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Crayon Competitive Intelligence Blog

Ben Cope

Ben Cope
Ben works on Crayon's marketing programs with an emphasis on all things demand generation. Prior to joining Crayon, Ben spent three years working in both marketing and sales roles at Salsify. When he isn't cobbling together marketing campaigns, you'll find him attempting to cook something overly elaborate or bopping around music venues in Boston.
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Recent Posts

How Product Marketers can Adapt to a Rapidly-Changing Market

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Ben Cope on Fri, May 29, 2020

Product marketers have a lot on their plates during a period of normalcy. During an atypical time when markets are in constant flux, and competitive pivots are just as swift, those plates are filled further. As the reconcilers of go-to-market and product strategies, formulating responses to market and competitive developments can feel overwhelming. Product development pivots, new marketing/PR campaigns, fresh sales strategies, messaging shifts - the possible responses to this market are...

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Product Marketers: The Subject Matter Experts

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Ben Cope on Fri, May 8, 2020

Product marketing is a uniquely diverse function, and as such, product marketers tend to come from varying backgrounds and possess differing strengths. Some product marketers are master storytellers....

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How to Balance Customer & Competitor Centric Messaging

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Ben Cope on Fri, Apr 3, 2020

Formulating messaging that resonates with your target market is a challenging endeavor. Strong messaging needs to concisely demonstrate differentiated value that addresses the unique goals and...

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Eight Key Product Marketing Interview Questions

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Ben Cope on Tue, Mar 10, 2020

The hiring process for product marketing roles is unusually difficult compared to most other roles. Product marketers have a substantial breadth of responsibility and level of cross-functional...

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3 Unique, Tactical Applications of Competitive Intelligence

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Ben Cope on Wed, Feb 19, 2020

Most marketers and competitive intelligence (CI) pros would agree that gathering competitive insights is only a valuable activity if those insights are used to further key business goals. Almost...

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Competitive Intelligence is Maturing: Here’s What to Do About It

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Ben Cope on Wed, Jan 22, 2020

Competitive intelligence (CI) is not a new business function. The way businesses and CI practitioners are approaching competitive intelligence, however, is changing quickly. We recently surveyed...

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2020: The Year of the Product Marketer

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Ben Cope on Tue, Dec 17, 2019

The nature of product marketing is constantly evolving. Campaign marketers chase new channels each year, content marketers adopt new content mediums; the phenomenon of change isn’t unique to product...

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Why Your Battlecards Aren’t Working

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Ben Cope on Wed, Nov 20, 2019

Your competitors impact nearly every aspect of your business. They impact how your product team shapes its development roadmap. They shape how your marketing team runs campaigns. They even influence...

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How to Tie Product Marketing to Revenue

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Ben Cope on Wed, Nov 6, 2019

One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing...

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Why Competitor Battlecards Should Focus on the Entire Sales Funnel

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Ben Cope on Fri, Oct 4, 2019

Competitor battlecards have become a popular tool for enabling sales teams, and with good reason. Competitive analyses are more in-depth than what a salesperson needs when they encounter a...

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