We love to write about marketing automation best practices, but sometimes it’s better to see those best practices in action. At Pardot, we like to push the boundaries of what we can do with our own product, which is why we’re here to share one of our latest endeavors with you: our new onboarding drip program. Let’s take a look at what we did, why we did it, and how you can implement similar programs at your own company!

Our Motivation

Like with any growing company, we wanted to create scalable processes across the board, processes that could grow as we grow […]

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With recent studies showing that 50% of leads are qualified but not yet ready to buy, the question is no longer “should you invest in lead nurturing,” but rather, “can you afford not to?”

But while automated lead nurturing is unquestionably one of the most sought-after capabilities of marketing automation solutions, it can also be one of the most intimidating features to get started with. After all, there are a lot of considerations that go into building an effective drip: who do you want to target? What are their interests and pain points? How can your content help and […]

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Date: April 25, 2013
Time: 2:00pm

Description: One of the most powerful tools that marketers have at their disposal today is the incredibly versatile drip campaign.

Drip campaigns give you so many options – a nurturing touch point for prospects, even implementation activities. Harnessing the power of this time-saving, cost-effective tool can give you an even broader reach to prospects and clients. In this upcoming webinar, join Mathew Sweezey, Marketing Automation Evangelist with Pardot (An ExactTarget® Company), as he gives us even more ways in which drips can empower us to address our marketing engagement challenges.

Your Speaker: Mathew Sweezey, Marketing Automation Evangelist – […]

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Automated drip nurturing is often one of the most alluring features of marketing automation for potential buyers, and understandably so. The concept of allowing cold leads that may otherwise have been lost to gradually educate themselves to a sales-ready state — well, it’s the perfect meeting place for email and inbound marketing.

But as we’ve talked about before, the drip marketing capabilities that marketing automation offers can be utilized for far more than just nurturing cold leads. Let’s take a look at a few ways that you can use drips to enhance the experience of your current customers.

Using Drips […]

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When it comes to email design, it can be tough to know where to start — especially when you factor in the type of email to be sent (drip emails, autoresponders, webinar blasts, etc), images, HTML, rich text, and more. Having a tool like marketing automation that makes it possible to build emails with limited HTML knowledge is a step in the right direction, but there are still a lot of factors to consider before hitting that “send” button.

One of the biggest considerations is your layout. An appealing, easy-to-read email can make the difference between your email […]

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Lead nurturing is a hot topic, and for good reason. Annuitas group cites that nurtured leads make 47% larger purchases than non-nurtured leads. But if there’s one question that comes up over and over again with regards to lead nurturing, it’s this: what’s the perfect timing for lead nurturing emails? If you’ve ever wondered the answer to this question, listen up.

Lead nurturing is a technique that involves automatically engaging with leads over a period of time. Nurturing can be used to automatically stay in front of non-sales-ready leads, find hidden leads in cold databases, mitigate churn rates, and enable sales […]

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Lead nurturing is one of the most powerful tools that marketing automation software has to offer. The ability to deliver content based on a customer’s interaction with your emails increases your conversion rates, drives more engaged traffic to your website, and helps organize lead management.

Here’s how a real business and Pardot client, KANA Software, executed their drip programs (and some of the best practices they walked away with):

The Business

KANA software is a customer service software company based out of California with multiple products and brandlines. They work internationally with offices in the UK, the Netherlands, and Australia. They have both […]

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Are you crafting your nurturing emails for success or failure?

Most of us would like to think all of our emails are masterpieces that make readers jump at the chance to purchase our products — but the truth is, if your lead nurturing emails aren’t crafted appropriately, you may just be sending the world’s most advanced spam to your customers.

Drip nurturing emails need to be carefully designed and planned in order to move leads through the sales funnel. This is no small feat for a simple email campaign. Emails need to be focused on educating your audience and providing value with […]

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