It’s no secret that marketing automation is changing the marketing landscape for B2B companies of all sizes, but many smaller businesses (understandably) still have concerns.

We get it—Pardot was a small business not too long ago, so we fully understand the challenges that come along with tight budgets, limited headcount, and a perpetual shortage of time. But, as we’ve said many times before, using our own product was a crucial element to Pardot’s successful growth and expansion.

So when Gleanster recently conducted a study on marketing automation usage at smaller companies and found concrete evidence to back up our claims, we were thrilled. Their […]

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If I asked you, right now, to describe your marketing team’s number one customer, what would you say?

As marketers, we’re trained to think creatively: who is our target audience and how can we reach them? How can we communicate with prospects in new and exciting ways? Sometimes it’s easy to forget that marketing’s most important customer is sitting right under the same roof, and likely, within earshot: your sales team.

We’ve talked a lot recently about sales-marketing alignment, but let’s take a closer look at two major reasons why catering to sales should be a top priority when you […]

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Ever downloaded an e-book only to find a veritable dictionary of marketing jargon and buzzwords? Ever get sick of sifting through a jumble of impressive vocabulary when all you want to do is answer one question:

How will this tool impact me?

If you’re searching for a compilation of the latest marketing adjectives (about a ‘synergistic, game-changing solution to revolutionize your sales-marketing ecosystem’), this may not be the e-book for you. But if you’re curious to see how Sales Cloud Engage, a new solution from Pardot Salesforce, would impact your day-to-day workflow…well, read on.

You see, this is a story about Anna and James.

Just your average mid-market […]

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Publishing: it’s the first and most obvious step towards achieving social media marketing success. If you’re just getting started with social, hitting ‘publish’ can be a scary but essential step. After all, you won’t know what resonates with your audience and what doesn’t until you start publishing on a regular basis and monitoring your engagement levels.

But just because there’s a fair amount of trial and error in social media marketing, doesn’t mean you should go in blind. Effective social media, like any marketing initiative, requires a carefully planned strategy — particularly when the things you publish reflect publicly […]

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It can be one of the most frustrating situations for a sales rep: you’ve made contact with a prospect, they’ve taken an interest in your product, but they’re dragging their feet. How do you get things moving and drive home a need for your product? How do you create a ‘compelling event’?

There are many aspects of the sales cycle over which you have no control — issues of budget, hesitation from top-level executives, etc. But despite these delays, there are still ways to create a compelling event and encourage a prospect to act, and the simplest is this: personalization. […]

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You know how large an impact your CRM has had on your sales team. But did you know you can see even more value from the data in your CRM (and an even greater impact on your organization as a whole) by adding marketing automation into the equation?

Marketing automation doesn’t just integrate with and build off of the data already existing in your CRM; it can actually put the data in your system to greater use, further personalizing your buyer’s experience and adding value to your investment in your CRM.

Give your sales reps ultimate insight.

Go beyond basic demographic information. With marketing […]

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It’s time to wrap up our mini blog series on understanding the buyer’s journey with the final — and arguably the most exciting — stage of the buyer’s journey: the decision stage.

Over the past few months we’ve covered the awareness stage and the consideration stage: the questions, roadblocks, and content needs that your buyer is experiencing in these stages, and what you, as the marketer, can do to help them and effectively move them on to the next stage.

Now it’s time to talk about how you can help your buyer as they make a final decision and close the deal — […]

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It’s Monday. You’re still a little dazed from the weekend, you’re starting to get that springtime itch to get out of the office, the caffeine is taking forever to kick in…I get it. How about taking a little break to look at some corny stock photography for a light-hearted marketing lesson?

Sound good? Alright, here comes the lesson part: you spend ages creating valuable and informative marketing content, but how long do you spend choosing an image to accompany your work? As you’re probably aware, visuals can greatly enhance your content — drawing your audience in, commanding attention, and hinting at the […]

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