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Crayon Competitive Intelligence Blog

How to Do a Market Analysis in 5 Steps

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Ellie Mirman on Fri, Sep 27, 2019

Becoming a market expert is a big undertaking. Markets are large, complex, and constantly changing. But if you’re tasked with tackling a market analysis, here are the steps you can take to get an overview of the market landscape and arm your teams with actionable market insights. 

What is a Market Analysis?

A market analysis investigates the dynamics of a specific market within an industry. This includes looking at the customers, solution providers, and other key players; and analyzing all of...

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Buyer Personas: What They Are and What to Include

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Emily Dumas on Wed, Sep 25, 2019

The average person is exposed to about 5,000 marketing messages per day. That is to say, for a marketing campaign to be successful, it will have to really resonate with consumers for them to consider...

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7 Tactics for Designing an Effective Pricing Page

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Emily Dumas on Fri, Sep 20, 2019

When a webpage is redesigned, there’s a lot we don’t publicly see - the long process of planning, perhaps some A/B testing, and, finally, the execution. Rarely is a redesign done in a vacuum, but...

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7 Tips for Conducting a Competitive Product Analysis

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Ellie Mirman on Wed, Sep 18, 2019

There are many dimensions to a competitive analysis - market and leadership evaluations, sales and marketing assessments, and, of course, in-depth reviews of competitors’ products. A competitive...

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Product Marketing Spotlight Series: Andrew McCotter-Bicknell

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Emily Dumas on Sun, Sep 15, 2019

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...

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Competitive Objection Handling: How to Fight Against Competitor Claims

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Lauren Kersanske on Thu, Sep 12, 2019

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...

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How Emerging Brands Can Displace Giants with Competitive Intelligence

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Ben Cope on Fri, Sep 6, 2019

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...

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5 Examples of Great Product Launches

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Emily Dumas on Wed, Sep 4, 2019

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...

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Tips for Executing Your First Product Launch: PMM Leaders Weigh In

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Emily Dumas on Fri, Aug 30, 2019

Today’s the day - you’re planning your first product launch! So, where do you start? There are many variables required for product launch success. There are important steps pre, during, and...

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The Secret to Product Launch Success: 12 KPIs You Should Be Tracking

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Ellie Mirman on Thu, Aug 29, 2019

According to Harvard Business School, of the approximately 30,000 new products launched each year, about 95% fail. Of course, the product failure rate varies from one industry to another—for example,

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