Competitors: who reacts to a competitor's posts, and why it brings so few leads

Take a competitor that posts about its new feature. Some of the people who react are buyers comparing tools. Most work there, partner with it or already pay it. Reading those reactions is a competitor signal, and the second group is why it brings so few leads.

1. A competitor's company page
2. 2Their latest posts
3. 3Everyone who reacted
4. 4Only the people who fit your ICP stay0.25 leads a run

JEJordan EllisHead of Growth at a 120-person companyReacted to a post by Northwind Analytics

What it reads

Dogo reads who reacted to the competitor's latest posts.

When you add a competitor, WarmDogo checks the company exists on LinkedIn first. One it can't find is shown as "not found on LinkedIn" and doesn't run.

How well it works

0.25

leads a run

14%

of runs find someone

66%

of leads kept

The fewest leads of any signal: 0.25 a run, and six runs in seven find nobody who fits. The leads it does find are good, though: people keep two thirds of them. The problem is supply, not quality.

When to use it

As one signal among several, never as the plan:

• A small or new competitor whose page is followed by buyers watching the space rather than by its own team.
• A competitor that posts about the problem, not about its funding round and its new hires. Read their last few posts: if the reactions come from their own staff, skip them.
• A competitor's customers' community, which is better read with comments on.

To reach a competitor's audience in volume, find the voices that audience reads and add them as voices. The people are the same, and the staff aren't there.

How often it runs

Daily.

Other signals

• VoicesPeople who react to or comment on posts by someone your buyers follow.
• Active people who fitPeople your ICP describes who posted on LinkedIn in the last 30 days.
• Engaged with posts aboutPeople who react to the most popular posts using a phrase.
• Posts aboutPeople who write posts using a phrase.
• Hiring forYour buyer at companies that posted a job for a title or keyword in the last week.
• Comments onPeople who comment on a company's or a person's posts.
• One postEveryone who reacted to a single post you pick.
• Your own postsPeople who react to your company's posts.