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MasterClass Workshops
Monday March 16
9AM - 12PM
Smarter, Faster, Sharper: AI-Powered CI in Action
Competitive Intelligence (CI) and marketing teams are under pressure to deliver sharper insights with limited resources, and AI can seem like the perfect solution. But it's not a magic bullet. This workshop goes beyond just showing you how to use AI; it's about making AI your high-IQ teammate. We'll explore the creative, strategic, and often intuitive aspects of competitive intelligence and show how the human element is necessary to drive truly impactful results.
You'll discover how to embed AI into your CI workflows as a true force multiplier, allowing you to streamline mundane tasks like monitoring, synthesis, and reporting. Through hands-on exercises and collaborative discussion, you will learn to craft effective prompts that unlock AI’s potential for research and analysis. By the end of this workshop, you'll have practical frameworks and ready-to-apply techniques to not only increase efficiency, but also elevate the strategic value you deliver to your organization.
You'll Learn how to:
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How to ask the right questions and craft better prompts.
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What prompting techniques work for specific CI scenarios.
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How to effectively keep track of your competitors with automated workflows.
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Which tasks are suitable for AI vs which ones aren't.
Led by Tracy Berry, a recognized global thought leader in competitive intelligence and strategy. After 12 years as an intelligence officer at the Department of Defense, she run her own CI consulting firm, Berry Insights. Recently inducted into the Council of Competitive Intelligence Fellows, her vast experience makes her a compelling and knowledgeable leader for this workshop.
Session 1
Master Analyst Relations for the Benefit of Competitive Marketing and Intelligence
Session 2
Monday March 16
1PM-3PM
Analysts play a critical role in shaping market perception and guiding purchasing decisions. For competitive marketers and intelligence professionals, understanding how to effectively engage with these powerful influencers is no longer a luxury—it's a competitive necessity.
In this deep-dive session, you will learn to master the art of working with firms like Gartner and Forrester to elevate your competitive intelligence and product strategies. We will move beyond the basics of AR (Analyst Relations) and focus on the strategic "how-to" for competitive marketers.
You'll Walk Away With:
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A proven process to identify which analysts matter for your goals
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Storytelling frameworks that turn analyst skeptics into advocates
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Tactics to get competitive insights that shape your product roadmap, investments, and strategy
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A complete blueprint of how to work with your AR team + analysts
What You'll Master:
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Ecosystem Navigation – Target the right analysts across major firms and emerging voices
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Influence Strategy – Shape how analysts view your company and competitors
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Intelligence – Get competitive insights that inform decisions
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Program Framework – Build AR processes that deliver measurable results
Led by Jen Hannon, HMH Marketing and former Analyst Relations lead at Splunk and Red Hat. Jen built AR programs through major transitions including Red Hat's IBM acquisition and Splunk's rapid growth. She's worked with industry analysts for 16+ years across all major firms and specialized boutiques, from contract negotiations to strategic program leadership.