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Influencers Drive Global B2B Content Marketing Success



Influencers Drive Global B2B Content Marketing Success

With the mountain of competition in B2B, establishing trust with potential buyers is no easy feat.

Unlike in ecommerce, where transactions are typically swift, and purchases are at far lower prices, B2B sales cycles are lengthier and involve much higher stakes.

With endless opportunities to choose from, community has become more crucial than ever, as people search and check social media but ultimately rely on trusted peers for advice when making important business decisions.

So how can B2B businesses ensure their content stands out and gets noticed – and most importantly, trusted – by their target audience?

This is where influencers, or subject matter experts (SMEs) in the B2B realm, play a pivotal role – particularly in the context of expanding to international markets that speak multiple languages.

By harnessing the reach and reputation of well-known SMEs in the local markets, B2B companies can amplify their international content marketing efforts, ensuring that their message resonates with diverse international audiences.

Over time, SME collaborations enable B2B companies to cultivate a strong community around their brand, which then drives inbound leads and growth across international markets.

Why Involving Local Influencers & SMEs In International B2B Content Marketing Campaigns Is Crucial

Extensive research plays a hefty role in the B2B buying process, in that:

  • B2B buyers complete up to 70% of their research prior to even contacting a sales team.
  • 87% of B2B buyers say online content has a major or moderate impact on vendor selection.
  • 78% of B2B referrals create viable customer leads for the business.

What do all three of those points have in common?

B2B buyers are looking for a trustworthy source to confirm information found during their research.

As such, partnering up with SME influencers is key to building up this crucial brand trustworthiness, especially if you’re a global brand expanding into diverse international markets worldwide.

In fact, up to 86% of B2B brands have reported some measure of success with highly targeted influencer marketing.

But selecting the relevant influencers for the right market is key for content to resonate with local target audiences.

For example, a highly knowledgeable SME from New York City is unlikely to have much sway or influence if you’re targeting customers in Tokyo, on the other side of the world.

This is because:

  • An English-speaking influencer has little effect on a primarily Japanese-speaking audience.
  • Perceptions towards B2B products and services vary by location because buyers’ needs differ by region.
  • Cultural tendencies of buyers in niche markets have significant sway over purchase decisions.
  • If influencers lack shared cultural values with the local target audience, their recommendations will fall flat on that audience.

How To Identify And Build Relationships With Local B2B Influencers And SMEs

So, how do you identify the right SME collaboration to expand the authority of your own business in a new market? And how can you build a relationship with them in order to incentivize the SME to collaborate with you?

Let’s now take a deep dive into the process.

Step 1: Research People Who Matter To Your Local Target Audience

It all starts with researching who your audience cares about. A free tool like SparkToro is one of the easiest ways to get started.

Based on your search filter, SparkToro identifies who your target audience follows and trusts as a source of credible information.

You can then curate lists of relevant SMEs for the market you’re looking to expand to, which should ideally also include lesser-known yet still highly credible SMEs whose audiences tend to be more engaged.

To give you a concrete idea, here’s an example of a SparkToro search for a company that provides consulting services and a SaaS tool for document automation. Its goal is to expand into the German market.

I set the filter for “my audience frequently talks about,” typed in “document automation,” and selected Germany for the location.

SparkToro then summarizes the list of influencers, websites, and lesser-known destinations that earn engagement with that buying audience:

Screenshot from SparkToro, May 2023


In this case, there is a mix of English-language and German-language influencers and relevant publications. Ideally, you’ll want to focus on gaining credibility within the local language, so SparkToro is the just starting point.

You’ll then need to dig deeper into what and who is relevant to contact, as well as invest time into building relationships with SMEs, depending on the relevance of their followers.

Step 2: Identify Ways To Involve Them That Require Little Effort On Their Behalf

Once you’ve conducted the research and identified the relevant SMEs to collaborate with within the local market, the next step is to determine how best to approach them.

Keep in mind that the most effective outreach strategy is one that makes it as easy as possible for SMEs to see the value in a partnership. Don’t just beg for their time and offer up nothing in return.

For example, you can offer for them to attend a panel discussion on a highly relevant topic for their industry and local market.

