Competitive Newsletters, Competing in Cyber Security, PMM Advice

 Building Your Next Competitive Intelligence Newsletter 

Competitive intelligence newsletter

Just like the family newsletter ends up in the trash more often than on your must-read list, a competitive intelligence newsletter can easily fall into the same category. 

By falling prey to common traps and mistakes, your competitive intel digest risks becoming “just another newsletter” — and puts your entire competitive program at a serious disadvantage. 

We hear from competitive enablement experts everywhere just how important the CI newsletter can be.

And we hear from just as many competitive experts building a competitive program from scratch that they don’t know where to start with their intel digests.

So here are 7 of the bestest best practices you need to know: 

1 – Set a regular cadence and stick to it.

2 – Include a minimum of 3 and a maximum of 7 stories per newsletter.

3 – Scrap a story if you can’t answer why it matters.

4 – Keep the format flexible.

5 – Give your coworkers shout-outs in the newsletter.

6 – Share your newsletter directly to Slack or Teams. 

7 – Develop department-specific newsletters.

For a deeper look at the art of building a competitive intelligence newsletter — featuring quotes and insight from Slack’s Clara Smyth and Staffbase’s Nick Larson — check out our latest blog

️Differentiating in the Cyber Security Space ️

Pat Wall, Imperva, Differentiating in the Cyber Security Space

Every serious sci-fi nerd knows the only way to defeat a werewolf is with a silver bullet. 

Competitive Enablement pros have to compete with their own monster competitors — but theirs come around a lot more often than every full moon. 

And competitive experts like Imperva’s Pat Wall know that, in fact, there ARE NO silver bullets in the world of competitive enablement. 
So when an old manager tasked him with finding these miraculous pieces of intel, Pat realized that the solution was to provide sales reps with a more comprehensive look at the competition.

“Don’t try to focus on these three or four points and pretend like they’re the complete package. Having a whole comprehensive solution, that’s how you’re going to compete.”

Pat joined us on the Competitive Enablement Show this week to talk about he enables his sales, marketing and even HR teams, to compete in the smoking-hot world of Cyber Security. 

Here are three takeaways from the conversation:

1️⃣ Competitive Experts need to get away from their desks, talk to clients and colleagues, and go to conferences.

2️⃣ Competitive Enablement should support more than just sales reps (think marketing, customer success, and even HR).

3️⃣ Trust is everything when it comes to competing in Cyber Security; your sales tactics need to highlight your trustworthiness.

Listen to the full episode to dive into these three takeaways and so much more.

You don’t want to miss this one. 

Check it out on AppleSpotify, or wherever you get your podcast. 

The Difference between Positioning, Messaging, and Copy

Are you following Jason Oakley on LinkedIn yet? What are you waiting for? 

Jason is our Senior Director of Product Marketing at Klue. And several times a week, he puts on a masterclass in competitive strategies.

My favourite post this week really hits this content writer right in the sweet spot. 

I have been in more than a few meetings in my career where I’m meme-Spiderman pointing at marketing to give me the over-arching messaging and positioning strategies.

While they’re pointing right back at me with a look in their eyes that screams, “You figure it out.” 

This is a concept used internally. It articulates why your solution is better than any alternative at solving a specific problem for a specific group of people.

Ingredients for positioning include:

• Segmentation and personas
• A strong definition of the problem (or set of problems)
• A strong understanding of your competing alternatives
• Your unique value that makes you different from the alternatives

Messaging is how you communicate your positioning to the market. It’s the words and statements you use (at this moment) to describe your differentiation and value to a specific group of people.

Great messaging equips your organization with a talk track they can use to explain your unique value internally and externally. It helps your SDRs write effective emails, your marketing team write compelling website copy, your CEO deliver a killer pitch to investors.


Good messaging does not equal good copy. For example, you should not copy/paste messaging onto your website, in a blog post, in a cold email, verbatim.

Copywriting is the art of taking your message and delivering it in a compelling way within the context of a specific medium, like website copy, a blog post, a video script, etc.

While many product marketers can (and do) write great copy, the point is to understand that messaging informs your copy.

Even the process of writing this post has been a useful exercise for me to better distinguish the differences in my head, so hopefully, you find it useful too.” |