Unkover your competitors’ Marketing Secrets
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Stay Ahead with AI-DRIVEN Competitive Intelligence
Unkover is your AI-driven Competitive Intelligence team delivering critical updates about your competitors the moment they happen:
Track your competitors website changes
Why spend all day stalking the competition when you don’t have to?
With Unkover, you’ll know instantly when your competitors tweak their messaging or shake up their pricing. No more endless scrolling through their sites or second-guessing your strategies.
Let us do the heavy lifting for you, ensuring you’re always in the loop by notifying you the moment a critical change happens on your competitor’s pages.
Sit back, relax, and keep winning—Unkover makes sure you’re not just in the game, you’re always a step ahead.
Read your competitors emails
Companies love updating their customers and prospects about relevant news, product updates, and special offers.
That juicy info from your competitors? It’s yours too. Unkover will automatically capture all their emails and bring them right to your doorstep—accessible to your entire team, anytime.
[COMING SOON: Our fine-tuned AI will sift through these emails, extract key information and send them over to the best team within your org. Less noise, more signal!]
We hear you! Unkover’s goal is not to flood you with tons of data points that no one in your team will ever read. We gather competitive intelligence from thousands of data sources and use AI to highlight actionable information to the right team in your company.
Say goodbye to noise. We’re 100% signal.
ROADMAP
We’re excited to get Unkover in your hands as soon as possible and keep building the best competitive intelligence tool with your precious feedback. The roadmap for the next few months is already exciting, so take a look!
While we build and deliver, here’s our promise to you: as an early tester and customer, you’ll lock in an exclusive bargain price we’ll never offer again in the future.
Spy on your competitors’ full marketing strategy: social, ads, content marketing, email flows, and more.
Track competitive Win/Loss analysis and build battle cards. Get alerted at every pricing change.
Get immediate alerts when competitors announce new features or major releases. Identify strengths and weaknesses from online reviews.
Get the competitive intelligence you need where you need it: Slack, eMail, MS Teams, Salesforce, Hubspot, Pipedrive and more.
slack integration
Unkover’s Slack integration lets you keep your whole team up to speed with your competitors’ updates.
Join now to lock in an exclusive 50% lifetime discount
For startups and small teams, it’s the essential toolkit you need to keep an eye on a select few competitors.
Up to 5 competitors
50 pages monitored
10 email workflows
3-day data refresh
$39
/per month
$ 79
50% discount
Billed annually
For growing businesses, it allows you to monitor more competitors, pages, and email workflows.
Up to 10 competitors
100 pages monitored
20 email workflows
1-day data refresh
$79
/per month
$ 159
50% discount
Billed annually
For large companies, it is tailored to meet the needs of multiple teams needing granular insights.
Custom number of competitors
Custom number of pages monitored
Custom number of email workflows
Hourly data refresh
Custom price
Billed annually
There’s more to account-based marketing (ABM) than identifying target contacts and researching the ins and outs of their business—but why tell you this when we can show you the following five real-world ABM examples?
Let’s dive in to take a closer look.
Companies with solid buyer personas achieve a 10% higher conversions rate. Judging by this statistic alone, one thing’s for sure: When you shape your ABM strategy based on your ideal customer profile (ICP), revenue acceleration follows.
The statistic also proves the long-time adage that you should never sell to everyone.
Matriarch Digital is an e-commerce digital marketing agency for women-owned businesses. Its ABM strategy strictly targets Gen-Z and millennial women looking to scale their small e-commerce businesses.
Founder Marissa Payne intentionally focuses on these qualifying traits, as these are her best clients, and it allows her to tailor her messaging and value proposition better.
For example, she sends an audit, competitor analysis, and industry trends reports in her outbound strategy.
“This is a super-targeted approach to marketing,” explains Marissa. “It allows us as an agency to grab the lowest-hanging fruit and, in return, letting our clients do the same.”
Salesforce is one of the most high-powered sales and CRM-focused SaaS tools on the market…
Every good sales team needs a great customer relationship management (CRM) tool backing them up. …
Over the past decade, we’re sure that you’ve noticed that your marketing tech stack options…
Sales folks, listen up. LinkedIn Sales Navigator is the Robin to your Batman.
Not only did it help a company increase its pipeline growth 2.2X faster and deal size by 42%, but it also achieved a 16% higher win rate.
To set yourself up for success, avoid sending basic Linkedin invites (Important: Low acceptance rate might result in an account ban).
“You still need to refine this list if you’re using Linkedin outreach. Why? Because if you want a 50+% invite acceptance rate, you need to identify which prospects are the MOST likely to accept your invitation and engage with you on Linkedin.”
Jack Reamer, founder of Emails That Sell
Here’s how it works.
Filter your prospects by their (1) second-degree network and (2) posts on Linkedin in the last 30 days. This ensures that you’re targeting active users who have connected with the people you already know.
Next, send a personalized message to these prospects. 56% of marketers agree that personalized content is the key to ABM success, so put personalization at the front and center of your outreach.
How do you personalize your message? Here are two quick tips from Jack Reamer, founder of Emails That Sell:
Not all prospects will accept your invitation right away, so you’ll want to send a personalized follow-up.
