Let’s do something a little different on the Pardot blog today. Let’s talk cars.

Before we get carried away, I’m not talking sports cars and drag races — though that would probably guarantee me more shares. I’m talking about connected cars, which for all of the tech and marketing nerds out there (myself included), should make for an equally exciting topic.

First, a little background. Earlier this year, Google announced an Android in-car push with their Open Automotive Alliance with Audi and Hyundai. Then, just last month, Apple launched an in-vehicle infotainment product called CarPlay — meaning that the race for the best connected car technology has officially begun. In [...]

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A few weeks ago, we discussed a variety of ways for companies to keep their customers happy. And while this is extremely important, we can’t overstress the flip side of that coin: your employees. A recent article by Fast Company compared the American workforce to the Danish workforce, and some of the findings were (frighteningly) surprising. For one, according to statistics collected by the Organization for Economic Cooperation and Development, the average American works 1,790 hours per year, while the average Dane works 1,540 (plus has five to six weeks for vacation!).

While we shouldn’t expect any sweeping changes to magically shorten our work week, [...]

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For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking.

It’s probably an understatement to say that you don’t want your perfectly-crafted email messages to go to waste. The first step to this? Ensuring that your emails make it to their intended destinations: [...]

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In last week’s Sales Summit hosted by Demand Metric, Meagen Eisenberg, VP of Demand Generation at DocuSign, walked us through the three steps to sales enablement success. Her justification for putting so much emphasis on sales enablement? The stats below:

67% of the buyer’s journey takes place online. (SiriusDecisions) 

52% of lost sales are due to sales enablement failure. (SiriusDecisions) 

In fact, Eisenberg went on to say that the future of sales enablement is sales-marketing alignment — meaning that for either team to be successful, both teams have to understand their buyer personas, stand behind a unified message, and create [...]

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If you’ve been reading our blog this month, then you’re already familiar with April’s topic of choice: customer-centric marketing. Shar VanBoskirk, Analyst at Forrester Research, sums up the importance of a customer-centric mindset in one quote:

“Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed.”

So why is this customer-centricity so critical to business success? If you guessed that it’s because of your customers’ changing preferences, then you’re right.

Today’s buyers are evolving. They’re connected. They’re social. They’re in-the-know. They do their research, and they know exactly what they want by the time they’re ready to make a [...]

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You know your customers are important. But with so much pressure riding on securing new business — not to mention the differing priorities between your marketing, sales, and customer service teams — it can be hard to ensure that customer retention is always a top priority…for everyone.

A few things to keep in mind: when it comes to continuing their business with your company, your customers are more likely to stick around for the following:

personalized experiences

friendly employees and customer service reps

the chance to work with a brand that has a good reputation

easy-to-access information or help.

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You may have noticed a theme with a lot of our posts last month — and you were right! In March, we devoted ourselves to a topic that we know is important to our audience: lead management. From nurturing and lead qualification basics to more advanced campaign ideas, we tried to create content that you would find helpful. Feel like you missed some of it? Check out a few of our recent releases below:

The Complete Guide to Lead Scoring & Grading

The Lead Qualification Lab

The Complete Guide to Lead Nurturing

3 Nurturing Campaigns You (Likely) Haven’t Tried [...]

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Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report) 

It’s hard to ignore statistics like the one above. Lead nurturing has proven itself to be a pivotal and indispensable part of modern-day marketing strategies, but many marketers still struggle to understand what it is and how they can use it to their benefit. Can it help them utilize their database to its full potential? What about helping to alleviate some of the tensions between marketing and sales?

The answer to both questions is yes. Lead nurturing isn’t one of the most sought-after features of a marketing [...]

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