Here’s an example of how you might contact an SME for collaboration via LinkedIn or email:

Email template to collaborateImage created by author, May 2023

This type of message prompts a response from SMEs for a few reasons:

  • They know they’ll be advertised without paying.
  • They don’t have to spend tons of time preparing, especially as it’s a panel discussion, so their time commitment is minimal.
  • They have a chance to network with and learn from well-known people within their industry, bringing back benefits for their personal and company brands.

Step 3: Nurture Relationships And Provide Ongoing Value

Finally, once you connect with an SME and convince them to collaborate together, you want to maintain and deepen that working relationship, because this increases the chance of future collaboration opportunities.

In fact, if the relationship becomes a strong one, the influencer is likely to refer your B2B business to their network, or even come back to you themselves as a customer.

This is actually the long-term strategic value of such partnerships because it directly impacts high-quality inbound lead generation.

Ways to strengthen ongoing relationships with SMEs include:

  • Regularly engaging with their own content, such as by commenting on or sharing their updates to support their efforts and keep your brand top-of-mind as they continue producing new content for their own audience.
  • Offering to mention them and/or link to their content in future content you create.
  • Offering to meet up for a coffee at in-person conferences and get to know them.
  • Develop a partner referral agreement so you both can refer potential customers and generate inbound leads.
  • Continuing to collaborate on marketing efforts together where both brands are promoted.

How To Apply B2B Influencer And SME Data To Both Global & Local Content Marketing Efforts

Now that you’ve got the process in mind, what are some direct examples of how to apply SME collaborations across content marketing efforts?

I’ll cover this in further detail in the below section for various types of content marketing applied both globally and locally.

Panel Discussions & Co-marketing Webinars

As mentioned in the message example from the how-to section above, panel discussions are a highly effective method for beginning engagement with SME influencers because they require little to no preparation time for the participants.

Plus, in nearly every market, industry titans enjoy conversing with their fellow experts to share insights and recommendations to listening audiences.

Panel discussions can be both live or virtual events, but regardless of the format, they’re a great resource that elevates the authority of your own brand to your audience due to the SMEs who attend.

Global Approach

To give an example that works globally, here’s an example of a live panel discussion about the secrets of successful influencer marketing and content creation.

successful collaboration exampleScreenshot from The NAMM Show, May 2023

This topic applies globally because it’s a question that brands all over the world struggle to answer.

When applied to your own content strategy, ideally, the SMEs invited to such a discussion should come from multiple markets, particularly those that you plan to expand into internationally.

An important point to note: global in-person events should be treated as annual affairs.

Creating a one-time event that pools together the biggest influencers in an industry is a special occasion, so it’s not something to do regularly, as they come with higher resource costs for both you and the participants.

Local Approach

When applying the concept of a panel discussion within a local market, you can go much smaller in scale and ideally virtually, which provides more flexibility to create recurring panel discussions throughout the year.

Start by selecting a topic that is relevant to the local market and the target audience.

For instance, if you’re an IT company and are targeting German businesses, you could host a panel discussion on “How German Companies Can Finance Digital Transformation” (but in the German language equivalent).

Then, use your SparkToro account to identify the biggest German influencers in the IT industry and invite them to participate in a special panel discussing tips to scale digital transformation across Germany.

Here’s an example from a similar event:

Example for financial collaboration with influencerScreenshot from, May 2023

By hosting a panel discussion with local SMEs who speak German, you present valuable insights to your buying audience in Germany in that localized setting and context.

You can then deepen relationships with key players that your target audience already follows, and follow up by creating localized content that resonates with those same local market buyers to guide them further on their buying journey with your brand.


Whitepapers are one of the most valuable resources in B2B content marketing when they include original data and information that isn’t available anywhere else.

You can make whitepapers with unique data by gathering information from SMEs.

Plus, SMEs typically appreciate being cited in whitepapers because their personal brand is attached to that in-depth report, which automatically elevates their own standing and credibility with their followers.

Global Approach

A global approach to this strategy is to select a topic that has a more universal appeal.

Again, digital transformation is a subject that impacts brands all over the world, so creating an in-depth whitepaper on the topic has global appeal – but only if it’s backed with information from highly credible SMEs.

