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
With the new economic reality, marketers across every vertical are expected to increase efficiency and look further down the funnel when it comes to their investments.
That means that more and more marketers are embracing a revenue marketing methodology, in which the main focus is driving revenue while remaining efficient.
In this approach, marketing decisions are made based on revenue outcomes, and the focus is on connecting marketing activities to revenue outcomes as much as possible.
As brands grow and scale and functional groups become more complex, revenue is the one common agenda around which all functions of an expanding organization can align and streamline.
Revenue is a language everyone understands. And everyone understands marketing’s role in driving revenue when revenue marketing is at the center of your strategy.
In this article, I’ll walk you through the key pillars that support and scale revenue marketing. First, let’s recap why revenue marketing has become the preferred model for scaling B2B companies in the first place.
Keeping all the growing business functions on the same page gets more complex as the company grows.
Budgets become more competitive, and gaining a seat at the table means being able to prove the value being created. While each function will have their own agenda and success metrics, revenue is one metric around which everyone in the C-suite, sales, marketing, service, and others can align.
That’s why marketing should build around a revenue marketing approach from the start. It proves the marketing’s value and helps the whole business rather than just the marketing department.
B2B buying groups and customer journeys are becoming more complex.
That gives marketers more touchpoints than ever to deliver on goals such as MQLs, SQLs, or even opportunities and closed-wons.
But just as all MQLs are not created equal, nor are all closed-wons.
As the business grows, there is a need to optimize for the activities that deliver not just revenues but the best revenues. By best, I mean not just the lowest cost of acquisition but also the fastest or most consistent revenue–depending on the business context.
By using a revenue marketing framework, you can figure out what channels and activities will deliver the most customers and revenue for your business.
While every company needs a strong inflow of MQLs to meet their revenue goals, they are not an end in themselves. Yet, partly thanks to the long sales cycle and partly due to functional silos, marketing often finds itself stuck on the ‘MQL hamster wheel.’
This involves running faster and faster to deliver more MQLs that may not convert or convert sub-optimally. They end up measuring ROI against MQLs generated instead of ‘revenue delivered.’
In contrast, a revenue marketing framework retains MQLs as a key success metric (as I will show you later in this blog) but goes beyond that to connect metrics at each stage of the funnel, leading all the way to the close.
This level of visibility with a connected funnel enables optimization for the right channel at the right time.
If you have chosen to commit to a revenue marketing strategy, here are the pillars on which to build for success and scale:
For revenue marketing to be successful, marketing leadership needs to understand and measure all activity–despite how hard it may seem–to progress towards revenue.
In practice, though not everything can be directly or easily measured, it is crucial to have clarity and a plan to manage measurement. This means:
A solid attribution platform and supporting tools can deal with everything that can be measured. It can also help measure sources that are not currently being tracked—or that are not tracked correctly—but, with some effort, could be fully or partly measured. For example, activities such as organic social media interactions could be integrated with your CRM using tools such as Oktopost.
But there are still some buyer activities, interactions, and decisions in what is called the ‘dark funnel’–channels and platforms our attribution and measurement systems cannot reach. These are much harder to fully track. Even for those, there is a way to create some traction.
For example, at first glance, it appears that sources such as word-of-mouth or in-person conversations, podcast mentions, video calls, link sharing, discussions in closed communities and forums, or other unknown traffic sources are destined to remain entirely invisible to us.
A good place to start is to bundle all the direct and brand search traffic such sources generate under a channel called the ‘dark funnel’. Then, using a tool such as InfiniGrow, you can manually add the costs of running podcasts, organic social, etc., to this channel.
Now, all that incoming traffic has a name (the dark funnel), and at least you know the various sources that constitute it to a large extent. It’s true you won’t be able to isolate individual channels in it, but at least you’ll have a very good idea of whether these activities are working for you and their ROI.
A measurement mindset first addresses what can be controlled and challenges you to have clarity on what you can’t. Sometimes, as marketers, we just know something works–even if it cannot be immediately measured.
By staying committed to understanding the connections between marketing efforts and revenue goals, we can get buy-in for the less measurable actions or actions that can only be evaluated in the longer term. This mindset helps focus on marketing that’s rooted in attribution and measurement while still leaving scope for experimenting with measurable and unmeasurable channels.
Either way, giving up on the idea of attribution altogether because it’s just too hard is not the answer.
Instead, elevate your revenue marketing performance to a significant degree with the right mindset and a strong revenue management platform that can help continuously tweak and improve measurement on an ongoing basis.
