Laura Taylor
Laura Taylor is our Chief Marketing Officer here at Crayon, responsible for overseeing strategy across demand generation, product marketing, customer marketing, visual design, and content & SEO. Previously, she was SVP of Marketing at WordStream, a provider of digital advertising technology.
Compete Like You Mean It: Taking Crayon’s Brand—and Competitive Intelligence—to New Heights
For the second time this year, allow us to kick off a blog post with our favorite declaration: It’s a great day for the Crayon community! Back in May, the cause for celebration was our $22M Series B. ...
Brand Pillars: How to Use Your Company’s Core Values as Strategic Differentiators
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 ...
Features vs. Benefits: How to Leverage Them Both and Create Messaging That Your Competitors Envy
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 ...
Competitive Pricing: Breaking Down 5 Time-Tested Strategies
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 ...
Here Are 4 Must-Ask Questions For Your Win/Loss Interviews
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 ...
3 Keys to Crafting an Excellent Brand Promise
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, ...
The 5 Best Brand Positioning Examples We’ve Ever Seen
We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies ...
Why You Need a Messaging Hierarchy (+ How to Create One)
In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product ...
How to Create a Winning Brand Positioning Strategy
If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining ...