View a template set below:
1. If a change happened at a competitor: find existing users to poach in news and forum comments
If something change happens at a competitor company (examples: they got acquired, they changed an important feature), enter into Google Search
- [describe change in as few words as possible] “comments”
Where available or easy to find, note the first and last name of the commenter and the company they work for. This lets you smart guess their email addresses. If a commenter uses an username instead of their real name, you can view their profile and comment history to see if they reveal who they are and which company they work for.
2. User submitted comments and reviews of competing or complimentary products
Check online communities (including Reddit and Product Hunt), forums, groups and product review sites (including G2 Crowd, GetApp, Capterra and Chrome extension review pages) to view people’s comments on and reviews of products or services complimentary to yours.
For example, people who commented on or reviewed lead generation, outreach automation or sales products may also be interested in Art of Emails templates.
You can also search for competitor products on review sites and filter by reviews that gave these products the lowest ratings. Note which features these users didn't like and send them emails explaining how your product does it better.
Then you can Google the commenter or reviewer’s to find out the company they work for and smart guess their emails based on their company's employee email formatting (reference this guide here).
3. Find your competitor's customers who are hosted on the same IP
If a competitor product hosts customer sites on their servers (for example: Shopify), you can reverse lookup their IP to find all of their customers.
First find the URL of one of your competitor’s known customers (in the example below, we’re using a site known to use Shopify). Then enter it on an IP lookup search tool like IP Tracker to find out the IP address of the server your competitor hosts this customer on and thus their other customers as well.
Enter the IP address into a domain neighbors search tool like TCPIPUtils to get a list of other domain names hosted on the same IP. In the example below, you see a list of other sites that use Shopify as well (aka customers you can poach if Shopfy was your competitor):
4. Contacting users who complained about competing companies on Twitter
Go to Twitter advanced search and type in either the @username of a competitor company or the @username of their dedicated support account into the field beside ‘Mentioning these accounts;. This will show you all the people who tweeted at the company.
Go through it and add to a list (open every tweeter's profile to get their full names and the company they work for where available) everyone who voiced frustrations about some aspect of your competitor’s product or service. Then send them a cold email to explain how your product or service does it better (check out the Sales System for a template for this email).
5. Find prospects via strings of code that many of them use on their website
What is a string of code that the majority of your prospects use on their sites? For example, let’s say that your prospects are ecommerce store owners. Then some of them may use Shopify.
To see what strings of code all Shopify users have, go to two sites that you know uses Shopify and right click to view their page source.
Compare them to see what strings of code they have in common. In the case of Shopify users, their code all contain:
- < link rel="shortcut icon" href="//cdn.shopify.com/s/files/1/0023/2122/t/10/assets/favicon.png?15334418719791660150" type="image/png" />
Enter this common string of code into a code search engine like NerdyData and it’ll pull up other sites that use it in their code (aka other Shopify customers):