A great example is the “Data and Digital Transformation: Insights From Shipping Leaders” whitepaper created by S&P Global Market Intelligence. It includes insights from six of the leading SMEs from various international markets.

In the same manner that S&P Global Market Intelligence has done here, ensure in your content strategy that the SMEs included for global content also appeal to your international target markets.

Local Approach

When it comes to the local approach, the main difference from the global is that you want to target the analysis and present the whitepaper findings within the context of a regional point of view.

Paralleling the global subject matter, you can create your own whitepaper explaining the ideal digital transformation journey for the shipping industry in one particular market.

As an example, let’s use the Port of Los Angeles, which continues to struggle with supply chain issues in the aftermath of the COVID-19 pandemic.

Your whitepaper can answer many of the questions that have ground supply chain businesses in Los Angeles to a halt by inviting SMEs with experience managing those ports to contribute information.

Although the example is in English, the concept applies across markets that speak other languages, too.

With a more localized approach, you gain specific insights to publish in your content and establish your brand as a thought leader in that particular market.

This also increases your opportunity to build relationships with key local players and generate leads and referrals from the target buying audience.


Podcasts are a heavily growing medium for B2B content marketing.

By collaborating with influencers and SMEs on a podcast, you can tap into their expertise and reach new audiences through audio content that millions of people stream throughout their busy days.

Global Approach

When building your podcast, start by identifying global influencers and SMEs with a strong following in your industry.

For example, if you’re an HR consulting company, you could collaborate with a senior HR specialist.

Choose a topic that would be of interest to both the global audience and the local influencers.

For instance, you could create a podcast episode on “The Future of Work in a Post-Pandemic World.”

You can follow examples from the HubSpot team that manages their podcast, “Culture Happens.” In this particular episode, they discuss the future of remote work.

You can even reach out to those same presenters and invite them to participate as guests on your own podcast discussing the topic in a similar but unique manner.

Through this collaboration, you tap into their wider audience, build your brand credibility, and generate new leads and referrals through your podcast.

Local Approach

The localized podcast approach involves identifying SMEs who have followings in particular markets and that speak the language that your business intends to target.

For instance, to localize the podcast example from above for France, you could do an episode around “Streamlining New Employment Regulations Around Remote Work in France” and invite an HR specialist from the French market to speak about their experience with handling these changes.

This helps you build a loyal following in concentrated local markets, which translates into higher volumes of inbound leads that grow your business internationally.

Collaborate with SMEs to Win and Global and International Content Marketing

In the highly competitive world of B2B, where trust and reputation are paramount, leveraging the expertise and influence of SMEs is a powerful strategy.

As you strive to make your mark in international markets, remember that collaborations with trusted and local influencers can help your content shine, resonate, and ultimately drive success in your B2B endeavors.

Over time, these partnerships with SMEs not only help you create valuable and trusted content but also cultivate a strong community around your brand.

By providing informative and practical content, you can position yourself as a B2B industry thought leader and trusted source of knowledge.

And most importantly, by tapping into the networks of global and local influencers, B2B businesses can drive inbound leads and foster growth in international markets.

More resources:

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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought




Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

Researchers discovered a way to defeat the safety guardrails in GPT4 and GPT4-Turbo, unlocking the ability to generate harmful and toxic content, essentially beating a large language model with another large language model.

The researchers discovered that the use of tree-of-thought (ToT)reasoning to repeat and refine a line of attack was useful for jailbreaking another large language model.

What they found is that the ToT approach was successful against GPT4, GPT4-Turbo, and PaLM-2, using a remarkably low number of queries to obtain a jailbreak, on average less than thirty queries.

Tree Of Thoughts Reasoning

A Google research paper from around May 2022 discovered Chain of Thought Prompting.

Chain of Thought (CoT) is a prompting strategy used on a generative AI to make it follow a sequence of steps in order to solve a problem and complete a task. The CoT method is often accompanied with examples to show the LLM how the steps work in a reasoning task.

So, rather than just ask a generative AI like Midjourney or ChatGPT to do a task, the chain of thought method instructs the AI how to follow a path of reasoning that’s composed of a series of steps.

