Leveraging Military Intelligence Collection Methods for Asymmetrical Marketing Success
Gal Borenstein
CEO and Business Author | Marketing Communications, Marketing Research, Social Networking
Here is a TOP SECRET you should know about. The best marketing messaging and branding have already been invented. Whaaat? Yes.
It's been around for as long as they've been in the military. If you think like everyone else, you can't win the war. But if you "think asymmetrically," you could be ahead of your competition. In the fast-paced world of B2B marketing, staying ahead of the competition often requires innovative approaches to gathering and analyzing market intelligence. One unconventional source of inspiration for this purpose is the world of military intelligence. The strategies and methods employed by military intelligence agencies, such as HUMINT (human intelligence), SIGINT (signals intelligence), and ISR (intelligence, surveillance, and reconnaissance), can be adapted and applied to gain a more competitive edge in B2B marketing. In this blog post, we'll explore how to use these military intelligence collection methods to enhance your B2B marketing efforts.
1. HUMINT (Human Intelligence)
In the military, HUMINT involves gathering intelligence through direct interactions with individuals. In B2B marketing, this translates to building strong relationships with your customers, partners, and industry experts. You can gain valuable insights into their pain points, needs, and preferences by actively engaging with key stakeholders. Here are some tactics to consider:
2. SIGINT (Signals Intelligence)
SIGINT in the military involves intercepting and deciphering electronic communications. In B2B marketing, this translates to monitoring digital signals and data to gain insights. Here's how to apply SIGINT to your marketing efforts:
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3. ISR (Intelligence, Surveillance, and Reconnaissance)
ISR in the military involves gathering information through aerial or satellite surveillance. In B2B marketing, you can adopt a similar approach to monitor the market landscape. Here are some tactics to consider:
Conclusion
While military intelligence may seem worlds apart from B2B & and B2G marketing, the underlying principles of gathering and analyzing intelligence can be adapted to give your marketing efforts a significant competitive advantage. By incorporating HUMINT, SIGINT, and ISR elements into your marketing strategy, you can better understand your customers, competitors, and the market. This unconventional approach to intelligence collection can lead to more informed decision-making and a more effective B2B marketing strategy, ultimately helping your business thrive in a competitive marketplace.
About the Author: Gal Borenstein is a #B2B and #B2G Branding Expert, CEO of Borenstein Group , and author of Business Book Activate! Power Up Your Brand to Win in the Digital Age. For consultations, reach out via my LinkedIn page or through contactus@BorensteinGroup.com
Love this Gal Borenstein! This is often how I've pitched to (and won!) potential clients. In business school, I was struggling to find a post-military career (that was also compatible with the military spouse life). My career coach Jim Collins, Ph.D. opened my eyes to the complimentary skillset required of an intelligence expert and a marketing professional. Later I read the book, Marketing Warfare, By Al Ries, Jack Trout. For #transitioningveterans , I highly encourage you to dive into this idea. Thank you and great share, Gal! (And infinite thank you's to Jim C. and the team at University of Virginia Darden School of Business) #MBA #militaryintelligence
GovCon influencer and preeminent marketing and LinkedIn strategy advisor offering the BEST in-depth LinkedIn training for the Federal market. Top Rated Speaker, podcaster, award-winning consultant, Best-selling author.
1yWell done Gal Borenstein - I like this!!
Such an interesting take on utilizing military intelligence. Thanks for sharing!