Today, our summer camp series is changing directions: we’re taking an inside look at the folks behind the Pardot product. Chris Kelly, Software Engineering Manager and mountain-biking aficionado, joins us to talk shop about what it takes to manage product development at a growing company, how to prioritize the wants and needs of other departments, customers, and customers-to-be, and more. Plus, hear more about some cool projects going on behind the scenes at Pardot, and get a glimpse into Chris’ spirit animal.

To learn more about our summer camp content series, please click here.

Alright, Chris, take it away!

So Chris, can you tell […]

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According to the Content Marketing Institute, “content marketing” is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

That’s quite the definition, but it may not be news to the bulk of marketers who have already had their introductions to content marketing. In fact, CMI’s 2015 benchmark study revealed that 86% of B2B marketers are producing content; however, only 35% have a documented content strategy, and 17% don’t have a strategy in place at all.

Considering that 60% of those […]

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Meet Ginny Richardson.

Our Summer Camp content series kicked off last week with an interview with Pardot Sales Manager Phil Simpson. Today, we’re joined by self-proclaimed cheese-lover Ginny Richardson (speaking of cheese, you can catch Ginny cheesin’ in her childhood picture at the end of this post). As a Manager of Pardot’s Client Advocate team, Ginny focuses on coaching, onboarding, and ongoing training — as well as helping Pardot clients achieve their marketing goals (with a smile!).

Ginny is here to share a few of her secrets to building a successful customer advocacy program that keeps customers feeling appreciated and satisfied.

Let’s dive in!

Ginny, you’ve […]

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Two years ago, we released our Complete Guide to B2B Email Marketing, complete with actionable how-to information to help our readers optimize their deliverability rates, create eye-catching email templates, choose their perfect sending time, and more. But the email industry is changing (as noted in the statistics below from Salesforce’s 2015 State of Marketing Report) — and our Complete Guide needed to change with it.

73% of marketers agree that email marketing is core to their business. 

60% of marketers claim that email is a critical enabler of products and services, versus 42% of marketers in 2014. 

74% of marketers believe email produces […]

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A few weeks ago, we launched a new e-book in partnership with the content experts at Kapost. The e-book explored the problems plaguing modern product launch marketing, and offered up a simple solution to the increasing number of failed product launches: content marketing.

With the emergence of content marketing as a discipline, product marketers have a secret weapon in the launch process. The reality is that a launch begins the moment the product team green-lights a new development process. Because of this extended timeline, the product marketing team can begin priming the pump as far before the actual launch as needed.

– […]

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In April 2015, Regalix released a new report highlighting the most recent state of the marketing automation industry. The survey touched B2B marketers across the globe, and found that a full 79% use marketing automation in some form. This is in line with predictions from Salesforce that marketing automation will be amongst the most piloted marketing technologies of 2015.

So what did the report find about how marketing automation is meeting the goals of today’s B2B marketers? Let’s start with their objectives, first.

Top B2B Marketing Automation Objectives of 2015

The top three objectives of B2B marketers using marketing automation (outlined in the […]

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If you’re a B2B marketer, product launches probably aren’t happening at your company every day — but when they do, they require months of preparation, a number of resources from across departments, and plenty of supporting content. Because of the relative infrequency of product launches (compared to more regular tasks like your nurturing programs, email outreach, social media, blogging, etc), marketers are commonly caught off-guard by the amount of work that goes into launching a new product into market.

According to a study by AcuPoll, more than 95% of new products launched by established companies fail each year. Why? A number of factors contribute […]

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What do all of the following statistics have in common (aside from the fact that they all come from CSO Insights’ 2014 Sales Performance Optimization Study)?

Only 1 in 2 companies say sales and marketing have a formal definition of a qualified lead.

29.8% of companies with a formally agreed-upon definition of a qualified lead claim a lead conversion rate (leads converted to opportunities) of more than 75%.

Fewer than 10% of firms say that sales exceeds expectations in its ability to prioritize accounts to focus selling efforts.

Here’s a hint: they all point to the importance of sales and marketing alignment. According […]

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