Tree of Thoughts (ToT) reasoning, sometimes referred to as Tree of Thought (singular) is essentially a variation and improvement of CoT, but they’re two different things.

Tree of Thoughts reasoning is similar to CoT. The difference is that rather than training a generative AI to follow a single path of reasoning, ToT is built on a process that allows for multiple paths so that the AI can stop and self-assess then come up with alternate steps.

Tree of Thoughts reasoning was developed in May 2023 in a research paper titled Tree of Thoughts: Deliberate Problem Solving with Large Language Models (PDF)

The research paper describes Tree of Thought:

“…we introduce a new framework for language model inference, Tree of Thoughts (ToT), which generalizes over the popular Chain of Thought approach to prompting language models, and enables exploration over coherent units of text (thoughts) that serve as intermediate steps toward problem solving.

ToT allows LMs to perform deliberate decision making by considering multiple different reasoning paths and self-evaluating choices to decide the next course of action, as well as looking ahead or backtracking when necessary to make global choices.

Our experiments show that ToT significantly enhances language models’ problem-solving abilities…”

Tree Of Attacks With Pruning (TAP)

This new method of jailbreaking large language models is called Tree of Attacks with Pruning, TAP. TAP uses two LLMs, one for attacking and the other for evaluating.

TAP is able to outperform other jailbreaking methods by significant margins, only requiring black-box access to the LLM.

A black box, in computing, is where one can see what goes into an algorithm and what comes out. But what happens in the middle is unknown, thus it’s said to be in a black box.

Tree of thoughts (TAP) reasoning is used against a targeted LLM like GPT-4 to repetitively try different prompting, assess the results, then if necessary change course if that attempt is not promising.

This is called a process of iteration and pruning. Each prompting attempt is analyzed for the probability of success. If the path of attack is judged to be a dead end, the LLM will “prune” that path of attack and begin another and better series of prompting attacks.

This is why it’s called a “tree” in that rather than using a linear process of reasoning which is the hallmark of chain of thought (CoT) prompting, tree of thought prompting is non-linear because the reasoning process branches off to other areas of reasoning, much like a human might do.

The attacker issues a series of prompts, the evaluator evaluates the responses to those prompts and then makes a decision as to what the next path of attack will be by making a call as to whether the current path of attack is irrelevant or not, plus it also evaluates the results to determine the likely success of prompts that have not yet been tried.

What’s remarkable about this approach is that this process reduces the number of prompts needed to jailbreak GPT-4. Additionally, a greater number of jailbreaking prompts are discovered with TAP than with any other jailbreaking method.

The researchers observe:

“In this work, we present Tree of Attacks with Pruning (TAP), an automated method for generating jailbreaks that only requires black-box access to the target LLM.

TAP utilizes an LLM to iteratively refine candidate (attack) prompts using tree-of-thoughts reasoning until one of the generated prompts jailbreaks the target.

Crucially, before sending prompts to the target, TAP assesses them and prunes the ones unlikely to result in jailbreaks.

Using tree-of-thought reasoning allows TAP to navigate a large search space of prompts and pruning reduces the total number of queries sent to the target.

In empirical evaluations, we observe that TAP generates prompts that jailbreak state-of-the-art LLMs (including GPT4 and GPT4-Turbo) for more than 80% of the prompts using only a small number of queries. This significantly improves upon the previous state-of-the-art black-box method for generating jailbreaks.”

Tree Of Thought (ToT) Outperforms Chain Of Thought (CoT) Reasoning

Another interesting conclusion reached in the research paper is that, for this particular task, ToT reasoning outperforms CoT reasoning, even when adding pruning to the CoT method, where off topic prompting is pruned and discarded.

ToT Underperforms With GPT 3.5 Turbo

The researchers discovered that ChatGPT 3.5 Turbo didn’t perform well with CoT, revealing the limitations of GPT 3.5 Turbo. Actually, GPT 3.5 performed exceedingly poorly, dropping from 84% success rate to only a 4.2% success rate.

This is their observation about why GPT 3.5 underperforms:

“We observe that the choice of the evaluator can affect the performance of TAP: changing the attacker from GPT4 to GPT3.5-Turbo reduces the success rate from 84% to 4.2%.

