Competitive Companies

The Competitive Companies insight pinpoints direct rivals to either the prospect's company or the sales user's company, enabling more strategic outreach by referencing competitors and positioning your solution as the preferred choice.

We have 3-5 competitors (and growing) per company, in our database of 50M companies.

Requires Seller Context (API Only)

This insight compares your company's competitors against the prospect's data.

When calling the API, include userEmail or userCompanyUrl to identify the seller:

See API Parameters

Why This Insight Matters

• Allows you to name-drop a competitor, making outreach more attention-grabbing (e.g., "Beat Salesforce" in the subject line)
• Identifies if a prospect is using a competitor's solution, giving you an opportunity to highlight your advantages
• Enables targeted messaging that directly addresses the prospect's choice of vendor
• Positions your solution as a superior alternative with broader advantages over the competitor

Available Subtypes

Subtype: competitiveCompany

Identifies direct competitors of the prospect's company or your company.

Response Fields

User Company

Prospect Company

Competitor Details

[
  {
    "userCompany": {
      "name": "Salesforce",
      "companyUrl": "https://www.salesforce.com"
    },
    "prospectCompany": {
      "name": "OpenAI",
      "url": "https://www.openai.com",
      "userCompetitorCompany": {
        "name": "HubSpot",
        "website": "https://www.hubspot.com",
        "connectionType": "competitor",
        "firstSeen": "2022-03-15T09:30:00Z",
        "lastSeen": "2023-06-08T14:45:00Z",
        "sourceUrl": "https://www.gartner.com/reviews/market/crm/compare/salesforce-vs-hubspot"
      }
    }
  }
]

Subtype: competitiveCompanyValueProp

Your messaging against a competitive company is used when our engine identifies that a prospect's company is using a competitor's solutions. If we can detect the specific product in use, our engine will deliver even more precise messaging via competitiveProducts. However, if product-level data isn't available, the system defaults to company-level value propositions.

Response Fields

User Company

Prospect Company

Competitor Company

[
  {
    "userCompany": {
      "name": "Salesforce",
      "valueProp": "HubSpot is well-suited for marketing departments and startup sales teams but struggles to scale for enterprise needs. Salesforce offers unmatched scalability, customization, and advanced analytics built for complex sales organizations.",
      "competitorCompanyUrl": "https://www.hubspot.com"
    },
    "prospectCompany": {
      "name": "TechCo",
      "url": "https://www.techco.com",
      "competitorCompany": {
        "name": "HubSpot",
        "companyUrl": "https://www.hubspot.com",
        "ticker": "HUBS",
        "sourceUrl": "https://www.gartner.com/reviews/market/crm/compare/salesforce-vs-hubspot"
      }
    }
  }
]

Example Output

"Noticed TechCo is using HubSpot—an excellent tool for marketing teams and startups, but it often struggles to scale with enterprise needs. Salesforce offers unmatched scalability, customization, and advanced analytics built for complex, large-scale sales operations - worth discussing?"

Subtype: competitiveProducts

Provides product-level competitive intelligence, helping tailor messaging that highlights your product's unique strengths against specific competing products.

Response Fields

User Company & Product

Prospect Company

Competitive Products Used

[
  {
    "userCompany": {
      "name": "Salesforce",
      "userProduct": {
        "name": "Salesforce CRM",
        "companyUrl": "https://www.salesforce.com",
        "valueProp": "Salesforce CRM offers unparalleled scalability for large teams who have grown out of Hubspot. Advanced analytics, and extensive customization to meet complex enterprise requirements."
      }
    },
    "prospectCompany": {
      "name": "TechCo",
      "url": "https://www.techco.com",
      "competitiveProductUsed": [
        {
          "competitor": {
            "companyName": "HubSpot",
            "productName": "HubSpot CRM",
            "productUrl": "https://www.hubspot.com/products/crm",
            "companyUrl": "https://www.hubspot.com",
            "sourceUrl": "https://www.gartner.com/reviews/market/crm/compare/salesforce-vs-hubspot",
            "sourceCategory": "Peer Review"
          }
        }
      ]
    }
  }
]

Example Output

"Noticed TechCo's hiring 15 new AEs. Any concern with the tech scaling behind your team? Salesforce offers unmatched scalability, analytics and a platform ecosystem used by leading enterprises globally - open to a quick convo to discuss how we can support TechCo's growth"

API Usage

Generate Content API

{
  "enabledInsights": ["competitiveCompany"],
  "disabledInsights": []
}

Generate Insights API

{
  "insightSubtype": "competitiveCompany"
}

Or for specific subtypes:

{
  "insightSubtype": "competitiveCompanyValueProp"
}

{
  "insightSubtype": "competitiveProducts"
}

Coverage

• Refresh: Weekly
• Coverage: 75-99% of companies
• Best for: Competitive displacement, account-based selling, win-back campaigns