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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


How Demand Generation Can Gain a Strategic Competitive Advantage

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 typically involved in the creation of competitive analyses; competitor analysis is a time-consuming endeavor. For that reason, competitor analysis typically falls into the realm of product marketing or a dedicated competitive intelligence (CI) team. But despite their removal from the CI process, demand gen marketers are doing  themselves a disservice if they aren’t consuming the output of the competitive analyses produced by their CI team. 

Campaign-driven marketers are frequently an afterthought when product marketing or CI teams scope the competitive landscape, create battlecards, and do everything possible to support the sales team in its effort to differentiate from the competition. After all, sales reps are the only ones directly battling competitive objections, right?

Not quite.

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10 Dynamic Tiles to Integrate Into Your Sales Battlecards

Battlecards have historically lived in static PDFs delivered via email to sales reps’ computers. And by historically, I mean most battlecards today are static documents that are always out-of-date, hard to find, hard to measure, and thus nearly useless. Until now - dynamic battlecards integrated with a competitive intelligence platform allow you to deliver always up-to-date competitive information and sales guides (while also being able to measure their usage and impact on win rate).

But what sort of dynamic information can you integrate into your battlecard? And what if you could truly automate the population of competitive information to be referenced by sales? With the power to integrate automatically updating intel onto your battlecards, the question turns from how to integrate into what to integrate.

Here are 10 types of auto-updating intelligence to integrate into your dynamic battlecards.

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How to Conduct and Leverage a SWOT Analysis [+ Free Template]

Giving your company a competitive advantage requires ongoing assessment and strategic planning. One way to evaluate your company's performance is through SWOT analysis. A SWOT analysis includes gathering accurate, fact-based data that gives you an overview of your company's strengths, weaknesses, opportunities, and threats, that affect your business performance.

A SWOT analysis is definitive because it’s based on actual data and not conjecture. For this reason, you should use a SWOT analysis as a guide for refining your current strategy or adopting a new approach. Let’s dive in and take a look at how to conduct a SWOT analysis and how you can leverage it for your business.

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Product Marketing Spotlight Series: Alex Kevork

Alex KevorkCrayon'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 Alex Kevork, Vice President, Employer Integrated Segment & Product Marketing Strategy at Monster.

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