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  • Competitive analysis should be an integral part of every business’ strategy. Earlier this year, we conducted a survey and published the 2018 State of Market Intelligence Report to uncover how businesses are analyzing their competitive landscape. It was encouraging to find that 82% of people are tracking their own company alongside their competitors. This may seem like a high percentage, but truthf...

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Crayon
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  • Product Marketing is a function so interconnected with multiple departments that, from company to company, it can even report into different teams altogether. Product Marketing - as its name indicates - is closely connected with both the Product and Marketing organizations. Factors like industry, company culture, and the specific leaders in the organization can play a role in where and how the tea...

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Crayon
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  • Companies can be plenty secretive about their sales numbers, product roadmaps, and go-to-market strategies, but frequently lay out these details in plain sight: in job descriptions. Last week, Amazon showed us exactly that: a now-deleted job posting revealed a new business line, “Whole Foods Pickup on Prime Now,” a grocery pickup option to complement their recently-launched Whole Foods delivery ...

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  • The internet is constantly buzzing with the latest and greatest updates from companies and buyers alike. This makes gathering robust marketing intelligence a bit challenging. How are you supposed to stay on top of everything happening in your industry when new information can be released at any moment? One simple way to keep track is by taking advantage of Google Alerts. With Google Alerts, you ca...

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  • Everyone’s marketing team works hard to build a strong social presence for their brand. But how aware are they when it comes to the social presence of competitors? Social media isn’t an easy outlet to track on your own when you have multiple competitors. This is especially true today when most companies have multiple accounts – Facebook, Twitter, LinkedIn, Snapchat, and Instagram; all of which the...

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Crayon
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  • Who is responsible for competitive intelligence in an organization? Is it the VP Marketing? Product marketer? Business strategy lead? CEO? Is there a single owner or should it be owned by everyone? There’s no perfect arrangement that will work for every company, and as a result, every company takes their own approach to tackling competitive intelligence. In the 2018 State of Market Intelligence Re...

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Crayon
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  • Monitoring is essential to any competitive intelligence strategy, as it allows a company to stay on top of what competitors are doing at all times. The 2018 State of Market Intelligence Report uncovers current practices of how companies are monitoring their competitors and approaching their market research efforts. To understand the practices around competitor and market intelligence monitoring,...

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Crayon
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  • One big challenge facing marketers today is setting goals and proper key performance indicators (KPIs) for their market and competitive intelligence (MI/CI) strategies. It is for this very reason that Crayon asked over 700 professionals in the industry for their feedback on this topic in the 2018 State of Market Intelligence Report.

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  • A new year is upon us, and with it annual plans with new key initiatives for 2018. While you are crafting and executing your plan, so are your competitors… how will your plan succeed in light of their efforts? What if you knew where they were going to invest so you could get ahead of the game with your own strategy? There are signals hidden everywhere that allow you to pick up on your competitors...

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Blog Post
  • Keeping tabs on your competitors involves more than monitoring their announcements or online reviews. Competitive intelligence requires analysis in order to turn information into actionable insights. But that process isn’t easy - how do you get the right intelligence, how do you draw conclusions from that data, and what do you do with that analysis? Here are a few steps to get you started with spo...

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Crayon
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  • The following post was written by Zach Golden, Consultant at Anova Consulting Group, a leading provider of B2B win loss analysis. There is nothing quite like the feeling of closing a sale with a successful team effort, especially when up against a top competitor. But after the celebration fades, how often do teams have an accurate sense of which aspect of the offering or sales process resonated w...

Crayon
Crayon
Blog Post
  • 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. What then? One of the biggest challenges with making use of competitive intelligence is distributing that intel to the relevant stakeholders within your organization.

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Crayon
Blog Post
  • Would you like to be oblivious of your competitors? Of course not, though a world of blissful ignorance can sound appealing. No one wants to be blind-sided or overtaken by a competitor, no matter how big or small they may appear to be. Yet actually making the commitment - in terms of time or money - can be a difficult task, especially if and when it involves getting teammates and managers on board...

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Crayon
Blog Post
  • The web is full of noise about "optimizing strategy." The explosion of B2B content marketing has flooded our inboxes with playbooks about improving your marketing and competitive intelligence efforts. While the info can be valuable, these tools and the content they push only focus on how to boost your strengths and overcome your weaknesses. The thing that's missing in all of this content is h...

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Crayon
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  • Review sites are jam-packed with competitive intelligence. Customers complaining about competitors’ products. Customers detailing strengths and weaknesses of each platform. Visibility into when and how competitors respond to customer issues. Direct and public customer feedback, without the outreach. How do you then turn that intelligence into a tool for sales to win deals? Certainly it’s more tha...

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Crayon
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  • Millions of businesses understand what’s happening internally, but they’re blind to what’s happening outside the four walls of their company. Most companies have awesome data on their own marketing campaigns, lead generation efforts, product roadmaps, budgets and hiring plans. They use mature products like HubSpot and Salesforce.com to track and optimize their efforts. But when it comes to under...

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Crayon
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  • "We are disruptors in our space, we don't have direct competitors." Many times I have heard that statement, especially from startups, and it has been followed by the refrain that looking at competitors doesn’t matter. But does that mean you have nothing to learn from other companies? Does that mean you don’t compete for attention? No company exists in a vacuum, and it can often be the less dire...

Crayon
Crayon
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  • The challenge of measuring product marketing success is not a new one. Nearly every marketing leader I’ve asked about measuring product marketing impact has stated how difficult it is. Especially with marketing moving more and more in the direction of data-driven decisions and results, it becomes quite the challenge when marketers are unable to attribute tangible results to a team’s effort. 

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