Finding competitor-platform users through job posts, partner case studies and speaker lists
Technographic tools rarely see enterprise data platforms running behind the firewall. Piecing together public traces of use builds the competitor-user map the vendor could not buy.
- Challenge
No purchasable database reliably showed which enterprises ran the competitor's platform.
- Approach
OSINT across job posts, partner case studies, speaker lists, integrator pages and reviews.
- Result
An evidence-graded register of competitor users, each claim traced to source.
The situation
Enterprise data platforms run behind the firewall, so web-scanning technographic tools rarely detect them. Data software vendors planning displacement campaigns therefore guess at a competitor's customer base from logos and hearsay. Campaigns built on those guesses spend effort on accounts that never ran the platform. Meanwhile the real users go unworked, even though their use is often documented in public.
The question that mattered
Which enterprises actually run the competitor's platform, and how confident can sales be in each claim?
What we did
- 1
Map where use leaves traces
List where deployments surface publicly: job posts naming the platform, implementation partner case studies, conference speaker lists, integrator pages and review sites.
- 2
Dig and capture fragments
Search each source systematically, add social intelligence from practitioners' profiles, and log every fragment against the company, date and source.
- 3
Corroborate and grade
Connect fragments per account and grade confidence. An old job post alone is weak; a partner case study plus current hiring is strong.
- 4
Tell the competitor story
Turn the evidence into a data story: where the competitor is concentrated, which partners implement it and which users sellers can approach with confidence.
What we delivered
The evidence and working documents the team kept.
- Source playbook for each trace type and how to search it
- Competitor-user register with evidence and a confidence grade per account
- Partner and integrator map showing who implements the competitor, and where
- Account evidence cards for sellers to read before an approach
- Briefing on the competitor's footprint by sector and region
The outcome
Competitor users
identified from public evidence, not hearsay
Confidence grades
attached to every claim
Implementation partners
mapped to the accounts they serve
Displacement targets
drawn only from confirmed users
Sellers stop pitching migrations to companies that never ran the platform and open with evidence the account will recognise.
What changed in the GTM motion
Competitive targeting rests on a register the team can audit and extend. New fragments are added as they surface, and confirmed users become the base list for intent tracking and ABM.
Services in this programme
Case studies
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