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Crayon Competitive Intelligence Blog

16 of Our Favorite B2B + B2C Product Advertising Examples

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Mackenzie Colcord on Fri, Aug 27, 2021

As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something unique—something that differentiates your company's product from its alternatives.

This is true no matter what promotional channel you're using. Whether you're writing an email, revising your website copy, or creating a customer case study, ask yourself: "In the eyes of a prospect, is this unique, memorable, and...

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8 Pain Point Examples From the Real World (+ Tips for Better Understanding Your Prospects)

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Conor Bond on Wed, Aug 25, 2021

If you want to win in a competitive market, you need to position and promote your solution in a way that makes prospects think, That’s exactly what I’m looking for.

Put differently, you need to do a...

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Brand Pillars: How to Use Your Company’s Core Values as Strategic Differentiators

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Laura Taylor on Fri, Aug 20, 2021

We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their...

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Features vs. Benefits: How to Leverage Them Both & Create Messaging That Your Competitors Envy

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Laura Taylor on Wed, Aug 18, 2021

No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits.

You yourself may see the...

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3 Ways to Use Market Research for Product Development

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Conor Bond on Fri, Aug 13, 2021

Right off the bat, let’s make sure we’re on the same page in terms of definitions.

In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers,...

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Competitive Pricing: Breaking Down 5 Time-Tested Strategies

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Laura Taylor on Wed, Aug 4, 2021

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered...

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Your Guide to Creating Customer Case Studies (+ Some Show-Stopping Examples)

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Mackenzie Colcord on Wed, Jul 28, 2021

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do...

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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...

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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 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 your...

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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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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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