Emily Dumas
Emily Dumas is a product marketer who leads content strategy at ZoomInfo, a global leader in modern go-to-market software, data, and intelligence. Prior to joining ZoomInfo, she spent several years on the Crayon marketing team.
A Guide to Product Marketing Team Structure and Functions
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 ...
8 Traits Leaders Look for When Hiring Product Marketers
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 ...
What Is Product Marketing? Key Concepts and 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 ...
How to Build a Scalable Competitive Intelligence Program
Today is a great day because you’ve just been hired to spearhead a competitive intelligence (CI) program at your company. When you’re starting a new initiative and integrating a new practice into an ...
Competitive Intelligence Spotlight Series: Vinay Nair
Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...
Competitive Analysis Requires Benchmarking Your Own Company
Most businesses know their own strategy through and through, and recently, more companies than ever before are investing in competitive intelligence. The real secret to success is combining those two ...
16 Questions to Answer in Your Product Marketing Plan
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 ...
Competitive Intelligence Priorities for the New Year from the Experts
As we head into the New Year, many of us are deep in planning, strategy brainstorm sessions, and goal-setting. For competitive intelligence (CI) practitioners, there are many elements to building ...
Competitive Intelligence Planning: 15 Questions for Your Annual Plan
The new year is right around the corner. If you haven’t already, you’re likely about to kick-off your 2021 planning. A lot has happened in 2020 that has impacted businesses across the globe and ...
Competitive Intelligence Spotlight Series: Sunanda Thumati
Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...
5 Tips for Communicating Competitive Intelligence to Your Organization
You work hard to stay on top of your competitors’ moves. You sift through big and small changes alike and analyze the data to identify trends and strategies. But then what do you do with the data? ...
Product Marketing Spotlight Series: Rowan Noronha
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 ...
Why Your Coworkers are a Great Source of Competitive Intelligence
There are many sources of competitive intelligence (CI) that we can tap into. These days, most businesses have a robust digital footprint, so our first thought of a valuable CI source is likely a ...
How to Eliminate Competitive Battlecard Bias So Sales Wins More Deals
One sales enablement tool we all know and love is the competitive battlecard. Battlecards are an extremely impactful tool for your sales team to have in their toolbox, especially when a prospect is ...
12 Actionable Outcomes of Competitive Intelligence
Competitive Intelligence (CI) is a function that fits into every business strategy. No matter what your product or service is, you’ve got competitors fighting to win the same business as you and ...
Product Marketing Spotlight Series: Anand Patel
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 ...
Product Marketing Spotlight Series: Jeffrey Vocell
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 ...
Bring It All Together: Creating a Centralized Competitive Database
All too frequently, competitive intelligence (CI) information resides in many homes. The process of collecting competitive intelligence can be time consuming when the information lives across ...
9 Sales Enablement Tools Your Team Needs to Win a Competitive Battle
A sales rep has entered a competitive situation: are they ready to go to battle and win? A lot can go into preparing that sales rep to handle questions, objections, and deliver just the right ...
Product Marketing Spotlight Series: Blake Grubbs
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 ...
Competitive Intelligence Spotlight Series: Paul Santilli
Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...
Battlecards 101: Measuring and Optimizing Your Battlecards
Now that we’ve covered the basics of creating battlecards and walked through driving battlecard adoption in our Battlecards 101 series, it’s time to take the next step. By now, you’ve created and ...
Product Marketing Spotlight Series: Melanie Grefsheim
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 ...
Product Marketing Spotlight Series: Vicki Robertson
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 ...