How do you keep track of what competitors do in marketing? (I will not promote)

Hey all, Before we pick next year’s marketing priorities, I want a proper look at what our competitors are doing: conferences and events, paid, influencers, AI SEO, social and content. How do you handle this at your startup? Do you use one tool, a mix, or keep a spreadsheet updated by hand? I’d like to hear what actually works and what turned out to be a waste of time. Has anyone used Claude skills for this? If they worked for you, which ones would you recommend? [I'm not working for a competitive intelligence tool; neither do I want to promote them]