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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

5 Steps for Effectively Leveraging Competitive Intelligence

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Ben Cope on Wed, Nov 4, 2020

You did it. 

Your persistent competitive research efforts have yielded a key piece of intel about one of your competitors. Maybe a competitor is quietly discontinuing a product line, or maybe they’re starting to change their pricing model. Either way, you know at least one of your internal teams can use that information to their advantage. 

So what’s next? 

Research is just one part of the competitive intelligence (CI) process - a part to which many marketers and CI pros dedicate entirely too...

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Why Technology Companies Need to Invest More in Product Marketing

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Ben Cope on Thu, Oct 8, 2020

Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is...

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How to Give your Marketing Team a Competitive Advantage

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Ben Cope on Wed, Sep 23, 2020

Building and scaling a well-oiled marketing team that facilitates growth is a tall order. Building and engaging an audience with insightful content that pushes the known boundaries of your market is...

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How to Leverage Product Reviews In Your Competitor Analysis

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Ben Cope on Tue, Sep 1, 2020

Review sites are jam-packed with competitive intelligence (CI). On review sites, you’ll find both happy and unhappy customers giving insight into your competitors’ products and outlining strengths...

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Using Competitive Data Points to Predict the Future

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Ben Cope on Fri, Aug 14, 2020

For anyone with an internet connection and a glut of time available for research, competitive data points are nearly inexhaustible. New job postings, minor website copy changes, new marketing content...

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Three Tactical Ways to Leverage Messaging to Drive Growth

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Ben Cope on Fri, Jul 24, 2020

Roles in sales and marketing have become more specialized in recent years. Salespeople are rarely responsible for a full customer lifecycle, instead focusing singularly on initial outreach, pre-sale...

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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...

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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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8 Essential Product Marketing Interview Questions

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Ben Cope on Tue, Mar 10, 2020

Product marketing interview questions are not the easiest to come up with, as the hiring process for product marketing roles tends to be unusually difficult. Product marketers have a substantial...

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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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How Emerging Brands Can Displace Giants with Competitive Intelligence

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Ben Cope on Fri, Sep 6, 2019

It’s good to be the king. 

Companies that ascend to the top of their industries and become category leaders have one goal: continue to grab market share while fending off the ankle-biters that seek...

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How to Prepare Your Sales Team to Win More Competitive Deals

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Ben Cope on Thu, Aug 22, 2019

Receiving an inbound demo request is often the best part of a salesperson’s day. Learning that the evaluation is going to be competitive in nature can be less exciting. Sales teams in competitive...

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How Demand Generation Can Gain a Strategic Competitive Advantage

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Ben Cope on Tue, Jul 30, 2019

Writing landing page copy, cooking up AdWords campaigns, agonizing over email subject lines - demand generation marketers have a lot on their plate. It’s no surprise that demand gen teams are not...

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