What metrics do you use to measure the success of your marketing?

You may be aware of the term ‘vanity metrics,’ or numbers that don’t represent true value for your business’ bottom line, but do you really know which metrics are ‘vanity’ and which are more meaningful? As I recently heard it (aptly) put, “vanity metrics just show that marketing is busy;” what you’re looking for are metrics to communicate that marketing contributes value to a business’ bottom line. Let’s break down the difference:

Vanity Metrics Aren’t Inherently Bad…

It’s not that you shouldn’t pay any attention to vanity metrics; in fact, vanity […]

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B2B marketing is ever-changing, and it’s currently undergoing a huge revolution. Today’s schools don’t often teach some of the skillsets that modern marketers need to succeed. Sure, you can learn about the 4 P’s, read great case studies from companies like Coke and GE, and dive into go-to-market strategies — but there is a huge disconnect between the time it takes to learn about these strategies and the time it actually takes to implement them.

The reality is that marketing is one of those careers where you have to learn on the job and be smart on your feet. It is […]

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When talk turns to marketing automation, one of the first topics to come up is generally ROI. It’s even a topic that we’re dedicating a month’s worth of blog content to, because we know ROI is always top of mind when evaluating a marketing automation system. But while it’s important to talk about the revenue-generating potential of an automation tool, what about the cost-savings benefits? Isn’t it just as important to sell upper management on the money you’re saving the company, as well as the money you’re making it?

The answer is, of course, yes.

There are plenty of ways that marketing […]

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Now that you know a little bit about what a blacklist is and what it’s used for, let’s get into how blacklisting works and how you might find yourself on a blacklist.

Private Blacklists

First we’ll cover private blacklists, such as McAfee, Hotmail, and blacklists run by prospect IT teams on corporate email servers. These blacklists generally tend to be based on email content and email volume. However, since these blacklists are privately owned and operated, we cannot easily determine what specific element of an email necessarily caused the listing. In cases of private blacklisting, it’s a good idea to double check your email […]

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Do you want to play a part in Pardot’s success? We’re constantly working hard to improve your experience, but we can’t do that without your input!

Interested in how you can help? Keep reading.

Our UX team has over 25 years of experience combined. We value simplicity, trust, and feedback. We care dearly about our customers, and are intent on keeping our reputation for ease of use and being personable as a product as we scale. We’re committed to delivering an incredible and efficient Pardot experience — and that’s where you come in.

How We Work

Every time we roll out new Pardot features, we […]

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When was the last time you thought about your strategy for your company newsletter?

Sure, it’s not exactly a flashy new concept in email marketing. But your newsletter is still one of the best ways to keep your customers and fans informed and up to date. And there are a lot of ways in which you can make sure your newsletter is an effective and impressive representation of your brand—particularly if you’re a marketing automation user. Let’s take a look.

Step 1: Build Your List

Send your company newsletters as list emails; anyone who subscribes to your newsletter should be placed on a list specifically for that […]

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It’s hard to argue with fact: customer testimonials are powerful, and positive customer testimonials are the most powerful of all.

The majority of marketers realize the importance of fostering positive customer relationships (and with that, developing an army of brand evangelists), but it’s the smart marketers that are going the extra mile by gathering feedback and displaying it as social proof on their websites. But, before we get too far into our discussion about social proof and the ways in which you can use it, let’s take a step back.

What exactly do we mean by “social proof”?

Think back to your college […]

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