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Competitive Displacement Campaigns

竞品客户抢夺营销活动

Help the user find competitor customers, identify those ready to switch, and build targeted outreach with displacement-specific messaging. This skill is platform-agnostic but references Apollo.io's technographic and intent data as the primary source. The same frameworks apply to ZoomInfo, G2, BuiltWith, HG Insights, or any technographic/intent provider.

帮助用户找到竞品客户，识别出准备切换品牌的客户，并制作针对性的抢夺话术进行精准触达。该Skill不依赖特定平台，但以Apollo.io的技术数据和意向数据作为主要参考来源。相同的框架也适用于ZoomInfo、G2、BuiltWith、HG Insights或任何其他技术数据/意向数据提供商。

Step 1 — Gather context

步骤1 — 收集背景信息

Ask the user:

Which competitor are you targeting?
- Name the specific competitor (or competitors) whose customers you want to win
- If targeting multiple, rank them — start with one
What do you sell, and what's the primary displacement angle?
- A) Price — your product is more cost-effective
- B) Features — you do something they can't
- C) UX/ease of use — you're simpler to adopt and use
- D) Support/service — you provide better support or faster response times
- E) Performance/scale — you handle their workload better
- F) Multiple angles — describe them
What data sources do you have access to?
- A) Apollo.io (technographic + intent data)
- B) ZoomInfo (technographic + intent)
- C) G2 (comparison page visits, reviews)
- D) BuiltWith / HG Insights (tech installs)
- E) LinkedIn Sales Navigator
- F) CRM data (existing competitive deals)
- G) None yet — recommend one
What's your ICP? (Overlay on top of the competitor's installed base — not every competitor customer is a good fit for you)

If the user's request already provides most of this context, skip directly to the relevant step. Lead with your best-effort answer using reasonable assumptions (stated explicitly), then ask only the most critical 1-2 clarifying questions at the end — don't gate your response behind gathering complete context.

向用户询问：

你瞄准的竞品是哪家？
- 明确你想要抢夺客户的具体竞品（或多个竞品）名称
- 如果瞄准多个竞品，请排序优先级——从其中一家开始
你销售的是什么产品，核心的抢单切入点是什么？
- A) 价格——你的产品更具性价比
- B) 功能——你能提供竞品不具备的功能
- C) 用户体验/易用性——你的产品更易于采用和使用
- D) 支持/服务——你能提供更优质的支持或更快的响应速度
- E) 性能/扩展性——你的产品能更好地处理他们的工作负载
- F) 多个切入点——请详细说明
你可以使用哪些数据源？
- A) Apollo.io（技术数据+意向数据）
- B) ZoomInfo（技术数据+意向数据）
- C) G2（对比页面访问记录、评论）
- D) BuiltWith / HG Insights（技术部署数据）
- E) LinkedIn Sales Navigator
- F) CRM数据（已有的竞品相关交易记录）
- G) 暂无数据源——请推荐合适的来源
你的理想客户画像（ICP）是什么？（需与竞品现有客户群体叠加筛选——并非所有竞品客户都适合你的产品）

**如果用户的请求已经提供了大部分此类背景信息，请直接跳转到对应步骤。**先基于合理假设（需明确说明）给出最优解答，最后仅询问1-2个最关键的澄清问题——不要要求收集完整背景信息后才给出回应。

Step 2 — Identify the installed base

步骤2 — 识别竞品现有客户群体

Use technographic filters to find companies using the competitor's product:

使用技术数据筛选器找到正在使用竞品产品的企业：

Technographic search strategy

技术数据搜索策略

Apollo: Search > Technologies filter > search for competitor name. Apollo tracks 10,000+ technologies. Use "is any of" to capture multiple product names (e.g., "Datadog" AND "Datadog APM" AND "Datadog Infrastructure")
ZoomInfo: Similar technographic filters under Advanced Search
BuiltWith/HG Insights: Deeper technographic data, especially for web technologies
G2: Export companies that visited your competitor's G2 profile or comparison pages

