#177: How To Spy on Your Competitor’s Lead Generation Process

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In This Episode…

Last week I published a podcast on spying (and stealing) an eCommerce store’s sales process. In this week’s episode, I’ll talk you through doing the same process but for lead generation.

If you need to increase your leads, this is the podcast you need.

Competitor analysis can teach you a lot about your competitors, but it can also teach you a lot about your target market.

You can learn what prospects and customers in your industry like and don’t like. You can also see which types of content they engage with. You can also discover which unique selling points people are drawn in by. And you can also learn which lead generation processes work best.

Depending on the age of your industry, your competitors may have been testing their lead generation process for years. The process they use this year could have been tweaked for years, maybe decades. Just imagine how much testing and improvements your website could see in five years, or ten.

Imagine your website was first launched in the mid-Nineties. You’d have over two decades of experience increasing your leads. That’s a lot of trial and error, but the process you’d have now would (surely) be unstoppable.

If your competitors have been testing longer than you have, then there’s plenty to learn and “gleam” (read: steal) from their lead generation process.

Today, I’ll talk you through the five areas I check on every lead generation page or website to see where opportunities and weaknesses can be found.

In the podcast (you can watch along instead if you prefer) I’ll take you through the five areas you need to investigate on your competitor’s websites:

  • How lead capture starts before people land on your website
  • How great lead capture is presented
  • Why the follow-up process is so crucial
  • What good sales meetings/events feel like
  • What the end of the funnel should look like

Depending on your business, you might need to assume a “mystery shopper” guise and pretend to be someone else whilst you do this research, but trust me, it’s worth it (and fun too!)


00:00 — Intro
01:25 — Competitor Sales Analysis
03:55 — How To Analyse Your Competitor’s Sales Process
22:40 — Recap

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