Author: Anthony Pica

  • 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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  • #MarketingChats July 2021 Recap

    #MarketingChats July 2021 Recap

    On July 7, 2021, the Marketing Champions community and Salesforce Marketing Cloud did a fun one-hour Q&A chat on Twitter. Marketing Cloud asked us six questions. Below I’ve listed out five answers to each of the questions. Check it out! And to see the rest of the answers, just click the question I’ve embedded below.…

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  • I’m joining the #MarketingChampions community!

    I’m joining the #MarketingChampions community!

    My colleague Benjamin Bratcher surprised me with a nomination to become a Salesforce Marketing Champion. And I was accepted! Benjamin has 6 Salesforce Certifications, is a Trailhead Ranger, and a former Salesforce Platform Champion, so I’m especially honored he chose to nominate me. I’m excited to join the Marketing Champions community, and I can’t wait…

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