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Crayon Competitive Intelligence Blog

5 Product Launch Examples That Are Worth Studying (+ Tips for Success)

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Conor Bond on Fri, Jul 16, 2021

For your company’s new product to succeed, a lot of dominoes need to fall.

It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or otherwise—from alternatives in the market.

And, crucially, it needs to be properly introduced to prospective customers—introduced in a manner that generates awareness, demand, and, ultimately, adoption.

Today’s blog post is all about five brands that have successfully launched new products. Once we’ve...

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6 Steps to a Strong(er) B2B Value Proposition

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Ceillie Clark-Keane on Fri, Jul 9, 2021

Crafting a home run of a B2B value proposition is no easy task.

Maybe your company is gearing up to launch a new product. Needless to say, you’ve got a lot on your to-do list: interviewing customers,...

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3 Keys to Crafting an Excellent Brand Promise

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Laura Taylor on Wed, Jul 7, 2021

Did you check out our post on messaging hierarchies? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition,...

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The 5 Best Brand Positioning Examples We’ve Ever Seen

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Laura Taylor on Wed, Jun 16, 2021

We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies...

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7 Ways to Make a More Effective Message Map

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Ceillie Clark-Keane on Thu, May 27, 2021

Let’s face it—your product doesn’t sell itself. Most products just don’t. That’s why product marketing focuses on defining the positioning for your solution and the messaging your team should use to...

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Why You Need to Align Your Product & Marketing Teams + How to Make It Happen [A B2B Guide]

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Conor Bond on Mon, May 24, 2021

A Google search for “sales and marketing alignment” yields dozens of case studies and blog posts (including one that we wrote). This is unsurprising; it’s generally taken for granted that getting...

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Why You Need a Messaging Hierarchy (+ How to Create One)

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Laura Taylor on Wed, May 5, 2021

In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product...

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What’s the Difference Between Product Marketing and Product Management?

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Conor Bond on Fri, Apr 9, 2021

The difference between product marketing and product management is not an especially clear one.

Within a given organization, both product marketers and product managers are intimately familiar with ...

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SaaS Pricing Pages: 8 Tactics to Drive Better Results (with Examples!)

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Conor Bond on Tue, Mar 30, 2021

No one cares about the price of your SaaS product unless they’re interested in buying it.

(Or they're interested in gathering competitive intel. But we'll set that aside for now.)

Prospects who visit...

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B2B Buyer Personas: Everything Marketers Need to Know

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Conor Bond on Wed, Mar 17, 2021

In order to stand out in a crowded market, you need to position your solution in a manner that resonates with your prospective customers.

Nothing you say will resonate with your prospects unless you...

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Why Do Your Prospects Lose Sleep? 5 Ways Marketers Can Identify Pain Points

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Conor Bond on Wed, Mar 3, 2021

As consumers, we often make purchases without the intention of problem-solving.

But when we make the mental shift from consumer mode to business mode, our buying behaviors change. As employees acting...

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A Guide to Product Marketing Team Structure and Functions

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Emily Dumas on Thu, Feb 25, 2021

No two product marketers are the same, which means that no two product marketing teams are the same. Some are large, supporting multiple product lines, features, specialties, and more. Some are small...

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8 Traits Leaders Look for When Hiring Product Marketers

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Emily Dumas on Fri, Feb 19, 2021

Hiring the perfect product marketer with the right combination of skills for your organization is no easy feat. In a recent blog post, we discussed what product marketing actually is. Although...

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What is Product Marketing? Key Concepts & Resources

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Emily Dumas on Tue, Feb 9, 2021

Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to...

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16 Questions to Answer in Your Product Marketing Plan

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Emily Dumas on Tue, Jan 5, 2021

The new year is here and it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with...

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How Product Marketers Can Prioritize & Elevate Their Competitive Intelligence Programs

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Lauren Kersanske on Fri, Dec 4, 2020

The cool thing about working at Crayon (besides incredible dog and cat Slack channels) is that I get to talk to Product Marketers a whole lot—whether it’s on LinkedIn, in the awesome Product...

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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...

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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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