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Crayon Competitive Intelligence Blog

How Product Marketers Can Make Competitive Intelligence a Priority

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Lauren Kersanske on Fri, Oct 11, 2019

These past couple of months, I’ve had the privilege of speaking at the Product Marketing Community events to talk about how product marketers can leverage competitive insights to drive revenue. During my conversations with these product marketers, one theme that stood out was that product marketers have a difficult time prioritizing competitive intelligence (CI).

A few things I heard:

“I wish we were doing CI more consistently, but we just don’t have the time.”

“Ugh, I’m so bad at keeping up...

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Product Marketing vs. Product Management: Understanding the Two Roles

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Emily Dumas on Wed, Oct 9, 2019

Product Marketing and Product Management are integral roles in every product-focused organization. Both roles have their own unique responsibilities, but in order for a company to be successful,...

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7 Tactics for Designing an Effective Pricing Page

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Emily Dumas on Fri, Sep 20, 2019

When a webpage is redesigned, there’s a lot we don’t publicly see - the long process of planning, perhaps some A/B testing, and, finally, the execution. Rarely is a redesign done in a vacuum, but...

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5 Examples of Great Product Launches

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Emily Dumas on Wed, Sep 4, 2019

When it comes to launching a new product, sales and marketing for that product can be extensive. Not to mention, you have to worry about the new product launch being a flop, as many do. But what if...

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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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The Secret to 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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