The reason for the reduction in success rate is that GPT3.5-Turbo incorrectly determines that the target model is jailbroken (for the provided goal) and, hence, preemptively stops the method.

As a consequence, the variant sends significantly fewer queries than the original method…”

What This Mean For You

While it’s amusing that the researchers use the ToT method to beat an LLM with another LLM, it also highlights the usefulness of ToT for generating surprising new directions in prompting in order to achieve higher levels of output.

  • TL/DR Takeaways:
  • Tree of Thought prompting outperformed Chain of Thought methods
  • GPT 3.5 worked significantly poorly in comparison to GPT 4 in ToT
  • Pruning is a useful part of a prompting strategy
  • Research showed that ToT is superior to CoT in an intensive reasoning task like jailbreaking an LLM

Read the original research paper:

Tree of Attacks: Jailbreaking Black-Box LLMs Automatically (PDF)

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Continue Reading


The Lean Guide (With Template)



The Lean Guide (With Template)

A competitive analysis (or market competitive analysis) is a process where you collect information about competitors to gain an edge over them and get more customers.

However, the problem is that “traditional” competitive analysis is overkill for most businesses — it requires impractical data and takes too long to complete (and it’s very expensive if you choose to outsource). 

A solution to that is a lean approach to the process — and that’s what this guide is about. 

In other words, we’ll focus on the most important data you need to answer the question: “Why would people choose them over you?”. No boring theory, outtakes from marketing history, or spending hours digging up nice-to-have information.

In this guide, you will find:

  • A real-life competitive analysis example.
  • Templates: one for input data and one for a slide deck to present your analysis to others.
  • Step-by-step instructions.

Our template consists of two documents: a slide deck and a spreadsheet. 

The Slide deck is the output document. It will help you present the analysis to your boss or your teammates.

The spreadsheet is the input document. You will find tables that act as the data source for the charts from the slide deck, as well as a prompt to use in ChatGPT to help you with user review research.

Competitive analysis template — spreadsheet sneak peek.Competitive analysis template — spreadsheet sneak peek.

We didn’t focus on aesthetics here; every marketer likes to do slide decks their own way, so feel free to edit everything you’ll find there. 

With that out of the way, let’s talk about the process. The template consists of these six tasks: 

  1. Identify your direct competitors. 
  2. Compare share of voice. 
  3. Compare pricing and features.
  4. Find strong and weak points based on reviews.
  5. Compare purchasing convenience.
  6. Present conclusions.

Going forward, we’ll explain why these steps matter and show how to complete them. 

1. Identify your direct competitors

Direct competitors are businesses that offer a similar solution to the same audience. 

They matter a lot more than indirect competitors (i.e. businesses with different products but targeting the same audience as you) because you’ll be compared with them often (e.g. in product reviews and rankings). Plus, your audience is more likely to gravitate towards them when considering different options. 

You probably have a few direct competitors in mind already, but here are a few ways to find others based on organic search and paid search ads

Our basis for the analysis was Landingi, a SaaS for building landing pages (we chose that company randomly). So in our case, we found these 3 direct competitors. 

Slide 1 — direct competitors.Slide 1 — direct competitors.

Look at keyword overlap

Keyword overlap uncovers sites that target the same organic keywords as you. Some sites will compete with you for traffic but not for customers (e.g. G2 may share some keywords with Landingi but they’re a different business). However, in many cases, you will find direct competitors just by looking at this marketing channel. 

  • Go to Ahrefs’ Site Explorer and enter your site’s address. 
  • Scroll down to Organic competitors
  • Visit the URLs to pick 3 – 5 direct competitors.
Top organic competitors data from Ahrefs.Top organic competitors data from Ahrefs.

To double-check the choice of competitors, we also looked at who was bidding for search ads on Google.

See who’s advertising 

If someone is spending money to show ads for keywords related to what you do, that’s a strong indication they are a direct competitor. 

