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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

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 every organization with a CI program leverages competitive intelligence in making strategic business decisions. Tactical applications of CI, like battlecards and competitor matrices, are also perennial favorites that can be leveraged by nearly any organization. 

However, the most valuable applications...

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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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