Category: Uncategorized

  • 6 Insights to Win Customers in the Final 30%

    We’ve known for at least a decade that buyers complete the majority of their research prior to reaching out to vendors. In June 2023, 6sense did a study on ~1k groups who were involved in a $10k+ purchase. Below are the findings from their research. But first, here are my actionable insights: And now for…

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  • What are custom redirect links? (The Toll Booth Analogy)

    Custom redirect links in marketing automation tools like Salesforce Account Engagement (formerly Pardot) have multiple use cases, including: Shortening URLs Similar to how you can use a tool like Bitly to shorten web addresses, many marketing automation tools like Account Engagement have this built-in. Let’s say you have a URL that looks something like this:…

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  • Value Proposition Template

    Variations of value proposition templates to help you get started.

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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?

    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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