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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


4 Steps for Conducting an Impactful Competitor Analysis

A competitor analysis is the process of identifying and analyzing your competitors and how they compare to you. The challenge with a competitor analysis is that it’s a labor-intensive task that alone, often fails to make a measurable impact on company performance. While your colleagues will likely appreciate your findings when you present them, too often, the meeting will end with no tangible action items based on your analysis, leading to your hard work being wasted.

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Product Marketing Spotlight Series: Ben Austin

Ben Austin 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 Product Marketing Spotlight Series, we shine the light on Ben Austin, Senior Product Marketing Manager at Carbon Black.

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What’s the Difference Between a Competitive Comparison and a Battlecard?

Competitive comparisons and battlecards are two key components of an effective competitive intelligence (CI) program. While these two assets have overlapping characteristics, and some companies may use these terms interchangeably, they each serve a different purpose and audience and, as such, are quite different.

First, let’s level-set on what is a competitive comparison and what is a battlecard. A competitive comparison is a framework for putting two or more competitors (their companies, products, teams, etc.) side by side in order to see both similarities and differences. A battlecard, sometimes called a sales battlecard, competitive battlecard, or killsheet, is a tool for sales reps to get tips and guidelines on how to win a potential sale against a specific competitor.

You could consider a battlecard a type of competitive comparison, or you may have a battlecard that includes a competitive comparison within it. But, let’s dive into the three key dimensions that differentiate competitive comparisons from competitive sales battlecards.

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5 Elements to Include on Your Product Page to Stand Out in Your Market

It’s no secret that when someone is looking to buy a product, they are likely analyzing more than one option. So, how do you best communicate your product and company strengths in a way that stands out and connects with your buyers? The best way to build that rapport with a potential customer is to be as transparent as possible, and position yourself as a better option than your competitors in a non-biased way. The first opportunity you have to do this is through your website, and in particular, your product pages. 

Your product page is where you can give site visitors the best information about how you can solve their problems and make their lives easier, by using your solution. You really want your product page to do its job - sell your product - and you also want to begin building your relationship with potential customers. Here are five elements that will help you build a product page that will help you stand out in your market.

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