How can you gather competitive intelligence from industry events and conferences?

Competitive intelligence (CI) is the process of collecting and analyzing information about your competitors, their products, strategies, customers, and market trends. CI can help you gain insights, identify opportunities, and improve your decision-making. One of the most effective ways to gather CI is to attend industry events and conferences, where you can learn from experts, network with peers, and observe your rivals. In this article, we will share some tips on how to prepare, execute, and follow up on your CI activities at these events.

1 Choose the right events

The first step is to select the events that are most relevant and valuable for your CI goals. You can use online platforms, industry associations, trade publications, or your own contacts to find out about upcoming events in your sector. You should consider factors such as the agenda, the speakers, the sponsors, the exhibitors, and the attendees. You want to choose events that cover topics that interest you, feature influential or innovative speakers, involve your key competitors or potential partners, and attract a diverse and high-quality audience.

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Olumide Akinsola

Management. Commercials. Growth. Expansion; New Markets and/or Verticals. Marketing. Business Development. Leadership. 1 Successful Exit.
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This is great advice. I think it is also important to define what constitutes CI for you. When you have an idea of what you’re trying to achieve, you’re even able to choose events that are better fit, and with the right mix of speakers and attendees. Also, consider your space/sector, and match what success looks like to what event is happening to you’re able to gauge or predict potential value in advance and filter through potential options to narrow down on the appropriate event.

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2 Plan your agenda

Once you have decided which events to attend, you need to plan your agenda carefully. You should review the program and identify the sessions, workshops, panels, or keynotes that are most relevant for your CI objectives. You should also research the speakers and their backgrounds, expertise, and perspectives. You can use social media, blogs, podcasts, or media interviews to learn more about them and their opinions. You should also prepare some questions or comments that you can use to engage with them during or after their presentations.

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3 Network strategically

One of the main benefits of attending events is the opportunity to network with other professionals in your industry. You can use networking to gather CI from different sources, such as customers, suppliers, analysts, journalists, or consultants. You should have a clear idea of who you want to meet and why, and use tools such as event apps, social media, or business cards to find and connect with them. You should also be prepared to introduce yourself, explain your value proposition, and ask open-ended questions that can elicit useful information.

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4 Observe and record

Another important aspect of gathering CI at events is to observe and record everything that you see, hear, and experience. You should pay attention to the details, such as the tone, style, and content of the presentations, the reactions and feedback of the audience, the messages and materials of the exhibitors, and the trends and themes of the discussions. You should also use different methods to capture and document your observations, such as notes, photos, videos, audio recordings, or surveys. You should also organize and label your data for easy access and analysis later.

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5 Analyze and apply

The final step is to analyze and apply the CI that you have collected at the events. You should review your data and look for patterns, gaps, strengths, weaknesses, opportunities, and threats. You should also compare and contrast your data with other sources of CI, such as online research, industry reports, or customer feedback. You should then use your analysis to generate insights and recommendations that can help you improve your products, strategies, marketing, or sales. You should also share your findings and actions with your team and stakeholders, and measure the impact and value of your CI efforts.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Olumide Akinsola

Management. Commercials. Growth. Expansion; New Markets and/or Verticals. Marketing. Business Development. Leadership. 1 Successful Exit.
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Something else to think about is that sometimes, a collaboration is what you need to unlock growth from these events, so as much as your getting intelligence that’s competitive, also look out for collaborative options; which attendees can deliver cognate value to you though a collaboration, integration, etc. Part of what your looking or shopping for at these events is also this. Ensure to actually listen to people are you network; really hear them and their bùsiness and identity the problems they're trying to solve, and sift through all that information for potention collaborations that can provide symbiotic value.

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How can you gather competitive intelligence from industry events and conferences?

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1 Choose the right events

2 Plan your agenda

3 Network strategically

4 Observe and record

5 Analyze and apply

6 Here’s what else to consider

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