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Available on 8/19

There’s no question that competitive research is crucial to the success of your marketing and business development process … but the world of competitive intelligence is vast, and effective marketing demands a depth of knowledge that often requires highly-specialized outside research, outpricing many small and mid-sized firms.

That said, with the right research strategy, process, and tools in place, you can still gain deeper insight without blowing up your annual marketing budget.

Join Ida Cheinman for a closer look at competitive research that can be done in-house, or with outside help. You’ll examine 7 critical steps in the research process – from developing a meaningful research strategy to turning data into actionable insights. You’ll also identify apps, tools, and sample worksheets to assist in collecting and tracking competitor data over time.


  • Learn new methods for collecting meaningful competitor data using techniques and tools that are within reach of your marketing budget
  • Identify competitors beyond the “usual suspects” and see them from your prospects and clients’ perspective
  • Utilize a wide range of digital tools and apps to collect “behind the scenes” intel not accessible via traditional methods
  • Understand what data to collect and how to analyze and apply it to your decision-making process for actionable and accurate marketing results

Speaker Bio:

Ida Cheinman is Principal and Creative Director of the brand communications firm Substance151 and past president of SMPS Maryland.

She uses her 20+ years of experience as a brand strategist, designer, marketer and educator to help business leaders and marketing professionals make sense of trends, tools and best practices in order to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace.

Ida is a sought-after speaker who is knowledgeable, energetic and excels at making complex information accessible and immediately applicable. She has presented at conferences and webinars nationwide and is a frequent contributor to industry blogs and publications.

Presenter: Ida Cheinman, Principal/Creative Director, Substance151, Benefit LLC

Course Type

Online Class

Delivery Type

On Demand, Online, Self-Paced

PDH Credit


Price (Member)


Price (Non-Member)


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