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Crayon Competitive Intelligence Blog

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 discovery/closing, and post-sale relationship management. Marketers have become specialists who focus singularly on content production, acquisition, design, or other specific functions. While specialization allows for deep knowledge of specific skills, it comes at a price. 

This goes for product...

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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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Art of the Pivot: How to Find your Perfect Product Market Fit

Guest Blogger on Tue, Apr 28, 2020

The following post was written by Jake Godgart, Product Marketing Manager at Rapid7. He’s helped lead go-to-market efforts, launched industry-leading products across multiple verticals, and partnered...

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10 Online Events & Resources for Product Marketing & Competitive Intelligence Pros

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Ellie Mirman on Tue, Apr 14, 2020

The entire tech world, and many other industries, are suddenly grounded at home, working remotely. Events have been postponed or canceled, but we’re all still hungry to learn and develop. On top of...

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9 B2C Product Marketing Metrics from Marketing Leaders

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Emily Dumas on Thu, Apr 9, 2020

Measuring the impact of product marketing is an ongoing process for many organizations. Some product marketers have found it hard to quantify their efforts and tie it to business impact. The truth...

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