Stop finding out about competitor moves and category shifts from your CEO. Get a clean weekly brief your whole team can act on.
Marketing leaders are expected to track their category, their competitors, and the trends their buyers are talking about — all while running the campaign calendar. The research never stops, and the cost of missing something is real.
Topical is a continuous intelligence layer for marketing teams. You tell it what to watch — your category, your competitors, the analysts who cover your space, the podcasts your buyers listen to, the Subreddits they post in — and Topical does the rest. Every week, you get a clean digest: what moved, what to watch, and what your team should be talking about.
Three real examples — a general weekly brief, a competitor-movement brief, and a category-trend brief. Click a prompt to see the kind of brief Topical delivers.
Topical1:14 PM
Your weekly marketing digest — 3 things that moved this week, 2 things to watch, and 1 thing your team should be talking about.
This week's signals
• Pricing-page reshuffles in your category — 4 of the 8 competitors you track updated pricing in the last 7 days. Two of them moved to a usage-based add-on; one launched a free tier for the first time.
• New buyer conversations on r/SaaS — threads on "evaluating X vs Y" jumped 38% week-over-week. Three of the top posts cite the same integration gap you ship.
• Analyst note dropped — the quarterly Wave report now ranks you alongside 2 incumbents you weren't in last quarter.
One thing your team should be talking about
The "no free tier" message you've been running is increasingly out of step with the category. Worth a 30-min sync with product before the next launch.
Topical9:37 AM
Competitor movement in the last 7 days — what shipped, what changed, what it means.
• Acme launched v3 of their analytics module. Marketing positioning has shifted from "dashboards" to "decisioning" — they are explicitly moving up the stack. Source • Beta Co is sunsetting their free plan on Aug 1. Customers are being moved to a 14-day trial. Early chatter suggests frustration — a churn-risk window for anyone who has been a heavy free user. Source • Gamma quietly added a usage-based seat meter. No blog post, no pricing-page change — it surfaced on the billing API docs. Suggests a larger pricing model change is in flight. Source • New entrant "Delta" raised a $40M Series A. Positioning: "the marketing team's co-pilot." Three of your recent open roles match their founding team — likely a competitor for senior marketing talent. Source
Watch list: Acme's positioning shift, Gamma's silent pricing change.
Topical11:31 AM
What's moving in your category this week — sourced from analyst notes, podcasts, and the trade press.
Trend: AI co-pilots for marketing teams
The "marketing co-pilot" framing has crossed from analyst decks into product launches. Three signals this week:
• Forrester's Q3 Wave added a new "AI Marketing Assistant" category with 11 vendors. • Three of the top 10 CMOs on LinkedIn posted about their AI workflows in the last 7 days. • HubSpot announced a "Marketing Co-Pilot" beta at their annual conference.
Why it matters for you
If you don't have a story for this, your buyers are going to ask about it on the next call. The good news: the category is still loosely defined, so the framing is up for grabs.
One thing to do: Get the marketing and product teams on a 30-min call this week. Decide what your version of this story is before your buyers decide for you.
Pick the topics that matter to your team — your category, your top 5 competitors, the analysts who cover your space, the podcasts your buyers listen to. Topical handles the rest.
Topical continuously monitors your topics, clusters the noise into real events, extracts the entities that matter, and scores what is actually relevant to your team.
A single weekly digest, ready to read in Slack or email. What moved, what to watch, and what your team should be talking about. No more assembling this by hand on a Sunday night.
We're in private beta with marketing leaders at B2B SaaS companies. Here's what they say so far.
“We were spending 6–8 hours a week assembling a category brief for our leadership. We don't do that anymore — Topical does it, and it's better.”
“The first time Topical surfaced a competitor's silent pricing-page change before we saw it, I knew this was going to be a permanent tool for us.”
“It used to be that I found out about category shifts from my CEO. Now I find out about them on Monday and have a memo to her by Wednesday.”
We're onboarding marketing leaders in small cohorts so every team gets a hand-tuned topic. Drop your work email and tell us what you want to track first — we'll be in touch within a few days.
Marketing and product teams that need to track competitors, industry movements, or public sentiment around specific themes. If your team is missing important developments in your market, Topical ensures that stops happening.
Topical is continuous intelligence infrastructure. It monitors topics you care about around the clock, filters signal from noise, and delivers relevant updates to your team in Slack or via API. Think of it as a persistent analyst that never sleeps.
RSS readers show you everything from your sources, sorted by time. Topical continuously monitors your topics, clusters related events, extracts entities, and surfaces only what is relevant. It maintains memory of what has happened over days, weeks, and months. It is not a feed to scroll; it is intelligence to act on.
You define the topics you want to track. Topical then continuously monitors those topics and delivers AI-curated briefings on a schedule you choose. You can monitor competitors, industry trends, regulatory changes, or any specific theme. Updates land directly in your Slack channels, ready to read.
Yes. Topical treats companies, products, and people as first-class entities. You can define a set of competitors or products to track and Topical will monitor their websites, changelogs, pricing pages, release notes, and public announcements. When it detects something new or changed, it summarises the significance for your team.
Both. The same intelligence layer that powers Slack briefings is exposed through APIs and MCP, so AI agents can also subscribe to topic updates. If you are building an agent that needs persistent external awareness, Topical provides that out of the box.
MCP (Model Context Protocol) is a standard for connecting AI agents to external tools and data sources. Topical exposes your topic intelligence through MCP, meaning any MCP-compatible AI agent can query your topical memory, fetch the latest events on a topic, or check for trend changes without you needing to build that infrastructure yourself.
Topical runs on a configurable schedule per topic. You can set it to check continuously, daily, or weekly depending on how fast-moving the space is. Fast-moving topics like AI news might check multiple times a day. Slower topics like regulatory updates might run weekly.
You can configure topics manually, or start from one of our monitoring templates. These cover common use cases like AI startup monitoring, competitor tracking for SaaS products, engineering leadership trends, or cybersecurity briefings. Templates give you a working starting point you can refine over time.
Yes. Our Creator and Pro plans both include 30 days free before you are charged. You can cancel at any time and we will email you a reminder before you are charged.
Slack is our primary delivery surface. We also support email digests. Microsoft Teams and Discord integrations are on our roadmap.
Most tools answer questions in the moment. Topical maintains ongoing awareness of your topics over time. It remembers what happened last week, detects when a trend is accelerating, identifies when a competitor ships something significant, and flags emerging patterns before they become obvious. It is the difference between a snapshot and a persistent memory.