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Crayon Competitive Intelligence Blog

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. Others are highly technical product experts. Others still seem like revenue whisperers in their ability to enable sales to succeed. 

Even those three categories do not adequately encapsulate the full breadth of the role and the skills required to be a “great” product marketer. What makes a great...

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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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How to Balance Customer & Competitor Centric Messaging

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Ben Cope on Fri, Apr 3, 2020

Formulating messaging that resonates with your target market is a challenging endeavor. Strong messaging needs to concisely demonstrate differentiated value that addresses the unique goals and...

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4 Components of the Product Marketing Loop

Guest Blogger on Tue, Mar 31, 2020

The following article was written by Anand Patel. Anand Patel has played the role of both a product marketer and product manager in the fintech and software space, and currently is a Sr. Product...

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8 Essential Product Marketing Interview Questions

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Ben Cope on Tue, Mar 10, 2020

Product marketing interview questions are not the easiest to come up with, as the hiring process for product marketing roles tends to be unusually difficult. Product marketers have a substantial...

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Planning and Skills Development Product Marketers Need For the Year Ahead

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Alicia Thomas on Thu, Jan 2, 2020

2020 is at our doorstep, and if you’re like most product marketers, you’re likely being pulled in a dozen or so directions as you strive to support various teams and initiatives across your...

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12 Books You Should Add to Your 2020 Product Marketing Reading List

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Emily Dumas on Mon, Dec 30, 2019

Happy New Year! Now it’s time to get ready for the year ahead, put together your resolutions and goals, and start the year off strong. One resolution I’m sure is on everyone’s list - read more. This...

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2020: The Year of the Product Marketer

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Ben Cope on Tue, Dec 17, 2019

The nature of product marketing is constantly evolving. Campaign marketers chase new channels each year, content marketers adopt new content mediums; the phenomenon of change isn’t unique to product...

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Your Product Launch Questions Answered by a HubSpot Product Marketing Leader

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Emily Dumas on Mon, Nov 25, 2019

AMA: Hubspot Principal Product Marketing Manager, Marcus Andrews on Product Launches originally appeared on Sharebird - the place to see how people at top companies do product marketing.

Answers by ...

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How to Tie Product Marketing to Revenue

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Ben Cope on Wed, Nov 6, 2019

One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing...

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How to Use Product Launch Retrospectives to Improve Your Strategy

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Emily Dumas on Wed, Oct 16, 2019

Product launches require a lot of hard work, planning, and execution when done well. In order to put together a top-notch program and continue to improve on that program, you should always conduct a...

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Tips for Executing Your First Product Launch: PMM Leaders Weigh In

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Emily Dumas on Fri, Aug 30, 2019

Today’s the day - you’re planning your first product launch! So, where do you start? There are many variables required for product launch success. There are important steps pre, during, and...

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How to Measure Product Launch Success: 12 KPIs You Should Be Tracking

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Ellie Mirman on Thu, Aug 29, 2019

According to Harvard Business School, of the approximately 30,000 new products launched each year, about 95% fail. Of course, the product failure rate varies from one industry to another—for example,

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The Role of Market Research in Your Product Strategy

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Emily Dumas on Tue, Aug 27, 2019

Market research involves a process of collecting, analyzing, and interpreting data about a target market. This market may include consumers, products, competitors, or an industry at large. The reason...

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Messaging vs. Positioning: Defining These Go-to-Market Staples

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Emily Dumas on Fri, Aug 16, 2019

If you have ever found yourself instantly drawn to a particular product, it is probably due to a highly effective campaign from the company’s marketing team. That campaign began with an internal...

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10 Tips For Nailing Your Product Launch

Guest Blogger on Thu, Aug 8, 2019

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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3 Lessons from Product Marketing Experts That Will Take Your Career to the Next Level

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Lauren Kersanske on Tue, Aug 6, 2019

Career advice - some of it’s good, most of it’s bad, and yet we all seek it. We spoke with some of the best product marketers about their careers as part of our spotlight series, and here are some of...

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Three Strategies for Product Marketers to Gain Influence Within Their Organization

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Ellie Mirman on Wed, Jul 31, 2019

Product marketers sit at the intersection of every team in the organization - between Marketing, Product, Sales, Services, and Executive Leadership. They affect, and are affected by, every area of...

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Innovation-First vs. Market-First Companies: How to Find the Balance in your Go-to-Market Strategy

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Tom Heys on Fri, Jun 28, 2019

You hear statements like “We don’t have any competitors” or “I never think about the competition” so often from so many business leaders that they’ve become cliche. Ignoring any ulterior motives...

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How to Read Between the Lines of Your Competitor’s Website Update

Guest Blogger on Fri, Jun 21, 2019

The following post was written by Brittany Sudlow, Product Marketing Manager at Jumpshot. She specializes in positioning and messaging for go-to-market launches of new products and features. With a...

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Product Marketers: Include These Three Things In Your Next Sales Meeting

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Lauren Kersanske on Wed, Jun 19, 2019

Ah, the internal sales meeting. Whether it’s weekly, monthly, or quarterly, nearly every product marketer needs to present to the rest of their sales team about what’s going on in their world. The...

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Sales Are People Too: Nailing the Relationship Between Product Marketing and Sales

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Tom Heys on Tue, Jun 18, 2019

Sales is a key partner and client of product marketing, but that doesn’t mean that the relationship is always peachy. Since product marketing plays more of an influencer role, finding the most...

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Corporate Marketing vs. Product Marketing: Go-to-Market Roles & Responsibilities Defined

Guest Blogger on Thu, May 23, 2019

The following post was written by RJ Gazarek, Senior Product Marketing Manager at Veracode. RJ has ten years of experience in Marketing, with the last five heavily focused on Product Marketing. With...

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