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Painkillers, Vitamins, and Candy: The “PVC Scaffolding” of Product Marketing
For the many years I’ve been in product marketing, I’ve kept in mind the concept of “painkillers vs vitamins” when writing messaging to convey value. But the other day I heard someone add “candy” to the mix, which prompted me to write this post. There are generally three high-level categories of products and product marketing…
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What are tags in Salesforce Account Engagement?
When and how can you use tags in Account Engagement?
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The best copywriting frameworks for email marketing
Copywriting frameworks are useful for getting started on a piece of content for which you intend to persuade an audience. Like painting by numbers, the frameworks provide guidance. Here are some of the copywriting frameworks I’ve found useful when creating content like sales emails:
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The Inverted Pyramid
Put the most important information at the top. You’ll make your audience happy. In many of the articles out there—even recently published ones—you need to read through a couple paragraphs before you find an answer to your question. 10+ years ago, the common belief was that you wanted readers to stay on your site as…
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Quick notes on doing a Content Refresh
Use the below tips when updating old content, and keep this stuff in mind when writing new blog articles. First, identify and prioritize articles to update using Google Search Console Performance > Queries > Average Position Look for a) declining rankings b) page 2 rankings c) page 1 rankings without a snippet featured It’s easier…
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What is Product-Led Growth?
Product-Led Growth is the philosophical approach of leveraging a product’s features and benefits to acquire and retain customers. The product itself is the main driver of growth. Here are some ideas: (more info coming soon)
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What is positioning?
Positioning in marketing is how you want your audience to perceive your brand, product, or service. As the originators of “positioning” Al Ries and Jack Trout defined it, “positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in…
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How to prevent spam from Pardot form-fillouts
The past month or so my company has been struggling with spam leads coming in from our website’s Pardot forms. We’re in the process of resolving the issue, and so far here’s what we’ve done: Our website runs on Webflow, and we’ve been using Pardot form handlers (instead of Pardot forms) because form handlers give…
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Change management and project implementation tips learned from migrating from Marketo to Pardot (Pt 1)
My company migrated from Marketo to Pardot a few months ago. We had been using Marketo for about 10 years, so it was a big change. Here are some high-level tips to keep in mind for change management and implementation. 1. Identify your stakeholders Who from your company or partners needs to stay in the…
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Notes from the Salesforce State of Marketing 7th Edition
Every year I read the Salesforce State of Marketing report as one way to stay up to speed on marketing trends. I take notes and distill the salient points. Moving forward, I’ll start sharing them here on this blog. To access the source of the content below and review the details including sampling method, you…
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