Aligning marketing goals with revenue is key for revenue marketers, but what is the best way to do this? A good start is creating a revenue model–a set of measurable metrics aligned with the sales funnel and the overall revenue targets.
A good revenue model works backward from the target revenue to calculate and set realistic marketing revenue and funnel goals using historical data, revenue KPIs, and proxy metrics.
Your revenue model should be able to define how many won customers and funnel goals (opportunities, SQLs, MQLs, leads) are needed over the year, to achieve marketing’s contribution to the company’s top-level revenue goals.
This process usually consists of 5 steps:
Revenue marketers can’t rely on disconnected data and hunches when it comes to marketing analysis, planning, and budgeting. So building and monitoring a revenue model based on the annual and monthly revenue targets becomes key to clarity and smarter decision-making.
To make it more efficient and accurate, consider working with a template like my revenue model template, which not only helps calculate revenue targets but also transforms the budgets into targets to track performance through the funnel.
Revenue marketers seek to track ‘revenue generated’ as an important measure of marketing performance. Not only does this help them understand their contribution to the overall revenue and the success of the campaigns they have been running in terms of their impact on revenue.
Some of the revenue marketing metrics that should be measured to gauge marketing contribution to the total revenue include marketing sourced pipeline and revenue (the portion of the overall sales pipeline/revenue that marketing has initiated) and marketing attributed pipeline and revenue (any pipeline or revenue that is attributed to marketing through an attribution model) and, of course, cost-efficiency metrics such as ROI and cost of acquisition of MQLs, SQLs, and opportunities.
While customer acquisition cost (CAC) and ROI are important, there’s another set of metrics that act as the revenue marketer’s secret weapon: velocity metrics. Since all marketing goals are ultimately time-bound, in addition to deal sizes and win rates, we need to consider the time factor–how quickly deals progress through the funnel and how many more deals can be closed simultaneously with a shorter sales cycle.
For example, you may find that shrinking the deal cycle enables you to double the number of customers within the same period, albeit at a slightly higher CAC.
Ultimately, revenue marketers will measure and decide the trade-off between velocity metrics, efficiency metrics (such as CAC), and volume metrics (like attributed revenue), based on what is more valuable in their unique context. Some useful velocity metrics include:
The long sales cycle in B2B means that marketers are often forced to optimize for upper-funnel metrics since the time gap between the marketing activity and the outcome is too large.
Waiting for several months for the sales cycle to conclude and get visibility on revenue outcomes of marketing activity or even experiments is not feasible.
What revenue marketers need instead, is a full-funnel optimization cycle that helps them understand with much higher frequency if they are on the right track to meet revenue goals.
This effort has two key aspects:
SQLs, and in some cases, MQLs work well as proxy metrics, which are metrics not directly related to revenue outcomes but which are good indicators of success. (I view proxy metrics as the opposite of vanity metrics, which do not correlate to revenue).
The best way to think of a proxy metric is as a milestone on the way to your true KPI or a lower-level metric that will bring you closer to your main goal, which should be revenue.
For example, not only are SQLs closer to the bottom of the funnel and the revenue outcomes, they also allow for a shorter iteration timeframe that can be optimized at a higher frequency – say quarterly or monthly.
Similarly, if we think of MQLs as proxies with a strong correlation to revenue (which is not always the case, so use it with caution), we can begin to re-establish the link between MQLs and revenue and build a more frequent weekly optimization cycle.
When you leverage proxy metrics through the full funnel, you are using data points that can be optimized for within a reasonable feedback loop. This brings us to the second aspect of building a full-funnel optimization cycle.
The right optimization cycle is unique to each organization and its goals and context, so there is no formula for it.
However, using a framework like a waterfall optimization schedule described here helps accommodate multiple optimization cycles based on your needs and sets up an ongoing iterative process of testing, measuring and optimizing.
An optimization schedule helps you create a structure starting with the least frequent optimization cycle (e.g., six monthly or quarterly) and continue to more frequent optimization cycles with proxy metrics higher up the connected funnel.
For example, you may set up cascading monthly cycles based on SQLs or even weekly cycles based on MQLs as your proxy metrics.
For companies that have relied more on acquisition and sales even at a high CAC, the transition to more revenue-focused growth at scale can be challenging. A revenue marketing strategy built upon these four pillars can set you up for success with a measurable, predictable, and revenue-led methodology.
Not only will it enable a more cohesive full-funnel strategy that reduces the CAC and optimizes revenue outcomes, but it also keeps the focus on scaling channels that are easier to measure and more closely tied to better revenue outcomes.