“Add more personalization and ask for a meeting—yes, right away. The trick here is to do this without sounding ‘salesy.’ Make the message all about the prospect, highlight a common pain point, and explain why a meeting benefits them.”
Jack Reamer, founder of Emails That Sell
Here’s a template that Jack swears by it:
Hi [Prospect], [Custom intro] After reading that you’re working on [Specific project responsibility] for [Type of client], I’d like to find out how you’re dealing with [Current pain point]. My company is working on new ways to handle [Unique benefit] for [Customer type], but I’m curious to hear what’s been working for [ Prospect’s company] lately if you’re open to exchanging ideas around [Pain point]. How’s [Date and time] looking to connect?
Using this approach, Jack gets a 40-55% invite acceptance rate and a 30-35% reply rate on Linkedin.
Don’t forget to define your customer journey, reminds Laura Simis, digital marketing manager at Hum.
“Successful ABM campaigns are designed to hit the right person, with the right message, in the right place, at the right time.
It’s easy to get caught up in what messages you want to send and where to place them. But these pieces should be built to facilitate the journey and focus on moving your audience to the next step.”
Laura Simis, digital marketing manager at Hum
There’s no magic equation to building a customer’s journey.
Except that the more in tune you are with how your audience navigates the buying journey, the better you’ll be able to map out the touchpoints.
Keep this concept in mind as you flesh out the rest of your ABM strategy.
When SEMrush surveyed 350 marketers, it discovered that 76% create content for the bottom of the funnel (BoFu). This makes a fascinating insight, as marketers (95%, in fact!) direct their efforts more at the top of the funnel (ToFu).
Does this mean you should focus on ToFu and less on the middle of the funnel (MoFu) and BoFu?
Gideon Rubin votes no.
The CEO of Pandio recommends creating content at all stages of the funnel, as this guides buyers throughout from awareness to purchase decision.
You don’t just want to generate awareness and leads.
You want to convert these leads to paying customers.
Revenue is the main goal.
In the same research by SEMrush, when marketers were asked about the most important metric that shows the effectiveness of their marketing funnel, the top three responses were conversion rate (36%), number of payments (23%), and ROI (15%).
54% of marketers and sales reps say marketing-sales alignment boosts financial performance, proving that if you want to create conversion-focused content, you need to do it with sales insights.
Make sure your marketers speak the same language as your salespeople—and vice versa.
Imagine a lead speaking to a salesperson after reading a fantastic whitepaper that the marketing team created. Alas, the excitement is short-lived. The salesperson only talks about the product’s features without mentioning how it benefits the lead’s business. Or you have a group of sales representatives who know your buyers inside out and possess a rare knack for building stakeholder consensus in their vertical markets. And yet, marketers are constantly creating mediocre infographics and brochures.
Talk about a disconnected experience!
Lenny Liebmann, who consults for B2B SaaS companies, puts it brilliantly, “All three lanes—content, sales, and ABM program management—must collaborate effectively to shepherd targets at their own pace through their appropriate funnel path.”
Any misstep in one path will destroy your opportunity to close.
Lynne McNamee stresses the importance of marketers aligning with sales on their sales target.
The president of Lone Armadillo Marketing & Consulting, who used to work as a marketing director at a B2B learning management system company, recommends the following.
Marketers should aim to understand the:
Marketing-sales alignment extends to other areas of your business, including automation.
At Hum, Laura relies on sales insights when building marketing automation workflows and prioritizing deployment (based on a single segment timed with sales outreach and follow-ups).
She shares, “Having a unified focus means you’re more likely to spot gaps or overlaps in the workflow immediately. You’ll know how people are responding to your messaging more quickly.”
And while we’re on the topic of workflows, Laura recommends starting small.
“Don’t get bogged down by the idea that you need to build the perfect workflow that stands alone. Automation and touchpoints can get out of hand when you start accounting for any possible scenario.”
Laura Simis, digital marketing manager at Hum
Build your basic workflows for your leads and not-ready-to-buy prospects. You can always expand your email nurturing sequences with additional workflows based on their responses.
“This approach is helpful when you’re tackling your ABM set-up in smaller pieces,” advises Laura. “And it also makes it easier to see which pieces of your workflow are working well and which need improvement.”
Earlier on, you learned about the importance of buyer personas and how they help zero in on your best customers.
Now, what if you have more than one buyer? Should you focus your attention on all of them?
Jennifer Moore reckons we should hone in on the key influencers.
The CMO of SilverCrest identified two key influencers after comparing which of her four personas were the most responsive in the omnichannel campaigns and in-person meetings.
“Rather than spreading our marketing dollars over the four personas,” says Jennifer. “We concentrated on the two that were the closest to actually being able to pull the trigger.”
In short, it’s best to focus more on the champion and budget holder, as these people are higher up in the ladder and have the final say in purchase decisions.
SilverCrest’s laser-focused approach increased its marketing spend efficiency and lead-to-close (viable inquiry and timeframe).
These ABM examples prove revenue acceleration happens when you target the right buyers with personalized content based on marketing and sales collaboration, at the right time.
So, buddy up your marketers and sales reps to rank your leads by potential. Book your demo with Breadcrumbs today and learn how to set your criteria and score your leads up to the account level.