Your play
Companies already using a competitor product have typically acknowledged the problem, allocated budget, and chosen a solution. That makes them some of the most informed, and often most receptive, outbound targets.
Many outbound teams avoid competitor accounts because they assume the deal is “locked up” or too hard to displace. In reality, dissatisfaction, gaps, and change cycles are common, especially when solutions are rigid, expensive, or poorly adopted.
This play shows SDRs how to identify companies using competitor products, prioritise those that match your ICP, and reach out with relevance. By leading with context instead of a hard pitch, SDRs can open conversations that feel informed rather than interruptive.
Tools
Firmable: Use technographics, filters, and company profiles to identify companies using competitor products and narrow them to ICP-fit accounts.
Digital channels: You could use phone, email, and LinkedIn in this play to reinforce relevance.
CRM: Push competitor accounts into your CRM, assign ownership, and track outreach and outcomes in one place.
Actions
Step 1: Lock in your ICP
Start by clarifying which competitor products you want to target and what “good fit” looks like. Include factors such as region, headquarters location, company size, industry, and buying role.
This ensures you’re targeting competitor customers that are realistically worth displacing.
Step 2: Build a competitor prospect list
Run a search in Firmable using technographics to identify companies using the competitor product. Apply filters automatically aligned to your ICP. This creates a clean list of competitor customers that match your target profile.
Step 3: Quick research
Open the company profile for a quick scan to understand the business, size, structure, and any signals that suggest change or dissatisfaction. You’re not looking to prove why they should switch. You’re gathering enough context to ask relevant questions.
Step 4: Push to your CRM for follow-up (optional but recommended)
Save the list with a clear, identifiable name so it’s easy to assign and measure later. Push the list into your CRM, such as HubSpot, so accounts and contacts are owned, visible, and ready for structured follow-up.
Step 5: Outreach with purpose
Can’t get hold of them? Follow up with an email, light-touch LinkedIn connection message, and set a CRM task to follow-up.
Template
Email outreach
Subject: Quick question
Hi [First name],
I noticed you’re currently using [competitor]. Teams we speak with often reach out to us when they’re reassessing how well their setup supports [outcome or workflow].
Would it be worth a quick conversation to compare notes and see if it’s relevant for you?
[Your name]
Call opener
“Hi [First name], it’s [your name] from [company]. I noticed you’re using [competitor] and wanted to reach out. We often speak with teams at this stage to understand what’s working well and where they’re seeing gaps.”
LinkedIn message
Hi [First name], noticed you’re using [competitor] and thought it could be useful to connect. Always good to compare notes on what’s working and what’s not.
Metrics
- Connect or reply rate from competitor accounts
- Meetings booked from competitor-led outreach
- Pipeline created from competitor customers
- Win rate against competitor accounts
Bottom line
Competitor customers already understand the problem you solve. Teams that approach them with context and relevance can open higher-quality conversations and uncover opportunities others overlook.
Run this play across your ICP accounts or talk to our team about tailoring competitor targeting to your outbound motion.
