In the world of a B2B marketer, one of the most exciting times of the year is when the previous year’s benchmark data is released. It’s not often that you get the chance to nerd out over new data showcasing the progress of your industry. Most importantly, having benchmark data gives you a better perspective on how your own efforts are performing. Are your metrics trending above the average for your industry? Tout your success! But if you’re not quite up to par, start turning your attention to those areas that need improvement.

Salesforce Marketing Cloud just released their 2015 State […]

Continue Reading...

Happy New Year, everyone! January always causes a marked change in my Facebook feed, of people declaring their new year’s resolutions and how they plan to stick to them. Fun fact, telling people your new year’s resolution actually makes you less likely to stick to it!

Inevitably, my favorite gym fills up with “resolutioners” — you know, the people who come to the gym in January all bright-eyed and bushy-tailed, give up when they don’t see immediate results, and stop coming to the gym altogether. That’s kind of crazy, isn’t it? You can’t go to the gym a few times and […]

Continue Reading...

At Pardot, we often get questions about email marketing and email template design best practices, which makes sense considering that 73% of marketers believe email is core to their business. In fact, according to Marketing Cloud’s newly released 2015 State of Marketing report, 20% of businesses’ primary revenue sources are directly linked to email operations — up 4% from last year. And just in case you’re not on stat overload just yet, here’s one more: according to the survey, 79% of marketers consider “email content and design” to be critical to email effectiveness.

79% of marketers consider email content and design […]

Continue Reading...

While our posts this week have focused largely on the fun, creative aspects of the new year, from inspirational content ideas to annoying business-speak, it’s time to bring it back to a slightly more serious (but necessary) topic for 2015: campaign planning. Chances are, if you generally participate in campaign planning at the beginning of every quarter, you’re already well on your way to carrying out a plan you created a few days, weeks, or months ago. But if you’re on a smaller marketing team that doesn’t map out a campaign plan for each quarter (or month, year, etc), it […]

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...

A few weeks ago, I wrote a post summarizing a few content marketing predictions from thought leaders Joe Pulizzi, Jay Baer, and Ann Handley. During their roundtable discussion with Pardot’s own Mathew Sweezey, the three content experts shared some of their favorite B2C and B2B content examples from the past year (and a few that are even older!). Naturally, as a content marketer myself, I couldn’t resist writing about them.

If you’re looking for some ideas to inspire your content this year, the following examples are a great place to start — and they’ve been endorsed by some of the biggest […]

Continue Reading...

Understanding and identifying your audience is the first step on the path to achieving marketing automation success. Once you’ve done that, the opportunities for marketing automation are endless. Many marketers spent 2014 focusing on their audience, personas, and goals. That paid off big time, because now you have the infrastructure in place to implement unique marketing automation ideas for success in 2015. Here are some of those ideas:

1. Be open about your goals

Set expectations up front and your audience will not be confused or disconnected. Always remind your audience why you’re sending them emails and why you’re communicating.

For example:

“You’re receiving this email because you’re […]

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...