Most deals are won long before the competition even shows up.

In this episode, Meg Noonan, Senior Manager of Global Campaigns at Bugcrowd, joins Adam Kaiser to discuss how her team runs competitive takeout campaigns that get ahead of rivals before they make a move.

Meg zooms in on how Bugcrowd uses intent data to spot competitors early, reach out first, and craft messaging that focuses on solving buyer pain points and not tearing others down. She explains how third-party reviews and customer testimonials back up every claim, and why thoughtful enablement is key to helping sales teams execute with confidence.

In this conversation, you’ll learn:

How competitive takeout campaigns win when paired with a strong content strategy
How intent data helps spot competitors and prospects early
Why pain points and proof outperform competitor bashing
Why reaching out first can be the dealmaker in competitive sales

Jump into the conversation: (00:00) Introducing Meg Noonan (02:02) How intent data helps identify competitors and key opportunities (04:35) Crafting messaging that focuses on buyer pain points vs. competitor bashing (07:00) The role of testimonials and hard data in competitive takeout campaigns (10:04) Mapping content to the buyer’s journey from awareness to decision (12:15) Key lessons from successful competitive campaigns at Bugcrowd (16:04) Advice for teams hesitant about launching competitive takeouts (18:35) Meg’s experience with luxury retail and a Chinese delicacy

A Guide to Competitive Takeout Campaigns