  • Go to Ahrefs’ Keywords Explorer.
  • Type in a few broad keywords related to your niche, like “landing page builder” or “landing page tool”. 
  • Go to the Ads history report. 
  • Visit the sites that have a high presence of ads in the SERPs (Search Engine Result Pages). 
Ads history report in Ahrefs' Keywords Explorer.Ads history report in Ahrefs' Keywords Explorer.

Once you’re done checking both reports, write down competitors in the deck. 

You can also take screenshots of the reports and add them to your deck to show the supporting data for your argument. 

 Slide 2 — direct competitors by organic traffic. Slide 2 — direct competitors by organic traffic.

2. Compare share of voice

Share of voice is a measure of your reach in any given channel compared to competitors. 

A bigger share of voice (SOV) means that your competitors are more likely to reach your audience. In other words, they may be promoting more effectively than you. 

In our example, we found that Landingi’s SOV was the lowest in both of these channels. 


Slide 3 — share of voice on Google Search.Slide 3 — share of voice on Google Search.

And social media:

 Slide 4 — share of voice on social media. Slide 4 — share of voice on social media.

Here’s how we got that data using Ahrefs and Brand24.

Organic share of voice 

Before we start, make sure you have a project set up in Ahrefs’ Rank Tracker

Create a new project in Ahrefs' Rank Tracker.Create a new project in Ahrefs' Rank Tracker.


  • Go to Ahrefs’ Competitive Analysis and enter your and your competitors’s sites as shown below. 
Create a new project in Ahrefs' Rank Tracker.
Create a new project in Ahrefs' Rank Tracker.
  • On the next screen, set the country with the most important market for your business and set the filters like this:
Content gap analysis filter setup.Content gap analysis filter setup.
  • Select keywords that sound most relevant to your business (even if you don’t rank for them yet) and Add them to Rank Tracker
Common keywords found via Ahrefs' Competitive Analysis.Common keywords found via Ahrefs' Competitive Analysis.
  • Go to Rank Tracker, open your project, and look for Competitors/Overview. This report will uncover automatically calculated Share of Voice
Organic share of voice data in Ahrefs.Organic share of voice data in Ahrefs.
  • Add the numbers in corresponding cells inside the sheet and paste the graph inside the slide deck. 
Filling the share of voice template with data.Filling the share of voice template with data.

It’s normal that the numbers don’t add up to 100%. SOV is calculated by including sites that compete with you in traffic but are not your direct competitors, e.g. blogs. 

Social share of voice 

We can also measure our share of voice across social media channels using Brand24.

  • Go to Brand24.
  • Start a New project for your brand and each competitor. Use the competitors’ brand name as the keyword to monitor. 
  • Go to the Comparison report and compare your project with competitors. 
Using Brand24's Comparison tool for competitive analysis.Using Brand24's Comparison tool for competitive analysis.
  • Take a screenshot of the SOV charts and paste them into the slide deck. Make sure the charts are set to “social media”.
Social media tab in share of voice report.Social media tab in share of voice report.

3. Compare pricing and features

Consumers often choose solutions that offer the best value for money — simple as that. And that typically comes down to two things: 

  • Whether you have the features they care about. We’ll use all features available across all plans to see how likely the product is to satisfy user needs.
  • How much they will need to pay. Thing is, the topic of pricing is tricky: a) when assessing affordability, people often focus on the least expensive option available and use it as a benchmark, b) businesses in the SaaS niche offer custom plans. So to make things more practical, we’ll compare the cheapest plans, but feel free to run this analysis across all pricing tiers.

After comparing our example company to competitors, we found that it goes head-to-head with Unbounce as the most feature-rich solution on the market. 

Slide 5 — features vs. pricing.Slide 5 — features vs. pricing.

Here’s how we got that data. 

  • Note down your and your competitors’ product features. One of the best places to get this information is pricing pages. Some brands even publish their own competitor comparisons — you may find them helpful too. 
  • While making the list, place a “1” in the cell corresponding to the brand that offers the solution.
Filling data in the spreadsheet.Filling data in the spreadsheet.
  • Enter the price of the cheapest plan (excluding free plans). 
Adding pricing data inside the spreadsheet.Adding pricing data inside the spreadsheet.
  • Once finished, copy the chart and paste it inside the deck. 

