Think about the top influencers in your industry.

Now imagine that these leaders are standing behind your specific brand, promoting your message to their own extensive followings. How much money would you pay for such an endorsement? What could this kind of social proof do for your bottom line?

This month we’re all about engagement, and influencer marketing is one of the most powerful, cost-effective, and underutilized forms of engagement out there. As Kyle Porter, CEO of Salesloft, shared in his webinar with us last month, influencer marketing can have an invaluable impact on the reach and credibility of your message—and can [...]

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Well, we’ve officially finished out April and concluded last month’s theme of “customer-centric marketing” (for a quick look at some of our top content, be sure to check out yesterday’s wrap-up post). In May, we’ll be tackling a whole new theme: the art of driving engagement.

Engagement is something that is far too often overlooked by marketers — possibly because it seems like an abstract concept that’s outside the realm of control. But creating all the content in the world, having a beautiful, cutting-edge website, and a presence on every social media channel out there — if people aren’t engaging with [...]

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What makes you perceive a brand as trustworthy?

Marketing automation isn’t just about simplifying the lives of marketers, driving revenue, and having the hard numbers to prove it (although these are all significant plusses). It’s also about being able to personalize marketing on a scaleable level. It’s about stepping into your prospects’ shoes for a moment and ensuring that you’re providing the information they need, when they need it. And this, ultimately, will establish the trust with your prospects that is needed to closed deals and drive revenue.

But while marketing automation tools provide important opportunities to build trust with a prospect, [...]

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Let’s do something a little different on the Pardot blog today. Let’s talk cars.

Before we get carried away, I’m not talking sports cars and drag races — though that would probably guarantee me more shares. I’m talking about connected cars, which for all of the tech and marketing nerds out there (myself included), should make for an equally exciting topic.

First, a little background. Earlier this year, Google announced an Android in-car push with their Open Automotive Alliance with Audi and Hyundai. Then, just last month, Apple launched an in-vehicle infotainment product called CarPlay — meaning that the race for the best connected car technology has officially begun. In [...]

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A few weeks ago, we discussed a variety of ways for companies to keep their customers happy. And while this is extremely important, we can’t overstress the flip side of that coin: your employees. A recent article by Fast Company compared the American workforce to the Danish workforce, and some of the findings were (frighteningly) surprising. For one, according to statistics collected by the Organization for Economic Cooperation and Development, the average American works 1,790 hours per year, while the average Dane works 1,540 (plus has five to six weeks for vacation!).

While we shouldn’t expect any sweeping changes to magically shorten our work week, [...]

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If you’ve been reading our blog this month, then you’re already familiar with April’s topic of choice: customer-centric marketing. Shar VanBoskirk, Analyst at Forrester Research, sums up the importance of a customer-centric mindset in one quote:

“Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed.”

So why is this customer-centricity so critical to business success? If you guessed that it’s because of your customers’ changing preferences, then you’re right.

Today’s buyers are evolving. They’re connected. They’re social. They’re in-the-know. They do their research, and they know exactly what they want by the time they’re ready to make a [...]

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The modern-day marketing leader’s job description is changing. Just look at the facts:

By 2017, the CMO will Spend More on IT Than the CIO. (Gartner) 

90% of business buyers say when they’re ready to buy, they’ll find you. (DemandGen Report) 

 70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions) 

And the CMO’s role isn’t the only thing that’s changing: so are the traits that today’s marketing leader’s need to possess to be successful. So what are these traits, and what can marketers do to make sure they’re staying [...]

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You know your customers are important. But with so much pressure riding on securing new business — not to mention the differing priorities between your marketing, sales, and customer service teams — it can be hard to ensure that customer retention is always a top priority…for everyone.

A few things to keep in mind: when it comes to continuing their business with your company, your customers are more likely to stick around for the following:

personalized experiences

friendly employees and customer service reps

the chance to work with a brand that has a good reputation

easy-to-access information or help.

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