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Crayon Competitive Intelligence Blog

Why Technology Companies Need to Invest More in Product Marketing

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Ben Cope on Thu, Oct 8, 2020

Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is commercially viable, investments in functions like sales and demand generation are seemingly safe bets. Both of those functions are easily tied to revenue production, unlike some other functions for which the ROI is hazier.

One of those hazy functions is product marketing. A target of chronic...

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How to Master Internal Communication for Your Next Product Launch

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Lauren Kersanske on Wed, Sep 30, 2020

A successful product launch is a machine with many moving parts—it requires focus, clear-thinking, and organization to successfully pull it off. While many product marketers are laser-focused on...

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How to Leverage Product Reviews In Your Competitor Analysis

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Ben Cope on Tue, Sep 1, 2020

Review sites are jam-packed with competitive intelligence (CI). On review sites, you’ll find both happy and unhappy customers giving insight into your competitors’ products and outlining strengths...

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Three Tactical Ways to Leverage Messaging to Drive Growth

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Ben Cope on Fri, Jul 24, 2020

Roles in sales and marketing have become more specialized in recent years. Salespeople are rarely responsible for a full customer lifecycle, instead focusing singularly on initial outreach, pre-sale...

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How to Avoid the Dreaded Feature Comparison Checklist

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Ellie Mirman on Tue, Jul 21, 2020

Every product marketer has been asked by a sales rep, somewhere between one and a million times, for a feature comparison checklist. “I need to see how we stack up. Does our competitor have X...

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Why Product Marketing Onboarding Should Start with Competitive Intelligence

Guest Blogger on Tue, Jul 14, 2020

The following post was written by Rebecca Geraghty. Rebecca Geraghty is a B2B product marketer and communicator refining her craft for a decade and counting. Seeing product marketing from different...

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How Product Marketers can Adapt to a Rapidly-Changing Market

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Ben Cope on Fri, May 29, 2020

Product marketers have a lot on their plates during a period of normalcy. During an atypical time when markets are in constant flux, and competitive pivots are just as swift, those plates are filled...

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7 Signs You Need a Messaging Refresh

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Lauren Kersanske on Thu, May 21, 2020

Messaging is a core part of your company’s DNA. It’s not simply a list of the 3-5 features that make your product great—it’s the story that communicates the value you provide to customers day in and...

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How to Prioritize the Never-Ending List of Product Marketing Initiatives

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Ellie Mirman on Tue, May 19, 2020

Product marketing job descriptions can vary significantly from one company to the next… and sometimes even seem like they vary from one day to the next. That’s because product marketers wear many...

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Product Marketers: The Subject Matter Experts

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Ben Cope on Fri, May 8, 2020

Product marketing is a uniquely diverse function, and as such, product marketers tend to come from varying backgrounds and possess differing strengths. Some product marketers are master storytellers....

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