CRAYON COMPETITIVE
INTELLIGENCE BLOG

We’ve all found ourselves lured by the siren song of some irresistible silver bullet. The adtech tool that automates away hours of mundane account optimization. The martech tool that automates away ...

Regardless of industry or available resources, brand is the north star for product teams the world over. Stop what you’re doing and thumb through your LinkedIn feed; every third post is extolling the ...

All successful companies have brand messaging that is clever, strategic, and relevant to their target audiences. Think Nike: “Just do it.” Or, Walmart: “Save money. Live better.” Smart, persuasive, ...

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 ...

If you want to win in a competitive market, you need to position and promote your solution in a way that makes prospects think, That’s exactly what I’m looking for. Put differently, you need to do a ...

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 ...

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 ...

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, ...

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, ...

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 ...

Let’s face it—your product doesn’t sell itself. Most products just don’t. That’s why product marketing focuses on defining the positioning for your solution and the messaging your team should use to ...

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 ...

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 ...

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 ...

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 ...

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 ...

When you’re designing your homepage, you want to make sure you’re selling your brand upon first impression, but also not bombarding prospects with too much copy or overwhelming images. Ideally, you ...

It’s no secret that when someone is looking to buy a product, they are likely analyzing more than one option. So, how do you best communicate your product and company strengths in a way that stands ...

If you’re looking for new ways to differentiate yourself from your competition, redesigning your website is a solid place to start. When people hear about your brand, they will likely head to your ...

Many companies hide their pricing from the general public on their website. Why? Well, there are a couple of possible reasons. It could be that they have completely customizable pricing, and it could ...

Nailing messaging and positioning is one of the toughest tasks for product marketers. Hours of countless market research, talking with the sales team, big (and sometimes expensive) branding ...

So you’ve decided your old car is on life-support. It’s been a sweet ride, but you’re now shelling out mechanic fees that rival the monthly payments you’d make for a newer model. You start to shop ...