Linkedin For Competitive Intelligence

Published on December 25, 2023 by Sawyer Middeleer

Linkedin For Competitive Intelligence

LinkedIn has rapidly evolved from just a platform for job seeking and networking to becoming a leading source of competitive intelligence (CI). For B2B sales and marketing professionals, LinkedIn can hold a wealth of data and insights into competitors' moves, trends and tactics, providing strategic advantages that can be leveraged to outperform the competition.

In this comprehensive guide, we'll delve into how you can leverage LinkedIn for competitive intelligence including:

  • Understanding the importance of LinkedIn for Competitive Intelligence
  • Different tactics to gather competitive intelligence from LinkedIn
  • How to turn the data into actionable insights

Understanding the Importance of LinkedIn for Competitive Intelligence

LinkedIn boasts over 760 million users and enables professionals to interact with one another, voice opinions, exchange industry knowledge, and reveal movement between companies. These elements make LinkedIn an indispensable tool for a company looking to gain a competitive edge.

Competitive intelligence gained through LinkedIn can offer sales and marketing teams insights into competitors' employees, culture, sales tactics, partnerships, and even customer sentiment. Additionally, LinkedIn helps substantiate information derived from other channels, thus adding another layer of depth to the competitive landscape that sales teams can leverage.

Moreover, it isn't just the companies that you will learn about, but also the personnel who powers them. By keeping an eye on the job openings, hires, and departures at competitor firms, you can extrapolate information about their growth strategy, product development focus, and overall business health.

Tactics to Gather Competitive Intelligence from LinkedIn

Effective LinkedIn competitive intelligence gathering shouldn't be intrusive or unethical. Rather, it should be more about observing, analyzing, interpreting, and using the information available on the platform. Here are some tactics:

  • LinkedIn Company Pages and Updates: These are a treasure trove of information. Keep an eye on company updates, new hires, partnerships, events, and product launches that the competition posts. Check their follower count and engagement rates to measure their online presence and understand their messaging strategy.

  • Job Postings: Job postings can reveal an organization's strategy. For instance, a company hiring multiple product managers might be gearing up for a significant product expansion. Specific qualifications and skills in job descriptions can also indicate strategic direction.

  • Employee Profiles: Keep track of the movement in key personnel. Employee promotions, departures, and new hires are a good indication of internal dynamics in an organization.

  • Customer Reviews and Recommendations: Look at customers’ reviews and recommendations. These can provide insights into a competitor's strengths and weaknesses.

Turning Data into Actionable Insights

Collecting data is only the first step of LinkedIn competitive intelligence. To gain strategic advantage, this data needs to be turned into insights that can be acted upon. Here are some considerations:

  • Quantify the Data: Group and categorize the collected information, and if possible, quantify it. Comparison charts and visual representations provide a more comprehensive and quicker perspective.

  • Utilize SWOT Analysis: Dissect that information through SWOT analysis. Identify your competitors' strengths, weaknesses, opportunities, and threats. Understand what they do well and where they are weak - use it to your advantage.

  • Develop Counter-Strategies: Leverage these insights to counter-attack your competition. For example, if a competitor's job vacancy shows they're focusing on a certain product, think about how to better market your product against theirs.

  • Initiate Timely Actions: The value of competitive intelligence reduces with time. Make sure you act swiftly on these findings for optimum results.

However, manual collection and analysis of LinkedIn data can be cumbersome, and maintaining up-to-date insights can be challenging. This is where AI-powered competitive intelligence platforms like Aomni come into play. Aomni brings real-time competitive insights from multiple sources including LinkedIn, providing actionable intelligence to effectively outperform competition.


LinkedIn for competitive intelligence offers an edge to better understand your competition, gain depth in your understanding, and leverage those insights in your B2B sales and marketing strategy. This platform, combined with the power of an automated and AI-driven solution like Aomni, can elevate your approach and deliver results across an increasingly competitive B2B marketplace.

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