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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


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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How to Avoid Being Reactive with Your Competitive Intelligence

When your competitive landscape is constantly changing - with new competitors, new products, mergers, marketing campaigns, and more - it can be easy to fall into a reactive mode. An event happens, it’s reviewed, discussed, acted upon, and by the time that cycle has been completed, another competitive event has occurred, and the pattern starts all over again. If you’re constantly reacting to market movements, it feels like you never have a chance to get ahead of competitors or anchor on your company’s vision. It can seem like you’re constantly chasing competitors or changing strategies.

So how do you stay on top of your competitive landscape but break out of the reactive pattern? Here are five ways you can get ahead to be more proactive with your competitive intelligence strategy.

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