Apollo：搜索>技术筛选器>搜索竞品名称。Apollo追踪10000+种技术。使用“属于任意一个”来覆盖多个产品名称（例如：“Datadog” AND “Datadog APM” AND “Datadog Infrastructure”）
ZoomInfo：高级搜索下有类似的技术数据筛选器
BuiltWith/HG Insights：更深度的技术数据，尤其适用于网页技术
G2：导出访问过竞品G2主页或对比页面的企业名单

Layer firmographic filters

叠加企业属性筛选器

Don't target the entire installed base — narrow to your ICP:

Company size: Match your sweet spot (competitor may serve SMB to enterprise; you may only win in mid-market)
Industry: Focus on verticals where your displacement angle resonates strongest
Geography: Match your coverage area
Revenue/funding: Ensure they can afford your product

不要瞄准所有竞品现有客户——缩小范围到符合你的理想客户画像的群体：

企业规模：匹配你的核心服务区间（竞品可能覆盖从中小企业到大型企业；你可能仅能在中大型市场抢单）
行业：聚焦你的抢单切入点最能引起共鸣的垂直领域
地域：匹配你的服务覆盖区域
营收/融资情况：确保他们有能力购买你的产品

Accuracy expectations

准确率预期

Data source	Accuracy	Lag	Best for
Apollo technographic	70-80%	3-6 months	Broad installed base discovery
BuiltWith/HG Insights	80-90%	1-3 months	Web/SaaS technology detection
G2 visitor data	High intent signal	Real-time	Active evaluators
CRM win/loss data	100% (your data)	Current	Known competitive encounters

数据源	准确率	延迟	最佳适用场景
Apollo 技术数据	70-80%	3-6个月	广泛的现有客户群体挖掘
BuiltWith/HG Insights	80-90%	1-3个月	网页/SaaS技术检测
G2 访客数据	高意向信号	实时	正在评估的企业
CRM 赢单/丢单数据	100%（自有数据）	当前	已知的竞品交锋案例

Step 3 — Find displacement signals

步骤3 — 识别抢单信号

Layer signals on top of the installed base to identify companies ready to switch:

在竞品现有客户群体基础上叠加信号，识别出准备切换品牌的企业：

Signal types, ranked by displacement readiness

信号类型（按抢单意愿排序）

Signal	Source	Readiness level	What it means
Researching alternatives	Intent data (Apollo/Bombora), G2 comparison views	Very high	Actively evaluating — act fast
New leader hired	Job change alerts (Apollo, LinkedIn)	High	New VP/CTO in first 90 days = re-evaluation window
Contract renewal timing	Industry knowledge, sales intel	High	60-90 days before renewal is the sweet spot
Hiring for roles your product replaces	Job postings (Apollo, LinkedIn)	Medium-high	Building capacity = potential dissatisfaction with current tool
Competitor mentioned in negative context	G2 reviews, Reddit, social	Medium	Public dissatisfaction, but may not be actively looking
Funding event	Apollo, Crunchbase	Medium	New budget to re-evaluate stack
Technographic change	Apollo, BuiltWith	Medium	Removing adjacent tools may signal broader stack re-evaluation

信号	来源	意愿等级	含义
正在研究替代方案	意向数据（Apollo/Bombora）、G2对比页面浏览记录	极高	正在积极评估——需快速行动
新负责人入职	职位变动提醒（Apollo、LinkedIn）	高	新VP/CTO入职前90天=重新评估技术栈的窗口期
合同续约时间	行业知识、销售情报	高	续约前60-90天是最佳时机
招聘可被你的产品替代的岗位	招聘信息（Apollo、LinkedIn）	中高	扩大团队规模=可能对当前工具不满
竞品被负面提及	G2评论、Reddit、社交媒体	中	公开表达不满，但可能未积极寻找替代方案
融资事件	Apollo、Crunchbase	中	有新预算重新评估技术栈
技术栈变化	Apollo、BuiltWith	中	移除相邻工具可能意味着正在全面重新评估技术栈

Signal stacking

信号叠加

Multiple signals compound readiness. Score each prospect:

Signals present	Priority	Action
3+ signals (e.g., new CTO + researching alternatives + contract renewal)	Immediate	Direct outreach, top of queue
2 signals (e.g., new leader + hiring)	High	Prioritized outreach within 1-2 weeks
1 strong signal (researching alternatives)	Medium-high	Standard outreach cadence
1 weak signal (funding, tech change)	Medium	Add to nurture, monitor for additional signals
ICP fit only, no signals	Low	Long-term nurture, not active outreach

