Revisiting Competitive Intelligence Through In-Person Events Maximizing Insights While Maintaining Comfort Keith Brooks – CEO B2B Whisperer keith@b2bwhisperer.com March 10, 2025 Webinar

In-person events are valuable for competitive intelligence. Maximize insights at in-person events. How to gather insights comfortably and effectively with a Low Interaction threshold How do you maintain comfort and ethical practices while observing and analyzing competitor activities.

Typical Event CI Process Objective Identify competitor product positioning. 1 Action & Analysis Observing messaging and demos while collecting brochures. 2 Results Improve/adjust the marketing strategy. Increase value across the board. 3

News Aggregators, Databases, Social Media Monitoring Innovation and Market Leadership (Self-Actualization) SWOT Analysis, Competitor Benchmarking and Analytics Customer Surveys, Brand and Sentiment Analysis Scenario Planning, Predictive Modeling. Templates for Battlecards, Sales Enablement, Data Depositories, Comms Innovation The CI Hierarchy Market Positioning (Social Needs) Strategic Foresight (Esteem Needs)

The Do's of Ethical CI 1 Public Data Use available info and focus on public information. 2 Event Rules Respect guidelines. These are your ethical considerations when gathering CI. Keep data gathering above board.

The Don'ts of Ethical CI 1 Don't Deceive No misrepresentation. 2 No Unethical Data Avoid shady tactics. Avoid unethical data gathering at all costs. Adhere to ethical standards. Never misrepresent yourself.

Value of Low-Interaction CI Objective Insights Minimize bias. Observe behaviors and strategies in real-time. Reduced Pressure Less direct engagement eases interaction anxiety. Focus on observation. Resource Efficiency Leverage tools and resources at events. Gather intel without direct contact.

Pre-Event Activities Email People in Advance This helps set up meetings with people you may not know or people you know will be there. Scheduling Time You will be very busy, especially if you are alone. Plan your time wisely. Include “Time Out” breaks for yourself. Night-Time Efficiency After-hour socials and party invitations should be on your to-do list. Plan accordingly for how you want to handle the situation.

In-Person Events: The Goldmine 1 Competitor Showcase Explore booths. Witness demos firsthand. 2 Expert Insights Keynotes and panels provide emerging trends. 3 Resource Collection Gather brochures and presentations for later.

Observational Intelligence: Key Areas Booth Design Assess messaging and visual appeal. Product Demos Observe features and customer interest. Audience Reactions Gauge engagement levels.

Event Resources: Collecting and Analyzing Gather Materials Collect brochures and shared slides. Identify Key Points Note product features and benefits. Use Digital Tools Scan QR codes for extra data.

Analyzing Keynotes and Panels 1 Identify Trends Note industry shifts and tech. 2 Capture Themes Record key quotes. 3 Assess Positioning See how competitors present.

Passive Networking: Eavesdropping Listen Discreetly Note conversations during breaks. Observe Body Language Assess reactions of attendees. Follow Influencers Track experts on social media.

Overcoming Challenges 1 Information Overload Prioritize key competitors and trends. 2 Limited Resources Focus on high-impact sessions. 3 Avoiding Interaction Fatigue Observe, use digital tools to minimize engagement. Stay focused while gathering intelligence. Address challenges effectively. Prioritize key info, maximize resources, and limit direct interactions.

Organizing and Analyzing Data Compile Insights Centralize insights into a database. SWOT Analysis Evaluate competitors using SWOT. Focus Areas Identify trends and opportunities. Effective data analysis refines strategy. Use collected data to create actionable plans. Integrate Findings Refine your business strategy. 4

Next Steps CI Framework Develop a tailored framework. Team Training Train team on intelligence gathering. Event Planning Plan attendance at key events. Integrate Findings Incorporate into strategy. Implement actionable steps. Develop a CI framework. Plan event attendance integrated with CI findings. Enhance your overall business strategy.

Thank You In-person events offer valuable CI opportunities, even for those who prefer minimal interaction. Connect for more resources Keith Brooks keith@b2bwhisperer.com Bonus Tips: https://globalconference.ca/8-tips-for-attending-a-conference-alone/