4. Find strong and weak points based on user reviews

User reviews can show incredibly valuable insight into your competitors’ strong and weak points. Here’s why this matters:

  • Improving on what your competitors’ customers appreciate could help you attract similar customers and possibly win some over.
  • Dissatisfaction with competitors is a huge opportunity. Some businesses are built solely to fix what other companies can’t fix. 

Here’s a sample from our analysis: 

 Slide 6 — likes and dislikes about Competitors. Slide 6 — likes and dislikes about Competitors.

And here’s how we collated the data using ChatGPT. Important: repeat the process for each competitor.

  • Open ChatGPT and enter the prompt from the template.
ChatGPT prompt for competitive analysis.ChatGPT prompt for competitive analysis.
  • Go to G2, Capterra, or Trustpilot and find a competitor’s reviews with ratings from 2 – 4 (i.e. one rating above the lowest and one below the highest possible). Reason:

businesses sometimes solicit five-star reviews, whereas dissatisfied customers tend to leave one-star reviews in a moment of frustration. The most actionable feedback usually comes in between.

  • Copy and paste the content of the reviews into ChatGPT (don’t hit enter yet). 
  • Once you’re done pasting all reviews, hit enter in ChatGPT to run the analysis.
Sample of ChatGPT output with charts.Sample of ChatGPT output with charts.
  • Paste the graphs into the deck. If you want the graphs to look different, don’t hesitate to ask the AI. 

There’s a faster alternative, but it’s a bit more advanced. 

Instead of copy-pasting, you can use a scraping tool like this one to get all reviews at once. The downside here is that not all review sources will a have scraping tool available. 

5. Compare purchasing convenience

Lastly, we’ll see how easy it is to actually buy your products, and compare the experience to your competitors. 

This is a chance to simplify your checkout process, and even learn from any good habits your competitors have adopted.

For example, we found that our sample company had probably nothing to worry about in this area — they ticked almost all of the boxes. 

Slide 7 — purchasing convenience.Slide 7 — purchasing convenience.

Here’s how to complete this step:

  • Place a “1” if you or any of your competitors offer convenience features listed in the template. 
  • Once done, copy the chart and paste it into the deck.

Step 6. Present conclusions

This is the part of the presentation where you sum up all of your findings and suggest a course of action. 

Here are two examples: 

  • Landingi had the lowest SOV in the niche, and that is never good. So the conclusion might be to go a level deeper and do an SEO competitive analysis, and to increase social media presence by creating more share-worthy content like industry surveys, design/CRO tips, or in-house data studies.
  • Although the brand had a very high purchasing convenience score, during the analysis we found that there was a $850 gap between the monthly full plan and the previous tier. The conclusion here might be to offer a custom plan (like competitors do) to fill that gap. 

We encourage you to take your time here and think about what would make the most sense for your business. 


It’s good to be specific in your conclusions, but don’t go too deep. Competitive analysis concerns many aspects of the business, so it’s best to give other departments a chance to chime in. Just because your competitors have a few unique features doesn’t necessarily mean you need to build them too.

Final thoughts 

A competitive analysis is one of the most fruitful exercises in marketing. It can show you areas for improvement, give ideas for new features, and help you discover gaps in your strategy. It wouldn’t be an exaggeration to say that it’s fundamental to running a successful business. 

Just don’t forget to balance “spying” on your competitors with innovation. After all, you probably don’t want to become an exact copy of someone else’s brand. 

In other words, use competitive analysis to keep up with your competitors, but don’t let that erase what’s unique about your brand or make you forget your big vision. 

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Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs




Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.

MW WP Form Plugin

The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.

It makes it easy for users to create and customize forms with various fields and options.

The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.

Unauthenticated Arbitrary File Upload Vulnerability

An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.

These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.

The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.

According to the security researchers:

“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.

…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.

This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”

There Are Conditions For A Successful Attack

The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.

The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.

Actions To Take

Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.

The vulnerability is patched in the lutes version of the plugin, version 5.0.2.

The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.

Read the Wordfence advisory:

Update ASAP! Critical Unauthenticated Arbitrary File Upload in MW WP Form Allows Malicious Code Execution

Featured Image by Shutterstock/Alexander_P

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