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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


6 Homepages that Capture Their Target Audience with Unique Imagery

When you’re designing your homepage, you want to make sure you’re selling your brand upon first impression, but also not bombarding prospects with too much copy or overwhelming images. Ideally, you want to have messaging that resonates with your target audience, recognizable branding, and images or graphics that tie it all together. Some companies may choose photographs, stock photos, personalized graphics, videos, or product images. In fact, based on our analysis of the top 100 technology companies, 76% used stock photos, 72% feature images of people, 59% feature their products, and 8% feature illustration on their homepage. No matter what imagery a company uses, if it captivates your target site visitor, it’s doing its job. Let’s take a look at six companies who use imagery in unique ways on their homepage.

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Three Strategies for Product Marketers to Gain Influence Within Their Organization

Product marketers sit at the intersection of every team in the organization - between Marketing, Product, Sales, Services, and Executive Leadership. They affect, and are affected by, every area of the business. Yet despite their wide-reaching role, product marketers rely on influence, rather than authority, to get their critical tasks done. How can a product marketer gain the influence they need to be effective? Here are three key strategies product marketers can use to have the impact they desire.

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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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