this, you’ll drown in spreadsheets and still be unsure what to do next.

When I say “competitor,” I don’t just mean the company down the road selling similar software. I break them into three types:

• Direct: Same product, same audience.
  
• Indirect: Different product, same problem.
  
• Aspirational: Companies outside your niche but dominating with strategies you want to learn from.
  

You’ll want to include all three in your research stack. This helps uncover both threats and hidden opportunities.

If this feels new to you, you might want to take a look at my beginner’s guide first. It’ll give you a solid foundation.

I look at the buyer. Who is this competitor trying to reach? What do they care about? How are they speaking to them?

Understanding their audience gives me an advantage. Sometimes, I spot groups they’re ignoring altogether—which gives me a clear entry point to go after those segments myself.

Customer targeting isn’t just a marketing play. It’s strategy. Knowing who your competition sells to gives you a better idea of where to aim your message and resources.

Sure, I check out their website and product pages. But I go beyond that.

I read reviews, browse forums, and dig through case studies. Sometimes I even peek at their job listings. Job descriptions can reveal roadmap plans and internal priorities that aren’t public yet.

If you’re feeling bold, customer surveys and LinkedIn outreach can also uncover useful info about what’s working and what’s not in your competitor’s offering.

Pricing is a strategy, not a math formula. I never just copy what someone else is doing. Instead, I look at:

• What are they promising for the price?
  
• Who are they pricing for?
  
• How does pricing relate to value?
  

Sometimes, their strategy reveals more about their market position than any press release ever could. I use this to assess whether I’m overcharging, underpricing, or simply targeting the wrong buyer profile.

I reverse-engineer competitor content all the time.

Which keywords are they ranking for? What kind of blog topics are pulling traffic? Are they targeting top-of-funnel or more sales-ready buyers?

If you’ve never used SEO tools like Ahrefs, you’re missing out. And for a broader list of tools I trust, I put together a breakdown here.

SEO reveals intent. And intent tells me what their prospects care about.

I know, it sounds like something you’d do in a college group project. But it works.

Mapping out their strengths, weaknesses, opportunities, and threats—and then doing the same for my own brand—gives me a visual map of where to focus.

This is where I find the edge. Their weaknesses often point to my next campaign focus.

If you’re new to SWOT, this guide might help simplify the process.

Customers love to talk. I look at G2 reviews, Reddit threads, testimonials, and even YouTube comments when applicable.

I want to know what real buyers love—and hate—about the competition. It helps me create marketing messages that hit the right nerve.

These public reviews often reveal more about unmet expectations than any whitepaper.

Brands pivot their messaging when they’re testing something new—or when something old isn’t working.

I regularly screenshot homepage copy, ads, and taglines. If they change, I know a strategy shift is happening. That can mean new audiences, new features, or even new problems to solve.

This small habit has helped me stay one step ahead more times than I can count.

Let’s say you’ve gathered tons of data. Great—but don’t just dump it into a folder and move on.

I distill everything into three categories:

• Quick wins
  
• Long-term bets
  
• Competitive gaps
  

Then I match those to goals. Maybe that’s a new campaign, a pricing tweak, or even a whole new content play.

A research project without action is like a treadmill—it’ll keep you moving but get you nowhere.

• Don’t blindly copy competitors. Context is everything.
  
• Don’t ignore your team’s internal knowledge. Sales, support, and product often know your competitors better than you do.
  
• Don’t fall into the trap of collecting data forever. Make decisions faster than your competitors can react.
  

If you’re starting completely from scratch and feel a bit stuck, this intro piece might be a good place to begin.

Here’s a short list of tools I actually use (and no, I don’t have affiliate links):

• SimilarWeb – Traffic estimates and user paths
  
• BuiltWith – Understand their tech stack and integrations
  
• Google Alerts – Stay updated without doing manual checks
  
• Ahrefs – For SEO and backlink analysis
  

You don’t need a massive stack. Just pick the ones that work for your workflow and budget.

Research doesn’t have to be complicated or exhausting. What it needs to be is consistent and goal-driven.

I’ve used these tactics to shape offers, identify new markets, improve positioning, and even outmaneuver faster-funded startups. You don’t need a 50-slide report—you need relevant insight and a clear next step.

Start with one tactic, test it, and build from there. Research isn’t just a project. It’s how I stay sharp.And if you’re still wondering where to start, take a look at how I turn research into real business growth. That post will walk you through connecting insights to outcomes.