Many people in the B2B space think that lead nurturing is a tool mainly used by marketing and sales to warm leads and move potential buyers down the funnel.  At Pardot, we find many other uses for this valuable marketing automation feature. We recently covered how we built an onboarding drip campaign for customers new to the product. In addition to customer onboarding, we have also found success using the tool for internal enablement, specifically with our sales teams.

Our Motivation

For the marketing team at Pardot, we see our own sales team as one of our key audiences to share relevant […]

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If you’ve been following our lead nurturing series over the past month, then you’ve already learned how to nurture the net new leads in your database and move sales leads through the sales funnel. There are plenty of additional lead nurturing campaigns that you can run depending on your goals, but one of the campaigns that we get questions about on a regular basis is the highly-effective (but often underused) re-engagement campaign, also known as a cold lead nurturing program. Let’s take a look at when this campaign might come in handy, what the timing might look like, and the […]

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Last week, we published the first post in our new series about different types of lead nurturing campaigns, beginning with a campaign revolving around Net New Leads. Today’s post focuses on one of the most popular use cases for drip campaigns: nurturing leads for sales.

Not sure when to use this campaign, or the best way to space out your emails? Take a look at the guidance below, sourced from some of our in-house experts, to learn more about this type of campaign.

When would you use this campaign?

The goal with this type of nurturing campaign is to help sales reps stay in […]

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Welcome to our new series on lead nurturing, where we’ll be taking a look at different types of lead nurturing campaigns in greater detail. Learn everything you need to know about use cases, timing, content, and more.

We get a lot of questions about lead nurturing here at Pardot. And we don’t blame you! With so many uses for nurturing programs and the different audiences that they can be used for, it can be hard to keep track of the types of emails you should send, when you should send them, the appropriate tone to use — well, you get the […]

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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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We’ve talked all week about the importance of understanding buyer preferences, and all month about catering your marketing to the customer. Now let’s get a little more tactical: how do you give the buyer what they want, when they want it? And, most importantly, how do you achieve this 1:1 personalization on a scaleable level?

The answer is simple: lead nurturing. Let’s take a look at what lead nurturing allows you to do, and the four major benefits of nurturing cold leads to a sales-ready state.

Do more with less.

Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. […]

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We’ve talked a lot this month about lead management — from scoring and grading your leads, to automating follow-up and lead nurturing. As we wrap up March, it’s time to delve a little deeper. If you downloaded our Complete Guide to Lead Nurturing released earlier this week, you read about the wide range of capabilities that lead nurturing provides in our chapter on “10 Nurturing Campaigns Worth Trying.” Let’s take a quick look at three of these campaigns that you probably haven’t explored yet, as well as some best practices for each. And don’t forget to download our full guide […]

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Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report) 

It’s hard to ignore statistics like the one above. Lead nurturing has proven itself to be a pivotal and indispensable part of modern-day marketing strategies, but many marketers still struggle to understand what it is and how they can use it to their benefit. Can it help them utilize their database to its full potential? What about helping to alleviate some of the tensions between marketing and sales?

The answer to both questions is yes. Lead nurturing isn’t one of the most sought-after features of a marketing […]

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