16 Product Advertising Examples We Can All Learn From


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.

Market Research for Product Development | 2021 Guide


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, partners, regulators—but that’s an unnecessary level of complexity for this blog post.


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Product Marketing Spotlight Series: Mitchell Comstock


Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Mitchell Comstock of LeadIQ.

Brand Pillars: Everything You Need to Know In 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 verticals.

3 Win/Loss Analysis Templates You Can Use Right Now


More than two-thirds of competitive intelligence professionals say their in-house team is responsible for win/loss analysis.

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Features vs. Benefits: How to Create Winning Messaging


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 dividing line very clearly—it’s getting others up to speed that causes friction.

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A Guide to Social Media Competitive Analysis (Template)


There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread usage across nearly every industry.

5 Inspiring, Real-World Competitive Advantage Examples


In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field.

Sources of Competitive Intelligence: Your Go-To Guide


While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making.

5 Tips for Better Customer Case Studies (+ Examples!)


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.

4 Must-Ask Questions For Your Win/Loss Interviews


Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage. Sales reps get insights that they can use to improve their objection-handling tactics.

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Pre-Call Planning: Why Sales Reps Need Competitive Intel


Unless you’re subscribed to the Crayon blog, you’re most likely reading this because you Googled “pre-call planning.”. If that’s the case, you probably noticed that there are a lot of blog posts on this subject. You may have even read some of them.

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An Analysis of Marketing In the Education Industry (2021)


Back-to-school season is always an exciting time of year. Classmates come together to trade tales of summertime adventure (and, eventually, employment). Teachers brainstorm new ways to engage and empower their students. Parents wonder how their kids are getting so old. Competitive Intelligence

5 Competitive Pricing Strategies You Can Try This Year


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 packages, or one-size-fits-all solutions? Do you price for volume, or for higher revenue per order?

Tips for Creating a Competitive Comparison Landing Page


No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational competitors.

Product Marketing Spotlight Series: Elvis Lieban


Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Elvis Lieban of Gong.

Competitive Battlecards 101: The Ultimate Guide (2021)


Competitive battlecards (also known as competitor battlecards, or more simply as battlecards) can add a tremendous amount of value to your suite of sales enablement collateral.

6 Best Practices for Aligning Sales & Marketing in 2021


The more closely you align your sales and marketing teams, the better. When everyone is on the same page — from content marketers and demand gen specialists to BDRs and account executives — lead quality tends to improve, win rates tend to climb, and the business as a whole tends to grow.

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6 Steps to a Strong(er) B2B Value Proposition


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, researching competitors, developing a GTM strategy, and the like.

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3 Keys to Crafting an Excellent Brand Promise


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, the brand promise exists at the matrix’s most refined stage.

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24 Questions to Consider for Your Next SWOT Analysis


So, you’re getting ready to conduct a SWOT analysis — fantastic! Whether you’re a marketer, an executive leader, a competitive intelligence (CI) professional, or someone else entirely, you’re on your way to making smarter and more impactful decisions.

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5 Product Launch Examples We Can All Learn From


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.

A Comprehensive Introduction to Competitive Intelligence


Competitive intelligence (CI) is the process of tracking, analyzing, and activating information related to your competitors.

How to Create a Winning Brand Positioning Strategy


If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining features would be yours and yours alone. If only.

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What is Product Marketing? Key Concepts & Resources


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 industry but also company to company within the same industry.

Product Marketing vs. Product Management (2021 Guide)


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

How to Gain Valuable Insight From Your Competitor’s Website


According to our 2021 State of Competitive Intelligence Report , 99% of survey respondents found value in monitoring their competitors' website changes.

Women in Sales at Crayon


As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women making up over half of the college-educated workforce. Crayon Updates

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


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 in a way that differentiates it from the field.

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Breaking Down 5 Major Goals of Competitive Intelligence


Businesses have never been more agile than they are right now. Bringing a product to market , releasing a new feature, launching an ad campaign — these initiatives, though they will never be easy by any means, are not as daunting as they once were.

Gathering Competitive Intelligence: The Complete Guide


Gathering competitive intelligence is a challenge. In fact, according to our survey of more than 1,000 CI professionals, it’s the toughest part of the job. On average, it takes up one-third of all time spent on the CI process (the other two parts of the process being analysis and activation).

11 Essential Sales Enablement Statistics for 2021


Sales enablement statistics are useful for a number of reasons. Maybe you’re new to the discipline and trying to quickly learn as much as possible.

5 Keys to Succeeding with Competitive Intelligence [DATA]


If I had to summarize the brand new 2021 State of Competitive Intelligence Report with a single word, I’d use the word revenue. Now more than ever, companies are growing their revenue by tracking, analyzing, and acting on their competitors’ movements. This raises an important question: How?

Win/Loss Analysis: Everything You Need to Know


Win/loss analysis is an essential practice for anyone who wants to better understand their competitive landscape and continuously optimize processes across sales, marketing, product management, and beyond. Why do we win some deals and lose others? How often do we win against Competitor XYZ?

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Celebrating Our 500th Customer & $22M Series B!


It’s a great day for the Crayon community! Today, we celebrate our 500th customer and $22M Series B. Let’s go!!! Crayon Updates

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Tips for Conducting a Competitive Product Analysis


To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their competitors’ product strategies, offerings, and features.

3 Competitive Analysis Frameworks to Try in 2021


Competitive analysis frameworks are indispensable for anyone who wants to extract meaning from intel and inspire action across their organization. When we talk about competitive intelligence, we’re talking about a three-step process: track, analyze, act.

How to Get Started with Competitive Landscape Analysis


If you’re like most people, you can feel your market getting more and more competitive with each passing year. New startups emerge. Established companies steer into your lane. And all the while, you continue to go head-to-head with familiar foes. Competitive Analysis

The 5 Best Brand Positioning Examples We’ve Ever Seen


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 that arm your marketing and sales teams with a layered set of selling propositions.

SaaS Pricing Pages: 8 Tips for Better Results (Examples!)


No one cares about the price of your SaaS product unless they’re interested in buying it. (Or Or they're interested in gathering competitive intel. But we'll set that aside for now.).

Competitive Advertising Examples: 5 Must-See Commercials


Competitive advertising is a well-established practice in our modern media landscape. As the intensity of competition rises, so, too, does the difficulty of earning and maintaining the attention of your prospects.

Pain Points: Find Out Why Your Prospects Lose Sleep


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.

Pride Month: I’m Not Afraid Anymore


Work is stressful. At times, we all feel overwhelmed, be it because of a growing workload, a shrinking deadline or a hefty quota. What if, in addition to those traditional workplace worries, employees also felt that they couldn’t truly be themselves?