多个信号会提升抢单意愿。为每个潜在客户打分：

信号数量	优先级	行动方案
3个及以上信号（例如：新CTO+正在研究替代方案+合同即将续约）	紧急	直接触达，列为最高优先级
2个信号（例如：新负责人入职+招聘相关岗位）	高	1-2周内优先触达
1个强信号（正在研究替代方案）	中高	标准触达节奏
1个弱信号（融资、技术栈变化）	中	加入培育名单，监控更多信号
仅符合理想客户画像，无任何信号	低	长期培育，不进行主动触达

Step 4 — Build the displacement list

步骤4 — 构建抢单客户清单

Tiered output

分层输出

Tier	Criteria	Volume target	Outreach approach
Tier 1 — Active	ICP fit + 2+ displacement signals	10-15% of base	Hyper-personalized, multi-channel, reference specific signals
Tier 2 — Primed	ICP fit + 1 signal or very strong fit	25-35% of base	Personalized at segment level, competitor-aware messaging
Tier 3 — Latent	ICP fit, no active signal	50-60% of base	Nurture content, thought leadership, not direct displacement pitch

层级	筛选标准	数量目标	触达方式
第一层——活跃客户	符合理想客户画像+2个及以上抢单信号	占总群体的10-15%	高度个性化、多渠道触达，提及具体信号
第二层——潜在客户	符合理想客户画像+1个信号或匹配度极高	占总群体的25-35%	细分群体个性化触达，使用竞品相关话术
第三层——沉睡客户	符合理想客户画像，无活跃信号	占总群体的50-60%	培育内容、思想领导力内容，不直接进行抢单推销

Per-prospect messaging angles

单客户话术切入点

For each Tier 1 prospect, identify the specific displacement angle:

Prospect situation	Messaging angle
New leader (first 90 days)	"As you evaluate your stack..." — frame as helping them succeed in their new role
Researching alternatives	"I noticed companies like yours are evaluating [category]..." — don't reveal your data source
Hiring for roles your product addresses	"I see you're scaling [function]..." — position as enabling growth, not replacing tools
Negative competitor reviews	"Many [competitor] customers tell us..." — reference common pain points, not specific reviews
Contract renewal approaching	"Before you renew..." — create urgency around the renewal window

针对每个第一层潜在客户，确定具体的抢单切入点：

客户情况	话术切入点
新负责人入职（前90天）	“在你评估技术栈时……”——定位为帮助他们在新岗位取得成功
正在研究替代方案	“我注意到像你们这样的企业正在评估[品类]……”——不要透露你的数据源
招聘可被你的产品替代的岗位	“我看到你们正在扩大[职能]团队……”——定位为助力增长，而非替代工具
竞品负面评论	“许多[竞品]客户告诉我们……”——提及常见痛点，不要引用具体评论
合同即将续约	“在你续约之前……”——围绕续约窗口期制造紧迫感

Competitive battle card framework

竞品对战卡框架

For the outreach team, create a quick-reference battle card:

Their pitch: What the competitor says about themselves (1-2 sentences)
Their weakness: Where they genuinely fall short (be honest, not FUD)
Your differentiator: What you do that they can't or won't (specific, provable)
Proof point: Customer story, benchmark, or data point that proves it
Landmine question: A question the prospect should ask the competitor that exposes the weakness

为销售团队制作快速参考对战卡：

竞品话术：竞品的自我定位（1-2句话）
竞品弱点：竞品真正的短板（需诚实，不要传播虚假信息）
你的差异化优势：你能做到但竞品做不到或不愿做的事（具体、可验证）
证明点：客户案例、基准数据或能证明优势的相关数据
关键问题：可以让客户向竞品提出的、能暴露其弱点的问题

Step 5 — Displacement playbooks

步骤5 — 抢单执行手册

Design signal-specific outreach strategies:

设计基于信号的触达策略：

Playbook: New leader (job change)

