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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


Product Marketing Spotlight Series: Andrew McCotter-Bicknell

Andrew McCotter-BicknellCrayon'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 Andrew McCotter-Bicknell, Associate Product Marketing Manager at ZoomInfo powered by DiscoverOrg.

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Competitive Objection Handling: How to Fight Against Competitor Claims

The competition is talking about you, and no surprise—it’s not good. Whether it’s half-truths or outright lies, you need to arm your sales team with tactics and talking points to counter claims made by the competition.

To address objections that come up in competitive sales deals, you first need to identify competitor claims and then train your team on how to handle those claims to ultimately win the deal. Here’s how.

Identify Competitor Claims

There’s a variety of ways to find out what your competitors are saying about your products and services. 

Interview Your Sales Reps

There’s no better team to uncover competitor claims than ask your sales reps. Every day, sales reps are on the front lines hearing from prospects what the competition is saying about your products and services, then they have to defend themselves against the claims.

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How Emerging Brands Can Displace Giants with Competitive Intelligence

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 to displace them from their thrones. Fortunately for these category leaders, playing defense has historically been much easier than playing offense. 

The shifting ways in which companies execute across each business function is changing that notion. Nimble startups are transforming into category leaders seemingly overnight. The proliferation of scalable technologies has democratized many business functions, and one of the stalwart weapons in the defensive arsenal of the Fortune 500, competitive intelligence (CI), is the next to fall.

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5 Examples of Great Product Launches

When it comes to launching a new product, sales and marketing for that product can be extensive. Not to mention, you have to worry about the new product launch being a flop, as many do. But what if you can look at brands that nailed it in the product launch arena? Would you be more confident about introducing your new product to the world then? Let's find out.

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