Fighting friendly with Andy McCotter-Bicknell, Head of Competitive Intel at Apollo.io

In this episode of the Product Marketing Life podcast, Collin Mayjack interviews Andy McCotter-Bicknell, Head of Competitive Intel at Apollo and founder of Healthy Competition, about competitive intelligence (CI). They discuss Andy's career path, including his move from ZoomInfo to Apollo, and address misconceptions about CI. Andy shares insights on differentiating products from competitors while maintaining a respectful approach. He emphasizes the importance of understanding company goals, establishing clear communication channels, and implementing effective research practices. The conversation also covers leveraging customer feedback and examples of successful and unsuccessful competitive campaigns, highlighting the need for humor and authenticity in competitive marketing.