执行手册：新负责人入职（职位变动）

Timing: Wait 30-60 days after start date (let them get settled, but before they've committed to the existing stack)
Entry point: Congratulate → offer industry insight → soft ask
Don't: Pitch immediately. They're drinking from a firehose.
Sequence: 5-touch over 3 weeks — see
```
/sales-cadence
```
for detailed design

时机：入职后30-60天再触达（让他们先适应，但要在他们确定现有技术栈之前）
切入点：祝贺→提供行业见解→软性询问
禁忌：不要立即推销。他们正处于事务繁忙期。
触达节奏：3周内5次触达——详情请查看/sales-cadence

Playbook: Active evaluator (researching alternatives)

执行手册：积极评估的客户（正在研究替代方案）

Timing: Immediately — they're in-market now
Entry point: Lead with value, not "I saw you're looking at alternatives"
Don't: Reference the intent data directly. It's creepy.
Sequence: 4-touch over 2 weeks, faster pace — see
```
/sales-cadence
```

时机：立即触达——他们正处于决策期
切入点：以价值为导向，不要说“我看到你正在寻找替代方案”
禁忌：不要直接提及意向数据。这会让客户感到不适。
触达节奏：2周内4次触达，节奏更快——详情请查看/sales-cadence

Playbook: Contract renewal window

执行手册：合同续约窗口期

Timing: 60-90 days before estimated renewal
Entry point: "Before you auto-renew, here's what's changed in [category]..."
Don't: Assume you know their renewal date. Use it as a hypothesis.
Sequence: 6-touch over 4 weeks — longer cadence to build case before deadline

时机：预计续约前60-90天
切入点：“在你自动续约之前，来看看[品类]的新变化……”
禁忌：不要假设你知道他们的续约日期。将其作为假设。
触达节奏：4周内6次触达——更长的节奏以便在截止日期前构建合作理由

Playbook: Long-time user, general dissatisfaction

执行手册：长期用户，普遍不满

Timing: Ongoing nurture until a trigger event occurs
Entry point: Thought leadership, not direct pitch — "Here's what best-in-class [function] teams do differently"
Don't: Trash the competitor. They've used it for years and may have champions internally.
Sequence: Monthly nurture touchpoint — see
```
/sales-cadence
```

时机：持续培育，直到触发事件发生
切入点：思想领导力内容，而非直接推销——“顶级[职能]团队的不同做法”
禁忌：不要贬低竞品。他们已经使用多年，内部可能有竞品的支持者。
触达节奏：每月1次培育触达——详情请查看/sales-cadence

Related skills

Gotchas

注意事项

Don't trash-talk the competitor in outreach. Lead with your value, not their flaws. Negative selling triggers defensiveness — especially if the prospect chose the competitor and feels personally attached to the decision.
Don't assume technographic data is real-time. Tech installs in Apollo and similar tools can be 3-6 months stale. A company may have already switched away from the competitor, or the install may be a free tier/trial they never actually use. Always validate with additional signals.
Don't target the entire installed base. Most competitor users are happy — or at least not unhappy enough to switch. Blasting 10,000 competitor customers with "switch to us" messages wastes effort and damages your brand. Focus on those with displacement signals.
Don't forget switching costs. The prospect isn't just evaluating your product vs. the competitor — they're evaluating your product vs. the competitor PLUS the pain of migrating. Address migration support, onboarding help, and data transfer upfront or the prospect won't engage.

不要在触达中贬低竞品。要突出自身价值，而非竞品的缺陷。负面推销会引发抵触情绪——尤其是如果客户自己选择了竞品，可能会对该决策有个人认同感。
不要假设技术数据是实时的。Apollo等工具中的技术部署数据可能滞后3-6个月。企业可能已经从竞品切换，或者该部署可能是免费版/试用版，并未实际使用。务必通过其他信号验证。
不要瞄准所有竞品现有客户。大多数竞品用户是满意的——或者至少不满到不足以切换。向10000个竞品客户发送“切换到我们”的消息会浪费精力并损害品牌形象。聚焦有抢单信号的客户。
不要忘记切换成本。客户不仅在评估你的产品与竞品——他们还在评估你的产品与竞品加上迁移的痛苦。提前说明迁移支持、入职帮助和数据迁移服务，否则客户不会参与。

Examples

示例

Example 1: Targeting Datadog customers

示例1：瞄准Datadog客户

User says: "Help me take customers away from Datadog" Skill does:

