It’s the most wonderful time of the year — to look back at 2014 research, statistics, and trends to see how the marketing industry progressed over the past twelve months.

And progress it did! Thanks to research compiled by Salesforce Marketing Cloud (viewable in the infographic below), we can take a look at marketers’ most common pain points, obstacles, and motivations from the past year — and keep these in mind as we fine-tune our plans for 2015.

A few key takeaways from their research? For starters, 86% of CMOs agree that creating a cohesive customer journey is a top priority, but only […]

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Last week, Pardot hosted a webinar featuring a round-table-esque discussion between some of the most respected minds in the content industry: Ann Handley, Joe Pulizzi, and Jay Baer. Moderated by our own Mathew Sweezey, the three thought leaders discussed their views of the 2014 content and social landscape, the brands with the most innovative approaches to content, and the changes that they anticipate for next year.

Last year, we predicted that 2014 would bring three things to the content industry: an increase in video content, a rise in the strategies guiding content creation, and improved targeting of content based on your […]

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How much influence does marketing have over the sales funnel? In modern B2B organizations, it’s actually quite a lot! A common misconception is that sales is solely in charge (and therefore solely responsible) for the pace and health of their sales funnel. But now that marketers are becoming more enabled with tools like marketing automation, this isn’t exactly the case.

Today’s marketing tools have changed the way we look at the sales process. In fact, many speculate whether the traditional sales funnel even still exists, or whether it has been replaced by a more continuous cycle in which buyers are constantly […]

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Last month, we released quite a few pieces of content revolving around the following topics: the ROI of marketing automation, selling an automation tool to upper management and your sales team, and the right metrics that marketers should be using to prove their success. All important information, especially given the following statistic:

77% of CMOs at top-performing companies indicate that their most compelling reason to implement marketing automation is to increase revenue. (Gleanster)

So how can marketing automation help your business increase revenue? What points does your management team care about? And how confident are you in your ability to justify your success […]

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If you were giving the final go-ahead to purchase a marketing automation tool, which of the following would convince you to pull the trigger?

Option A: “This marketing automation tool has a sweet WYSIWYG editor that’s going to make our emails look awesome!”

Option B: “With marketing automation, we can increase the number of marketing-sourced opportunities by 25% year-over-year.”

Don’t quote me on that last statistic, but something like Option B is probably going to be a lot more persuasive to purchasing decision makers than Option A. When it comes to investing in a tool like marketing automation, which has the potential to eat into budget […]

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A few months ago, we wrote a post about dynamic content — and why it could be considered marketing’s secret weapon. By making the personalized selling techniques of B2C companies like Amazon accessible to B2B marketers, dynamic content is changing the game for B2B. While every buyer was previously exposed to the same messaging, dynamic content makes it possible for marketers to personalize their messaging to each segment of their audience.

Think about how Amazon displays product recommendations based on your purchase history. Marketers can now harness that same power to alter website and email content so that it’s pertinent to […]

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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 […]

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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 […]

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