--- title: "Competitor Post Engagers: GTM Play in 6 Steps | Frontal" description: "Competitor Post Engagers is a six-step outbound play for LinkedIn, email and your CRM, from “Pick the competitor voices to watch” to “Multi-thread the account”. It uses LinkedIn, Apify, Clay, AI Ark, Prospeo and seven more tools." url: https://frontal.so/plays/competitor-post-engagers updated: 2026-10-19 --- Play 35 Outbound # Competitor Post Engagers Competitor Post Engagers is a six-step outbound play for LinkedIn, email and your CRM, from “Pick the competitor voices to watch” to “Multi-thread the account”. It uses LinkedIn, Apify, Clay, AI Ark, Prospeo and seven more tools. [Kenny Damian](https://www.linkedin.com/in/kenny-damian-90aba221a/), Co-founder & Head of GTM **Motion** Outbound **Channel** LinkedIn, Email, CRM **Steps** 6 **Tools** 12 ## The workflow [![Workflow diagram of the Competitor Post Engagers play in five numbered stages: watch the competitor voices; capture who engages; enrich, then qualify in three gates; pitch the switch on the post topic; and multi-thread the account.](https://frontal.so/_astro/competitor-post-engagers-1280.B4h1zm57.webp)](https://frontal.so/_astro/competitor-post-engagers-1280.B4h1zm57.webp) *[Open the diagram full size](https://frontal.so/_astro/competitor-post-engagers-1280.B4h1zm57.webp) (1280 x 2434 px)* **The diagram as text** 1. Watch the competitor voices - **Company pages (competitors)**: Launches, Webinars and Customer posts. Every competitor page that posts. Tool: LinkedIn. - **Founders + execs (their people)**: Founders, Execs and Creators. The people who post for them, reviewed monthly. Tool: LinkedIn. - **New posts from the last 24 hours**: Deduped by post id. Tool: Apify. 2. Capture who engages - **Post engagers (scraped once per post)**: Reactions, Comments and Post text. A comment weighs more than a reaction. The post rides along with every engager. Pool: Clay. Tool: Apify. 3. Enrich, then qualify in three gates - **Person + company**: Role, Seniority, Headcount and Verified email. Find: AI Ark. Email: Prospeo and Findymail. Verify: BounceBan. - **Gate 1: Company fit**: ICP industry, headcount and region. Competitor staff and partners removed. Dropped: Not ICP. Tools: Clay and AI Ark. - **Gate 2: Persona**: The titles that buy, not everyone who reacts. Dropped: Wrong persona. Tool: Clay. - **Gate 3: Not already yours**: Customers and open deals come out. Dropped: Customer or deal. Tool: HubSpot. 4. Pitch the switch on the post topic - **They engaged with → Switch angle** - A launch post → How it compares to yours - A how-to post → The same job, done simpler - A pricing post → The cost of staying - **Name the topic, never the act of watching** 5. Multi-thread the account - **Opener written from the post topic**. Tool: Claude. - **The engager (day 0)**: A LinkedIn message, where they already saw the post. Send: lemlist. - **Their colleagues (day 3)**: The buying committee gets the same angle by email. Send: Instantly. - **Outcome: Switch conversation booked**. Tools: HubSpot and Slack. **Labelled connections:** 3-day delay: The engager to Their colleagues. **Feedback loop:** Topics that book meetings decide who to watch (from Switch conversation booked back to New posts from the last 24 hours). **The stack:** LinkedIn, Apify, Clay, AI Ark, Prospeo, Findymail, BounceBan, HubSpot, Claude, lemlist, Instantly, Slack. ## The play in six steps 1. ### Step 1: Pick the competitor voices to watch A competitor’s posts pull in people who are thinking about the problem right now, often while they evaluate. - List each competitor’s LinkedIn company page plus the founders and execs who post for them. - Add the creators and partners who post on their behalf. - Review the list monthly: people change jobs and voices go quiet. - This is post engagement, not page followers. A follow is passive, a comment on a launch post is not. 2. ### Step 2: Capture new posts and their engagers daily Each post is scraped once, inside a fixed window, so the list stays fresh and nobody is counted twice. - An Apify post detector pulls every post from the last 24 hours across the roster. - Dedupe on the post id, not the URL. The same post can come back twice. - A second Apify actor scrapes the reactions and comments on each new post. - Keep the post text, the engagement type and the comment text with every engager. - A comment is a stronger signal than a reaction. Weight it higher. - Everything lands in one engager pool in Clay. 3. ### Step 3: Enrich the person and the company A LinkedIn profile is not enough to qualify or reach someone. - Company and person data from AI Ark: industry, headcount, role, seniority. - Verified email through a waterfall in Clay: Prospeo, then Findymail, verified with BounceBan. - Keep the engager’s LinkedIn URL as the key, so a person who engages with several competitors is one row, not three. 4. ### Step 4: Qualify in three gates Most engagers are peers, fans and the competitor’s own staff. The gates leave the buyers. - Gate 1, company fit: industry, headcount and region match the ICP. Competitor employees and partners come out. - Gate 2, persona: the titles that buy, not everyone who reacts. - Gate 3, not already yours: drop customers and anyone on an open deal in HubSpot. - Claude tags the post topic so the next step knows the angle. 5. ### Step 5: Pitch the switch on the post topic They already told you what they care about by engaging with it. The opener starts there. - Claude maps the topic of the post to a switch angle. - A launch post: how it compares to what they would get from you. - A how-to post: the same job done more simply. - A pricing or packaging post: the cost of staying. - Talk about the topic, never about having watched them engage. 6. ### Step 6: Multi-thread the account The engager hears it where they already were. Their colleagues hear the same story by email. - Day 0: the engager gets a LinkedIn message through lemlist. - Day 3: colleagues on the buying committee get an email through Instantly with the same angle. - Log every touch in HubSpot and alert the owner in Slack when a reply comes in. - Track which competitor and which topic book meetings, and watch more of those voices. ## Tools used The twelve tools this play names. Each links to the other plays that use it. - [LinkedIn](https://frontal.so/plays?tool=LinkedIn) - [Apify](https://frontal.so/plays?tool=Apify) - [Clay (opens in a new tab)](https://go.frontal.so/clay) [Clay](https://frontal.so/plays?tool=Clay) - [AI Ark](https://frontal.so/plays?tool=AI%20Ark) - [Prospeo (opens in a new tab)](https://go.frontal.so/prospeo) [Prospeo](https://frontal.so/plays?tool=Prospeo) - [Findymail](https://frontal.so/plays?tool=Findymail) - [BounceBan](https://frontal.so/plays?tool=BounceBan) - [HubSpot](https://frontal.so/plays?tool=HubSpot) - [Claude](https://frontal.so/plays?tool=Claude) - [lemlist (opens in a new tab)](https://go.frontal.so/lemlist) [lemlist](https://frontal.so/plays?tool=lemlist) - [Instantly (opens in a new tab)](https://go.frontal.so/instantly) [Instantly](https://frontal.so/plays?tool=Instantly) - [Slack](https://frontal.so/plays?tool=Slack) ## Related plays - Play 34 Outbound ### [Closed-Lost Revival](https://frontal.so/plays/closed-lost-revival) 7 steps · Email, LinkedIn, Call, CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - +7 more - Play 36 ABM · Outbound ### [Target-Account Exec Posts](https://frontal.so/plays/target-account-exec-posts) 6 steps · LinkedIn, Email, CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - +2 more - Play 38 Outbound ### [Public Records Signals](https://frontal.so/plays/public-records-signals) 5 steps · Email, Call, CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - +6 more [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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