Back in 2011, I was a fairly hot prospect for Pardot.

My lead score was off the charts (still is, actually). I had perused almost every section of the website and downloaded every piece of content that I could get my hands on. But I had absolutely no intention of paying the company any money — in fact, I was hoping that they’d soon be paying me.

It’s a perfect example of why businesses need to look at more than just prospect activity when qualifying leads. A list of page views, while it can provide a great deal of insight into a [...]

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A 10% increase in customer retention levels results in a 30% increase in the value of the company. (Bain & Co) 

This month, we’ve talked a lot about customer-centric marketing — what it means, how to achieve it, and why it’s important. And, frankly, the numbers speak for themselves: a customer-centric approach is more than just a good idea, it’s crucial to business success.

It is 6-7 times more costly to attract a new customer than it is to retain an existing customer.  (White House Office of Consumer Affairs) 

Today, we’re letting some of the industry’s top business leaders weigh in [...]

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Are you using custom redirects to their full potential?

Marketing automation is all about insight — insight into your prospects’ interests, insight into campaign ROI, insight into marketing-sales alignment. And when it comes to providing insight, custom redirects, or shortened URLs, are your go-to tool. So if you’ve only been using custom redirects here and there, make sure you understand the four benefits below, and are taking full advantage of this powerful feature.

Gaining insight on current prospects.

The more information you have on a prospect, the more tailored and meaningful your conversations can be — and custom redirects are [...]

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Customer-centric marketing is our theme for April, and in this week’s edition of the Smarter Marketing video series, Mathew Sweezey breaks down the customer-centric approach into five simple steps:

Step 1: Pick up the phone. It’s not all about guesswork — the more personal interactions you have with your audience, the better. Talk to prospects one-on-one for feedback on your content; find out what was helpful, and what could be improved.

Step 2: Conduct A/B testing. So you have new ideas for how to reach your audience; put them to the test! Identify some concrete metrics that can determine your success, then [...]

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It’s a fine line in the online marketplace: the line between enjoying a personalized shopping experience and feeling, well, downright stalked. We all love our “Recommendations for you” sections, and the convenience of having exactly what you needed pulled straight to the top of the list — but there’s still something spine-tingling about knowing your every move is being tracked.

So, as a marketer or sales rep, how do you know where to draw this line?

With a powerful tool like marketing automation, sales reps find themselves with a wealth of data and information at their fingertips (who their prospect is, their [...]

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We recently released our Complete Guide to Automated Lead Scoring and Grading, and while it’s important to understand the basics of automated lead management, how it works, and how it can help you, it can still be a little overwhelming when you sit down to build out your own customized scoring and grading model.

Enter, the Scoring and Grading Handbook. Whether you’re just getting started building your blended scoring and grading model or are trying to optimize the processes you currently have in place, the worksheets included can help you get the most out of this powerful feature. You’ll find:

a brief review [...]

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We’ve officially kicked off April and our blog is taking on a new theme: customer-centric marketing. And what better place to start than with some great advice on customer-centric content from our friends at B2B Marketing Agency Brainrider? The experts on customer-centric marketing, Nolin LeChasseur and Scott Armstrong of Brainrider have given several (extremely well-received) webinars on the topic as a part of Pardot’s weekly webinar program. Check out the webinar below on content, as well as a few key takeaways on creating content that focuses on your customer.

Take the focus off of your company and product (3:46).

It’s [...]

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How do you create effective content that grabs a reader’s attention and drives them to convert?

It’s a topic we’ve covered before, and with good reason: content can be a powerful tool when used effectively and a significant waste of time when not. Previously, we’ve discussed everything from the optimal length of your content, to where it should exist on your page, to the importance of including visuals — but what about the appearance of your actual text?

Do your font size, character, and spacing affect how likely someone is to read your content and even convert?

A recent [...]

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