Who is your biggest competitor?

It was the year of 2009. My first year of Business School. My first Marketing class. The teacher brought up an article for discussion, and I never forgot it. The title was: "Full Competition." To this day, it still makes total sense. Even more, actually.

The text was about brands competing beyond their own industry—not just with their direct competitors. Since customers have so many options for spending money, they might choose to spend it on something completely unrelated.

Why do I say it makes even more sense now? ??

Well, we've created way more new products and solutions that did not exist before. We could totally live without them, and now someone—or a Marketing team—has convinced us we need them.

Follow me: someone sells their Toyota car to use the money to buy a trip to the Maldives. They choose to get around using ride-sharing apps like Uber , 99 , Lyft , or Lady Driver . Why not?

Who is Toyota Motor Corporation 's competitor here? Is it the ride-sharing apps? The Travel Agency? The influencers posting stunning pictures in the Maldives? Maybe the high costs of maintaining a car, hahaha ??

That's just an example. I don't know anyone who actually did that. But it's totally possible. You know what I mean, right?

(I did sell mine ?? for other reasons ??)

How often do we end up stuck choosing between two unrelated products? We usually go for the one we think is a top priority (or someone convinced us it is?). Or maybe we're drawn to the one that's on SALE. Or the one we worry might go out of stock if we don't grab it right now.

Let's get the shoes and leave the new dress. Or buy the car and leave the trip for next time. Or go to a nice restaurant instead of buying a new watch. A newly launched iPhone versus a designer bag. A new laptop or a new double-door fridge.

(I'm living this last dilemma, hahaha. ??)

Marketing teams have a double challenge. One is to create a need or a status quo related to having that product. The second one is to convince they're better than the competition.

Does it apply to Marketing B2B?

Think of a limited budget and unlimited solutions. Of course, it does. There are new tools for almost every activity within a company. There is always something that could be automated, replaced, or upgraded.

Companies have to choose between upgrading their Accounting software or their Cloud infrastructure, a mobile app for field teams or a chatbot service, implementing a SOC (Security Operations Center) or replacing company devices, a new CRM software for Sales, or increasing the advertising budget for Marketing.

In big companies, different departments fight to increase their budgets to invest in solutions to improve their own efficiency, productivity, data security, task management, customer service, quality control, and so on.

??The biggest challenge for most B2B companies: they solve a problem their persona is unaware of.

Like using spreadsheets to manage travel expenses when they could use an application for that. Or spending hours analyzing data that can be optimized by some B2B software out there. ??

How to sell a solution for a problem they don't even know they have?

It's a triple challenge:

1. Educate the market about the topic and make them aware of the problem.
2. Convince them they need a solution like yours.
3. Then show why your solution is better than your competitors'.

Sometimes it's way more complex. One company may offer a solution to solve three problems: ABC, while another may only cover A, and another covering A and B, and yet another solving C and D.

Confusing, I know. To simplify, here's a practical example:

You sell a time management software with many features, integrations and coaching. While another guy sells only a simple timing software to track time for different tasks. Depending on your words, users might not see the benefit in all of your add-ons. How to explain that to the audience?

Some companies may have no direct competitors whatsoever. No other company solves exactly the same. Or they may offer something else. And customers might hire the one instead if they don't see the differences and real benefits to them. ??

So, how do you know who is your biggest competitor?

Well, you don't need to. Don't get too hung up on that. Instead, focus on improving your own strategy—and solution—based on customer feedback and market trends. Keep excelling at what made them choose you. ??Find opportunities to improve. Oh, and make sure everyone knows about you and the benefits you bring to the table. ?? Basically, rock that Marketing game.

Speaking of my language... Let's focus on one topic. Of all the elements that can be part of a Marketing strategy, I believe in content.

When you're doing a good job at educating the market and becoming a reference in your industry, results will come. But it takes time. And patience. And demands creativity.

?? The Content Plan can consist of a mix of educational and thought-provoking materials, shared through different formats and channels.

It's an omnichannel strategy tailored to your audience. Focusing on what your customer wants to read and learn about in all stages of their journey. From pre-Sales to post-Sales as well, integrating it into a Client Success strategy to create future Brand Ambassadors.

Helping your audience solve their problems, genuinely—before pushing a Sales pitch—is a strategic way to beat any competitors out there. ????

I don't really have a straight-up answer for the title question. Instead, I offered some thoughts on sidestepping that question and effectively positioning your brand in the market through creative marketing and customer-centric strategies. ?????? These two topics alone could spark a series of articles.

But hey, I'm curious—What else do you guys do to stay one step ahead of the competition? Or how do you define who your competitors are?