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Crayon Competitive Intelligence Blog

Product Marketing Spotlight Series: Mitchell Comstock

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Mackenzie Colcord on Fri, Sep 17, 2021

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Mitchell Comstock of LeadIQ.  

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Cybersecurity Content Marketing: 2 Data-Backed Tactics For a More Differentiated Strategy

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Conor Bond on Wed, Sep 15, 2021

There’s more than one way to measure the success of your content marketing strategy.

Traffic. Lead volume. Revenue. The list of KPIs is long, and it spans the entirety of your funnel.

No matter what...

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8 Sources of Competitive Intelligence to Keep Tabs On Your Industry Rivals

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Mackenzie Colcord on Fri, Sep 10, 2021

While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making. This is where...

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5 Reasons Competitive Intelligence Is a Critical Component of Pre-Call Planning

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Conor Bond on Wed, Sep 8, 2021

Unless you’re subscribed to the Crayon blog, you’re most likely reading this because you Googled “pre-call planning.”

If that’s the case, you probably noticed that there are a lot of blog posts on...

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Product Marketing Spotlight Series: Elvis Lieban

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Mackenzie Colcord on Fri, Sep 3, 2021

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this...

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B2B Competitive Analysis: Your Definitive Step-by-Step Guide (+ Free Template)

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Conor Bond on Wed, Sep 1, 2021

B2B competitive analysis is the process of critically assessing your company (or business unit) in relation to one or more competitors. Broadly speaking, the objective is to identify opportunities...

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16 of Our Favorite B2B + B2C Product Advertising Examples

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Mackenzie Colcord on Fri, Aug 27, 2021

As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something...

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8 Pain Point Examples From the Real World (+ Tips for Better Understanding Your Prospects)

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Conor Bond on Wed, Aug 25, 2021

If you want to win in a competitive market, you need to position and promote your solution in a way that makes prospects think, That’s exactly what I’m looking for.

Put differently, you need to do a...

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This Summer, Education Brands Blogged About COVID—But They Didn’t Tweet About It

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Conor Bond on Mon, Aug 23, 2021

Back-to-school season is always an exciting time of year. Classmates come together to trade tales of summertime adventure (and, eventually, employment). Teachers brainstorm new ways to engage and...

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Brand Pillars: How to Use Your Company’s Core Values as Strategic Differentiators

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Laura Taylor on Fri, Aug 20, 2021

We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their...

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Features vs. Benefits: How to Leverage Them Both & Create Messaging That Your Competitors Envy

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Laura Taylor on Wed, Aug 18, 2021

No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits.

You yourself may see the...

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Women in Sales at Crayon

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Mackenzie Colcord on Mon, Aug 16, 2021

As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women...

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3 Ways to Use Market Research for Product Development

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Conor Bond on Fri, Aug 13, 2021

Right off the bat, let’s make sure we’re on the same page in terms of definitions.

In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers,...

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A Marketer’s Guide to Conducting Social Media Competitive Analysis (Free Template Included)

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Mackenzie Colcord on Wed, Aug 11, 2021

There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread...

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Competitive Pricing: Breaking Down 5 Time-Tested Strategies

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Laura Taylor on Wed, Aug 4, 2021

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered...

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How to Create Win/Loss Analysis Templates In Microsoft Excel (Free Downloads)

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Conor Bond on Fri, Jul 30, 2021

More than two-thirds of competitive intelligence professionals say their in-house team is responsible for win/loss analysis.

Translation: A lot of folks—perhaps yourself included—are tasked with...

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Your Guide to Creating Customer Case Studies (+ Some Show-Stopping Examples)

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Mackenzie Colcord on Wed, Jul 28, 2021

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do...

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Here Are 4 Must-Ask Questions For Your Win/Loss Interviews

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Laura Taylor on Fri, Jul 23, 2021

Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage.

Sales reps get insights that they...

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5 Competitive Advantage Examples That Will Inspire Your Next Big Idea

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Laura Taylor on Wed, Jul 21, 2021

In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field.

Whether...

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5 Product Launch Examples That Are Worth Studying (+ Tips for Success)

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Conor Bond on Fri, Jul 16, 2021

For your company’s new product to succeed, a lot of dominoes need to fall.

It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or...

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How to Create an Effective Competitive Comparison Landing Page

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Mackenzie Colcord on Wed, Jul 14, 2021

No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational...

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6 Steps to a Strong(er) B2B Value Proposition

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Ceillie Clark-Keane on Fri, Jul 9, 2021

Crafting a home run of a B2B value proposition is no easy task.

Maybe your company is gearing up to launch a new product. Needless to say, you’ve got a lot on your to-do list: interviewing customers,...

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3 Keys to Crafting an Excellent Brand Promise

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Laura Taylor on Wed, Jul 7, 2021

Did you check out our post on messaging hierarchies? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition,...

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Your Guide to Conducting a Successful Competitive Product Analysis

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Mackenzie Colcord on Thu, Jul 1, 2021

To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their...

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Track, Analyze, Activate: Your Comprehensive Introduction to Competitive Intelligence

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Conor Bond on Tue, Jun 29, 2021

Competitive intelligence (CI) is the process of tracking, analyzing, and activating information related to your competitors. It is conducted with the intent of empowering internal stakeholders to...

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