It’s an unfortunate truth that many marketing leaders still feel like they’re under the microscope when it comes to proving the worth of their entire department. In fact, you may have heard the often-touted statistic about the relationship between CEOs and CMOs: 80% of CEOs don’t trust the work done by their marketers (to put this in perspective, 90% of those same CEOs trust and value their CIOs and CFOs).

Historically, one of the biggest contributors to this distrust has been the lack of insight into the success of marketing efforts. To put it delicately, the C-suite could probably care less […]

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I may not be a sales rep, but I understand the frustrations of an unopened email. When your job revolves around connecting with people and guiding them through the sales process, your success kind of hinges on people responding to your communications, doesn’t it?

The unfortunate reality is that a large percentage of sales emails will never be opened, no matter how well-intentioned they are. In fact, according to an analysis of over 500,000 emails sent by Yesware users, if your sales email is ever going to be opened, 91% of the time it will be opened within twenty-four hours of […]

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Let’s be honest: your prospects aren’t the only ones with pain points that need solving. Regardless of your industry or job title, I’m willing to bet that there’s some part of your day-to-day tasks that you wish was faster, easier, or more efficient. Marketing and sales are certainly no exception, which is why we developed our Pardot + Salesforce microsite to address many of the common pain points that marketers and sales reps are experiencing.

But today, we just want to focus on the sales rep. Take a look at the list below to see some of the common asks of B2B […]

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In the world of a B2B marketer, one of the most exciting times of the year is when the previous year’s benchmark data is released. It’s not often that you get the chance to nerd out over new data showcasing the progress of your industry. Most importantly, having benchmark data gives you a better perspective on how your own efforts are performing. Are your metrics trending above the average for your industry? Tout your success! But if you’re not quite up to par, start turning your attention to those areas that need improvement.

Salesforce Marketing Cloud just released their 2015 State […]

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At Pardot, we often get questions about email marketing and email template design best practices, which makes sense considering that 73% of marketers believe email is core to their business. In fact, according to Marketing Cloud’s newly released 2015 State of Marketing report, 20% of businesses’ primary revenue sources are directly linked to email operations — up 4% from last year. And just in case you’re not on stat overload just yet, here’s one more: according to the survey, 79% of marketers consider “email content and design” to be critical to email effectiveness.

79% of marketers consider email content and design […]

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While our posts this week have focused largely on the fun, creative aspects of the new year, from inspirational content ideas to annoying business-speak, it’s time to bring it back to a slightly more serious (but necessary) topic for 2015: campaign planning. Chances are, if you generally participate in campaign planning at the beginning of every quarter, you’re already well on your way to carrying out a plan you created a few days, weeks, or months ago. But if you’re on a smaller marketing team that doesn’t map out a campaign plan for each quarter (or month, year, etc), it […]

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A few weeks ago, I wrote a post summarizing a few content marketing predictions from thought leaders Joe Pulizzi, Jay Baer, and Ann Handley. During their roundtable discussion with Pardot’s own Mathew Sweezey, the three content experts shared some of their favorite B2C and B2B content examples from the past year (and a few that are even older!). Naturally, as a content marketer myself, I couldn’t resist writing about them.

If you’re looking for some ideas to inspire your content this year, the following examples are a great place to start — and they’ve been endorsed by some of the biggest […]

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A top priority for many B2B companies in the new year will be to optimize any poorly-performing landing pages — but you probably don’t need to read a blog article to understand the benefits of shorter forms and bulleted text, right?

But what about some more overlooked ways to optimize your landing pages, like how your forms handle error validation or the types of images on your page?

If you’ve done your research and organized your landing pages according to best practices, but still aren’t seeing the results you want, take a look at a few more optimization ideas below.

Instantly validate errors on […]

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