A few months ago, we published an article on “Understanding the Buyer’s Journey”— one of several we’ve written on the topic. This article focused, more specifically, on the beginning stages of building awareness with your buyer, and examined what the buyer was experiencing, the types of content they seek, and how you as a marketer can help make this stage a positive experience for them.

But the buyer’s journey doesn’t end with the awareness stage (obviously), and neither does the marketer’s responsibilities towards them. Let’s take a look at the next stage of the buyer’s journey—consideration—and the role that a marketer plays […]

Continue Reading...

Finding the right set of tools is the best way to set your business up for growth and success. We’ve said it time and again, but nothing really drives the idea home like a success story. Here’s one of our personal favorites:

Between 2012 and 2014, Vidyard grew by more than 1,000 percent.

(Yes, you read that right).

Vidyard recently discussed some of the details of their journey in a case study with Salesforce, and we couldn’t help but highlight a few excerpts and insights — from Tyler Lessard and Joe Gelata of Vidyard — on how connecting their sales and marketing tools […]

Continue Reading...

There are a lot of questions that go into purchasing a marketing automation solution: does it have all the features I need? Will I see enough returns on my investment? Will I have the resources I need to use it effectively? As we’ve noted before, evaluating marketing automation solutions is largely about understanding your own needs and goals to pick the solution that will best align with them.

But there’s one aspect of vendor evaluation that many companies fail to take into account: the future. No, not just next month, post-implementation, or even a year down the line, but how about three […]

Continue Reading...

What characteristics separate successful, fast-growing businesses from the rest of the pack?

How can smaller marketing teams aid business growth in an ever-changing digital marketing landscape?

We’ll be facing these questions and more head-on in our upcoming webinar, 4 Must-Have Marketing Strategies for Fast-Growth Companies — or, rather, our panel of experts will be. On January 29th, join Russ Glass, Head of Products for LinkedIn Marketing Solutions, Kyle Porter, CEO and Founder of SalesLoft, and Pardot’s own Mathew Sweezey, author of Marketing Automation for Dummies, as they discuss how to jumpstart your 2015 marketing efforts with four hot new marketing strategies. (Further motivation: you’ll receive […]

Continue Reading...

[A Dialogue with Your Editors]

Molly: Buzzwords and business jargon — let’s face it, we’re all guilty of letting a few cringeworthy cliches fly from time to time. And, as the two main contributors to the Pardot blog, Jenna and I will be the first to confess: we have, on more than one occasion, found ourselves wincing out overused phrases like ‘marketing arsenal,’ ‘siloed tools,’ and ‘finding the bandwidth.’

But as we turn the page on a fresh new year, there’s no better time for marketers, and particularly content marketers, to take a quick look at some of the jargon in your […]

Continue Reading...

It’s a common misconception: that marketing automation is a complex tool that a smaller marketing team would struggle to set up and maintain. In reality, marketing automation provides a number of benefits that are specifically geared towards helping marketers do more with less, making it the perfect solution for teams with limited time and resources, and easily justifying the investment in a new tool. Let’s take a look at how marketing automation can help smaller businesses grow their efforts — while simplifying life for the marketers who are making it all happen. And don’t forget to grab your copy of our […]

Continue Reading...

2014 is quickly drawing to a close, and planning sessions for 2015 are already well underway. But as you head to the drawing boards for the coming year’s marketing campaigns, it’s important to look back at the year behind us — not only to assess your accomplishments, but to identify any mistakes. And, specifically, any mistakes that could impact your company’s public image.

Inbound marketing has completely shifted the marketing paradigm. Instead of waiting for canned marketing messages to be pushed onto them, customers are seeking out companies that they feel good about working with; companies that reflect their own ideals, […]

Continue Reading...

Full disclosure: I’m a sucker for old movies. Even when the dialogues reach absurd levels of cheesiness and the plot lines are tied up nicely in completely irrational (albeit feel-good) bows, I can’t help watching them over and over again. Furthermore, I’m currently in the middle of a full-on holiday movie binge — yes, perhaps to the point of slightly losing my grasp on reality. The ‘feel-good’ has taken over. You’ve been warned.

But even through my fog of holiday cheer, I’ve started to pick up on some consistent messages throughout these films — ones that are extremely relevant to today’s marketers, particularly in […]

Continue Reading...