Clarifies the user's product, displacement angle (price, simplicity, or specific capability)
Builds a technographic search for Datadog users within ICP
Layers intent signals (researching "Datadog alternatives", new engineering leaders, hiring SREs)
Creates tiered displacement list with per-prospect messaging angles
Designs signal-specific outreach playbooks Result: Targeted displacement campaign with tiered list, battle card, and signal-specific sequences

用户需求：“帮我抢夺Datadog的客户” 技能执行：

明确用户的产品、抢单切入点（价格、易用性或特定功能）
为符合理想客户画像的Datadog用户构建技术数据搜索方案
叠加意向信号（研究“Datadog替代方案”、新工程负责人入职、招聘SRE）
创建分层抢单客户清单，并为每个客户制定话术切入点
设计基于信号的触达执行手册结果：包含分层清单、对战卡和信号专属触达节奏的针对性抢单营销活动

Example 2: Prioritizing known competitor customers

示例2：优先级排序已知的竞品客户

User says: "I know 50 companies use [competitor]. Which ones should I target first?" Skill does:

Applies signal stacking to all 50 accounts
Scores and ranks by displacement readiness
Creates a prioritized hit list with specific outreach approach per tier Result: Prioritized list with clear "start here" guidance and per-account messaging angles

用户需求：“我知道有50家企业使用[竞品]。我应该先瞄准哪些？” 技能执行：

对所有50家企业应用信号叠加分析
按抢单意愿打分并排序
创建优先级清单，为每个层级制定具体触达方式结果：带有明确“优先开始”指导和单客户话术切入点的优先级清单

Example 3: New CTO at a competitor account

示例3：竞品客户的新CTO入职

User says: "A competitor's customer just hired a new CTO. How do I approach?" Skill does:

Identifies the job change displacement playbook
Recommends 30-60 day timing, congratulate-first approach
Designs the outreach sequence with CTO-relevant messaging
Suggests what NOT to do (don't pitch immediately, don't trash their current stack) Result: Timed outreach plan for the new leader displacement window

用户需求：“一家竞品客户刚招聘了新CTO。我该如何触达？” 技能执行：

定位到职位变动抢单执行手册
建议30-60天的触达时机，以祝贺为切入点
设计针对CTO的触达节奏和话术
提示禁忌事项（不要立即推销，不要贬低现有技术栈）结果：针对新负责人抢单窗口期的定时触达计划

Troubleshooting

常见问题排查

Technographic data shows few results

技术数据结果很少

Cause: Competitor's technology isn't well-tracked in your data provider, or they use a private/custom deployment Solution: Try multiple data sources (Apollo + BuiltWith + G2). Use competitor name in intent topics as an alternative signal. Check CRM win/loss data for known competitive encounters.

原因：竞品的技术在你的数据源中未被充分追踪，或他们使用的是私有/定制部署 解决方案：尝试多个数据源（Apollo + BuiltWith + G2）。将竞品名称作为意向主题的替代信号。查看CRM赢单/丢单数据中的已知竞品交锋案例。

High intent but no responses

高意向但无回应

Cause: Messaging is too aggressive ("switch from X") or too generic (doesn't address the prospect's specific situation) Solution: Revisit messaging angles — lead with the prospect's pain, not your product. Test whether softening the competitive angle improves response rates. Consider whether the intent signal was false positive.

原因：话术过于激进（“从X切换到我们”）或过于通用（未针对客户具体情况） 解决方案：重新审视话术切入点——聚焦客户痛点，而非你的产品。测试弱化竞品相关角度是否能提升响应率。考虑意向信号是否为误报。

Competitor customers say "we're happy"

竞品客户说“我们很满意”

Cause: They may genuinely be happy, or they're brushing you off because the pitch wasn't relevant Solution: Shift from displacement to education — share thought leadership that makes them question whether "happy" means "optimal." Use

/sales-objection

for handling the loyalty objection specifically.

原因：他们可能真的满意，或者因为你的推销不相关而敷衍你 解决方案：从抢单转向教育——分享思想领导力内容，让他们思考“满意”是否等同于“最优”。具体处理忠诚度异议请使用/sales-objection。