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March 24-26, 2025
Golden, Colorado
Unlock the Power of Intelligence: Elevate your Competitive Marketing Expertise
2025 Conference Agenda
7:00AM to 8:00AM
Day 2 Breakfast & Sponsor Expo
Begin the day with breakfast, while having an opportunity to network with your competitive marketing peers.
8:00AM to 8:05AM
General Session Day 2 Kickoff
Quick recap of Day 2 highlights & a glimpse of what's in store for Day 3 excitement!
Ben Scheerer
8:05AM to 8:55AM
General Session Day 2 Keynote
The Sacrifice Paradox: Navigating Life’s Choices and Tradeoffs
Life is a series of choices. Each decision we make shapes our future in ways we can hardly predict. Among these choices, sacrifices often stand out as the most profound. Sacrifices, by their very nature, involve giving up something of value to gain something greater.
Every leader faces tough tradeoffs—sacrificing time, resources, or personal well-being for professional success. The Sacrifice Paradox challenges the way we view these choices, revealing how strategic sacrifices can drive growth, fulfillment, and resilience. Through compelling stories and a powerful decision-making framework, this keynote helps attendees reframe sacrifice as a tool for leadership, culture-building, and long-term success.
Key Takeaways:
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Master the Art of Sacrifice: Understand how tradeoffs shape success and fulfillment.
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Evaluate Tradeoffs Effectively: Learn a strategic framework to navigate difficult decisions with confidence.
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Build a Resilient Culture: Align personal sacrifices with organizational goals to foster engagement and purpose.
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Foster Engagement: Create an environment where individuals feel valued an fulfilled.
David Kalinowski
Proactive Worldwide
8:55AM to 9:40AM
After putting in the effort to gather competitive insights, how do you ensure your sales team uses this information effectively to close more deals? In this session, you’ll learn how to create a simple, just-in-time plan that makes it easy for your sales team to get the information they need when they need it. You’ll leave with a ready-to-use plan, a clear idea of what success looks like, and practical tips to tailor your strategy to your specific needs.
Want to give your sales team the advantage they need to outmaneuver the competition? Join us for a lively session where we’ll show you how to turn competitive intelligence into actionable insights that drive deals.
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In this session, you’ll learn how to:
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Focus on the competitive insights that really matter
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Build a quick, no-fuss enablement plan
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Define and track success (including revenue impact!)
Hao Nguyen
Nine Sky Consulting
9:40AM to 10:00AM
Break & Sponsor Expo
Grab a quick refreshment as well as have time to speak with the sponsors and network with your peers.
10:00AM to 10:45AM
Session 9: Fireside ChatInnovating in a Mature Market: How Competitive Intelligence Can Drive Differentiation
Insights from the Property Restoration Industry
In a highly fragmented, $200B industry where the top players capture only a small percentage of the market, standing out is a challenge. This session will explore how companies can leverage competitive intelligence and strategic marketing to carve out a unique position, even in industries with minimal differentiation at the upper levels.
Key takeaways include:
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Finding Differentiation in a Crowded Market – Learn how businesses in long-established industries can use competitive intelligence to identify opportunities and stand apart from the competition.
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Leveraging MarTech for Competitive Advantage – Discover how tools like 6Sense and Jabmo, along with ABM strategies and Agile pods, can improve targeting, win RFPs, and drive measurable growth—especially with large accounts like JLL.
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The Role of IoT and Emerging Technologies – Understand how IoT and early detection sensors are shifting industry dynamics, and how data transparency can create new advantages with insurance companies and large clients.
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Data-Driven Customer Segmentation – Move beyond broad, reactive strategies and explore how customer data can drive high-impact segmentation, allowing businesses to focus resources on the highest-value customers for sustainable growth.
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Join this session for a deep dive into real-world strategies used by a $1B global property restoration firm to stay competitive in an evolving market. Whether you’re in a mature industry or facing intense market fragmentation, you’ll walk away with actionable insights to refine your marketing strategy and drive growth.
Adrian Fulle
Good Salt Life
10:45AM to
11:30AM
Session 10: Elicitation: The Art of Conversation!
Are you challenged to elicit information and insight during a conversation? There is no other source that provides the deep intelligence you need to make important decisions. Follow the steps we will share, and we promise you will be successful eliciting what you seek during every conversation.
Learn how call preparation goes far beyond setting your goals and organizing your questions!
Learn the tips and tricks to maximize what you will capture during each conversation, such as gaining immediate trust, reading verbal and nonverbal cues, listening intently, and being flexible.
