Crayon headquartered in Boston offers the Crayon Intel Pro marketing intelligence suite, including competitive intel and analysis, market and product trends, and search tools (e.g. filters and views) for making data intelligible.
N/A
Kompyte
Score 7.0 out of 10
Mid-Size Companies (51-1,000 employees)
Kompyte is the SaaS platform that tracks and analyzes competitors' online activity in real time. Kompyte visits competitors’ websites, advertisements, social profiles, newsletters, etc., and sends alerts when competitors discover a new customer segment or change how they sell their products, features or services (e.g., when there is a new banner, change in prices, or a new campaign, or a new player breaks into the scene). The product aims to help companies refine and…
The core features of all of these are essentially the same. Crayon Impact (the win/loss side) is what won us over compared to the other tools that we demoed.
Elsewhere in my review, I've talked about Crayon's incredible capabilities to track competitors, make ingesting intelligence about those competitors automatic, and how easily it incorporates that intelligence into dynamically and automatically-updated battlecards. I've also talked about their expanding use of AI to improve user experience and to improve the final work of CI professionals. All of which is to say that Crayon is the best tool I've ever used for intelligence analysis- it's incredible. Another area of consideration is analytics, particularly around win/loss data - Crayon's integration with Salesforce creates insightful analytics for understanding which competitors you're winning against, which you're losing against, which sellers are having a hard time, which are succeeding, and which sellers are utilizing the battlecards during the sales cycle. Proving ROI is simple with Crayon's analytics, as well, with a tool to show how much revenue you (as an individual) or your team have influenced with your battlecards.
Kompyte is a great tool to have to enable your sales team. Whether your team members are well-versed in competitive intelligence, or are brand new to the industry, this is a way for team members to share relevant insights. It's a go-to when asked questions by clients about your company versus competitors.
Social/Blog Monitoring: We can see how many social/blog posts our competitors are making, how many engagements (likes, shares, etc) they receive, and what their engagement rate is.
Competitor Page Monitoring: We are able to see before and after pictures of web pages after our competitors them. This feature enables us to quickly and easily see competitor's changes in copy, creative and pricing.
Benchmarking: Kompyte benchmarks us against our competitors for effectiveness in SEO and paid ads.
Crayon has been innovative in incorporating AI into the tool, both to enhance productivity and to enhance the outcomes of analysis. The fantastic thing is these features started rudimentary, have gotten better, and are set to get better still - I could recommend this to Crayon as an area for improvement (I suppose), but they're already working to take advantage of the latest AI features to make the user experience and our outputs even better.
Kompyte has a tool that is supposed to track ads after specific keywords are bid on by competitors; however, competing platforms offer greater visibility and analytics for this function.
The Notebook function in the tool is meant to be a repository for notes and mentions across the organization; however, it doesn't seem to be automatically updated and it requires a lot of manual processes to function.
The SEO analysis is reliant on keywords that we provide - the tool would be much more valuable if it pulled in raw organic data outside of what we are specifically targeting or tracking.
Crayon is super easy to use - regardless of level in the organization. As a power user, it's easy to curate the most important information about competitors and then distribute it out to leadership and other teams so that they can stay informed on the most important competitor trends. It allows me to share out information via email or through Slack and our competitive intel channel
The core features of all of these are essentially the same. Crayon Impact (the win/loss side) is what won us over compared to the other tools that we demoed.
Komypte is the leader content and social monitoring; however, when it comes to SEO and keyword monitoring, alternative platforms like SEMRush provide much more low-level data and a better robust analytics experience
Crayon has centralized what was previously a dispersed collection of competitive intelligence analysis, streamlined sharing of competitive insights, and allowed the CI Team unprecedented visibility into our impact on the business. This helps our business by: making sharing of analysis more efficient and creating a self-serve mechanism among our stakeholders, reducing the number of bespoke requests we receive; fostering competitive discussions among the wider workforce, which pulls in multiple perspective to ultimately shape and improve the quality of finished analysis; clarifying the impact of the CI Team's role on the business, which makes discussions around ROI with leadership much easier now that they're backed by hard numbers rather than a reliance on anecdotal evidence.
