There are plenty of ways to look at the buyer’s journey, and a number of stages you can break that journey down into depending on which model you’re using. One of my favorite ways to look at the buyer’s journey was discussed by Ken Krogue, Founder and President of InsideSales, in a webinar earlier this year.

Why did his model stand out? Because unlike many views of the buyer’s journey, Krogue’s model relies on three different types of nurturing carried out by the marketing and sales teams: social nurturing, lead nurturing, and prospect nurturing. Using a combination of nurturing techniques, these […]

Continue Reading...

Whether you’re thinking about adopting a marketing automation tool or you’re already an automation pro, you’ve got ROI on the brain. It’s about more than proving the value of your marketing efforts, it’s about continually justifying your investment in the technologies you’ve implemented to streamline your marketing efforts.

Last week, we published an infographic detailing the best metrics to track to prove success to upper management — and the vanity metrics to stay away from. But marketing automation can make a bigger impact than upping those email open rates and lead numbers. Let’s think big picture.

By implementing an automation tool, you’re […]

Continue Reading...

When it’s time to implement a marketing automation system, one of the features that people are most excited about is lead nurturing — and we can’t blame them! The idea of taking leads who aren’t sales-ready and nurturing them through the sales cycle is pretty neat, especially when it can make the marketing team even more indispensable to sales.

There are plenty of scenarios that are great for lead nurturing, from cold lead nurturing to internal use cases (we’ve covered a number of these on our blog recently, including the proper timing and tone for different types of nurturing emails), but […]

Continue Reading...

How many of us have ever written a piece of content we feel confident about, only to have it fall flat on its face (*raises hand*)? In a way, content marketing operates very similarly to economics. The greater the supply, the less the demand — and this has never been more true than today. Marketers are creating content out the wazoo, but buyers can only consume so much of it.

To really make an impact — to prevent your perfectly good piece of content from falling on its face — your content needs to have it all. I’m sure you’ve read […]

Continue Reading...

When talk turns to marketing automation, one of the first topics to come up is generally ROI. It’s even a topic that we’re dedicating a month’s worth of blog content to, because we know ROI is always top of mind when evaluating a marketing automation system. But while it’s important to talk about the revenue-generating potential of an automation tool, what about the cost-savings benefits? Isn’t it just as important to sell upper management on the money you’re saving the company, as well as the money you’re making it?

The answer is, of course, yes.

There are plenty of ways that marketing […]

Continue Reading...

It’s hard to argue with fact: customer testimonials are powerful, and positive customer testimonials are the most powerful of all.

The majority of marketers realize the importance of fostering positive customer relationships (and with that, developing an army of brand evangelists), but it’s the smart marketers that are going the extra mile by gathering feedback and displaying it as social proof on their websites. But, before we get too far into our discussion about social proof and the ways in which you can use it, let’s take a step back.

What exactly do we mean by “social proof”?

Think back to your college […]

Continue Reading...

It feels like October just started, and yet it’s already time to wrap up this month’s blog theme: CRM & automation. Over the course of the past month, we’ve talked about the benefits of integration, looked more closely at what that integration might look like, and dove into the specifics of the Pardot and Salesforce relationship.

Worried that you missed something? Take a look at the recap of our theme-related October content below.

Salesforce for B2B Marketers: The Complete Guide

Questions about how Pardot works with Salesforce? Get answers to all of your FAQs in our latest eBook, called Salesforce for B2B Marketers. […]

Continue Reading...

Two weeks ago, we released our Salesforce for B2B Marketers eBook in conjunction with our CRM and automation theme — and this week we’re back to take it one step further.

We’ve already discussed some of the benefits of integrating marketing automation and your CRM, but we’ve yet to dive into the specifics of what that integration might look like. How might marketing automation affect your existing marketing workflows? What about your sales workflow using a CRM like Salesforce? And most importantly, can integration improve the alignment of your two teams?

To answer those questions and more, we’ve created an interactive microsite […]

Continue Reading...