Learn how to assess the results of each conversation, to improve and get ready for the next one!
Ellen Naylor
Laurie Young
Session 11: Unleash the Power of CI & PMM: A Winning Partnership
11:30AM
to
12:15PM
Competitive intelligence (CI) and product marketing (PMM) are a powerhouse duo. CI provides the fuel (data and insights) that PMM uses to craft winning strategies for positioning, packaging, pricing, messaging, and more. It's both a science (data analysis) and an art (strategic storytelling) to leverage CI effectively, no matter your market or company size. However, even the best partnerships can stumble. CI and PMM efforts can get misdirected, focusing on minor details at the expense of the bigger picture. This can lead to missed opportunities and ineffective marketing campaigns. This session is your chance to refocus! We'll explore how to forge a successful CI-PMM partnership that drives results. We'll delve into real-life examples of how CI fuels impactful marketing campaigns, and uncover common pitfalls to avoid. Join us and unlock the true potential of your CI and PMM teams!
Fouad Benyoub
Shiva Strategies Inc. (SSI)
12:15PM to 1:00PM
Lunch, Birds of a Feather, & Sponsor Expo
Enjoy lunch at a table with a subject matter expert & your peers while discussing a topics of interest. Spend time speaking with our sponsor to better understand how they can help your business
Session 12: Digital Competitive Intelligence: Unlocking Hidden Insights into Your Competitors with Advanced Digital Toolsets
1:00PM to 1:45PM
In today’s hyper-competitive market, knowing your rivals inside out isn’t just an advantage—it’s essential for survival. The ability to react swiftly and strategically to your competitors’ moves can make the difference between thriving and falling behind. But what if you could go beyond the obvious and peer into the hidden layers of their strategy?
This session will immerse you in the world of digital competitive intelligence, teaching you to leverage cutting-edge yet affordable tools and technologies that provide unprecedented access to the inner workings of your competitors. From understanding their DNA to uncovering the motivations behind their actions, you’ll learn to decode their business language, anticipate their next moves, and gain a holistic understanding of their digital footprint.
Using advanced yet easy-to-master digital tools—some of which are lesser-known and highly effective—you’ll be equipped to see beyond the surface of your competitors’ public personas. Whether you’re revamping your website, planning a merger or acquisition, or arming your marketing team with critical data to justify budget decisions, this session will empower you to make smarter, data-driven decisions that drive your competitive edge.
Key Takeaways:
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Revolutionize How You See Competitors: Break through the façade and learn how to gather hidden, actionable intelligence that reveals your competitors’ true strategies and weaknesses.
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Master Powerful, Stealth Digital Tools for Competitive Insight: Uncover real-world examples of how to tap into digital toolsets that deliver insights on:
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Historical Trends: Discover what their product lineup looked like a year ago or how their positioning shifted after a major acquisition.
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Current Focus: Identify their tech stack, marketing automation, social media strategies, and even the key questions their customers are asking.
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Future Directions: Learn how to predict their content strategies, expansion into new digital channels, and upcoming product launches.
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Turn Data into Actionable Strategies: Develop the ability to take raw data and transform it into meaningful, actionable activities that will give your company the competitive edge it needs—starting immediately.
Join this session to gain access to a powerful arsenal of digital tools, actionable insights, and stealth strategies that will transform your competitive intelligence efforts and give your team the advantage it needs to succeed.
Andreas Mueller
Bloofusion
1:45PM to 2:30PM
The Analyst Advantage: Master Market Influence and Gain Strategic Insights for Competitive Edge
In today's rapidly evolving business landscape, industry analysts play a pivotal role in shaping market perceptions and influencing purchasing decisions. With buyers spending 50% of their time reviewing third-party information about tech products, and over 30% citing analyst reports as the most influential independent source, understanding how to effectively engage with industry analysts is crucial for competitive advantage.
This presentation will provide a comprehensive overview of the industry analyst landscape and offer strategic insights on how to leverage analyst relationships for competitive intelligence.
In this session, we will explore:
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The unique role of analysts in shaping market perceptions
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Best practices for building authentic relationships with industry analysts
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Techniques for creating analyst champions and how to extract actionable insights on competitors, market trends, deal data, emerging trends/vendors, and customer needs
Join this session to discover how to effectively leverage analyst intelligence within your competitive intelligence program. By integrating these insights into your strategy, you can enhance decision-making and stay ahead in a rapidly changing landscape.
Jen Hannon
HMH Marketing
2:30PM
Recap of the last 3 days - and closing remarks
Summit Close
Premiere Sponsors
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Premiere Sponsors